Household Care in Vietnam
Euromonitor International's Household Care 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: 79 | Publication date: Jul 2007
Why buy this report
- 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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Robust growth aided by the increasing penetration of rural households
In 2006, household care continued to record robust volume growth due to the increased penetration of suburban and rural areas. This penetration was mainly led by domestic players, which often have an intimate knowledge of consumer lifestyles, preferences and needs. The best-selling, standard household care products such as laundry detergents and hand dishwashing are gaining acceptance from rural consumers, and are often competitively priced to maximise volume sales. Greater awareness about hygiene in rural areas, as a result of several campaigns launched by the Vietnamese government, boosted the demand for household care products, especially ones that have already attained relatively large exposure in urban areas.
Chlorine bleach and toilet care products outperform the rest in value terms
Whilst growth was derived from a small base, chlorine bleach, along with toilet care products, produced the fastest retail value growth in household care in 2006. Although it offers little room for innovation, chlorine bleach managed to stimulate strong value growth through the launch of The Clorox Co’s Bleach Pen, a highly sophisticated product used to apply bleach to specific areas, and other new product launches in 2006. These new launches created a buzz amongst consumers and raised the awareness of chlorine bleach.
Since toilet liquids accounted for the overwhelming majority of retail value sales of toilet care products in 2006, its strong growth, driven by the increased awareness of hygiene-related issues, contributed greatly to its overall performance. This dynamic growth was further spurred by the rising number of smaller, wealthy households, which have modern bathrooms, resulting in these families becoming more interested in toilet cleaning practices and spending more on toilet care products.
Domestic brands establish a strong foothold while private labels emerge
Despite Vietnam’s integration into WTO (World Trade Organization) in late 2006, which intensified the competition in household care, domestic brands and private label products, to a small extent, managed to gain strong presence by offering products at competitive prices. As the majority of Vietnamese consumers remain price-sensitive and continue to seek value for money products, domestic brands and private label offerings became more popular. Moreover, domestic brands and retailers benefited from the intensive advertising campaigns launched by leading multinationals such as Unilever Vietnam and Procter & Gamble Vietnam Ltd, which increased the consumer’s familiarity with household care products. Due to the lack of brand loyalty among many consumers, the huge resources invested did not guarantee improved sales for the multinationals.
Modern retailing formats continue to flourish
Due to the aggressive expansion of chained supermarkets/hypermarkets and the rapidly increasing number of convenience stores, retailing in Vietnam continued to develop fast. Consumers displayed strong support for modern retail formats, as more people begin to appreciate the one-stop shopping solution made possible by the large array of products stocked by these retailers. Furthermore, air-conditioned supermarkets/hypermarkets have made shopping a more comfortable experience for consumers, especially during hot and humid weather. Nonetheless, in 2006 independent food stores continued to account for the majority of retail value sales of household care products in Vietnam.
Healthy growth projected for household care in Vietnam
A healthy outlook is expected for household care players in Vietnam over the forecast period. Whilst the growing rural demand for basic products such as laundry detergents and hand dishwashing continues to account for the growth in volume sales, the increasing attraction of more sophisticated products like laundry aids and cleaning wipes in urban areas will largely stimulate value growth.
Table of contents
HOUSEHOLD CARE IN VIETNAM : MARKET INSIGHT
EXECUTIVE SUMMARY
Robust growth aided by the increasing penetration of rural households
Chlorine bleach and toilet care products outperform the rest in value terms
Domestic brands establish a strong foothold while private labels emerge
Modern retailing formats continue to flourish
Healthy growth projected for household care in Vietnam
KEY TRENDS AND DEVELOPMENTS
Health and hygiene concerns boost overall growth
The stronger presence of domestic players hampers multinationals’ growth
Value-added, specialist products appeal to urban consumers
WTO integration results in minor price fluctuations
Private label gains visibility on the back of modern retailing developments
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 7 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 8 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 9 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - VIETNAM
AMG VIETNAM CO LTD - HOUSEHOLD CARE - VIETNAM
STRATEGIC DIRECTION
KEY FACTS
Summary 1 AMG Vietnam Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 AMG Vietnam Co Ltd: Competitive Position 2006
DASO-DACCO CO - HOUSEHOLD CARE - VIETNAM
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Daso-Dacco Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Daso-Dacco Co: Competitive Position 2006
NAM DINH BIOLOGICAL TECHNOLOGY JOINT STOCK CO - HOUSEHOLD CARE - VIETNAM
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Nam Dinh Biological Technology Joint Stock Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Nam Dinh Biological Technology Joint Stock Co: Competitive Position 2006
RANG DONG COSMETICS - HOUSEHOLD CARE - VIETNAM
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Rang Dong Cosmetics: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Rang Dong Cosmetics: Competitive Position 2006
VICO LTD CO - HOUSEHOLD CARE - VIETNAM
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Vico Ltd Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Vico Ltd Co: Competitive Position 2006
LAUNDRY CARE IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 10 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 11 Sales of Laundry Care by Subsector: Value 2001-2006
Table 12 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 13 Sales of Laundry Detergents by Type: Value 2001-2006
Table 14 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 15 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 16 Sales of Laundry Aids by Type: Value 2001-2006
Table 17 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 18 Laundry Care Company Shares 2002-2006
Table 19 Laundry Care Brand Shares 2003-2006
Table 20 Laundry Detergents Company Shares 2002-2006
Table 21 Laundry Detergents Brand Shares 2003-2006
Table 22 Laundry Aids Company Shares 2002-2006
Table 23 Laundry Aids Brand Shares 2003-2006
Table 24 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 25 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 27 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 28 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 29 Dishwashing Products Company Shares 2002-2006
Table 30 Dishwashing Products Brand Shares 2003-2006
Table 31 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 32 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Surface Care by Subsector: Value 2001-2006
Table 34 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 35 Surface Care Company Shares 2002-2006
Table 36 Surface Care Brand Shares 2003-2006
Table 37 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 38 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Sales of Chlorine Bleach: Value 2001-2006
Table 40 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 41 Chlorine Bleach Company Shares 2002-2006
Table 42 Chlorine Bleach Brand Shares 2003-2006
Table 43 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 44 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 46 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 47 Toilet Care Products Company Shares 2002-2006
Table 48 Toilet Care Products Brand Shares 2003-2006
Table 49 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 50 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Polishes by Subsector: Value 2001-2006
Table 52 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 53 Polishes Company Shares 2002-2006
Table 54 Polishes Brand Shares 2003-2006
Table 55 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 56 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Air Care by Subsector: Value 2001-2006
Table 58 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 59 Leading Fragrances for Air Care 2006
Table 60 Air Care Company Shares 2002-2006
Table 61 Air Care Brand Shares 2003-2006
Table 62 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 63 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 64 Sales of Insecticides by Subsector: Value 2001-2006
Table 65 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 66 Insecticides Company Shares 2002-2006
Table 67 Insecticides Brand Shares 2003-2006
Table 68 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 69 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011