diff --git a/release/tools/vmimage.subr b/release/tools/vmimage.subr
--- a/release/tools/vmimage.subr
+++ b/release/tools/vmimage.subr
@@ -256,6 +256,7 @@
 	if [ -n "${NO_ROOT}" ]; then
 		${PKG_CMD} \
 		    -o ASSUME_ALWAYS_YES=yes \
+		    -o INSTALL_AS_USER=yes \
 		    -r ${DESTDIR} \
 		    clean -y -a
 	else