In 2020, the Covid pandemic had a strong impact on consumers’ health awareness. From information that people with obesity were at risk of contracting Covid and also had a mortality risk three times higher than normal-weight people, consumers tended to choose healthier foods and beverages to reduce the risk of obesity. The low-sugar food trend received widespread attention from the community.

Let’s join Kompa to explore discussion topics and trends related to low-sugar foods:

Overall discussion on the low-sugar topic over 3 years

Overall, from 2020 to 2022, the discussion trend around users’ demand for low sugar showed no sign of a sharp decline. Most discussions came from Vinamilk product promotion posts, along with experience-sharing posts from mothers with children and expectant mothers. In addition, posts sharing recipes using low-sugar products were strongly welcomed.

Main 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 most interested in this topic was 27–46 years old. 24.7% of Gen Z participated in discussions and were interested in low-sugar issues, making them a potential customer segment that brands can target.

Main discussion channels

Nearly 97% of total discussions about demand for low-sugar foods were mainly concentrated on Facebook. The topic was actively discussed by users, with Facebook users accounting for 40.2%; 39.7% of discussions came from Facebook groups such as YÊU BẾP (Esheep Kithcen 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 discussions, notably KOL Thư Nguyễn fanpage, Ăn chơi Vũng Tàu fanpage, Food in Việt Nam, Thoa Vo, Vinamilk – Vui khỏe mỗi ngày…

Top prominent foods in low-sugar demand discussions

The cow’s milk-based food group received the most discussions, with 40,234 discussions, with the greatest interest coming from moms with babies and expectant mothers. Among these, yogurt and fresh milk accounted for the majority of discussions. Mothers use low-sugar dairy foods in weaning diets for children, for nourishment during pregnancy, or in processes to maintain  or regain body shape and lose weight after childbirth.

Top purposes for using low-sugar foods

The purpose of using low-sugar foods for health was the top priority, with 10,298 discussions. The health of babies and mothers was discussed most, such as: weight, immunity, children’s digestive systems,  and mothers’ health during and after pregnancy. Mothers tend to use low-sugar foods in daily menus to help fetuses and children gain weight.

In addition, consumers also use low-sugar products to lose weight, maintain figure, and improve skin. Users limit sugar intake during weight loss and skin recovery, so low-sugar products are prioritized in meal plans.