KRAO SAT TINH HINH GIA BAN LE V.A DINH HUONG VIEC QUAN LV T H I C PHAM CHUC N.4NG
Ph^m Dinh Luyen, Do Quang Duong Khoa Duac. Dai lioc Y Dirac Tp.HCM Lien he: 0913662043 (D6 Quang Duong) TOM TAT
Dgt vdn di - Muc tiea nghiin cim: Thirc pham chiic nang (TPCN) hay Tii^rc phdm bd sung
dinh dudng; Thuc phdm bo sung vi dial dinh duong, IS ngu6n lgi nhuan rat lon cila nganh cfing nghiep thuc pham. Trong nghien cuu cua to chuc GAO'^', doanh thu tu nguon nay dat khoang 23,7 ly USD nam 2007. Trong nam 1994, da co khoang 4.000 san ph5m TPCN tren thi tiuong, va trong nam 2008, khoang 75.000 san phim da dut?c dua dSn tay nguoi tieu dung.
Han nira, nguoi tieu dung dang co du kien se tang s6 tien chi tieu vao nhung san pham nay qua nhieu nam tiep theo.
Phuong phdp nghiin cihi: Mo ta cat ngang cac hoat dong b ^ le TPCN tai cdc co scr ban le thuoc va sieu thj vao thai diem quy 2 nam 2009.
Ket qud: Tai thi truang Viet Nam, so lugng vS chiing loai TPCN cung da tang l£n nhanh chong trong nhihig nSm gan day. Nguai dan Viet Nam da va dang phai su dyng cSc TPCN co gia biin rat cao hgn nhi£u lan so vol gia trj thuc cua san pham. Nghi€n cuu nay dua ra cic khao sdt thuc te ve chit lucmg va giS bdn le cOa TPCN v& cdc ki6n nghi nhim quan 1^ mSt hang nay mgt each hieu qua hon.
K^ lugn: Nhi quan ly can c6 nhung chfnh sdch quan ly chac che han dac biet vai nhimg dang ban hang da cap. Ngoai ra can nang cao nhan thtic ctia nguai dan ve tdc dyng that su cua TPCN.
ABSTRACT
INVESTIGATING THE RETAIL SELLING PRICE OF FUNCTIONAL FOODS AND RECOMMENDATIONS FOR EXECUTIVE ACTION
Pham Dinh Luyen. Do Quang Duong
Faculty of Pharmacy, University of Medicine and Pharmacy in HCMC Objective: Functional foods, also known as food supplements or nutritJonal supplements.
constitute growing mulubilUon dollar industries. In a study of GAO'^', sales of dietary
supplements reached approximately S23.7 billion in 2007 In 1994. there were approximaielj 4,000 dietary supplement products on the market, and in 2008, aixtut 75,000 dietary supplement products were available to consumers. Moreover, consumers are expected to spend increasing amounts on these products over the next several years.
Method: Investigating the the retail selling price of functional foods in the second quarter of 2009.
Result: In Vietnam market, an amount of functional foods has also increased rapidly in recent years. Vietnamese people have had to consume costly functional foods that have not required to undergo pre-market approval for safety and efficacy as printed in advertising information. In this study, an investigation of the retail selling pnce of functional foods was carried out and appropriate recommendations for controlling the price of this product were presented as well.
Conclusion: From the examined results obtained from this research, it is obviously that Vietnam government should issue much stricter policy for retail selling price of fiinctional foods.
DAT VAN DE
Hien nay so nguai mac benh nhu tieu duang, ung ihu, huyet dp cao, nhieu ma trong mau, b^o phi (chiim 30-40% a cdc nutic phdt trifen), kha nang d l khdng ciia co the suy yeu... ng^y cang tdng khong chi 6 nuoc la ma c6n a cac nuac phat mfen. Co nhidu 1^ do dua den hien tugng nay nhu cuang dg ldm viec cdng thdng, thiic an che bien hay dai song luong thyc bat binh thucmg, nhieu chai beo, ddu mS hay thit cd c6 hormone tang trgng, thuoc trir sau thuc vat, phu gia, hoat chit h6ahgc nhu gia vi, t^o nggt, mui, pham mdu... E>o d6 khuynh huong quay tra ve vai thyc pham thien nhien, khai thdc ho sung nhOng kinh nghiem vk y hgc co tniyin (Dong-Nam dugc) la xu the phat men ciia TPCN, han che t6i da viec dua hda chat vdo co the, ldm suy yeu tinh de khang, mien dich. Nhung TPCN thudng dugc phdng dai hieu qua chiia benh d£ cSu khach mac dii nhiing san pham nay chua dam bao an todn hode chua du cii lieu khoa hoc de chiing minh, va hon nua gia bdn ciia mat hdng nay thuang kha cao dua vao su phdng dai hi|u qua chua benh. Bai bdo ndy dua ra nhiing k^t qua khao sat gia bdn thirc te ciia mdt hang ndy ciing nhu nhung phan tich chi tiet va dinh hudng cho viec quan ly gid cua TPCN.
DOI T f p N G VA PHUONG PHAP Doi tiring nghien ciru
182
Gid bdn TPCN duac khao sat iren dia ban tinh Binh Duong, mgt tinh c6 toe do kinh te phat tnin lijn va dan cu da d^ng, bao gom: ca so ban le thu6c, sieu thi. Thai gian khao sat dugc tien hanh tir thdng 4 din thdng 7 ndm 2009.
Phircmg phSp nghien ciru
H6i Clhi s6 li?u ve mat hang TPCN dugc cip so ddng ky tai Cue An Toan Ve Sinh Thyc Phdm trong vong 5 thdng tir 12/2008 din 04/2009,
M6 ta cat ngang cac hoat dgng ban !e TPCN tai cdc ca sd bdn le thuoc va sieu thj \ko thoi di^m quif 2 nam 2009
KET QUA VA BAN LU^N
Qua so lieu dang ky tren trang web ciia Cyc An loan ve sinh thyc pham (ATVSTP)'", so lugng TPCN dugc cip s6 dang k^ tir tiidng 12/2008 den thdng 04/2009 dugc thdng k6 trong Bdng 1.
Bang 1. Ket qua thfing ke s6 lugng TPCN dugc cip s6 dang k^ tir 12/2008 din 04/2009
TPCN TPCN noi TPCN ngoai Tong Cong
T12/08 137
83 220
TOl/09 167 67 234
T02/09 65 49 114
T03/09 84 71 155
T04/09 156 157 313
Chi trong vong 5 thang da co 1036 san phim TPCN dugc cdp so dang ky, moi thdng c6 trung binh tit 2(K)-300 mdt hang, rieng thdng 2 do roi v&o Tet NguySn Dan so ngay ldm vi?c it nen s6 lugng dugc cip SDK giam.
Qua s6 lieu tren cho tiiay s6 lugng cdc mdl hang TPCN ddng ky gia tang mot cdch nhanh chong v^ chiing loai cung nhu s6 lugng. Su phat tnen qud nhanh ciia TPCN nhu hien nay da gay nhiiu kh6 khdn trong c6ng tdc quan l^ tir khau cap ph6p cho dan khau hau kiem, dem vi quan ly liac tiip nhu Cue ATVSTP van chua c6 cdch nao di c6 the thuang xuyen kiim tra san pham da dua ra thj truong sau khi duoc cap ho so dang k^.
TPCN dang luu hdnh tren dia ban tinh Binh Ducmg khong nh&ng da d?ng vi s6 lugng, chung
!o?ii md con da dang ca vi gia ca, co nhirng mat hang TPCN chi c6 gid khoang vai nghin dong nhung ciing cd nhimg mat hang cd gid tren 1 trieu dong/ mgt don vj bdn le. Ket qua khao sat tiinh bdy trong Bang 2 cho thay su da dang ve gia bdn ie TPCN.
Bang 2. Thong ke gid ban le cdc mat hang TPCN
Gia san pham Ducri 100 nghin dong Tir 100-300 nghin dong TCr 301-600 nghin dong Tir 601 nghin-l tneu dong Tir 1-1,5 Oieu Tren 1,5 trieu dong Tdng cong
So luong mSt hang 159 90 50 9 6 3 317
T i i e % 50.2 28.4 15.8 2.8 1.9 0.9 100.0
Bilu d6 1. Thong ke gid bdn le TPCN
Nhu vay tiieo Biiu d6 1, nhflng TPCN cd gid bdn Ie dudi 100 nghin ddng chiim U le cao nhit (50.2%), nhdm hang ndy da dang vi chung loai, chii yiu la m?it hdng dugc san xuit trong nudc, gin gui vdi thyc pham thdng thutmg, phCi hgp vdi nhiiu dSi tugng ti£u diing. San phim c6 gia tir 100-300 nghin ding (28.4%), 301-600 nghin (15.8%), 601 den Itiifu ddng (2.8%), i - 1.5 tri^u (19%), trfin 1 trieu dong chiem ti le 0.9%. D6i vdi nhirng mat hang cd gid tri cao tren
184
300 nehin ddng thudng Id hang nhap khau duac ban theo kieu ban hang da cip va dugc quang edo tri dugc rat nhieu benh.
Khong phai ngau nhien cdc nha san xuat lai mudn san phdm ciia minh mang thuong hieu 'Thuc pham chiic nang", bdi theo quy dinh thi thuc phim thdng thudng khong dugc ghi bit ky chi dinh nao, nhung TPCN dugc phep ghi chi dinh, cho nen nha san xuit de dang quang cao nhieu cdng dung cua san phim, ndng cao gid tri san phim tir dd gia thanh san phim dugc tdng Ifin.
Nghien ciiu da tiin hanh khao sdt, so sdnh gid san phim trd tiii loc Artiso ciia Cong ty TNHH Hoang Duy trudc vd sau khi cong bd Id TPCN (chi tiit trong Bang 3).
Bang 3. So sdnh gid ciia san pham tra Artiso trudc va sau khi cong bd la TPCN
Cdngbd
Thyc phdm thdng tudng
TPCN
TSn san pham
Tra Aitiso tui lgc Tra Aniso tdi Igc Tra Artiso tdi Igc Trd Artiso tiii lgc Tra Artiso-Linh chi tlii Igc 70-30
Nha san xuat
Co sd tra Tram Anh Cdng ty TNHH Dai Gia Ca sa tra Tien Phdt Cong ty TNHH Hoang Duy
Cdng ty TNHH Hoang Duy
Gia (V.ND)/
Don vj nho nhat 525 515 550 325
900
Qua khao sdt thi tnrdng, gid mot goi trd Artiso tui loc cd gia dao dong tir 300-500 ddng/ goi 2g.
Khi san phdm trd Artiso cua Cong ty T.VHH Hodng Duy cong bd la thyc pham thdng thucmg thi gid san pham re hon so vdi san phdm cting loai khdc Tuy nhien de nang cao gid ciia san pham, cdng ty da thay doi mot chiit cdng thuc them vao 30% tra Linh chi va san phim mdi dugc cong bd Id TPCN. Luc nay gia san pham da tang len bang vdi tra Linh Chi la 9(X) ddng/gdi 2g (day ciing la san phdm ciia co sd dugc cdng bd Id TPCN). Nhu vay chi can them 1/3 nguyen lieu khdc cd gia tri sir dung cao han va cdng ho Id TPCN thi gid cua mdt hang Artiso da tang gap 3 lan so vdi ban dau.
Theo thdng ke cua Cue quan ly canh tranh den cuoi nam 2(H)8 da c6 hon 40 doanh nghiep dugc cap gidy dang ky td chiic bdn hang da cip tai cac Sd Cong Thuang dja phucmg, trong dd TPCN la mdt hdng cd so lugng doanh nghiep tham gia kinh doanh nhieu nhat, vdi hon 80% sd doanh nghi?p da ddng k^ kinh doanh da cap. Da so doanh nghifp kinh doanh cdc san phim cd
ngudn gdc nhip khau tir nudc ngoai. thai gian gan day nhu'ng mat hang TPCN ditoc san xua trong nudc ciing bat dau dugc ban qua hinh thiic ndy""'.
Tuy nhien gia ban ciia nhirng TPCN theo hinh thiic ban hang da cap cao hon gap nhieu lan so vdi mdt so san phdm ciing chimg lo?i c6 cilng cong dung, tac dung. De hieu ro van de nay chiing toi da tim hieu, so sdnh gia mgt sd san phim TPCN a nhdm bd sung vitamme duoc ban qua hinh thiic ban hdng da cip vdi 1 lo^i thuoc cd chat lugng tdt ciing cong dyng la Enervon- C, nhimg san phim ndy cd thdnh phin, cdng dyng tuong ty nhau Id ciing cung cap chu yeu vitamine C vd mot vdi vitamine nhdm B khac, tit cd san phim diu dugc khuyin edo su dyng hang ngay bdng duong uong.
Bang 4. So sdnh gid mgt so TPCN nhdm cung cap vitamine vdi Enervon-C
San pham
EaervoD'C
B complex C&E Forever Absorbent-C Thirc pham bo sung vitamine C Super one a day
Agei Min
Nh^ san xuat
United phanna
Topiife
Aloe vera of Amencan
Amway
BWL Pte Ltd
Agei International
PhSn loai
Thuoc
TPCN
TPCN
TPCN
TPCN
TPCN
GiS (VND)/
hop
101.500
220,000
246,000
297,000
777,000
1,625,000
Gia (VND)/1 ISn su dung
1,015
3,667
2,460
2,970
12,950
54,167 B9i so
(lin)
1
3.6
2,4
2.9
12.8
53.4
Qua sd beu a Bang 4 cho thay cac mat hang TPCN ngoai nhap dugc bdn theo hinh thiic b hdng da cap deu cd gid cao hon thudc Enervon-C tir 3-13 ldn, cd biet Id san pham Agei Min ciia t4p doan Agei International c6 gid cao han gip 53.4 lan. De c6 l^ do thuySt phuc ngudi mua phai tra mot miic gid qud cao nhu vgy cdng ty da tao nen su khdc bi^t so vcJi cac san phara
186
khdc bdn" each bao chi dang gel vd quang cao la co the cd the hap thu den 100% va cd kha nang diiu tri duac rit nhieu benh, ke cd benh ung thu.
Trong vai la ngudi muon ban hang, nhdm tdc gia da tham nhap vao mang ludi ban hang da cap ciia tip doan Agei Intemational de tim hieu vin di nay. D i bdn hdng nhan vien ban hang da cap thudng tap trung d khu vuc benh vien, fim hieu thdng tin vi nhirng benh nhan cd benh hiem nghfio, benh man tinh c6 dieu kien kinh te kha gia de thuyet phuc mua san pham.
Qua Bang 5 cho chung ta thdy de ban dugc hdng, md rgng mang ludi kinh doanh cdc cdng ty ban hang da cdp da tra hoa hdng cho ngudi ban hang rat cao, day gid thdnh sdn pham len lam cho ngudi tieu dung phdi trd mgt muc gid qud cao khdng hgp I^. Khdng chi d Viet Nam ma ca cac nudc cd sir quan If TPCN tuong ddi ch?t che nhu Nhat Ban, Hoa Ky, Chau Au thi gid ca nhdng mdt hang ndy ciing dugc nang len gap nhieu lan. Theo bdo cdc ciia nhdm Melissa Williams ciia Ngdn hang thi gidi vao thang 9/2006 cho biit gid ca ciia cdc loai TPCN thudng cd hoa hdng phdn phdi rat cao, tuy theo ndi dung quang edo md cd gia cao han tii 30-500% so vdi loai thyc phdm tuong duang thong thudng'''', Thyc le van chua c6 bien phdp quan l;^ gid cdc msit hdng TPCN vi vay ngudi tieu dung can nang cao hieu biet cua minh dS trd thanh ngudi tieu diing thdng thdi c6 tbi chon lua cho minh mgt san pham tdt vdi gid cd hgp ly, khong n€n dya hodn todn vdo tit ca nhung thdng tin ma nhan vien bdn hang gidi thieu.
Bang S. Cdch tra thudng cho hinh thiic bdn hdng da cdp cua Agei Min
STT
1
2 3 4 5
6
7
Cac ioai hoa hdng, thuang
Hoa hong phan phoi ie, loi nhuan true tiSp trdn tirng san phSm
Hoa hong doanh so dai ly hang thang Hoa hong doi nhom (kha phuc tap)
Hoa hong gidi thieu dai 1;? phan phoi ( 4 san pham) Thudng du lich nudc ngoai (ban 250 uieu/thang) Thudng xe hoi (ban 2.5 Ii/ thang/ 4 thang iien Iuc), thuong hang thang
Ngoai ra con cd nhiiu loai hoa hdng, thutjng khac
Nguoi bSn dugc hudng
• 30%
5%
10%
35USD 300USD
6000USD
57c
Toi da (VNB)/
1 san pham
486,000
81.000 162,000 192,566 3.200
69.984
81,000
rat phuc tap
Tdng chl phi c6 the phai tra tren 1 san phdm Gid von + Igi nhuan mong dgi (Gross Profit) Gia su Igi nhuan mong dai ciia nha phan phdi Gid vdn
Gia ban so vdi gid von khoang 6-7 lan
1.075.750 396,977
"762^000"
234,977
Hien nay, cdc dan vj mudn san xual hay kinh doanh cac san pham TPCN deu true nep hen he vdi Cyc ATVSTP md khong thong qua So Y T i dia phuong, do dd Sd Y T i dia phuong rat khd kiim sodt sd lugng don vi dang hoat ddng sdn xuit kinh doanh vd cd bao nhifiu mat hang TPCN dang luu hdnh trfin dja ban minh quan l^*, tir dd rit khd cd bi$n phdp kiem soat chat lugng cung nhu gid bdn ciia TPCN duoc bdy ban. Ngodi ra, tit ca mgi hoat dgng li6n quan den cong tac tiianh tra, kiem tra TPCN diu dugc triin khai ldng gh^p vdi cdc boat ddng thanh tra, kiim tra thyc phdm ndi chung khi cd dot kiim tra phdi hgp hen nganh vi vay se khong phil hgp cho dang san pham ddc bi^t nay.
Nhu vay. vdi gid bdn ciia cdc mat hdng TPCN qud cao, khdng dung vdi gid tri thyc ciia sdn phim, nhii Id bdn hang qua m^ing ludi bdn hdng da cip, vi vay Bg Y te cdn khao sat thyc te thang sd gia ban, tii dd d i xuit gia bdn hgp 1^ diing vdi gid tri thyc cua san phdm.
KET L U ^
Vai lo?i san pham dac biet nhu TPCN vira duoc xem la thuc phdm cung cap chat dinh dudng nhung ciing dugc ngudi su dung cong nhan cd tdc dung chua benh nhu thuoc, cdc nhd quan l;y can cd nhiing chinh sdch quan l^ chdc chS hon d^c bift vdi nhung dang bdn hdng da cip.
Ngoai ra can ndng cao nhJln thiic cua ngudi dan ve tdc dung that su cita TPCN, cung nhu vifc bd tri cdn bg chuyfin irdch ve TPCN, tang cudng hon niia cdng tac quan \f c&c ca sd san xuit, kinh doanh TPCN.
TAI LEfU THAM KHAO
1 Cyc An toSn ve sinh ihuc pham (Tiiip //vfa eov.vn) 2 Cue Quan IJ canh tranh fhitp://ww,'iv qlct pov vn)
3. Uniied Slates Government Accountability Office - GAO (2009). Dietary supplemenis - Fda should take tiinher actions 10 improve oversight and consumer understanding. Highlighti of GAO-09-250, a repon to congressional requesiers (hiipJ/www.gao gov/new.iiems/d09250.pdf)
4. World Bank (2006). Health Enhancing Foods Opportunities for Strengthening the Seclor in Developing Countnes
