Beauty and Personal Care in Vietnam
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Baby and Child-Specific Products in Vietnam
Growth despite fewer children, due to higher spending per child
Product preferences vary between rural and urban parents
Global brands dominate baby and child-specific products in Vietnam
Rising incomes set to drive solid growth for baby and child-specific products
Continued dominance of global brands expected
Specialist retailers expected to remain important
Table 10 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 15 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 19 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in Vietnam
Bath and shower records growth as hygiene habits are maintained
Scent and moisturising are important features in bath and shower products
Global player Unilever continues to lead bath and shower
Dynamic growth forecast for bath and shower in Vietnam as penetration rises
Green and male-specific products expected to gain popularity
Offline channels set to remain important as chains expand
Table 20 Sales of Bath and Shower by Category: Value 2017-2022
Table 21 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 22 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 23 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 24 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 25 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 26 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 27 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 28 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in Vietnam
Colour cosmetics returns to growth as mobility returns
Diverse colour cosmetics trends
Global brands still dominate colour cosmetics in Vietnam
Strong growth expected for colour cosmetics, leading to full recovery
Global brands expected to continue to lead, and premium products will perform well
Brands likely to focus more on e-commerce
Table 29 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 30 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 31 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 32 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 33 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 34 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 35 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 36 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 37 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 38 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 39 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Deodorants in Vietnam
Stable growth for deodorants recoups most of the previous year’s losses
Consumers look for added features, and increasingly for unscented products
Shopping behaviour affected by social media and marketing activities
Healthy growth expected for deodorants in the forecast period
Packaging changes and different sizes to appeal to consumers
Modern trade channels expected to remain important
Table 40 Sales of Deodorants by Category: Value 2017-2022
Table 41 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 42 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 43 NBO Company Shares of Deodorants: % Value 2018-2022
Table 44 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 45 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 46 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 47 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 48 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in Vietnam
Depilatories returns to growth in Vietnam, driven by hair removers/bleaches
Points of differentiation are increasingly seen amongst hair removers/bleaches
Global player leads due to strong distribution and a good reputation
Depilatories set to see stable growth in the coming years
Consumers expected to demand innovations to improve the hair removal experience
E-commerce likely to contribute to growth due to price promotions
Table 49 Sales of Depilatories by Category: Value 2017-2022
Table 50 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 51 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 52 NBO Company Shares of Depilatories: % Value 2018-2022
Table 53 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 54 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 55 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
Fragrances in Vietnam
Fragrances records a sales rebound in Vietnam as social and work events resume
Sustainable offerings in fragrances are exciting younger consumers
Strong competitive landscape in fragrances in Vietnam
Rising consumer confidence expected to lead to full recovery for fragrances
Premium fragrances set to drive growth
Despite growth for e-commerce, offline channels will remain important
Table 56 Sales of Fragrances by Category: Value 2017-2022
Table 57 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 58 NBO Company Shares of Fragrances: % Value 2018-2022
Table 59 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 60 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 61 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 62 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 63 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in Vietnam
Hair care maintains fairly stable value sales in 2022
Anti-dandruff is one of the key features when choosing shampoos
Hair care is led by global brands
Stable growth expected for hair care as new variants are launched
Number of natural products expected to grow, with foaming formulae preferred
Offline channel will remain key for basic products, but e-commerce also important
Table 64 Sales of Hair Care by Category: Value 2017-2022
Table 65 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 66 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 67 NBO Company Shares of Hair Care: % Value 2018-2022
Table 68 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 69 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 70 LBN Brand Shares of Colourants: % Value 2019-2022
Table 71 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 72 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 73 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 74 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 75 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 76 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in Vietnam
Men’s grooming returns to growth in 2022 as restrictions are lifted
Diversity in brand activities to raise awareness
Men’s demands are similar to those for women
Rapid growth projected for men’s grooming in the forecast period
Increasingly competitive environment as the growth potential is significant
E-commerce will help men’s grooming penetrate rural areas
Table 77 Sales of Men’s Grooming by Category: Value 2017-2022
Table 78 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 79 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 80 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 81 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 82 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 83 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 84 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 85 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in Vietnam
Oral care posts stable growth in Vietnam as awareness of oral hygiene rises
Unilever maintains its leading position
Whitening and sensitivity remain key features
Oral care expected to continue growing in the coming years
Whitening likely to remain an important feature
Offline channels will continue to dominate
Table 86 Sales of Oral Care by Category: Value 2017-2022
Table 87 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 88 Sales of Toothbrushes by Category: Value 2017-2022
Table 89 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 90 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 91 NBO Company Shares of Oral Care: % Value 2018-2022
Table 92 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 93 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 94 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 95 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 96 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 97 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 98 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in Vietnam
Rising knowledge of skin health drives solid growth in skin care in 2022
Skinimalism is a key trend
Livestreaming and occasion marketing used to attract consumers
Skin care set to register dynamic growth over the forecast period
Anti-ageing products likely to have opportunities for growth
Shoppertainment expected to be explored further in the forecast period
Table 99 Sales of Skin Care by Category: Value 2017-2022
Table 100 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 101 NBO Company Shares of Skin Care: % Value 2018-2022
Table 102 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 103 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 104 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 105 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 106 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 107 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 108 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 109 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in Vietnam
Sun care returns to growth as mobility resumes
Global brands dominate sun care in Vietnam
Consumers migrate online due to the wide choice and offers
Sun care set to see dynamic growth due to growth potential in rural areas
Multifunctional products will remain a threat to specialised sun care offerings
Beauty specialists and e-commerce expected to maintain growth
Table 110 Sales of Sun Care by Category: Value 2017-2022
Table 111 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 112 NBO Company Shares of Sun Care: % Value 2018-2022
Table 113 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 114 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 115 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 116 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in Vietnam
Premium beauty and personal care maintains growth as optimism returns
Customer experience is the most important factor
Offline channels remain important for consumers in the premium segment
Continued growth expected in the coming years with normalisation of lifestyles
Sustainability likely to be an area for development
E-commerce will see further investment by premium brands
Table 117 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 118 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 119 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 120 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 121 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 122 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in Vietnam
Mass beauty and personal care sees solid growth in 2022
Global brands continue to lead with dynamic activities
Ingredients previously only seen in premium brands now offered by mass brands
Dynamic growth as spending increases amongst the rural population
Consumers will pay more attention to scents, packaging, formats, and ingredients
E-commerce set to remain an important distribution channel
Table 123 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 124 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 125 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 126 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 127 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 128 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027