Rising trend in health-conscious consumer products

In recent years, people, particularly those living in major cities and urban areas, have shown growing interest in consuming "green - clean - healthy" products that promote well-being.

A consumer chooses to buy agricultural products at Co.opmart Dong Phu Supermarket (Dong Phu commune, Dong Nai province)

Many consumers are willing to pay a higher price for products and services that meet green production standards and carry a sustainable message, considering this a standard of high-quality products.

Attention to “clean eating and healthy living”

Clean eating and healthy living are no longer just trends, as they have become a "golden key" to personal well-being. This lifestyle is not about rigid self-discipline or extreme dieting, but rather a conscious way of living that thoughtfully balances nutrition and flavor. Consumers increasingly prioritize sustainability and "green - clean - healthy" products, with noticeable shifts in their eating and consumption habits. This trend reflects a growing move toward clean agricultural products and wholesome foods that support the health of both individuals and their families.

According to a survey released in March 2025 by the Vietnam High-Quality Goods Business Association, consumers are increasingly prioritizing products that are safe, health-oriented, and environmentally friendly. The Vietnamese consumer market continues to evolve in depth, with buyers not only valuing fundamental factors such as perceived quality and durability, but also showing greater interest in products that support personal health. More consumers are paying attention to a product’s origin, source, and expiration date before making a purchase, driven by growing concerns over health, nutrition, and safety.

Choosing environmentally friendly, “green” and “clean” products, or those certified to meet quality standards, has become a top priority for consumers.

Le Nha Khuyen, owner of CoCoBo Eatclean, Healthy & Smoothie in Tran Bien ward, Dong Nai province, shared: The trend of consuming health-beneficial products is gaining increasing popularity. A clean-eating, healthy lifestyle helps many people balance life’s pressures, while also providing mental benefits, fostering a sense of joy, relaxation during meals, and better emotional control.

Today, menus offering "green - clean - healthy" products are quite diverse, featuring organic brown rice dishes, vegetable rice, pan-seared chicken breast with olive oil and Booth avocado, cashew chicken rice, organic pasta salads, mixed fruit salads, detox drinks, organic yogurt, and more.

Thanh Giang, a resident of Tam Hiep ward, Dong Nai province, said she regularly consumes "green - clean - healthy" foods that provide essential nutritional value, helping her manage weight and improve health. In major urban areas, many shops and eateries offer a wide range of “healthy” foods with diverse menus and price segments, giving consumers ample choices.

Focusing on nutritionally balanced products

Calculating and balancing nutrition helps the body stay healthy, maintain stable energy levels, and improve sleep quality. This diet minimizes the use of seasonings, oils, preservatives, additives, and flavorings, while emphasizing a balanced distribution of nutrients in each meal.

Additionally, many food producers have increasingly focused on creating products that are not only tasty and varied to suit consumer preferences but also meet nutritional requirements, catering to the growing demand for green and sustainable consumption.

For the trend of using and consuming clean agricultural products to develop and promote a healthier community, the awareness of businesses and producers must also evolve. This endeavor includes applying scientific and technological advances, adopting production processes that ensure food safety and hygiene, and meeting the requirements and standards of management agencies, especially the needs of customers.

The trend of consuming "green - clean - healthy" foods typically prioritizes whole and natural ingredients while minimizing processed foods, refined sugars, and unhealthy fats. Meals made with these products are often a harmonious and scientifically balanced combination of local fruits, health-promoting seeds, and whole grains, providing all essential nutrients, including protein, healthy fats, carbohydrates, fiber, vitamins, and minerals.

Tran Mac Van Anh, Director of Medifood.IO Co., Ltd. (Nha Bich commune, Dong Nai province), shared: “The company is developing a line of rice flake nutrition bars certified 4-star under the OCOP program (One Commune, One Product), available in five different flavors. These products emphasize nutritional value, using natural and widely recognized ingredients. Notably, they are not merely ordinary snacks, but are positioned as nutritious snacks designed to meet specific nutritional content standards and requirements.”

“In recent years, consumers have increasingly paid attention to and accepted healthy products that ensure balanced nutritional values ​​in ingredients and materials,” said Tran Mac Van Anh.

By Hai Quan – Translated by Dang Huyen, Minho