The 'matrix' of the imported baby food market.

The market for imported baby food in Vietnam is booming, fueled by a preference for foreign products. However, behind the advertisements promising "European quality" and "domestic products" lies an unregulated market where consumers primarily buy based on trust, and the risks are significant.

Buying goods based on "trust"

Although there is no shortage of stores and supermarkets specializing in baby food, "imported" products are still advertised on online marketplaces and parenting groups.

Many mothers buy imported goods online based on "trust".

PHOTO: TH

It's not difficult to find enticing advertisements on social media such as: "German-made" milk, "European organic standard," "no refined sugar," "good for digestion." However, the problem is that even for the same brand, each seller provides different information, leaving buyers confused and unsure which product is genuine.

An online seller advertised Russian Pediasure milk as "authentic," claiming it has higher DHA and vitamin content than similar products from Australia. It has a milder taste, not as sweet as the American or Australian versions, and is a high-energy milk suitable for picky eaters aged 1-10 years.

One online shop claims that "domestic" milk from Germany is the best, meeting European organic standards, easy to digest, and does not cause constipation in children. However, another online shop argues that the British version of the milk is "superior," easier to digest than the German domestic product, and tastes better.

Offers like "great deals," "shocking prices," and "guaranteed authenticity" are everywhere, but they often lack clear verification. In the online shopping environment, consumers have virtually no tools for verification other than… trust.

Ms. Thu Trang from Thanh Xuan Ward ( Hanoi ) shared: "When buying milk products for my child, I usually don't choose large chains or stores. For some reason, I have a tendency to trust recommendations from personal relationships. My friends in Australia said that Australian milk is good for children, so I buy imported milk for my child. The store I buy from is also recommended by friends who say they have acquaintances who send it directly from Australia, so I feel reassured, even though the price might be higher than in the market."

Sharing the same sentiment as Ms. Trang, Ms. KP from Ha Dong Ward (Hanoi) said: "I choose to buy imported goods because I trust buying from acquaintances. I don't trust stores much; there have been many cases of counterfeit and smuggled goods discovered by authorities from stores selling on the market. Who knows if they might be mixing in low-quality goods?"

Not only buyers but also sellers acknowledge that the reason why shops selling imported goods still survive is because of established relationships and trust-based purchasing agreements.

Ms. LH, a seasoned online seller in Long Bien Ward (Hanoi), shared: "I was one of the first online sellers when the Nguyen Son 'imported' market first opened. Now I don't import goods from there, but from warehouses through acquaintances and business partners. The most popular imported goods for children are still from Germany, Japan, Australia... My customers are mostly regulars, and trust is key."

According to Ms. H., the demand for imported products, especially those labeled "organic," "gentle," and "convenient," continues to grow strongly, giving the parallel import market even more room to thrive.

Prices vary from place to place.

One of the most noticeable characteristics of the market for imported children's goods is the inconsistent pricing. The same product can be sold at prices that vary by tens of thousands to hundreds of thousands of dong.

For example, a 400g can of HiPP goat milk is being sold at various prices on social media. Some sellers are advertising imported milk from Germany at a 65% discount, with prices as low as 524,000 VND per can if you buy more than two, while the original price is 1.5 million VND per can.

Authorities discovered smuggled baby food at a store in Bach Mai Ward, Hanoi.

PHOTO: HOAI NAM

For the same product, another online shop is selling it for 576,000 VND/box, a 35% discount from the original price of 885,000 VND/box. Another shop is selling it for 505,000 VND/box when buying two or more boxes.

Meanwhile, at a children's store on Minh Khai Street, Vinh Tuy Ward (Hanoi), imported HiPP goat milk formula 1 is being sold at a price of 576,000 VND/box. A store not far away is selling it for 615,000 VND/box.

Similarly, Pediasure milk imported from Russia is being sold online for 720,000 VND per 850-gram box. Meanwhile, the price of Vietnamese Pediasure at stores in Minh Khai is 675,000 VND per box. On Shopee, one shop is selling Australian Pediasure for 875,000 VND per box.

Not only dairy products, but also baby snacks originating from Japan and Korea come in a wide range of prices, commonly from 50,000 to 90,000 VND per pack.

Explaining the price difference, Ms. Thu Trang said: "There were times when hand-carried goods were scarce, and I even had to pay 200,000 VND more per box than the price of officially imported goods. But I accepted it because I believed that hand-carried goods were fresh; they were in Australia yesterday and arrived in my hands today. Goods sold on the market, on the other hand, can take up to six months to arrive in Vietnam by sea."

Meanwhile, Ms. D.H., an online seller, said: "It's not always the case that imported goods are more expensive than market prices. Sometimes we sell them cheaper because we get them on sale abroad, so the prices are more affordable."

No labels, no invoices, difficult to trace the origin.

Notably, the majority of smuggled products lack Vietnamese labels, invoices, and the same oversight as officially imported goods, making traceability nearly impossible. Sellers often advise on usage based on foreign-language packaging or translation tools, posing a risk of incorrect dosage, which is especially dangerous for young children. Buyers often rely on Google Translate for information.

Ms. D.H., who specializes in imported goods, frankly stated: "Customers already know that I sell imported goods, so they don't demand invoices. It's a matter of mutual agreement; those who trust me buy, and those who don't." According to her, customer trust mainly comes from the seller "showing pictures of the goods being packed abroad," or from a personal relationship.

Authorities inspect and seize smuggled goods in Bach Mai Ward in 2025.

PHOTO: HOAI NAM

The current market for imported baby food is in a "gray area"—where the line between genuine and substandard products is very thin. Without invoices, verification, or clear safeguards, all risks ultimately fall on the consumer.

Reports of children vomiting or experiencing digestive problems after consuming milk are not uncommon. However, opinions are often contradictory and lack scientific basis, further confusing consumers. Worryingly, whenever negative information emerges, even if it only concerns a single shipment from abroad, anxiety spreads widely. Information on social media is often sensationalized and exaggerated, while readers only access a portion of the truth.

Ms. KP said: "Recently, there was a recall of HiPP milk, and before that, NAN milk. Every mother is worried because their children drink it directly. Mothers like us feel very anxious because milk is a product children consume directly, immediately affecting their health. Because of this fear, I had to switch to a different type of milk, but unfortunately, every time I switch from one type to another, I hear about a recall."

Following the recent milk recalls, Ms. Thu Trang observed that, with products related to children, purchasing goods without invoices or receipts is a very dangerous issue that buyers need to consider carefully.

"I haven't been in that situation myself, but it's true that if legal risks arise or a complaint needs to be filed, consumers won't know where to turn for help," Ms. Trang expressed.

Source: https://thanhnien.vn/ma-tran-thi-truong-thuc-pham-xach-tay-cho-tre-em-185260422115722724.htm