Vietnam’s Mother & Baby Market Is Getting Cleaner and More Attractive to SMEs
- Khôi Nguyễn Duy
- Nov 17, 2025
- 4 min read
Vietnam’s Mother & Baby Market is entering a new stage of growth. After years of being affected by counterfeit goods, grey products, and inconsistent pricing, the market is now moving toward stronger regulation and higher transparency.
This shift does not only fix long-standing problems. It opens a strong opportunity for global SMEs with certified, high-quality products to enter Vietnam with confidence and scale sustainably.
Counterfeit Goods Have Distorted Vietnam’s Mother & Baby Market
1. Why mother and baby products became a target for counterfeiters
Vietnam’s Mother & Baby Market has always attracted counterfeit activity. The segment contains essential, high-value products that parents purchase frequently.
The GT channel also includes thousands of small independent shops, which makes monitoring harder. Consumers often rely on trust instead of traceable information, allowing fake goods to blend into the market.
2. Categories most affected by counterfeit products
The impact is noticeable in several key categories:
Baby food with a market size of around 2.3 billion USD
Diapers with a market size of around 557 million USD
Baby skincare and hygiene items which are easy to imitate at low cost
These segments have faced incidents of fake or low-quality products that shook consumer confidence.
3. Consumers are losing trust but shifting toward quality
Repeated cases of counterfeit goods have pushed parents, especially Millennials and Gen Z, to become more cautious. Instead of purchasing the cheapest option, many are now prioritizing products with verified origin, clear documentation, and proven safety.
This shift toward quality over low price is a key change shaping Vietnam’s Mother & Baby Market today.
Government Regulations Are Tightening and Creating a Cleaner Market for International Brands
1. Strong enforcement against counterfeit and low-quality goods
The Vietnamese government has increased inspections in both traditional and modern retail channels. Authorities are checking documentation, product origin, and quality standards with more frequency.
This creates a higher barrier for low-quality products and makes room for legitimate brands to stand out.
2. Transparent tax policies reduce the advantage of grey and unregulated imports
For years, grey goods and personal imports were popular due to lower prices. These products often avoided taxes and did not undergo compliance checks, which distorted market pricing and created unfair competition.
Vietnam is now tightening controls on undeclared imports and enforcing transparent tax obligations. As a result, unregulated goods lose their price advantage, while officially imported products gain a fairer position in the market.
This shift strongly benefits global SMEs entering Vietnam with proper documentation and compliant distribution.
Despite Clear Opportunity, SMEs Still Struggle to Enter Vietnam’s Mother & Baby Market
1. Limited visibility and control in the distribution chain
Without a local team, SMEs find it difficult to control how products move through GT and MT channels. This increases the risk of goods being mixed with non-official products or distributed through incorrect channels.
2. Complex import procedures and product compliance
Mother and baby products often require multiple layers of registration. These procedures are time-consuming and costly, especially for SMEs unfamiliar with Vietnam’s regulatory environment.
3. Lack of operational capability in Vietnam
To succeed in Vietnam’s Mother & Baby Market, brands need:
A trained local sales team
Access to accurate retail data
Warehousing and fulfillment capabilities
Multi-channel marketing activation
Strong eCommerce operations
The ability to manage livestream commerce
Most SMEs do not have these resources and therefore cannot capture the market effectively.
G2M Vietnam Helps SMEs Enter Vietnam’s Mother & Baby Market Safely and Transparently
1. Full legal and import support
G2M represents international SMEs in navigating regulatory requirements, ensuring all documents, taxes, and compliance steps are correctly handled. This reduces risk and accelerates market entry.
2. Full-channel sales and distribution (GT, MT, eCommerce, social commerce)
G2M provides complete access to Vietnam’s retail ecosystem:
Coverage in Mother & Baby stores, pharmacies, and traditional GT points
Access to modern retail systems following their compliance standards
eCommerce operations across multiple marketplaces
Social commerce execution including livestreams and KOL/KOC reviews
Integrated e-fulfillment to support smooth offline to online operations
This full-channel capability allows SMEs to scale quickly without building an in-house team.
3. Transparent reporting and controlled product flow
G2M provides clear tracking of sell-in, sell-out, and inventory movement. This ensures that products remain in official, compliant channels and reduces the risk of price distortion or grey-market mixing.
4. Pilot test for 3 to 6 months
SMEs can validate real demand before committing to large-scale investment. G2M collects market data and consumer insights to help brands choose the right pricing, channel strategy, and positioning.
A Cleaner Market Creates a Real Opportunity for SMEs That Enter Correctly
Vietnam’s Mother & Baby Market is becoming healthier and more transparent. Counterfeit goods are being removed. Grey-market imports are losing pricing advantage. Consumers are shifting toward safety, certification, and documented quality.
This creates a favorable environment for international SMEs. However, success requires a model built on compliance, visibility, and strong execution in GT, MT, and online channels.
G2M provides the full local capability needed to enter and scale safely.
If you are exploring opportunities in Vietnam’s Mother & Baby Market or want to assess the potential with a pilot launch, G2M is always open for a conversation and ready to support your next steps.
