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Baby and Child-specific Products in
Vietnam

Country Report

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Executive Summary

Jun 2019
PROSPECTS
Slower birth rate, maturity constrain category growth in Vietnam

In 2018, baby and child-specific products continued to experience slower value and volume growth. It is mainly because Vietnam’s birth rate has dropped to the lowest in the world whereas its infertility rate jumped to the highest rate, according to the World Health Organization and a study of Reproductive Endocrinology and Infertility Association in 2018.

Infertility rate expected to keep increasing

In 2018, the Reproductive Endocrinology and Infertility Association predicted that the infertility rate will keep increasing over the forecast period due to unhealthy lifestyles and a polluted environment. Although the government is planning to decrease environment pollution and is encouraging people to exercise more, at the beginning of 2019 it had no sustainable policy in place to solve these problems effectively.

Pharma baby and child-specific products receives more attention

In 2018, pharma baby and child-specific products received more attention from consumers due to increasing environmental pollution and higher living standards. In Vietnam, Cetaphil or La Roche Posay were amongst the few popular pharma brands offering baby and child-specific products during the review period.

COMPETITIVE LANDSCAPE
Johnson & Johnson Vietnam maintains its lead

In 2018, Johnson & Johnson Vietnam (Johnson’s Baby) continued to lead baby and child-specific products, mainly thanks to its familiar brand name and its wide distribution network across the country. Although Johnson & Johnson Vietnam has continuously lost value share to international and other competitors in the last few years due to a major scandal in 2012 concerning chemical ingredients (such as formaldehyde) in its products, the company is recovering gradually thanks to a huge effort of company to launch new products, expand the market and conduct marketing campaign in 2018.

International brands continue to hold the leading positions

In 2018, famous international brands in Vietnam such as Johnson & Johnson Vietnam, Bübchen-Werk Ewald Hermes Pharmazeutische Fabrik and Pigeon Corp continued to hold the leading value shares on the strength of their product quality, wide distribution networks and reliable brand names in Vietnam. Meanwhile, the presence of domestic players continued to be limited in baby and child-specific products in Vietnam.

Vietnam attracting more investment, and set to see more competition in the baby and child-specific arena

Since Vietnam has recently become a member of various international organisations, especially the Trans-Pacific Partnership and APEC, it has become an attractive country for foreign countries to invest in and the various M&A events recorded between 2017 and 2018 are evidence of its potential. This, together with the low birth rate recorded in 2018, is leading to a more competitive landscape for both new and existing players within baby and child-specific products seeking to attract more interest from Vietnamese consumers.

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Baby and Child-Specific Products in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Baby and Child-specific Products industry in Vietnam with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Baby and Child-specific Products industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Baby and Child-specific Products in Vietnam market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Baby and Child-specific Products in Vietnam?
  • What are the major brands in Vietnam?
  • What are the movements in unit prices across categories?
  • What is the penetration of premium baby care products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Baby and Child-Specific Products in Vietnam - Category analysis

HEADLINES

PROSPECTS

Slower birth rate, maturity constrain category growth in Vietnam
Infertility rate expected to keep increasing
Pharma baby and child-specific products receives more attention

COMPETITIVE LANDSCAPE

Johnson & Johnson Vietnam maintains its lead
International brands continue to hold the leading positions
Vietnam attracting more investment, and set to see more competition in the baby and child-specific arena

CATEGORY DATA

Table 1 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 2 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 3 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 5 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 6 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 7 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 8 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 9 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 10 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Beauty and Personal Care in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care experiences healthy growth in 2019
Online platform becomes the most effective sales channel
Premium brands start gaining sales value from mass market
Herbal and naturally positioned products are gaining popularity
Beauty and personal care is predicted to grow healthily

MARKET DATA

Table 11 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 12 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 13 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 15 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources