TIn an era where health has become a “priceless asset” and people’s consumption needs are increasingly oriented towards natural products, Ngoc Linh ginseng is emerging as a “top” choice for sustainability and health care. But can this precious medicinal herb really become a mass consumption trend or is it still only a privilege for those with conditions?
Ngoc Linh ginseng market – from “luxury” to “national”
You will surely be familiar with the image of beautiful Ngoc Linh ginseng boxes, sold in luxury stores in big cities. Ngoc Linh ginseng – previously only for those who truly understand its value and uses, has now appeared in many retail stores, supermarkets, or even online stores.
In recent years, ginseng products are no longer reserved for the upper class. According to a report by the Vietnam Intellectual Property Office, Ngoc Linh ginseng products are dominating the high-end segment but are gradually shifting to the mass market. From ginseng tea, ginseng extract, to processed products such as capsules, ginseng powder… now, consumers can access them more easily than ever.
Statistics from the Vietnam Ngoc Linh Ginseng Group show that retail sales of Ngoc Linh ginseng in 2023 increased by 25% compared to 2022, with the main consumption market being in big cities such as Hanoi, Ho Chi Minh City, and Da Nang. This shows a strong shift from high-end products to a widespread consumption trend.
Ms. Minh Ha (35 years old, Hanoi) said: “Before, I thought Ngoc Linh ginseng was only for the elderly, but now I use ginseng every day to maintain my health. Ginseng now has many product forms, is very convenient and the price is also more reasonable than before.” This partly reflects changing consumer trends as more and more people seek natural health products.
Customer segmentation and added value
Although Ngoc Linh ginseng is gradually reaching the middle class and office workers, mass consumption still faces many barriers. First of all, the product price, because although the product has been diversified, a large number of consumers are still not ready to pay for high-value products. Some studies from the Vietnam Institute of Medicinal Materials show that the price of Ngoc Linh ginseng can range from 2 million VND to 50 million VND per kilogram of high-quality fresh ginseng, while the price of one kilogram of Korean ginseng is only about 1 million VND.
Research from Hue University of Medicine and Pharmacy shows that while Ngoc Linh ginseng has a saponin content twice as high as Korean ginseng (about 15-20% compared to 8-10% in Korean ginseng), the medicinal quality of Ngoc Linh ginseng is much higher in supporting immune enhancement and health recovery. According to Mr. Nguyen Hong Son, director of a company producing functional foods from Ngoc Linh ginseng: “We realize that current consumer trends are changing dramatically. Customers are not only interested in quality, but also seek convenience and immediate effectiveness from the product. Therefore, we have developed ginseng products with more suitable prices to expand the market.”
The difference between Ngoc Linh ginseng and other types of ginseng
In the market today, besides Ngoc Linh ginseng, there are many other types of ginseng such as Korean ginseng, American ginseng, or Korean ginseng. So, why does Ngoc Linh ginseng still have a strong appeal to consumers?
Ngoc Linh ginseng is considered one of the rarest ginsengs in the world, with a saponin content twice as high as other types of ginseng, making it a superior product in terms of uses. Research by the Institute of Medicinal Materials shows that Ngoc Linh ginseng has up to 52 different types of saponins, which help to increase resistance, improve memory, and prevent aging. International scientific studies also confirm that Ngoc Linh ginseng has very effective anti-cancer, cell protection, and anti-inflammatory effects.
Meanwhile, Korean ginseng – although also famous and has many health benefits, only has about 30 types of saponins. This makes a big difference in effectiveness, especially for those who need to use ginseng to improve their long-term health.
Challenges in popularizing Ngoc Linh ginseng
However, it is not easy for Ngoc Linh ginseng to become a popular consumer product. Besides the price issue, the lack of information about the uses and origins of ginseng is still a big challenge. In particular, building consumer trust in product quality in the context of many fake and poor quality products appearing on the market is something that needs to be focused on.
A survey conducted by the Vietnam Functional Food Council in 2023 showed that up to 40% of consumers do not trust fake ginseng products on the market, while 60% of consumers believe that Ngoc Linh ginseng is not transparent enough about its origin. Therefore, Ngoc Linh ginseng production and processing facilities need to promote brand building and product information transparency, while developing distribution and marketing channels to bring ginseng closer to consumers.
Conclusion:
In a world where health is a top priority, Ngoc Linh ginseng is not only a premium product, but is also gradually becoming a consumer trend of a generation of Vietnamese people looking for natural values in health care. However, for ginseng to truly conquer the large market, it is not only about creating quality products, but also a strong communication strategy to bring its value closer to consumers.
