By Martina Kao    Photo：CANVA

1. Vietnam’s Maternity and Baby Products’ Market on the Rise

Vietnam’s economy has posted robust growth over the past decade, averaging an annual GDP expansion of over 8.2%. With a population surpassing 100 million—the 15th largest in the world—the country remains one of Southeast Asia’s fastest-growing consumer markets. Despite a slight dip in birth rates since 2019, Vietnam still records around 1.6 million newborns annually, with more than six million children aged 0–4, underscoring the massive demand for maternity and baby products.

Against this demographic backdrop, Vietnam’s maternity-and-baby retail sector is rapidly maturing, spanning categories from food and apparel to nursing, bedding, outdoor gear, and educational products. Rising female labor participation, the expansion of the middle class, and higher disposable incomes are fueling demand, particularly for imported and premium goods.

Consumer behavior also reflects this growing sophistication. Vietnamese parents tend to value peer reviews and product experience, often researching via social media before visiting physical outlets such as Con Cung, Bibomart, or Kids Plaza to verify quality. This hybrid model of “online comparison, offline validation” means that brands must operate seamlessly across both digital and physical channels.

2. The Strategic Role of Bonded Warehouses

For exporters eyeing Vietnam, bonded warehouses have become a critical part of the logistics playbook. They provide three key advantages:

1. Deferred Taxation, Easing Cash Flow
   Goods stored in bonded warehouses are not subject to immediate duties or VAT. Taxes are only levied when the products officially enter the domestic market, easing financial pressure for importers.
2. Flexible, Phased Distribution
   Importers can warehouse bulk shipments—such as entire containers of strollers—and release stock in smaller batches according to e-commerce or retail orders. This avoids the need for one-time clearance and reduces inventory risks.
3. Faster Delivery
   With stock already in-country, delivery times are significantly shortened, aligning with Vietnamese consumers’ expectations for quick fulfillment and giving e-commerce sellers a competitive edge.

Industry agents note that bonded warehouses are particularly valuable for cross-border e-commerce and distributors seeking to balance efficiency with regulatory compliance.

3. Key Considerations for Importing Maternity & Baby Products

Vietnamese authorities are tightening oversight on imported maternity-and-baby goods, with three main areas to watch:

• Certification Requirements: Infant formula must be approved by the Vietnam Food Administration (VFA); bottles and teats require safety and toxicity testing; toys must comply with national technical standards (QCVN) and secure a CR (Conformity Regulation) mark before entering the market.
• Tariff Regimes: Duty rates vary by HS Code. With valid Certificates of Origin (C/O), importers may qualify for preferential tariffs under the ASEAN Free Trade Area (AFTA) or the Regional Comprehensive Economic Partnership (RCEP).
• Logistics Barriers: Bulky items such as strollers and cribs present warehousing and last-mile delivery challenges in Vietnam’s congested urban centers.

Common HS Codes for mother-and-baby products include:

• 3924.90 (baby bottles, tableware)
• 3926.90 (pacifier, teething toys)
• 8715.00 (strollers)
• 9401.80 (child car seats)
• 9403.50 (wooden baby cribs)
• 9503 (dolls, building blocks, educational toys)

Industry observers emphasize that companies must classify products accurately, prepare inspection reports, and ensure compliance documentation to avoid costly customs delays or penalties.

4. Conclusion: Opportunities Amid Rising Competition

Vietnam’s maternity-and-baby market is entering a high-growth phase, attracting strong interest from international brands. The use of bonded warehouses offers flexibility and speed, helping companies respond to both e-commerce and retail demand.

Yet alongside this potential comes mounting challenges: stricter regulations, complex logistics, and intensifying competition. For brands and manufacturers, success in Vietnam will hinge not only on capturing consumer attention but also on securing three critical pillars—compliance, safety, and logistics efficiency.

Only by mastering these fundamentals can businesses truly capitalize on one of Southeast Asia’s most dynamic consumer markets.

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