Cosmetics And Toiletries in Vietnam
Euromonitor International's Cosmetics And Toiletries in Vietnam market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 120 | Publication date: Jun 2008
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Premium cosmetics; Skin care; Sun care
Executive summary
Vietnamese consumers increasingly sophisticated
In 2007 Vietnam’s cosmetics and toiletries market continued to be stimulated by urbanisation in the country, as members of the rural population moved to urban areas, particularly Ho Chi Minh City and Hanoi, in search of work. The growing number of women in the formal workplace also represented a strong fillip to growth, as this consumer segment gained a greater measure of financial independence. As the lifestyles of urban consumers continued to accelerate and the country’s economy remained buoyant, consumers demonstrated increasing interest in higher value products. Furthermore, consumers also became increasingly aware of the benefits offered by modern cosmetics and toiletries as a result of manufacturers’ investment in advertising and promotional strategies. This was particularly true of multinational companies, which remain dominant due to the perceived higher quality of their products.
Urbanisation continues, middle-income segment expands
The urbanisation trend and increased employment resulted in a growing middle-income segment in the country. Low income consumers saw their spending power increase, which impacted their purchasing preferences with regard to cosmetics and toiletries. Such consumers were increasingly drawn to more modern products, often offering added value features. For example, the difference between skin care and sun protection products became increasingly blurred as products in each of these two niches included attributes from the other. Similarly, products such as skin care brands with skin whitening functions benefited from the traditional perception that a pale complexion is indicative of beauty. Consumers who previously used talcum powder as a deodorant traded up to modern antiperspirants.
Distribution patterns change in line with consumers’ lifestyles
The growing middle-income segment and rising income levels also had an impact on distribution patterns in Vietnam. Everyday goods such as bath and shower products and deodorants saw increased sales through supermarkets and hypermarkets, as many consumers began to purchase these products along with their everyday grocery items. However, rising incomes saw more affluent consumers increasing purchases through department stores, while consumers previously in the lower-income segment moved away from outdoor markets. While the latter channel was traditionally popular for purchases of products at low prices – and remains so for many rural and low income consumers – problems of counterfeit goods and increased awareness of the potential risks associated with use of such products raised concerns among consumers, and they moved to more modern channels. Increasing time constraints, particularly for women, also benefited the direct sales and Internet channels.
Vietnamese men’s resistance to cosmetics and toiletries begins to wane
2007 saw Vietnamese men demonstrate increasing potential to become an important consumer group for cosmetics and toiletries in coming years. While at the end of the review period the majority of males in the country restricted their purchases to products such as razors and blades, more sophisticated, affluent men in the country’s cities demonstrated a greater propensity to buy more modern products, such as men’s skin care offerings. This was underpinned by manufacturers’ investment in advertising and promotional support, particularly in upmarket magazines. However, the majority of men remained resistant to products with any hint of feminine connotations, with such products perceived as compromising their masculinity.
Urban demand and consumer sophistication to continue rising
The forecast period is expected to see continued growth of the cosmetics and toiletries market in Vietnam. This will be underpinned by continued urbanisation and an increasing number of women in the formal workplace. Demand for products offering greater convenience and multiple benefits is expected to rise as consumer awareness of the attributes offered by many modern cosmetics and toiletries grows. However, demand for the majority products will remain limited to larger cities, with rural consumers either unable to afford the products on offer, or simply perceiving them as unnecessary. Busy working consumers will increasingly seek products offering both functional and indulgence properties. Goods such as long-lasting lipsticks, facial moisturisers with skin-whitening properties and sun protection functions are expected to see increased demand, along with pampering products such as upmarket shower gels.
Table of contents
COSMETICS AND TOILETRIES IN VIETNAM : MARKET INSIGHT
EXECUTIVE SUMMARY
Vietnamese consumers increasingly sophisticated
Urbanisation continues, middle-income segment expands
Distribution patterns change in line with consumers’ lifestyles
Vietnamese men’s resistance to cosmetics and toiletries begins to wane
Urban demand and consumer sophistication to continue rising
KEY TRENDS AND DEVELOPMENTS
Local manufacturers play minor role in Vietnam’s cosmetics and toiletries market
Global manufacturers eye Vietnam due to economic growth
Modern distribution channels increase share
Multifunctional products well received in 2007
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 10 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 12 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - VIETNAM
INTERNATIONAL CONSUMER PRODUCTS LTD - COSMETICS AND TOILETRIES - VIETNAM
STRATEGIC DIRECTION
KEY FACTS
Summary 2 International Consumer Products Ltd: Key Facts
Summary 3 International Consumer Products Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 International Consumer Products Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 International Consumer Products Ltd: Competitive Position 2007
LAN HAO COSMETICS PRODUCTION CO LTD - COSMETICS AND TOILETRIES - VIETNAM
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Lan Hao Cosmetics Production Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
SAO THAI DUONG COSMETICS JSC - COSMETICS AND TOILETRIES - VIETNAM
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Thai Duong Cosmetics JSC: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
BABY CARE IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 14 Sales of Baby Care by Subsector: Value 2002-2007
Table 15 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 16 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 17 Baby Care Company Shares by Retail Value 2003-2007
Table 18 Baby Care Brand Shares by Retail Value 2004-2007
Table 19 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 20 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 21 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 22 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 23 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 24 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 25 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 26 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 27 Bath and Shower Products Premium Brand Shares 2007
Table 28 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 29 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 30 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 31 Sales of Deodorants by Subsector: Value 2002-2007
Table 32 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 33 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 34 Deodorants Company Shares by Retail Value 2003-2007
Table 35 Deodorants Brand Shares by Retail Value 2004-2007
Table 36 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 37 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 38 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Retail Sales of Styling Agents by Type 2003-2007
Table 40 Retail Sales of Salon Hair Care by Niche 2003-2007
Table 41 Sales of Hair Care by Subsector: Value 2002-2007
Table 42 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 43 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 44 Hair Care Company Shares by Retail Value 2003-2007
Table 45 Hair Care Brand Shares by Retail Value 2004-2007
Table 46 Styling Agents Brand Shares by Retail Value 2004-2007
Table 47 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 48 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 49 Hair Care Premium Brand Shares 2007
Table 50 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 51 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 52 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
COLOUR COSMETICS IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 54 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 55 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 56 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 57 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 58 Colour Cosmetics Premium Brand Shares 2007
Table 59 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 60 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 61 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Retail Sales of Electric Shavers 2003-2006
Table 63 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 64 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 65 Sales of Men's Razors and Blades by Type 2005-2007
Table 66 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 67 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 68 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 69 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Retail Sales of Toothpaste by Type: % Analysis 2003-2007
Table 71 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 72 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 73 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 74 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 75 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 76 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 77 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 78 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 79 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 80 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 81 Sales of Fragrances by Subsector: Value 2002-2007
Table 82 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 83 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 84 Fragrances Company Shares by Retail Value 2003-2007
Table 85 Fragrances Brand Shares by Retail Value 2004-2007
Table 86 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 87 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 88 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 89 Sales of Skin Care by Subsector: Value 2002-2007
Table 90 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 91 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 92 Skin Care Company Shares by Retail Value 2003-2007
Table 93 Skin Care Brand Shares by Retail Value 2004-2007
Table 94 Skin Care Premium Brand Shares 2007
Table 95 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 96 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 97 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 Sales of Depilatories by Subsector: Value 2002-2007
Table 99 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 100 Depilatories Company Shares by Retail Value 2003-2007
Table 101 Depilatories Brand Shares by Retail Value 2004-2007
Table 102 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 103 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 104 Retail Sales of Sun Protection by Factor: % Analysis 2003-2007
Table 105 Sales of Sun Care by Subsector: Value 2002-2007
Table 106 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 107 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 108 Sun Care Company Shares by Retail Value 2003-2007
Table 109 Sun Care Brand Shares by Retail Value 2004-2007
Table 110 Sun Care Premium Brand Shares 2007
Table 111 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 112 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 113 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012