Vietnam

Oral care in Vietnam posted steady growth in 2023, continuing a trend that persisted throughout the review period. Growth has been spurred by rising hygiene-consciousness and improved oral care knowledge among local consumers, prompting those in…

As hygiene and living standards improve in Vietnam, a growing number of consumers are now using wipes in their daily activities. Wipes have become particularly popular during periods of high air-pollution in the country’s larger cities with young…

Retail in Vietnam struggled in 2023, facing pressures from inflation and a weakening export market, among other things. Local consumers cut back on spending which negatively impacted several retail categories, including appliances and electronics…

Dishwashers are gradually becoming more popular in Vietnam, albeit growth remains at a slow pace and retail volume is only just inching into positive figures in 2023. This forwards performance is attributed to rising incomes and higher standards of…

Like other beauty and personal care categories, skin care in Vietnam benefitted from rising incomes and living standards in 2023. Local consumers are placing greater emphasis on their appearance and starting to use skin care products at earlier…

Consumer foodservice in Vietnam experienced positive growth in current value terms in 2023, albeit at a slower rate than the previous year. This was attributable to the elevated rate of inflation, which impacted household spending. With prices…

Home insecticides exhibited healthy growth in retail volume and current value terms in 2023. Vietnam has a tropical climate, characterised by high temperatures and humidity, which can create favourable conditions for the proliferation of insects,…

Supermarkets in Vietnam saw significant growth in 2023, with notable increases in terms of both current value sales and the number of outlets, driven by the aggressive expansion strategies of key players. Local consumers in suburban and rural areas…

Vietnam’s rising living standards meant growth and expansion for fragrances in 2023, with progress also spurred along by higher disposable incomes. Local consumers have become increasingly focused on investing in and expressing their personal style…

Deodorants in Vietnam turned in a convincingly positive performance in 2023, thanks in large part to rising living standards and higher hygiene-consciousness propelling greater concern in personal hygiene and grooming. The use of deodorants to combat…

The evolution of modern, post-pandemic lifestyles, which included spending more time at home, led to an increase demand for air care in 2023. With a high proportion of consumers adopting hybrid working patterns, they were keen to use these products…

Sales in vacuum cleaners are supported by consumers’ rising standards of hygiene within the home. This is particularly notable in big cities, due to urban air pollution levels. It is noted that PM2.5 dust is a concern for consumers living in the big…

Rising knowledge of the importance of protecting the skin from the sun drove sales of sun care products in Vietnam in 2023 and will continue to do so throughout the forecast period. Sun care is expanding in both urban and rural areas as local…

A greater focus on hygiene and improving living standards continued to drive strong and stable growth for retail tissue in Vietnam in both value and volume terms. Whereas in the past most people in rural areas of Vietnam were used toilet paper for…

Vietnam’s population reached continued to grow in 2023 with 31% of the population being females aged 12-54 years, with this being important to the continued growth of the category. Menstrual care continued to boast stronger growth rates compared to…

2023 saw convenience stores in Vietnam continue to expand rapidly in terms of number of outlets, especially into urban areas, as local lifestyles became increasingly busy. Convenience stores resonate with Gen Z consumers and students, gaining…

During 2023, polishes saw an improved performance in both retail volume and current value terms. The category is dominated by shoe polishes, which benefitted from the revival of normal, pre-pandemic lifestyles, including the return of consumers to…

Dishwashing registered robust growth in both retail volume and current value terms in 2023, as the consumer base for such products continued to widen. Factors such as the habit of cooking at home to save money and heightened hygiene concerns as a…

In 2022, the Vietnamese consumer goods market showed a distinct shift in packaging preferences, driven by a delicate balance between economic challenges, environmental consciousness and the desire for convenience. For example, in 2022, the Vietnamese…

Hypermarkets in Vietnam continued to focus on network expansion into tier 1 and tier 2 cities in 2023, in response to higher living standards and modern lifestyles. E-Mart opened three new outlets over 2022-2023. The player has also been actively…