Vietnam Subscription Box Market

Vietnam Subscription Box Market Overview:

The Vietnam subscription box market size reached USD 187.50 Million in 2024. The market is projected to reach USD 712.37 Million by ​2033​, exhibiting a growth rate (CAGR) of 14.28% during ​2025-2033​. At present, local brands and startups are leveraging subscription models to attract health-minded individuals with budget-friendly and value-rich products. In addition, companies are using targeted advertisements, contests, and referral codes to entice customers. Besides this, the broadening of e-commerce portals is contributing to the expansion of the Vietnam subscription box market share.

Vietnam Subscription Box Market Trends:

Growing focus on health and wellness

Rising focus on health and wellness is positively influencing the market in Vietnam. As per the IMARC Group, the Vietnam health and wellness market size reached USD 19.0 Billion in 2024. The number of social media users in Vietnam continues to grow, helping spread awareness about wellness trends and healthy living. People are becoming more conscious about what they eat, how they care for their bodies, and how they manage stress. Consequently, subscription boxes that offer organic snacks, herbal teas, fitness supplements, skincare made from natural ingredients, and self-care items are gaining popularity. These boxes allow customers to discover new health-oriented products in a convenient and curated way. Many boxes also include educational content, tips, and routines that promote wellness at home. Local brands and startups are using subscription models to reach health-conscious individuals with affordable and value-packed offerings. These health-focused boxes appeal to busy urban professionals, fitness enthusiasts, and families looking for balanced lifestyle choices. As awareness continues to increase and more people are prioritizing well-being, the health and wellness trend is significantly contributing to the expansion of the market.

Increasing impact of social media

Rising social media influence is impelling the Vietnam subscription box market growth. The number of social media users in Vietnam continues to grow, especially among the younger demographic. As per the DataReportal, in January 2024, Vietnam had 72.70 Million social media users, representing 73.3% of its overall population. Social media platforms play a major role in showcasing unboxing videos, product reviews, and influencer endorsements, which generate curiosity and interest in subscription services. Influencers help build credibility by sharing their experiences and recommendations, encouraging followers to try new boxes. User-generated content adds authenticity and spreads awareness through likes, comments, and shares. Brands are also employing targeted ads, giveaways, and referral codes to attract and retain customers. These strategies are making subscription boxes feel trendy, personal, and shareable. As individuals are turning to social platforms for lifestyle ideas and shopping inspiration, social media is becoming a powerful tool for promoting niche and lifestyle-oriented boxes.

Broadening of e-commerce portals

The expansion of e-commerce sites is stimulating the market growth. As per industry reports, the e-commerce market in Vietnam produced a revenue of USD 21,781 Million in 2024. E-commerce platforms offer a convenient space for subscription box providers to showcase their items, run promotions, and reach a wide customer base. Improved online payment options, faster delivery services, and mobile shopping trends are further encouraging customers to try subscription models. Businesses are using customer data collected from e-commerce platforms to personalize offerings and build long-term relationships. As more people are shopping online for both essentials and lifestyle products, the demand for flexible, curated, and home-delivered subscription boxes continues to grow across different categories in the Vietnam market.

Vietnam Subscription Box Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country and regional levels for ​2025-2033​. Our report has categorized the market based on type, gender, and application.

Type Insights:

• Replenishment Subscription
• Curation Subscription
• Access Subscription

The report has provided a detailed breakup and analysis of the market based on the type. This includes replenishment subscription, curation subscription, and access subscription.

Gender Insights:

• Male
• Female

A detailed breakup and analysis of the market based on the gender have also been provided in the report. This includes male and female.

Application Insights:

• Clothing and Fashion
• Beauty
• Food and Beverages
• Pet Food
• Baby Products
• Health and Fitness
• Others

The report has provided a detailed breakup and analysis of the market based on the application. This includes clothing and fashion, beauty, food and beverages, pet food, baby products, health and fitness, and others.

Regional Insights:

• Northern Vietnam
• Central Vietnam
• Southern Vietnam

The report has also provided a comprehensive analysis of all the major regional markets, which include Northern Vietnam, Central Vietnam, and Southern Vietnam.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

Vietnam Subscription Box Market Report Coverage:

Key Questions Answered in This Report:

• How has the Vietnam subscription box market performed so far and how will it perform in the coming years?
• What is the breakup of the Vietnam subscription box market on the basis of type?
• What is the breakup of the Vietnam subscription box market on the basis of gender?
• What is the breakup of the Vietnam subscription box market on the basis of application?
• What is the breakup of the Vietnam subscription box market on the basis of region?
• What are the various stages in the value chain of the Vietnam subscription box market? 
• What are the key driving factors and challenges in the Vietnam subscription box market?
• What is the structure of the Vietnam subscription box market and who are the key players?
• What is the degree of competition in the Vietnam subscription box market? 

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Vietnam subscription box market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Vietnam subscription box market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Vietnam subscription box industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.