Moore Thuc Pham Chuc Nang 2014

THC PHM CHC NNG: NGI TIU

DNG V HOT NG QUNG CO

TRC TUYN CA DOANH NGHIP

TP.HCM, nm 2014

2 Tng quan th trng Copyright by Moore 2014

Ni dung:

- Tng quan th trng

- C hi v thch thc

- Ngi tiu dng

- Hot ng qung co trc tuyn

- Kt lun v d bo

- Danh sch mt s cng ty

I. TNG QUAN TH TRNG

Theo Hip hi Thc Phm Chc Nng, thc phm chc

nng (TPCN) l sn phm h tr cc chc nng ca cc

b phn trong c th, c hoc khng c tc dng dinh

dng, to cho c th tnh trng thoi mi, tng sc

khng, gim nguy c v tc hi bnh tt. Tc dng ca

TPCN l c kh nng ci thin sc khe v lm gim

thiu nguy c v tc hi bnh tt, bao gm thc phm

b sung, thc phm bo v sc kho, thc phm dinh

dng y hc. N khng phi l tr liu y hc nhm mc

ch iu tr hay cu cha bnh tt ca con ngi. T nm 1999, TPCN t cc nc bt u nhp

khu chnh thc vo Vit Nam. ng thi, do c sn ngun nguyn liu, c lch s lu i nn y hc

c truyn, c sn dy truyn sn xut thuc v i ng cng nhn chuyn nghip v tro lu pht

trin TPCN trn th gii, cc cng ty dc, cc c s sn xut thuc Y hc c truyn bt u chuyn

sang sn xut TPCN. Tnh n cui nm 2012, gn nh c ngnh dc Vit Nam lao vo lnh vc

TPCN, vi s tham gia ca 1,781 doanh nghip.

Hnh. Thc phm chc nng by bn trong

mt nh thuc t chn (thanhnien.com.vn)

http://news.zing.vn/Bung-no-kinh-doanh-thuc-pham-chuc-nang-vi-sao-post444923.htmlhttp://news.zing.vn/Bung-no-kinh-doanh-thuc-pham-chuc-nang-vi-sao-post444923.html


S lng c s sn xut, kinh doanh thc phm chc nng nm 2000 l 13 c s, n cui 2012 l

1,552 c s, vi hn 5,500 sn phm. Nm 2013, s c s SXKD TPCN tng ln 3,512 c s (tng

226% so vi 2012), vi 6,851 sn phm (tng 124%). Trong , 80% sn phm TPCN l nhp khu

20% sn phm sn xut trong nc. Sn phm xut khu ang gia tng nhanh chng, tng 172% giai

on 2012-2013, trong khi sn phm sn xut trong nc gim 23% giai on 2012-2013.

Hnh. S c s sn xut kinh doanh TPCN v S lng sn phm TPCN giai on 2005 - 2013

Ngun: Hip hi TPCN Vit Nam 2014

5 nguyn nhn khin th trng bng pht

Th (1) l s bng n cc bnh ca x hi cng nghip v nhim mi trng. Th (2), ngi tiu

dng ang hng v mt li sng lnh mnh, quan tm hn n cc sn phm thin nhin v cc

bin php phng bnh. Th (3), cng chng ngy cng quan tm hn n mi quan h gia thc

phm, ch dinh dng v sc khe. Th (4), nguyn nhn quan trng nht, nhn thc v tm

quan trng t bo v sc khe v phng chng bnh tt lin quan n dinh dng v li sng. Th

(5), nhng kt qu nghin cu khoa hc v li ch ca rau qu, ng cc trong phng bnh, cc cht

chng xy ha v cc hp cht ton phn ca thc vt c tc dng tt i vi sc khe, theo PGS-

TS L Vn Truyn.

S C s SXKD TPCN S Sn phm TPCN

http://www.thanhnien.com.vn/pages/20131130/bung-no-thuc-pham-chuc-nang.aspx


Phn loi TPCN

Theo PGS.TS Trn ng Ch tch Hip hi Thc phm chc nng Vit Nam, hin nay, Vit Nam,

vic phn loi TPCN ch yu c 5 cch phn loi: theo phng thc ch bin; theo dng sn phm;

theo cch qun l; theo tc dng v mt phng php phn loi tng i c bit p dng theo

cch ca ngi Nht Bn.

Phn loi theo phng thc ch bin

Nhm sn phm b sung vitamin (vitamin

C, E)

Nhm b sung khong cht (calcium,

magnesium, km, st)

Nhm b sung hot cht sinh hc (DHA,

EPA)

Nhm sn phm c bo ch t tho

dc (linh chi, nhn sm).

Phn loi theo dng sn phm

Thc phm thuc (dng vin, dng nc,

dng bt, dng tr, dng ru, dng cao,

dng ko, dng thc phm cho mc ch

c bit)

Thc n thuc (cho thuc, mn n

thuc, mn n b dng, canh thuc, nc

ung thuc).

Phn loi theo Nht Bn

Nhm cc sn phm cng b v sc khe:

Thc phm dng cho mc ch c bit v

nhm sn phm nhm cung cp cc cht

dinh dng.

Nhm thc phm c bit: Thc phm cho

ngi m; Sa bt tr em; Sa bt cho

ph n c thai v cho con b; Thc phm

cho ngi gia nhai nut kh.

Phn loi theo chc nng tc dng

Cch phn loi ny chia TPCN thnh 26 dng

khc nhau: nhm sn phm h tr chng lo

ha; h tr tiu ha; h tr gim huyt p; h tr

gim i tho ng; tng cng sinh lc; b

sung cht x; phng nga ri lon tun hon

no; h tr thn kinh; b dng; tng cng

min dch; gim bo;.

Phn loi theo phng thc qun l

Phn ln cc sn phm TPCN thuc nhm

b sung vitamin v khong cht khng

phi ng k chng nhn m ch cn c

cng b ca nh sn xut v sn xut theo

tiu chun do c quan qun l thc phm

ban hnh.

Cc nhm sn phm TPCN khc phi c

ng k v Cc An ton v sinh thc phm

(B Y t) chng nhn v cp php lu

hnh.

http://healthplus.vn/5-cach-phan-loai-thuc-pham-chuc-nang-d4210.html

5 C hi v Thch thc Copyright by Moore 2014

II. C hi v thch thc

1. C hi

Dn tr ngy cng c nng cao

Vit Nam l quc gia c tc tng trng kinh t nhanh, cng vi i sng, dn tr ngy mt nng

cao, th ngi dn cng ngy cng c thc nhiu hn vi sc khe ca mnh. Nhu cu bo v v

nng cao sc khe c ngi dn t cng gia tng. Bn cnh vic n ung hng ngy th theo

nhiu chuyn gia cho rng nhu cu b sung cc thc phm chc nng giu vitamin tt yu s tr

thnh xu hng tng lai; v bn cnh vic b sung cc cht dinh dng th y cng l ngun

vacxin phng nhng bnh mn tnh khng ly, gip h tr chc nng cc b phn trong c th

gip nng cao sc khng gim bt cc nguy c bnh tt.

V theo thng k ca ngnh y t, s lng TPCN a vo lu thng trn th trng c xu hng tng

ln rt r rt, c v nhp khu cng nh sn xut trong nc. Tnh n 2013, ch ring s lng

danh mc sn phm sn xut trong nc chng ta c trn 2,300 sn phm chim khong 40%

tng s sn phm lu hnh. Vi nng lc sn xut nh vy, hng nm nhu cu v nguyn liu cho

sn xut thc phm chc nng ca Vit Nam l khong t 50,000 n 70,000 tn.

Hng nghin cu th trng Euromonitor tin tng rng s pht trin ca ngnh thc phm chc

nng thi gian qua ch ra rng th trng ny s tng trng mt cch nhanh chng vi tc

tng trng mi nm ln n 20% trong 20 nm ti. Vi dn s ng th 3 khu vc ng Nam

cng dn tr cng nh nhn thc v tm quan trng ca sc khe m ra mt trin vng v cng

tim nng cho th trng thc phm chc nng Vit Nam.

iu kin t nhin

c thin nhin u i vi kh hu cng tnh a dng t nhin sinh hc cao, Vit Nam c khong

3,948 loi thc vt, 408 loi ng vt, 75 loi khong vt v trn 50 loi to c kh nng lm thuc.

Kt hp vi nn y hc c truyn lu i th y r rng l mt tim nng v cng to ln cho ngnh

thc phm chc nng.


Nh nc ang ch trng pht trin cng ngh sinh hc m sinh hc l ct li pht trin thc

phm chc nng. Nn kinh t ang trn pht trin, thu nhp ngy cng tng, cng ngh thng tin

bng n h tr trong vic qung b sn phm. TPCN rt d p dng cng ngh mi, nht l cng

ngh sinh hc, tm ra c mt loi thuc mi rt kh nhng nghin cu mt loi sn phm TPCN li

d, Vit Nam nghin cu sn xut c nhiu sn phm TPCN, cht lng tng ng vi nc

ngoi.

Tp trung nghin cu ng dng v chuyn giao cc quy trnh cng ngh sn xut mt s sn phm

chc nng c cht lng cao mang bn sc c hu, c o kt hp gia nn Y hc c truyn lu

i ca nc nh v ng dng cc cng ngh chit xut, bo ch sn phm tin tin, hin i trn c

s s dng ngun ti nguyn thin nhin a dng, phong ph v cy c v ng vt lm thuc ca

Vit Nam- theo nh hng pht trin ca Vin Thc phm chc nng Vit Nam VIDS trong giai

on 2010-2015

Vit Nam chu nh hng ca xu hng Th gii

Theo PGS-TS L Vn Truyn th 70% ngi dn M thng xuyn s dng TPCN phng bnh.

Theo Ngn hng Th gii (World Bank, 2006), th trng TPCN M chim 35%, Chu u 32%, Nht

Bn 25% v phn cn li ca cc nc trn th gii l 8%. Th trng TPCN ti M nm 2007 l 27 t

USD v nm 2013 c d on tng ln 90 t USD. Xu th pht trin TPCN trn th gii v khu vc

ASEAN cng tc ng mnh m vo th trng Vit Nam l ng nhin. Tnh n 2013 th c 39

quc gia xut khu 5,518 sn phm thc phm chc nng vo th trng Vit Nam. Trong cc sn

phm thc phm chc nng ca M chim 18.15% th phn TPCN Vit Nam, sau l Hn Quc,

c, Trung Quc, Php, Malaysia, Thi Lan, Canada, c

2. Thch thc

Thch thc ln nht l nhn thc cha y v TPCN: t nh ngha, phn loi, phn bit, tc dng,

qun l TPCN trn th gii v Vit Nam.

Cc quy nh php lut v TPCN cn thiu v cha y , c bit l cc tiu chun, quy chun v

quy nh qun l.


Cc c s, cng ty, t chc, c nhn sn xut cn mang tnh ring l, trc mt v li ch ring ca

mnh, cha c s lin kt, t hp to ra sc mnh dy chuyn v bn vng.

Ngi tiu dng s dng TPCN cn thp, mc ch s dng phn ln l h tr cha bnh. Kt

qu iu tra ca Cc ATTP (2011) cho thy:

Ngi s dng TPCN ch yu l ngi trng thnh ang c bnh.

T l s dng TPCN H Ni l 68.1%, Tp. H Ch Minh l 43.0%.

Thi gian s dng mi ch t 1-12 thng

Qung co TPCN cn sai phm: Kt qu iu tra ca Cc ATTP (2011) cho thy:

C 10 qung co trn truyn hnh th 2 qung co cha c giy php qung co

(20%).

C 10 qung co c giy php nhng c 5 qung co cn sai v ni dung so vi

cng b tiu chun (50%).

Mt s c s kinh doanh t chc i cc vng nng thn lin kt vi hi ph n, hi ngi cao tui

t chc tuyn truyn, khm bnh, xt nghim ri bn sn phm vi phng thc qut mt ln, i

qua khng li u mi lin h. Cc hot ng ny vi phm lut khm cha bnh v cc quy

nh qun l ca ngnh y t.

8 Ngi tiu dng Copyright by Moore 2014

III. NGI TIU DNG

1. Mi quan tm n sc khe

Bo co v ngi tiu dng Vit Nam 2013

ca Nielsen cho thy, sau nhng lo ngi v

nn kinh t cha n nh v vic lm, sc

khe l mi quan tm th ba ca ngi tiu

dng Vit Nam. Nu nh nm 1995, mc chi

tiu cho sc khe ca ngi dn Vit Nam

cha n 20 USD/ngi/nm, thp hn cc

quc gia trong khu vc nh Indonesia,

Philippines, Thi Lan, th 10 nm sau, mc

chi tiu cho sc khe tng gn gp 5 ln

ln 80 USD/ngi/nm, vt qua Indonesia

v Philippines.

2. Nhu cu tiu dng TPCN

Trong thi k cng nghip ha, th ha, cuc cch mng cng nghip dn ti 4 thay i c

bn l: phng thc lm vic, li sng v sinh hot, li tiu dng thc phm (ch yu l thc phm

ch bin) v thay i v mi trng. Cc bnh mn tnh ph bin l: tiu ng, tim mch, ung th,

xng khp, d ng, tiu ha, thn kinh, tng cn bo ph, bnh v da, h hp, ri lon chuyn ha,

ri lon th lc ... cng t m ra.

Cc bnh mn tnh khng ly cha th phng bnh bng vc xin m cn thc hin b sung thng

qua cc vitamin, cc vi cht dinh dng, khong cht, cc cht chng xy ha (Thc phm chc

nng). Thc phm chc nng (TPCN) khng ch cung cp dinh dng c bn m cn c chc nng

phng chng bnh tt v tng cng sc khe nh cc cht chng xy ha (beta-caroten, lycopen,

lutein, vitamin C, vitamin E...), cht x v mt s thnh phn khc.

T ngun gc bnh mn tnh v li ch ca TPCN c th thy, nhu cu tiu th TPCN ngy cng tng

cao theo s pht trin ca x hi, nhng ngi dn thnh th c nhu cu tiu th cao hn ngi dn

Hnh. Mc chi tiu cho sc khe ca mt s quc gia

(Ngun: Nielsen, 2013)


nng thn, nhng ngi lao ng tr c (nh bun bn kinh doanh, qun l trong cc lnh vc kinh

t, chnh tr) s c nhu cu cao hn ngi lao ng

chn tay, nhng ngi ln tui hn s c nhu cu tiu

th cao hn ngi tr tui, n gii s c nhu cu cao

hn nam gii (do quan tm v lm p, sc khe bn

thn v gia nh cao hn).

3. Cc yu t tc ng n ngi mua TPCN

S ngi s dng TPCN ngy cng tng. Ch tnh

nhng ngi s dng TPCN qua knh bn hng a

cp cho thy: Nm 2005 c khong 1 triu ngi 23

tnh (1.1% dn s) s dng TPCN. Nm 2010 tng ln 5,700,000 ngi khp 63 tnh, thnh ph

(chim 6.6% dn s) s dng TPCN. Cc An ton thc phm iu tra (nm 2011) cho thy TP.

H Ch Minh c 43% s ngi trng thnh v H Ni c 63% s ngi trng thnh s dng

TPCN.

Hnh. Cc yu t tc ng n hnh vi mua sm sn phm dinh dng.

Tng

cng

sc khe

Phng

chng

bnh tt

H tr

iu tr

bnh tt

Li ch ca TPCN


Ngun: Nielsen 2013

Theo nghin cu ca Nielsen, nhng yu t quan trng c nh hng n quyt nh mua sn phm

dinh dng l Thnh phn y dinh dng, Gim nguy c mc bnh, Gi c phi chng v

c s chng nhn bi cc chuyn gia y t.

Kho st th trng mt s sn phm TPCN cho thy, TCPN c gi t vi trm ngn ng cho n vi

triu, kh cao so vi thu nhp bnh qun hng nm ca ngi tiu dng l 24 triu ng/nm (2013).

Bn cnh , TPCN khng ging nh thuc, khng c tc dng tc th, ngi tiu dng phi s dng

nhiu ln trong khong thi gian nht di mi c tc dng cng khin chi ph TPCN tng cao. Vi

mc gi cao nh hin nay, kh nng tiu dng TPCN nhng h gia nh c thu nhp cao s cao

hn nhng h gia nh c thu nhp thp hn.

Hnh. Gi bn mt s sn phm TPCN trn website bn hng trc tuyn (10/2014).

4. Tm l ngi tiu dng

Ngi tiu dng hin nay tip cn thc phm chc nng ch yu qua knh bn hng a cp v

qung co trn Internet m t vn vin chnh l ngi bn hng. H trc gi vn coi TPCN nh l

thn dc ci thin sc khe, sc p vc dng, thm ch cn c kh nng khc ch i vi bnh nan

y nh ung th, vim gan. Khng t ngi cn quan nim TPCN v hi, khng b m th cng b

dng, bi h cho rng TPCN va l thuc cha bnh va l thuc b. Theo hip hi TPCN, c

khong 2/3 s ngi s dng thc phm chc nng l cha bnh, t mu nhim m n cao

http://doisong.vnexpress.net/tin-tuc/suc-khoe/nhieu-nguoi-sai-khi-dung-thuc-pham-chuc-nang-de-chua-benh-2843013.htmlhttp://doisong.vnexpress.net/tin-tuc/suc-khoe/nhieu-nguoi-sai-khi-dung-thuc-pham-chuc-nang-de-chua-benh-2843013.html


huyt p, ung th, xng khp...L do l v ngi tiu dng Vit Nam cn thiu kin thc v thc

phm chc nng, nhiu ngi vn cha hiu ng v s dng thc phm chc nng ty tin.

Ngi Vit cn c tm l c bnh th vi t phng nghe ai mch g iu lm theo ny, nn khi bn

thn hay ngi thn mc bnh, h vi vng ra quyt nh, tin tng vo nhng li qung co

TPCN c ni dung khng ph hp vi ni dung c c quan nh nc c thm quyn xc nhn,

thm ch cn mua v tin dng TCPN ch v nghe ni t ngi khc.

Sn phm TPCN ch mi c bit n rng ri trong vi nm tr li y, s lng sn phm ln,

chng loi a dng nn ngi tiu dng vn cha quen v b nhm ln cc khuyn co, thut ng

thc phm chc nng. Thng tin v hng lot sn phm TPCN gi, sn phm cha c kim nh

cng b, qung co ni dung khng ph hp khin ngi tiu dng bng khung khi chn mua

TPCN, c thi e d, nghi ngi v cht lng sn phm v tnh trung thc ca cc qung co v tc

dng ca sn phm.

5. Vai tr ca Ph n

Ph n ng vai tr quan trng trong quyt nh chi tiu. Nhn chung, ph n Vit Nam thng lp

danh sch trc khi mua sm cng nh theo di qung co trn truyn hnh v i pht thanh. Cht

lng sn phm tc ng ln n s trung thnh ca ph n i vi mt thng hiu.

Ph n trong tui 30 c hnh vi mua sm bc ng nht v thng xuyn s dng cc phng

tin truyn thng, trong khi ph n vi tui trung bnh l 47 c thi quen mua sm chun b trc, c

thc v gi tr hng ha tt v a chung cc qung co thng mi. Ph n trong tui 67 l

ngi mua sm thng xuyn nht v lun nh gi cao tm quan trng ca truyn ming.

Trong gia nh, ph n thng l ngi ra quyt nh mua sm sn phm dinh dng. Nghin cu

ca Nielsen 2011 cho thy, trung bnh trong 100 quyt nh mua sm sn phm dinh dng th 71

ln ngi ra quyt nh chnh l ph n. So vi nam gii, ph n Vit thch xem tivi, nghe nhc, c

bo v i mua sm hn. H cng quan tm nhiu hn n gia nh v sc khe.

http://doisong.vnexpress.net/tin-tuc/suc-khoe/nhieu-nguoi-sai-khi-dung-thuc-pham-chuc-nang-de-chua-benh-2843013.htmlhttp://www.ftaresearch.com/vn/article.php?id=62http://www.ftaresearch.com/vn/article.php?id=62


6. Thu nhp ca ngi dn

Hnh: Thu nhp bnh qun u ngi Vit Nam , mc chi tiu v tit kim 2011.

Ngun: Euromonitor 2013

Nm 2011, Vit Nam c khong 88.9 triu ngi, thu nhp (sau thu) bnh qun hng nm t 19

triu VND (US$ 928), tng 3.2% so vi nm 2010. Trong , chi tiu tiu dng chim 96.5% thu nhp,

tit kim 3.5%. Euromonitor d bo giai on 2013 2020, nn kinh t s n nh dn, thu nhp bnh

qun v chi tiu tiu dng s tng vi tc c trung bnh hng nm l 5.9% v 6.1%.

Phn ln nhng ngi giu c Vit Nam ri vo tui trung nin. Trong nm 2011, nhm tui 40

44 l nhm c thu nhp hng nm cao nht Vit Nam, trung bnh t 36.6 triu VND (US$ 1,786),

theo sau l nhm tui 45 59 vi thu nhp hng nm t 35.9 triu VND (US$ 1,753). C cu ny

hnh l do s thnh cng ca nhng chuyn gia v nh qun l. Trn thc t, hu ht cc v tr cao

trong cc lnh vc kinh doanh v chnh tr iu ang c nm gi bi nhng ngi ngoi 40 tui.

n nm 2020, nhm tui 40 44 c d bo vn s l nhm c thu nhp hng nm cao nht, t

61.2 triu VND (US$ 2,937).


7. Mc tin tng vo qung co

Theo kho st ngi dng Internet c tui t 18 tr ln ca cng ty Vinaresearch, Bo mng l

knh truyn thng c theo di thng xuyn nht, k n l Cc website khc bo mng, Tivi v

Cc trang blog, mng x hi.

Hnh: Mc theo di cc knh truyn thng (%)

Ngun: Vinaresearch 9/2013

Mc d mc theo di cc knh truyn thng Internet thng xuyn hn nhng ngi tiu dng

tin tng cao hn vo cc qung co trn knh truyn thng truyn thng l Tivi, Bo giy, Tp ch,

Radio. Nguyn nhn c th l do nhng qung co trn cc phng tin truyn thng truyn thng

c kim duyt cht ch hn so vi qung co trn Internet. Nhng qung co khng giy php,

qung co khng ng ni dung ng k vi c quan qun l nh nc, qung co qu sn

phm ng ti trn Internet gy nh hng n lng tin ngi tiu dng.


Hnh. Mc tin cy vo qung co theo knh truyn thng (%)

Ngun: Vinaresearch 9/2013

8. Mua sm trc tuyn

Kho st ca Google 2014 cho thy, c 19% s ngi online c mua sm trc tuyn, khong 6.8 triu

ngi, v 55% tm kim thng tin online nhng mua sm offline. Thit b s dng mua sm online

l PC/Laptop (77%), in thoi thng minh (14%) v My tnh bng (4%). 44% s ngi online cha

tng mua hng trc tuyn nhng c mong mun mua hng trn mng trong vng 12 thng ti. Khi

mua online, ngi mua thng cn nhc, xem xt 1 n 3 nhn hiu v nghin cu thng tin v sn

phm qua Internet.

Theo kho st ca Nielsen 2013, mt hng c nhiu ngi mua trc tuyn nhiu nht l Qun o/

ph kin/giy dp/trang sc (47% ngi tiu dng), k n gia dng (47%), Thit b di ng v

ph kin (43%), Thc phm v ung (39%), t phng du lch (36%) v Mua v (36%)

Mc d thi quen mua sm trc tuyn cha tht s ph bin ph bin Vit Nam nhng ha hn

nhiu tim nng trong thi gian ti do Internet ngy cng ng vai tr quan trng trong qu trnh

mua sm.


Kho st ca Nielsen 2013 cho thy, 72% ngi tiu dng cho bit h c tm kim sn phm qua

Internet, 59% so snh gi vi cc sn phm khc v c ti 47% mua hng trc tuyn.

Hnh. Hnh vi mua sm trc tuyn ca NTD Vit Nam (Ngun: Nielsen 2013)

16 Hot ng Qung co trc tuyn Copyright by Moore 2014

IV. HOT NG QUNG CO TRC TUYN

Vit Nam, bc s khng c php k n thc phm chc nng trong n thuc. Chnh v iu

ny m lu nay thc phm chc nng c nhiu c nhn, t chc t hin qung co trn webste,

mng x hi,.. v c knh phn phi, t vn trc tip ca nhng ngi khng c kin thc chuyn

mn trong lnh vc y t (thng qua mng li bn hng a cp). Cng vi s bng pht ca cc c

s, c nhn kinh doanh TPCN, mc chi tiu cho qung co trc tuyn cc sn phm TPCN nhng

nm qua lun ng u trong cc sn phm thc phm ni chung, cao hn c mc chi qung co

cho sn phm Sa v ung c cn/khng cn.

1. Website v qung co tm kim

Brand Web Traffic Direct Referral Search Social Display

Aladin 45,000 15% 9.5% 75% 0.21% 0.25%

L Hi 15,000 31% 11.5% 52.4% 5.18% 0.04%

Vision 10,000 16,35% 44.5% 36% 3.1% 0%

Herbalife 9,000 8% 76% 16% 0.36% 0%

Dailyvita 7,000 47% 13% 39% 0.44% 0.45%

Labwell 3,000 24% 34% 42% 0.4% 0%

Vipteen 4,000 38,5% 23.73% 32.71% 4.39% 0.67%

im qua thng tin website ca nhng nhn hng ln thuc ngnh thc phm chc nng cho thy

rng hu ht cc nhn hng u s dng tm kim l cng c ch o mang n lng traffic v

Website cho cc nhn hng.

Lng tm kim mt s t kha lin quan n thc phm chc nng trn Gooogle.com kh ln v

phn b u vo cc thng trong nm. Trn trang Google.com nhn thy khng ch nh sn xut m

c nhng nh phn phi thc phm chc nng cng tng cng khai thc hiu qu t Google

Adwords.


Khng ch dng qung co t kha (Google Adwords) v ti u ha cng c tm kim (SEO) thu

ht lng khch hng n thm website ca mnh m cc doanh nghip cn s dng cng c

Google Re-marketing vi mong mun chuyn i lng khch hng quan tm tr thnh khch hng

thc hin hnh vi mua hng.

2. Qung co hin th

L mt knh qung co v cng quen thuc v c rt nhiu ngnh hng s dng, qung co hin

th bng cch t banner trn cc Website ln nh Dn Tr, Vietnamnet, VNExpress,hoc cc

chuyn trang nh Ngisao, Vneconomy, Afamily, Webtretho, cng c cc nhn hng thc phm

chc nng u i la chn.

Nu cc banner trn bo hay nhng Website ln vi li th v v tr, kh nng gy n tng, nhn

bit cho nhng ngi dng khi truy cp vo Website th h thng Ad network cng c nhng u th

nht nh ca mnh. V y l cng l mt la chn ca khng t cc nhn hng thc phm chc

nng.

3. PR Article

Thc phm chc nng l sn phm gn lin vi sc khe nn ngi tiu dng c xu hng tm kim

v la chn sn phm k hn so vi cc sn phm thng thng. Do , nu banner l bc u

tin gy n tng vi ngi tiu dng, tm kim v cc thng tin ca sn phm l bc tip theo th

Biu : Lng tm kim cc t kha lin quan n thc phm chc nng t 10/2013 9/2014


cc bi PR trn cc chuyn trang uy tn s l bc tip theo to nim tin su sc hn cho ngi

tiu dng v sn phm.

Bi PR i khi c kt hp vi qung co trn trang tm kim. Cc ni dung ng ti trn bo in

t s l nguyn liu thc hin ti u ha cng c tm kim, a thng tin ca doanh nghip ln

trang u tin trong dy kt qu tm kim. ng thi, s dng cc t kha chnh c lp li nhiu

ln trong cc ni dung (v d: Lepidium Meyenii, UC-II,) qung co theo t kha (Google

Adwords).

4. Social media

Vi mng x hi th hu ht cc nhn hng u la chn cho mnh knh Facebook kt ni v

tng tc vi ngi tiu dng.

Search

Ngi tiu dng xem bi vit c ni dung v

hot cht Lepidium Meyenii

Kt qu tm kim vi t kha Lepidium Meyenii

cho kt qu l sn phm Sm Angela


Brand Fanpage Lng Fan

Aladin Aladin.com.vn 3,600

L Hi Cng ty L Hi 22,000

Vision Vision Vit Nam 2,000

Herbalife Herbalife (page chung) 2,100,000

Dailyvita Dailyvita.vn 4,900

IMC IMC Garden (Profile) 1,121

Labwell Lab WELL 2,000

Plan Do See Plan Do See Vit Nam 3,100

Vina-link Vina-link Group 1,400

Thin S Thc phm chc nng Thin s 166

Giai Cnh Cng ty TNHH Giai Cnh 150

Vipteen Vipteen Vinh Gia 7,776

Mc d vn c mt trn mt trn Facebook nhng hot ng trn Fanpage Facebook ca cc nhn

hng thc phm chc nng khng si ng v c chm cht nh mt s ngnh hng khc. Nhn

chung, lng tng tc trn Fanpage ca cc doanh nghip trong ngnh hng ny khng cao.

5. Case study: Thin Bo Tin Lit Khang

Thin Bo Tin Lit Khang l mt thc phm chc nng h tr iu tr v gim bt nhng triu chng

kh chu ca bnh Ph i tin lit tuyn, mt bnh ngy cng tr nn ph bin trn th gii v l

bnh ca nam gii.

Bng: Thng k lng Fan ca cc nhn hng thc phm chc nng, 10/2014


Thin Bo Tin Lit Khang do Cng ty dc phm ng phn phi v tip th. Sn phm c

website ring (tienlietkhang.com), c thit k bt mt, cc du hiu nhn din thng hiu ng

b. y l ni cng ty cung cp thng tin xoay quanh n bnh ph i tin lit tuyn, thng tin v

sn phm v cc gii php phng nga, iu tr, t vn chuyn gia.

Thin Bo Tin Lit Khang c nh v l nhn hiu h tr iu tr bnh ph i tin lit tuyn bn

chy nht ti M, sn phm c cht lng cao, c th gim bt cc triu chng ri lon tit niu,

gim ph i tin lit tuyn.

i tng mc tiu l nam gii, nhng ngi b bnh ph i tin lit tuyn hoc nhng ngi trong

tui mn dc, c nguy c mc bnh cao.


Hnh. Qung co Tin Lit Khang trn Vneconomy.vn

Phng tin truyn thng trc tuyn cho Tin Lit Khang l cc trang tin tc in t c lng truy

cp ln, uy tn, c ni dung lin quan n Tin tc tng hp, Gia nh sc khe - i sng v chng,

Kinh t - ti chnh. Ngoi ra, cn c mng x hi Facebook, mng chia s video Youtube v trang tm

kim Google.

Hnh thc qung co trn trang tin in t l Boxapp, qung co ng dng, c kch thc ln, c th

chn nhiu thng tin, hnh nh, box t vn, thch hp cho nhng sn phm cn cung cp nhiu

thng tin nh Tin Lit Khang v thc phm chc nng ni chung.

Facebook chnh thc ca Thin Bo Tin Lit Khang c thnh lp vo thng 5/2014, hin c 40

ngi hm m. Cng ty khng s dng cc cng c qung co nhm tng s lng ngi hm m

cng nh qung co bi vit.


Sn phm Thin Bo Tin Lit Khang nm trong top 3 kt qu tm kim trn Google.com vi t kha

Tin lit tuyn. Khi lng tm kim lin quan n tin lit tuyn tng i ln, khong 3,000

lt/thng, do , Google.com l knh hiu qu qung co sn phm.

23 Kt lun & D bo Copyright by Moore 2014

V. KT LUN V D BO

1. Kt lun

Trong thi k cng nghip ha, th ha, cuc cch mng cng nghip, cc bnh mn tnh khng

ly bng pht v cha th phng bnh bng vc xin khin nhu cu tiu th TPCN ngy cng tng

cao. S ngi s dng TPCN ngy cng tng. Ch tnh nhng ngi s dng TPCN qua knh bn

hng a cp cho thy: Nm 2005 c khong 1 triu ngi 23 tnh (1.1% dn s) s dng TPCN.

Nm 2010 tng ln 5,700,000 ngi khp 63 tnh, thnh ph (chim 6.6% dn s) s dng

TPCN.

Thc phm chc nng (TPCN) l sn phm h tr cc chc nng ca cc b phn trong c th, c

hoc khng c tc dng dinh dng, to cho c th tnh trng thoi mi, tng sc khng, gim

nguy c v tc hi bnh tt. N khng phi l tr liu y hc nhm mc ch iu tr hay cu cha

bnh tt ca con ngi. S lng c s sn xut, kinh doanh thc phm chc nng nm 2000 l 13

c s, n cui 2012 l 1,552 c s, vi hn 5,500 sn phm. Nm 2013, s c s SXKD TPCN

tng ln 3,512 c s (tng 226% so vi 2012), vi 6,851 sn phm (tng 124%). Trong , 80% sn

phm TPCN l nhp khu 20% sn phm sn xut trong nc. Thch thc ln nht cn tr th

trng TPCN pht trin l nhn thc cha y v TPCN: t nh ngha, phn loi, phn bit, tc

dng, qun l TPCN trn th gii v Vit Nam. Bn cnh l Qung co TPCN cn sai phm, ni

dung cha ng vi ni dung cng b, gy mt lng tin cho ngi tiu dng.

Trong gia nh, ph n thng l ngi ra quyt nh mua sm sn phm dinh dng. So vi nam

gii, ph n Vit thch xem tivi, nghe nhc, c bo v i mua sm hn. H cng quan tm nhiu

hn n gia nh v sc khe. Nhng yu t quan trng c nh hng n quyt nh mua sn

phm dinh dng l Thnh phn y dinh dng, Gim nguy c mc bnh, Gi c phi

chng v c s chng nhn bi cc chuyn gia y t.

TPCN dng cho cc bnh mn tnh khng ly, thng gp nhng ngi sng trong mi trng p

lc cao, t vn ng, nhim, thng s dng thc phm ch bin sn, thc phm bo qun. iu

ny dn n s khc bit trong nhu cu tiu th TPCN gia cc nhm: nhng ngi dn thnh th c

nhu cu tiu th TPCN cao hn ngi dn nng thn, nhng ngi lao ng tr c (nh bun bn

http://www.ftaresearch.com/vn/article.php?id=62http://www.ftaresearch.com/vn/article.php?id=62

24 Kt lun & D bo Copyright by Moore 2014

kinh doanh, qun l trong cc lnh vc kinh t, chnh tr) s c nhu cu cao hn ngi lao ng chn

tay, nhng ngi ln tui hn s c nhu cu tiu th cao hn ngi tr tui, n gii s c nhu cu

cao hn nam gii (do quan tm v lm p, sc khe bn thn v gia nh cao hn), nhng h gia

nh c thu nhp cao s c nhu cu cao hn nhng h gia nh c thu nhp thp hn.

Ngi tiu dng hin nay tip cn thc phm chc nng ch yu qua knh bn hng a cp v

qung co trn Internet m t vn vin chnh l ngi bn hng. H trc gi vn coi TPCN nh l

thn dc ci thin sc khe, sc p vc dng, thm ch cn c kh nng cha bnh. L do l v

ngi tiu dng cn thiu kin thc v thc phm chc nng, nhiu ngi vn cha hiu ng v s

dng thc phm chc nng ty tin.

2. D bo

Nhn nhn mt cch khch quan, s pht trin ca th trng thc phm chc nng Vit Nam khng

phi ch l mt hin tng bng pht nht thi, m chnh l nhng du hiu ca xu hng tng

lai khi m thc phm chc nng giu vitamin tt yu s tr thnh mt trong nhng ngun dinh

dng b sung qu gi v l vc-xin phng nhng bnh mn tnh (cn gi l mn tnh) khng ly,

theo PGS. TS. Trn ng - Ch tch Hip hi Thc phm chc nng Vit Nam.

Theo cng ty nghin cu th trng Euromoniter International, th trng thc phm chc nng

Vit Nam s tip tc pht trin trong nhng nm ti, trn 20%/nm, cao hn mc tng trng trung

bnh th gii l 15%/nm. Top 10 sn phm TPCN c ngi tiu dng Vit quan tm nhiu nht l

sn phm dnh cho tr nh, sn phm tng hp, lm p, xng, mn dc, khp, h min dch, sc

khe i mt, sc khe tnh dc, tri tim. ng thi, khuynh hng tiu dng ca ngi Vit cng

ngy cng hng v thin nhin nhiu hn.

http://www.baomoi.com/Kho-phat-trien-nganh-thuc-pham-chuc-nang-vi-con-rao-can/45/12049028.epihttp://phapluatxahoi.vn/20130822093324454p1005c1024/thi-truong-thuc-pham-chuc-nang-noi-ngoai-tranh-hung.htmhttp://www.reuters.com/article/2014/04/14/research-and-markets-idUSnBw145944a+100+BSW20140414http://www.reuters.com/article/2014/04/14/research-and-markets-idUSnBw145944a+100+BSW20140414

Copyright by Moore 2014

Ph lc. Cc cng ty Thc Phm Chc Nng

STT Cng ty H tr Nhn hiu

1 Cng ty Tr Tm Lan Ung th, Xng khp Tm Lan

2 Cng ty Unicity Cn nng, Lo ha Slim, Reviv

3 Cng ty Herbalife Vit Nam Tim mch, Xng khp Herbalife

4 Cng ty Dc Hu Giang Spivital

5 Cng ty Thnh t Triu Sn Tiu ha, Ung th Triso, Ancan, Ging

6 Cng ty Dc Bo Phc Tiu ha, Xng khp An Nguyt Linh, Omixton

7 Cng ty Vina-link H min dch, Tiu ha Genecel, Kidsmune, Man-link

8 Cng ty L Hi Cn nng, Tim mch Agri+, Vitolize, CardioHealth

9 Cng ty Domesco Cn nng, Tr nh Dokyo, Dohacin, Dosaka

10 Cng ty IMC Tiu ha, H hp Vng Bo, Vegeplus

11 Cng ty Biosunz Gan, Tim mch Varicause, Picoman

12 Cng ty Labwell Gim cn, Xng khp, Labwell

13 Cng ty Thin S Vit Nam Tim mch, Xng khp Thin S, Orecare

14 Cng ty Vision Tim mch, Cn nng Vision

15 Cng ty BBU Cn nng, Tiu ng Neocell, Uloric, Schiff

16 Cng ty Aladin Lo ha, Sinh lc Hanamai, Nutricep, Aloha

17 Cng ty Kim Linh Sinh lc, Lm p Burn 60, Aloe Vera, Prenatal

18 Cng ty Jeunesse Vit Nam Lm p, Lo ha Luminesce, AM

19 Cng ty a Vi Minh Xng khp, Lm p Agels, Miracle

20 Cng ty Giai Cnh Tim mch, i tho

ng

Vn L Hnh, Thanh ng

An

21 Cng ty DP Linh Thnh Xng khp, Lo ha Pure, My-C, Alove, Vita

22 Cng ty DP Tm Vit Tiu ha, Xng khp Tametop, Ergomin, Lacto

23 Cng ty DP Phong Ph Tiu ha, Thn kinh Becoginsen, Oresol

24 Cng ty Plan Do See Vit Nam Lm p, Cn nng Placenta, Aojiru

http://www.trathaoduoctamlan.com/http://hongbang.vn/http://www.herbalife-vietnam.com/http://www.dhgpharma.com.vn/http://trisosu.com/http://www.baophucpharma.com/http://www.vnl.com.vn/http://www.flpvietnam.com/http://www.domesco.com/http://imc.net.vn/http://biosunz.vn/http://www.labwell.vn/http://vuacanxi.com/http://www.thucphamvision.vn/http://bbu.com.vn/http://aladin.com.vn/http://gnc-livewell.com.vn/http://www.jeunesseglobal.vn/http://dailyvitamin.com.vn/http://www.giaicanh.com/http://www.linhthanhpharma.com/http://www.tamvietpharma.com/http://www.phongphu.org/http://plandosee.com.vn/


TI LIU THAM KHO

News:

Hip hi Thc Phm Chc Nng, http://vads.org.vn/

Cng Thng - Bch Dng (2014), Bng n kinh doanh thc phm chc nng, v sao?,

http://news.zing.vn/Bung-no-kinh-doanh-thuc-pham-chuc-nang-vi-sao-post444923.html

Linh Chi, 5 cch phn loi thc phm chc nng, http://healthplus.vn/5-cach-phan-loai-thuc-pham-chuc-nang-

d4210.html

Thy Minh (2013), Kh pht trin ngnh thc phm chc nng v cn ro cn, http://vnmedia.vn/VN/kinh-

te/tin-tuc/26_1729033/kho_phat_trien_nganh_thuc_pham_chuc_nang_vi_con_rao_can.html

Trung tm dc liu (2013), Tim nng v hin trng ngun ti nguyn dc liu vit nam,

http://www.trungtamduoclieu.com/2013/02/hinh-anh-hoat-ong.html

V Khi (2013), Bng n' thc phm chc nng, http://www.thanhnien.com.vn/pages/20131130/bung-no-thuc-

pham-chuc-nang.aspx

Vng Linh (2013), Nhiu ngi sai khi dng thc phm chc nng cha bnh,

http://doisong.vnexpress.net/tin-tuc/suc-khoe/nhieu-nguoi-sai-khi-dung-thuc-pham-chuc-nang-de-chua-

benh-2843013.html

Report:

Trn ng (2014), S liu th trng TPCN 2000 2013, http://vads.org.vn/

Cc An ton thc phm, Hng dn qun l thc phm chc nng, http://vfa.gov.vn/

Hip hi Thc Phm Chc Nng (2013), Chin lc pht trin thc phm chc nng giai on 2013 2020 v

tm nhn 2030, http://vads.org.vn/

Nielsen (2013), Vietnam Grocery Report 2013,

http://www.nielsen.com/content/dam/nielsenglobal/vn/docs/Reports/2014/grocery-report-2013.pdf

Vinaresearch (2013), Nghin cu nh hng ca chng trnh qung co khuyn mi, http://vinaresearch.net/

(V mt s ngun tham kho khc)

http://vads.org.vn/http://news.zing.vn/Bung-no-kinh-doanh-thuc-pham-chuc-nang-vi-sao-post444923.htmlhttp://healthplus.vn/5-cach-phan-loai-thuc-pham-chuc-nang-d4210.htmlhttp://healthplus.vn/5-cach-phan-loai-thuc-pham-chuc-nang-d4210.htmlhttp://vnmedia.vn/VN/kinh-te/tin-tuc/26_1729033/kho_phat_trien_nganh_thuc_pham_chuc_nang_vi_con_rao_can.htmlhttp://vnmedia.vn/VN/kinh-te/tin-tuc/26_1729033/kho_phat_trien_nganh_thuc_pham_chuc_nang_vi_con_rao_can.htmlhttp://www.trungtamduoclieu.com/2013/02/hinh-anh-hoat-ong.htmlhttp://www.thanhnien.com.vn/pages/20131130/bung-no-thuc-pham-chuc-nang.aspxhttp://www.thanhnien.com.vn/pages/20131130/bung-no-thuc-pham-chuc-nang.aspxhttp://doisong.vnexpress.net/tin-tuc/suc-khoe/nhieu-nguoi-sai-khi-dung-thuc-pham-chuc-nang-de-chua-benh-2843013.htmlhttp://doisong.vnexpress.net/tin-tuc/suc-khoe/nhieu-nguoi-sai-khi-dung-thuc-pham-chuc-nang-de-chua-benh-2843013.htmlhttp://vads.org.vn/http://vfa.gov.vn/http://vads.org.vn/http://www.nielsen.com/content/dam/nielsenglobal/vn/docs/Reports/2014/grocery-report-2013.pdfhttp://vinaresearch.net/


LI NG

Cc thng tin v nhn nh trong bo co c thu thp v phn tch da vo cc ngun thng tin

c sn, hp php v tin cy m nhm thc hin c c trong qu trnh nghin cu. Tuy nhin, s

liu nghin cu c th sai khc vi s liu m qu v c. iu ny xut pht t ngun d liu hoc

phng php thng k ca chng ti vi nhng bo co ca qu v.

Nu qu v c nhng thng tin tin cy, hp php v ph hp vi cu trc ni dung ca bi bo co

vui lng gp vi chng ti bng cch gi thng tin n a ch [email protected]

chng ti c th hon thin hn trong nhng bo co tip theo.

cp nht thng xuyn nhng bo co v nhn nh v cc ngnh khc, vui lng truy cp website

moore.vn v ng k nhn Bn tin, chng ti s gi cho qu v ngay khi cc bo co c hon

thin.

Nhm thc hin

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Moore Thuc Pham Chuc Nang 2014