Bath and Shower in Vietnam

PROSPECTS

Companies change packaging appearance to attract customers

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

Body wash/shower gel sees slower growth

In 2018, value and volume growth of bath and shower, the largest bath and shower category, was slower than it was in the previous year, mainly because of the category’s maturity. However, body wash/shower gel witnessed solid thanks to its multiple functions and wide range of scent choices for customers to choose.

Good prospects seen for bath and shower despite maturity, driven by increased demand for herbal and naturally positioned products

Over the forecast period, herbal and naturally positioned product trends are expected to spread gradually together with brighter prospects for the economy and higher living standards, as more consumers will be willing to spend more on these types of 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 their existing natural/herbal ingredients.

COMPETITIVE LANDSCAPE

Unilever Vietnam International continues to lead

In 2018, Unilever Vietnam continued to hold the leading value share. The company is noted for its leading bath and shower brands such as Hazeline, Lux, Dove and Lifebuoy.

International brands continue to outperform local players

Similar to other categories within beauty and personal care, international brands outperformed domestic brands in all aspects and maintained their higher positions in 2018. International players such as Unilever Vietnam International, Unza Vietnam and International Consumers Products lead in the category, leaving little room for domestic players to grow.

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