Discussion Trends in Low-Sugar Food Demand 2020 – 2022

In 2020, the Covid pandemic significantly impacted consumer health awareness. Following reports that obese individuals face a higher risk of contracting Covid and a mortality rate three times higher than normal, consumers have tended to choose healthy food and beverages to reduce the risk of obesity. The low-sugar food trend has garnered widespread attention from the community.

Join Kompa as we explore the discussion topics and trends related to low-sugar foods:

Total discussions on the low-sugar topic over 3 years

Overall, from 2020 to 2022, the discussion trend regarding consumer demand for low-sugar products showed no signs of a sharp decline. Most discussions stemmed from Vinamilk's product promotion posts, as well as experience-sharing posts from mothers with young children and pregnant women. Additionally, posts sharing recipes using low-sugar products received strong engagement.

Primary discussion audience

There were 219,816 people participating in discussions about the low-sugar topic across Vietnam. Of these, 83.3% were female. The age group with the highest interest ranges from 27 to 46 years old. 24.7% of Gen Z participated in discussions regarding low-sugar issues, representing a potential customer segment that brands can target.

Primary discussion channels

Nearly 97% of total discussions regarding low-sugar food demand are concentrated on Facebook. Discussions driven by Facebook users account for 40.2%; 39.7% of the discussion volume comes from Facebook groups such as YÊU BẾP (Esheep Kitchen Family), Thánh Riviu, Hà Nội ăn gì? Ở đâu?, Ăn sập Sài Gòn, Học viện Bếp Bánh (miễn phí)…; Facebook pages generated 23.9% of the typical discussion volume, including KOL Thư Nguyễn's fanpage, Ăn chơi Vũng Tàu fanpage, Food in Vietnam, Thoa Vo, Vinamilk – Vui khỏe mỗi ngày…

Top prominent foods in low-sugar demand discussions

Dairy-based food products received the most discussions with 40,234 mentions, with the highest interest coming from mothers and pregnant women. Among these, yogurt and fresh milk accounted for the majority of discussions. Mothers use low-sugar dairy products in weaning diets for children, for nourishment during pregnancy, or during processes to maintain shape and lose weight postpartum.

Top purposes for using low-sugar foods

Using low-sugar foods for health is the top priority with 10,298 discussions. The health of babies and mothers is the leading discussion topic, including: weight, resistance, children's digestive systems, and maternal health during and after pregnancy. Mothers tend to include low-sugar foods in daily menus to support weight gain for fetuses and children.

Additionally, consumers also use low-sugar products for weight loss, maintaining body shape, and skin beautification. Users limit sugar intake during weight loss and skin recovery processes, making low-sugar products a preferred choice in their diets.