Bath and Shower in Vietnam

PRE-COVID-19 PERFORMANCE

New packaging and rising hygiene awareness boost demand

Over the review period, interest in herbal and naturally positioned products continued to increase strongly due to rising awareness of the benefits of using these products to protect skin from toxic chemicals. Together with the strong development of social networks, this has resulted in increased demand for natural products, not only in big cities but also other provinces across Vietnam.

New herbal and naturally positioned products attracting health focused consumers

Over the forecast period, herbal and naturally positioned product trends are expected to continue to gradually increase in popularity in line with the improving economy and living standards, with more consumers looking to spend on such products in order to enjoy healthier skin. Existing manufacturers are expected to launch more of these types of products and/or to renew their labels to highlight existing natural/herbal ingredients.

Consumer trust and extensive distribution key to success of global players

Unilever Vietnam International continues to lead bath and shower sales in Vietnam, mainly thanks to dynamic marketing activities, huge financial capacity and strong product innovation. The company has also recently launched various new products with different ingredients and functions to gain the attention of Vietnamese consumers.

2020 AND BEYOND

COVID-19 impact

Bath and shower sales are now expected to grow by 8% at constant 2019 price value terms in 2020. Stockpiling was seen at the start of the COVID-19 pandemic in March 2020, in turn encouraging further panic buying due to concerns over product shortages in stores.

Affected products within bath and shower

With frequent handwashing recommended to prevent the spread of COVID-19, bar soap and liquid soap in particular will see a rise in demand in 2020. Many local players have expanded into antibacterial products in these areas, while also introducing hand sanitisers in response to heavy demand.

Recovery and opportunities

In the wake of the COVID-19 pandemic, demand is likely to normalise to an extent by 2021. However, greater hygiene concerns will persist, encouraging many to continue washing with bar or liquid soap more frequently and also supporting sales of antibacterial products in these areas.

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