Over the forecast period bath and shower is set to register dynamic current value increases annually, as continued high standards of personal hygiene and a return to pre-pandemic lifestyles will drive growth, with the return of tourists also expected to contribute to the rise in sales. Although hand sanitisers is expected to see one of the slowest growth rates in the forecast period, this is still an impressive performance, as it is forecast to expand on the gains seen in 2020, despite the impact of the pandemic having eased, demonstrating the maintenance of higher hygiene standards.
In line with other green product trends, higher-income consumers increasingly prefer to choose bath and shower products containing natural or organic ingredients, and are focusing more on the feature of moisturisation. For this reason, they prefer imported products, as there are fewer options available from domestic brands.
E-commerce has been growing steadily as a distribution channel for bath and shower products for many years, and this is set to continue in the forecast period. Nevertheless, offline channels, particularly modern trade channels, still retained their importance for bath and shower in 2022, and are likely to continue to account for the vast majority of sales in the forecast period.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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