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Market Research for Vietnam

Euromonitor publishes reports on industries, consumers and demographics in Vietnam.

  • Industry specific reports offer insight into market size and market share in Vietnam; as well as industry trends in each specific industry.
  • The Consumer Lifestyles in Vietnam report examines national lifestyle habits, ranging from health and living standards, income and earning patterns, eating and drinking habits, to home ownership trends.
  • Vietnam in 2030: The Future Demographic contains information on long term population changes, population by gender, consumer segment: babies, infants, toddlers, children, tweenagers, teenagers, studying age, young-adults, middle-aged adults, and the elderly.

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Country Report

Apparel Accessories in Vietnam

In 2013, apparel accessories recorded an 11% increase in current value sales, which was slightly higher than the 2012 performance. The increasing attention on beauty and personal appearance, higher disposable incomes and higher unit prices across ...

Jul 2014 | US$900 | Pages: 22 | Add to cart | View details

Country Report

Childrenswear in Vietnam

Towards the end of the review period, Vietnamese parents paid increasing attention to ready-to-wear childrenswear. The increasing number of young working parents preferred retail childrenswear rather than customised alternatives as they tried to cope...

Jul 2014 | US$900 | Pages: 20 | Add to cart | View details

Country Report

Footwear in Vietnam

In 2013, footwear recorded a 15% rise in current value sales, slightly higher than in 2012. The premiumisation trend and rising consumer awareness of beauty and personal appearance were the key drivers of growth in footwear. The media highlighted the...

Jul 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Hosiery in Vietnam

In 2013, hosiery registered current value sales growth of 10%, which was slightly higher than in 2012. Rising concern about personal appearance, increased consumer demand and higher unit prices fostered a stronger growth performance. Many more young ...

Jul 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Jeans in Vietnam

In 2013, jeans recorded current value sales growth of 10%, which was one percentage point higher than in 2012. Jeans are preferred thanks to their flexibility and convenience but also because they have a youthful, fashionable and energetic image. ...

Jul 2014 | US$900 | Pages: 20 | Add to cart | View details

Country Report

Menswear in Vietnam

Towards the end of the review period, Vietnamese men continued to be more conscious of their personal appearance. They were more willing to buy clothing to improve their look and confirm their social status as many Vietnamese people still judge each ...

Jul 2014 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Apparel and Footwear in Vietnam

Vietnamese apparel and footwear in 2013 posted higher retail value sales growth than in 2012, despite the country’s poor economic performance. Healthier growth was mainly thanks to rising interest in personal appearance as well as the further ...

Jul 2014 | US$1,900 | Pages: 74 | Add to cart | View details

Country Report

Sportswear in Vietnam

In 2013, sportswear recorded current value sales growth of 18%, which was two percentage points higher than in 2012. Increasing awareness of health and wellness and fitness encouraged more consumers, especially young people, to participate in sports ...

Jul 2014 | US$900 | Pages: 21 | Add to cart | View details

Country Report

Womenswear in Vietnam

Towards the end of the review period, the premiumisation trend in womenswear continued to develop, especially in big cities such as Ho Chi Minh City and Hanoi. Higher living standards and improved disposable incomes and efforts by manufacturers and ...

Jul 2014 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Dishwashing in Vietnam

In 2013, hand dishwashing continued to be the major category in dishwashing. Its products have become popular and essential in every household, including those in both rural and urban areas, thanks to improvements in living standards and ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Surface Care in Vietnam

In 2013, thanks to the increasing awareness of hygiene and cleanliness together with the improvement in living standards in Vietnam, many Vietnamese consumers, especially those from urban areas such as Ho Chi Minh City or Hanoi City, became more ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Bleach in Vietnam

Limited product improvements and no significant marketing strategies resulted in the downward trend of bleach’s value growth in 2013 against 2012. In order to boost sales, manufacturers need to create new products that are friendlier to hand skin and...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Toilet Care in Vietnam

After the attack of Hand, Foot and Mouth disease in 2012, the state health department has been encouraging high awareness about keeping houses hygienic, especially in places that have the most potential for bacteria to grow such as toilets. Capturing...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Polishes in Vietnam

In 2013 there was no significant event or activity in polishes. The major reason is that polishes is regarded as a small category with not much profit. As a consequence, most manufacturers are not really willing to invest in marketing campaigns to ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Air Care in Vietnam

In 2013, two major companies, namely SC Johnson & Son and Procter & Gamble Vietnam Ltd had a dynamic year of competition when they launched their new Glade and Ambi Pur products, both with air-freshening and fabric-freshening features. These two new ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Home Insecticides in Vietnam

As the category has been reaching saturation in urban areas, manufacturers have tried to tap into the potential of rural areas, where Dengue is a more threatening disease. SC Johnson & Son and Mosfly Vietnam Co Ltd have concentrated on marketing ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Home Care in Vietnam

In 2013, the Vietnam economy continued to show a few signs of recovery yet still at a relatively slow pace. GDP was improved against 2012. However, the figure still did not meet the GDP target set by the government for the period 2011-2015. During ...

Jul 2014 | US$2,400 | Add to cart | View details

Country Report

Laundry Care in Vietnam

In 2012-2013, laundry care experienced an exciting year with new product development and improvements in marketing activities from both local and foreign manufacturers. Unilever Vietnam International Co Ltd and Procter & Gamble Vietnam Ltd invested ...

Jul 2014 | US$900 | Add to cart | View details

Country Report

Vacuum Cleaners in Vietnam

Vacuum cleaners volume sales grew by 13% to reach 100,700 units while current value sales grew by 14% to reach VND295.7 billion. This was a slowing trend considering the category’s peak performance in 2009 with 38% volume growth and 37% current value...

Jul 2014 | US$900 | Pages: 38 | Add to cart | View details

Country Report

Air Treatment Products in Vietnam

2013 witnessed a series of severe storms and floods attacking the country with not very hot weather during the dry season. Thus, demands for cooling appliances, the prominent product within air treatment products, declined significantly in 2013. ...

Jul 2014 | US$900 | Pages: 42 | Add to cart | View details

Country Report

Dishwashers in Vietnam

Dishwashers grew by 9% in volume terms, while value sales grew by 13% in 2013. The volume growth of dishwashers was slower than 2012’s rate. With an average unit price of over VND23.2 million, dishwashers failed to reach the mass market of Vietnam ...

Jul 2014 | US$900 | Pages: 38 | Add to cart | View details

Country Report

Food Preparation Appliances in Vietnam

In 2013, food preparation appliances grew by 11% in volume terms and 14% in current value terms. According to the Ministry of Planning and Investment, several signs of a recovering economy with better GDP and lower inflation rate 2013 contributed to ...

Jul 2014 | US$900 | Pages: 41 | Add to cart | View details

Country Report

Heating Appliances in Vietnam

In 2013, while heating appliances current value grew by 13%, its growth in terms of volume was only 8%. The main cause driving such a trend was due to the increase in unit price with growth of 4%. Although the inflation rate declined compared with ...

Jul 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Home Laundry Appliances in Vietnam

In comparison with the insignificant growth of 2% in 2102, home laundry appliances made a noticeable recovery in 2013 with current volume growth of 7%. Due to the recovering economy, the inflation rate decelerated which maintained a relatively stable...

Jul 2014 | US$900 | Pages: 41 | Add to cart | View details

Country Report

Irons in Vietnam

In 2013, irons grew by 8% in terms of volume to reach 949,000 units, while current value sales grew by 12% to record VND923 billion. In comparison with 2012’s performance with volume growth of 4% and value growth of 7%, this is a remarkable recovery ...

Jul 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Large Cooking Appliances in Vietnam

In 2013, large cooking appliances grew by 9% to reach 598,000 units in terms of volume. In current value terms, the category grows by 12% to reach VND3.5 trillion. In comparison with 2012, this was a positive recovery. The major factor contributing ...

Jul 2014 | US$900 | Pages: 44 | Add to cart | View details

Country Report

Microwaves in Vietnam

Following the rapid rate of urbanisation, consumers are becoming busier working in big cities, which leads to a rising consumption of frozen foods. Microwaves appears to serve consumers well in terms of its ability to cook and defrost these foods in ...

Jul 2014 | US$900 | Pages: 39 | Add to cart | View details

Country Report

Personal Care Appliances in Vietnam

In 2013, personal care appliances grew by 14% in current value terms, while volume sales grew by 9%. Against the volume growth of 14% and current value growth of 16% in 2012, 2013’s growth is considered a slowdown. Even though there is a strong gap ...

Jul 2014 | US$900 | Pages: 38 | Add to cart | View details

Country Report

Refrigeration Appliances in Vietnam

In comparison with the negative volume growth rate in 2012, refrigeration appliances recorded a noticeable recovery in 2013 with volume growth of 3%. One of the main factors stimulating category growth was the appearance of new innovations and ...

Jul 2014 | US$900 | Pages: 43 | Add to cart | View details

Country Report

Small Cooking Appliances in Vietnam

In 2013, small cooking appliances grew by 4% in terms of volume and by 6% in terms of value. Compared to 2012, small cooking appliances registered stronger volume and value growth. It was thanks to the trend of consumers trading up to more modern and...

Jul 2014 | US$900 | Pages: 43 | Add to cart | View details

Country Report

Small Kitchen Appliances (Non-Cooking) in Vietnam

In 2013, small kitchen appliances (non-cooking) grew by 9% in terms of volume to reach 225,000 units. In comparison with the review period, the volume CAGR was 16%, which presents a decelerating trend for 2013. Kettles is not really new in Vietnam ...

Jul 2014 | US$900 | Pages: 43 | Add to cart | View details

Country Report

Consumer Appliances in Vietnam

According to the new energy efficiency labelling legislation issued in 2013, some consumer appliances must be labelled with the energy efficiency rating information assessed by the government. Ranking system varies from 1 to 5 stars, illustrating how...

Jul 2014 | US$2,400 | Pages: 134 | Add to cart | View details

Country Report

Apparel and Footwear Specialist Retailers in Vietnam

Apparel and footwear specialist retailers bounced back from a negative performance in 2012 to record fairly good current value growth in 2013 of 8%, which could be attributed to improved economic conditions. The inflation rate was 7% in 2013, ...

Jul 2014 | View details
Sale: US$725 | Pages: 42 | Add to cart |

Country Report

Direct Selling in Vietnam

When direct selling businesses started in Vietnam, many people had a negative perception about them due to the notorious cases of cheating that gave direct selling a poor name as a whole. In 2013, businesses like this continued to exist, although the...

Jul 2014 | View details
Sale: US$725 | Pages: 32 | Add to cart |

Country Report

Electronics and Appliance Specialist Retailers in Vietnam

Despite recording marginally better value growth in 2013 compared to 2012, electronics and appliance specialist retailers’ performance was still much slower than the review period’s CAGR. This was mainly due to the high inflation rate, which was ...

Jul 2014 | View details
Sale: US$725 | Pages: 41 | Add to cart |

Country Report

Grocery Retailers in Vietnam

Grocery retailers’ current value growth rate in 2013 was high and on a par with the previous year, partially contributed by rising consumer prices. According to General Statistics Office of Vietnam, consumer price index of the first ten months in ...

Jul 2014 | View details
Sale: US$725 | Pages: 55 | Add to cart |

Country Report

Health and Beauty Specialist Retailers in Vietnam

Health and beauty specialist retailers continued to record double-digit growth in 2013. Most channels in health and beauty specialist retailers logged better growth rates in 2013 compared to 2012, as the impact of high inflation in 2011-2012 eased ...

Jul 2014 | View details
Sale: US$725 | Pages: 41 | Add to cart |

Country Report

Homeshopping in Vietnam

Homeshopping is one of the newest retailing channels in Vietnam, arriving in the country in 2010 with a limited range of products on offer. However, after three years, homeshopping witnessed dramatic improvements. There were several television ...

Jul 2014 | View details
Sale: US$725 | Pages: 30 | Add to cart |

Country Report

Internet Retailing in Vietnam

Internet retailing continued to record strong double-digit growth in 2013. Internet retailing was one of the newest retailing channels in Vietnam over the review period, and its outstanding performance was fuelled by the strong rise in the number of ...

Jul 2014 | View details
Sale: US$725 | Pages: 38 | Add to cart |

Country Report

Leisure and Personal Goods Specialist Retailers in Vietnam

Apart from jewellery and watch specialist retailers which was badly affected by a lower gold price in Vietnam, most channels in leisure and personal goods specialist retailers recorded good double-digit current value growth in 2013. Many products ...

Jul 2014 | View details
Sale: US$725 | Pages: 42 | Add to cart |

Country Report

Mixed Retailers in Vietnam

Mixed retailers achieved outstanding growth in 2013 due to department stores. Its 28% current value growth was contributed mainly by the opening of Trang Tien Plaza, a new high-end department store in Hanoi. With very strong marketing and advertising...

Jul 2014 | View details
Sale: US$725 | Pages: 37 | Add to cart |

Country Report

Retailing in Vietnam

The economy demonstrated several signs of recovery with better GDP growth and inflation rate control in 2013, which led to retailing’s positive performance. Regarding the view of the overall retailing category, it achieved strong double-digit growth ...

Jul 2014 | View details
Sale: US$1,525 | Pages: 145 | Add to cart |

Country Report

Vending in Vietnam

Vending remained negligible in Vietnam in 2013. Consumers were not used to purchasing drinks from vending machines, as street vendors, foodcourts and coffee shops were widely available and easy to find throughout the country. Thus, after several ...

Jul 2014 | View details
Sale: US$725 | Pages: 27 | Add to cart |

Country Report

Away-From-Home Tissue and Hygiene in Vietnam

Away-from-home tissue and hygiene recorded current value growth of 19% in 2013 which was one percentage point higher than in 2012. The better economy and the higher increase in unit price were the main reasons for this healthy growth.

Jun 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Cotton Wool/Buds/Pads in Vietnam

Cotton wool and buds have long been very common in Vietnam. Typically, cotton wool is used for treating and cleaning minor injuries whereas cotton buds are mainly used for cleaning ears. Towards the end of the review period, cotton pads became more ...

Jun 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Incontinence in Vietnam

In 2013, incontinence products became more familiar to Vietnamese consumers thanks to the increasing consumer awareness of the products’ benefits as well as efforts of manufacturers to stimulate demand. Indeed, wider distribution networks, active ...

Jun 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Vietnam

In 2013, nappies/diapers/pants enjoyed very high current retail value growth of 26%. This healthy growth was fostered mainly by the higher consumer demand thanks to the products’ convenience and added benefits, such as dryness and comfort. Moreover, ...

Jun 2014 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Tissue and Hygiene in Vietnam

In 2013, Vietnamese tissue and hygiene’s performance was still healthy despite the economic downturn. One of the key reasons for this growth was the further growing consciousness of hygiene and cleanliness. Moreover, Vietnamese consumers became more ...

Jun 2014 | US$2,400 | Pages: 61 | Add to cart | View details

Country Report

Retail Tissue in Vietnam

In 2013, retail tissue recorded high current retail value growth of 19% mainly thanks to the rising consumer awareness of hygiene which has resulted in higher consumer demand for tissue. Furthermore, the increased westernisation in Vietnamese culture...

Jun 2014 | US$900 | Pages: 27 | Add to cart | View details

Country Report

Sanitary Protection in Vietnam

In 2013, sanitary protection excluding intimate wipes saw high current retail value growth of 15%. This healthy growth was mainly fostered by efforts of manufacturers through active marketing activities and new product developments. Furthermore, ...

Jun 2014 | US$900 | Pages: 25 | Add to cart | View details
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