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Beauty and Personal Care in
Vietnam

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Executive Summary

Jun 2019
Beauty and personal care experiences healthy growth in 2019

In 2018, beauty and personal care in Vietnam experienced healthy sales growth, mainly thanks to higher living standards, a gradual increase in the average income and the strong development of social networks. This along with strong GDP improvement brought Vietnam to see the second-fastest value growth rate within Asia Pacific, according to the World Bank in 2018.

Online platform becomes the most effective sales channel

In 2018, social networks and websites became the de facto optional method and medium to both advertise and spread word of mouth, and thus more brand awareness, for companies looking to increase their market share and penetration of their products. The internet also presents exciting new ways for companies to interact with customers, and perhaps more importantly, make them better able to react quickly to the latest trends and interests and adjust accordingly to consumer wants and demands.

Premium brands start gaining sales value from mass market

In the review period, people willingly spent money on travelling, apparel, beauty and personal care products, including premium brands as well. Indeed, premium beauty and personal care witnessed strong value growth mainly thanks to the brighter economy, gradually increasing average income, higher living standards and strong development of social networks.

Herbal and naturally positioned products are gaining popularity

Vietnamese consumers have become increasingly conscious about using products deemed safer for health and public consumption and they are increasingly purchasing products marketed as “natural” and/or organic, in spite of their normally higher price tags. Bad press and thus increased public awareness about the possible toxicity and adverse short- and long-term health effects of beauty products containing artificial chemicals has helped this trend gain traction.

Beauty and personal care is predicted to grow healthily

Value sales of beauty and personal care are expected to rise over the forecast period, influenced by the rising spending power and improved standards of living. Secondly, influence from social networks as well as the globalisation process will further enhance people’s standards in general and specifically in beauty and personal care, such as Korean and Western make-up promoted by famous YouTubers from all over the world.

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Beauty and Personal Care in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Vietnam with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Vietnam for free (where applicable):

The Beauty and Personal Care in Vietnam market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beauty and Personal Care in Vietnam?
  • What are the major brands in Vietnam?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Beauty and Personal Care in Vietnam

EXECUTIVE SUMMARY

Beauty and personal care experiences healthy growth in 2019
Online platform becomes the most effective sales channel
Premium brands start gaining sales value from mass market
Herbal and naturally positioned products are gaining popularity
Beauty and personal care is predicted to grow healthily

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Vietnam

HEADLINES

PROSPECTS

Slower birth rate, maturity constrain category growth in Vietnam
Infertility rate expected to keep increasing
Pharma baby and child-specific products receives more attention

COMPETITIVE LANDSCAPE

Johnson & Johnson Vietnam maintains its lead
International brands continue to hold the leading positions
Vietnam attracting more investment, and set to see more competition in the baby and child-specific arena

CATEGORY DATA

Table 10 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 15 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 19 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Vietnam

HEADLINES

PROSPECTS

Companies change packaging appearance to attract customers
Body wash/shower gel sees slower growth
Good prospects seen for bath and shower despite maturity, driven by increased demand for herbal and naturally positioned products

COMPETITIVE LANDSCAPE

Unilever Vietnam International continues to lead
International brands continue to outperform local players

CATEGORY DATA

Table 20 Sales of Bath and Shower by Category: Value 2013-2018
Table 21 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 22 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 23 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 24 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 25 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 26 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Vietnam

HEADLINES

PROSPECTS

Gradual increase in demand for colour cosmetics
Lip products sees the fastest growth
Colour cosmetics set to see double-digit value and volume growth over the forecast period

COMPETITIVE LANDSCAPE

Estée Lauder Vietnam remains the leader in 2018
Estée Lauder starts selling through Lazada in 2019
Premium brands are gaining value share

CATEGORY DATA

Table 28 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 29 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 30 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 31 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 32 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 33 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 34 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 35 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 36 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 37 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 38 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in Vietnam

HEADLINES

PROSPECTS

Strong demand seen for deodorant sprays
Perfume deodorant sprays receives more attention
Roll-ons expected to lose further ground to sprays

COMPETITIVE LANDSCAPE

Beiersdorf Vietnam remains the leader
International companies continue to dominate the market

CATEGORY DATA

Table 39 Sales of Deodorants by Category: Value 2013-2018
Table 40 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 42 NBO Company Shares of Deodorants: % Value 2014-2018
Table 43 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 45 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in Vietnam

HEADLINES

PROSPECTS

Interest in hair removers increases gradually, which stimulates demand for depilatories
Women’s razors and blades receive more attention
Strong growth anticipated over the forecast period

COMPETITIVE LANDSCAPE

Reckitt Benckiser continues to lead depilatories
International brands dominate in depilatories

CATEGORY DATA

Table 48 Sales of Depilatories by Category: Value 2013-2018
Table 49 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 50 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 51 NBO Company Shares of Depilatories: % Value 2014-2018
Table 52 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 53 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 54 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Vietnam

HEADLINES

PROSPECTS

Fragrances experiencing slower growth rates due to maturity
Competition from deodorant sprays, bath and shower gel contributes to the slowdown
Unauthorised products continue to penetrate the marketplace

COMPETITIVE LANDSCAPE

Coty remains the leading player
Premium brands rises strongly

CATEGORY DATA

Table 55 Sales of Fragrances by Category: Value 2013-2018
Table 56 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Fragrances: % Value 2014-2018
Table 58 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 59 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 60 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 61 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 62 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Vietnam

HEADLINES

PROSPECTS

Natural and herbal hair care becomes a trend in 2018
Environmental pollution and higher awareness will invite further demand
Unauthorised products have negative effect on performance of hair care

COMPETITIVE LANDSCAPE

Unilever Vietnam International maintains its leading position
Premium brands are gaining its market share

CATEGORY DATA

Table 63 Sales of Hair Care by Category: Value 2013-2018
Table 64 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 65 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 66 NBO Company Shares of Hair Care: % Value 2014-2018
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 68 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 69 LBN Brand Shares of Colourants: % Value 2015-2018
Table 70 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 71 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 72 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 73 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 74 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 75 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Vietnam

HEADLINES

PROSPECTS

Mass beauty and personal care loses its value share to premium brands
Mass companies focus on developing new products
Whilst facing slower growth, mass products will gain a boost from increased distribution and innovation

COMPETITIVE LANDSCAPE

Unilever Vietnam International continues to hold the leading value share
International brands dominate mass beauty and personal care
Local players expected to attract more attention

CATEGORY DATA

Table 76 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 77 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 78 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 79 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 80 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 81 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Vietnam

HEADLINES

PROSPECTS

Maturity slows the growth rate
Men’s deodorants experiences the fastest value growth
Slower value growth anticipated over the forecast period

COMPETITIVE LANDSCAPE

International Consumers Products continues to lead men’s grooming
International brands continue to dominate the landscape
Domestic players expected to perform better over the forecast period

CATEGORY DATA

Table 82 Sales of Men’s Grooming by Category: Value 2013-2018
Table 83 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 84 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 85 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 86 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 87 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 88 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 89 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 90 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Vietnam

HEADLINES

PROSPECTS

Herbal and naturally positional oral care become product trends
Value growth slowing down with category’s maturation
Demand expected to gradually increase with attractive new developments

COMPETITIVE LANDSCAPE

Unilever Vietnam continues to lead
International brands still rule in the oral care landscape

CATEGORY DATA

Table 91 Sales of Oral Care by Category: Value 2013-2018
Table 92 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 93 Sales of Toothbrushes by Category: Value 2013-2018
Table 94 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 95 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 96 NBO Company Shares of Oral Care: % Value 2014-2018
Table 97 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 98 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 99 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 100 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 101 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 102 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 103 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Vietnam

HEADLINES

PROSPECTS

Improved economy drives demand for premium brands
Premium colour cosmetics experiences the fastest value growth
Forecast period promises continuation of premium growth trend

COMPETITIVE LANDSCAPE

Shiseido Vietnam continues to lead
Prestige brands dominate premium market
Pharma brands to see increased demand

CATEGORY DATA

Table 104 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 105 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 106 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 107 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 108 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 109 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Vietnam

HEADLINES

PROSPECTS

Premium brands rise dramatically
Anti-ager experiences the fastest growth rate
Companies focus on increasing interaction with customers

COMPETITIVE LANDSCAPE

Shiseido Cosmetic Vietnam maintains its lead
Prestige brands dominate premium segment

CATEGORY DATA

Table 110 Sales of Skin Care by Category: Value 2013-2018
Table 111 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 112 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 113 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 114 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 115 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 116 NBO Company Shares of Skin Care: % Value 2014-2018
Table 117 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 118 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 119 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 120 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 121 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 122 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 123 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 124 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Vietnam

HEADLINES

PROSPECTS

Innovative colour cosmetics and facial skin care limit growth of sun care
Sun protection sees the fastest value growth
More innovation and higher value growth expected

COMPETITIVE LANDSCAPE

Rohto Mentholatum Vietnam continues to lead sun care
Premium sun care brands are gaining share

CATEGORY DATA

Table 125 Sales of Sun Care by Category: Value 2013-2018
Table 126 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 127 NBO Company Shares of Sun Care: % Value 2014-2018
Table 128 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 129 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 130 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 131 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023