Bath and shower benefited strongly from the Coronavirus (COVID-19) pandemic in 2020, underpinned by exponential retail volume and current value growth for liquid soap and hand sanitisers and, to a lesser degree, bar soap and intimate wipes. There was, however, a shortage of these products in the initial stage of the pandemic in 2020, as consumers stockpiled hygiene-based goods.
Despite the heavier COVID-19 pandemic in 2021, hand sanitisers and liquid soap recorded double-digit decreases in retail volume and current value sales over 2021. However, this was partly due to their exponential growth performances in 2020, supported by stockpiling.
Unilever Vietnam International Co Ltd remained the leading player in bath and shower in retail value sales terms in 2021, although growing competition eroded some of the share growth it had obtained in 2020. The player continued to leverage dynamic marketing activities, robust financial capacity and ongoing product innovation.
Higher standards of personal hygiene and a return to pre-pandemic lifestyles are expected to see an improved performance in many categories of bath and shower in the forecast period. As the COVID-19 threat fades nationally and worldwide, supported by high vaccination rates, consumers returning to on-the-go lifestyles and travel will boost the use of bath and shower products.
Both hand sanitisers and liquid soap are projected to see a further sharp drop in retail volume and value (constant 2021 prices) sales in 2022, before registering positive growth through the remainder of the forecast period. Both product types enjoyed highly dynamic growth in 2020 as consumers looked for the most suitable personal hygiene and sanitation products; therefore, a level of stabilisation is unsurprising.
Over the forecast period, digital marketing is projected to become a significant tool for companies looking to advertise their products and engage in brand building and engagement. In this vein, Facebook is the most popular platform among players looking to use social media to increase their interaction with customers.
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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.
If you're in the Bath and Shower industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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