Baby and Child-Specific Products in Vietnam

PROSPECTS

Higher consumer-awareness boosts product demand

In 2017, more Vietnamese parents became aware of the benefits of using baby and child-specific products, thanks to the dramatic development of internet and social networks. Also, many national media channels such as HTV or VTV launched various talkshows or programmes related to baby and child healthcare, with topics including nutrition, physical wellbeing and beauty care products.

Baby and child-specific toiletries remains the biggest category

In the review period, baby and child-specific toiletries remained the biggest category within baby and child-specific products due to holding the majority of basic goods, such as shampoo or bath and shower liquid. Furthermore, this category recorded the fastest retail value sales growth in the review period, thanks to it being essential in daily life.

COMPETITIVE LANDSCAPE

Johnson & Johnson Vietnam remains the leading player

Johnson & Johnson Vietnam (Johnson’s Baby) continued to lead baby and child-specific products in 2017 thanks to its reliable brands, wide distribution network and reasonable pricing. The company always promises customers that its products are safe and qualified, and to reassure Vietnamese people after a scandal involving Johnson & Johnson products containing parabens in the US.

International companies continue to dominate the category

In 2017, famous international players in the category included Johnson & Johnson Vietnam and Bübchen-Werk Ewald Hermes Pharmazeutische Fabrik GmbH. Moreover, since Vietnam has become a member of various international organisations, especially Trans-Pacific Partnership and APEC recently, these agreements will help to increase Vietnam's reputation in ASEAN and become an attractive country for foreign countries to invest in.

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