In 2025, depilatories in Vietnam maintained robust value growth, driven by urban consumers’ rising beauty awareness and a shift towards convenient, at-home hair removal. Retail sales reached VND158 billion, a 7% increase from the previous year, reflecting the appeal of skin-friendly, multi-benefit products that minimise irritation and support daily self-care. Growth remained well above both regional inflation (3%) and the broader macroeconomic context, which was marked by cautious household spen

In 2025, oral care in Vietnam demonstrated resilience amidst a cautious spending environment, achieving robust 5% value growth to reach VND9.2 trillion. This performance was supported by a growing population of 102 million and an increase in median disposable income per household to VND208 million. Although consumers exercised intentional spending, they actively traded up for products offering clearly communicated and clinically proven functional benefits, particularly concerning gum health, ant

In 2025, sun care in Vietnam delivered robust growth, with retail value sales increasing by 16% to reach VND1.4 trillion. This was accompanied by an 11% rise in volume, indicating a clear trend of trading up and greater value capture within the market. This performance outpaced regional averages, supported by a strong economic backdrop. Vietnam reached a total population of 102 million, whilst median disposable income per household increased to VND208 million. Combined with a real GDP growth rat

In 2025, retail value sales of hair care in Vietnam increased by 5% to reach VND18.2 trillion. This robust performance outpaced average inflation of 3% and highlighted the sustained momentum within the market. Growth was supported by favourable macroeconomic conditions, including a total population of 102 million and an increase in median disposable income per household to VND208 million. Combined with a digitally connected and urbanising consumer base, these factors reinforced Vietnam's positio

In 2025, fragrances in Vietnam recorded robust value growth of 8%, with retail sales reaching VND3.3 trillion. This performance was underpinned by rising disposable incomes and rapid urbanisation. Although volume growth remained modest, value gains were driven by premiumisation and a clear trend of consumers trading up. Furthermore, younger demographics increasingly view fragrance as an essential tool for self-expression and lifestyle curation.

Men's grooming in Vietnam recorded robust 6% value growth in 2025, with retail sales reaching VND6.4 trillion. This performance outpaced broader income trends, supported by a population of 102 million and a median disposable income per household that climbed to VND208 million. Within men’s grooming, men’s toiletries was the largest category in 2025, with retail value sales of VND4.5 trillion, significantly exceeding men’s shaving at VND910 billion and men’s fragrances at VND928 billion. The domi

Skin care in Vietnam delivered robust 12% value growth in 2025, with retail sales reaching VND36.3 trillion. This performance was notably stronger when compared to the review period average, reflecting the impact of economic growth and rising disposable incomes; median disposable income per household climbed to VND208 million in 2025. A population of over 102 million supports an expanding consumer base, particularly in urban centres, where middle-class households are able to trade up to premium,

In 2025, deodorants in Vietnam recorded a robust performance, achieving retail value sales of VND2.7 trillion and a 5% growth rate that outpaced the previous year. This upward trajectory was driven by a population expanding to 102 million and median household disposable incomes rising to VND208 million. Alongside these demographic shifts, active urban lifestyles and a hot, humid climate heightened hygiene awareness. Consequently, Vietnamese consumers increasingly integrated deodorants into their

Bath and shower in Vietnam experienced robust growth in 2025, reaching a retail value of VND6.1 billion, which represents a 6% increase from the previous year. This expansion was supported by a growing population of 102 million and a rise in median household disposable income to VND208 million, boosting purchasing power for everyday wellness products. A notable shift occurred towards body wash/shower gel, which was the largest category at VND3.7 billion. Consumers increasingly favoured these for

Beauty and personal care in Vietnam achieved strong 8% current value growth in 2025 to reach VND98.3 trillion, fuelled by the rapid adoption of digital commerce, rising disposable incomes, and the expanding influence of social media on consumer behaviour. Robust demand for products that combine proven efficacy, ingredient transparency and suitability for local climate underscores a highly attractive environment for both global and local brands, particularly those that can deliver multifunctional

In 2025, colour cosmetics in Vietnam recorded 8% growth in retail value, reaching VND18.4 trillion. This performance was underpinned by solid macroeconomic indicators, including a total population of 102 million and an increase in median household disposable income to VND208 million. Despite a trend of cautious consumer spending, rising purchasing power has sustained steady market expansion.

In 2025, baby and child-specific products in Vietnam recorded strong value growth, rising by 7% to reach VND1.7 trillion. This sustained expansion reflects resilient consumer spending, supported by a population of over 102 million and an increase in median disposable income per household to VND208 million. Unlike global trends driven by premiumisation or eco-friendly claims, Vietnamese parents demonstrated a clear preference for proven safety, compliance and transparency. Following a series of p

Mass beauty and personal care in Vietnam delivered robust value growth in 2025, expanding by 8% to reach VND65.8 trillion. This performance signals a sustained recovery from the volatility of recent years, supported by stable economic growth (real GDP growth at 8%) and a steadily rising population, which reached 102 million. However, despite these positive macro indicators, households faced tighter budgets due to higher living costs, which sharpened price sensitivity and led consumers to priori

Premium beauty and personal care in Vietnam recorded robust 11% value growth in 2025, reaching VND22.3 trillion. This strong performance was supported by a favourable macroeconomic environment, with real GDP growth of 8% and a total population of 102 million driving increased discretionary spending. Growth was primarily underpinned by a consumer shift towards purchasing fewer but higher-quality items, particularly within high-performance skin care and base make-up. Gen Z and young millennials ar

In 2025, small local grocers in Vietnam experienced a challenging year, marked by the continued erosion of their share in favour of modern retail formats and e-commerce. Although the channel's value increased to VND1,157 trillion, representing a 4% increase over the previous year, this growth was not reflected in the number of outlets, which continued to decline. The most important drivers behind this shift included the changing preferences of Gen Z and Y consumers in urban centres, who increasi

General merchandise stores in Vietnam achieved strong value growth in 2025, reaching VND11.8 trillion, representing a 22% increase over the previous year. This robust performance is supported by a resurgence in inbound tourism and the rapid expansion of variety store chains, both of which significantly contribute to higher footfall and spending. The market has seen increases in both the number of outlets and overall transaction value, with chain variety stores such as Miniso, Mr DIY, and Muji in

In 2025, appliances and electronics specialists in Vietnam demonstrated modest value growth, rising to VND229.9 trillion, up 1% after a contraction of -0.6% in 2024 and a sharp decline of -17% in 2023. This result is notably below the Asia Pacific regional pace and global benchmarks, where digital transformation continues to drive stronger growth rates in specialist retail. The sluggish recovery is closely linked to Vietnam’s macroeconomic context.

Retail in Vietnam demonstrated notable resilience and growth in 2025, outpacing much of the region with value sales reaching VND3,141 trillion and a 6% annual increase, buoyed by real GDP growth of 7% and stable inflation at 3%. This dynamic landscape is marked by intensifying rivalry from both domestic and international entrants, rapid adoption of digital commerce, and evolving regulatory requirements, all contributing to a highly competitive yet attractive environment for investment and expans

Direct selling in Vietnam registered a significant decline in sales value in 2025, reversing the rapid expansion seen in the years prior. The total value dropped to VND18.9 trillion, reflecting a decrease of 7% compared to the previous year. This contraction is in stark contrast to the continued robust GDP growth of 7% and relatively modest inflation at 3%, which would otherwise support higher consumer spending. However, consumer expenditure as a percentage of GDP fell to 49%, the lowest in rece

Apparel and footwear specialists in Vietnam achieved current value sales of VND68.2 trillion in 2025, representing a 5% increase on the previous year, but this pace of expansion is noticeably slower than earlier periods. The deceleration is primarily driven by the rapid ascent of e-commerce, which continues to erode the share of traditional offline retail. While the number of physical outlets maintained positive growth, largely fuelled by the rebound in inbound tourism and the gradual rollout of

Supermarkets in Vietnam delivered strong current value growth in 2025, reaching VND131.6 trillion, up 15% from the previous year. This performance stood out against the backdrop of a robust domestic economy, with real GDP growth of 7% and inflation remaining contained at 3%, enabling sustained consumer spending. The growth in supermarkets significantly outpaced the overall consumer expenditure as a percentage of GDP, which continued its gradual decline to 49% in 2025, reflecting the modernisatio

In 2025, hypermarkets in Vietnam recorded a strong performance, reaching a current value of VND46.3 trillion and a robust 8% growth rate compared to the previous year. This positive trajectory stands out in the broader regional and global context, reflecting Vietnam's real GDP growth of 7% and relatively low inflation at 3% for the same year. The expansion is largely attributed to the growing adoption of modern lifestyles among the younger generation and a strategic push by leading players such

In 2025, convenience retailers in Vietnam demonstrated robust value growth, reaching VND11.1 trillion, up 5% from the previous year. This performance stands out not only in the local context but also in the broader Asia-Pacific landscape, driven by aggressive store expansion by international brands such as GS25 and 7-Eleven. The overall economic environment supports this growth, with Vietnam’s real GDP expanding by 7% and inflation remaining moderate at 3%. Consumer expenditure as a percentage o

In 2025, health and beauty specialists in Vietnam recorded a positive performance, with both the number of outlets and value sales increasing. The total value reached VND340.5 trillion, marking 4% growth over the previous year. This performance was underpinned by major players such as Long Chau, Hasaki, and Watson, who accelerated store expansion, enhanced live commerce, and introduced new in-store services, including vaccinations and derma zones, effectively converting increased customer traffi