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Overview:
Understand the latest market trends and future growth opportunities for the Beauty and Personal Care 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Baby and Child-Specific Products
- Bath and Shower
- Colour Cosmetics
- Deodorants
- Depilatories
- Fragrances
- Hair Care
- Men's Grooming
- Oral Care
- Skin Care
- Sun Care
- Premium Beauty and Personal Care
- Mass Beauty and Personal Care
If you're in the Beauty and Personal Care 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.
The Beauty and Personal Care in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beauty and Personal Care in Vietnam?
- Which are the leading brands in Vietnam?
- How are products distributed in Vietnam?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Beauty and Personal Care in Vietnam
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
Mass Beauty and Personal Care in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Mass beauty and personal care sees small boost as price-sensitive consumers switch away from premium offerings
E-commerce booms as leading super-app Grab launches super-fast home delivery options
Unilever maintains top place, as players focus on digital marketing over new product development
RECOVERY AND OPPORTUNITIES
Bounceback expected, with competition from premium segment to heat up again
Strong GDP will attract international companies to large cities, whilst domestic players export and expand sub-urban networks
Growth in e-commerce set to continue, as players ramp up their online offerings
CATEGORY DATA
Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
Premium Beauty and Personal Care in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Higher price-sensitivity leads to declines in premium products, in the short-term at least
Lazada tipped as the most popular e-commerce platform for premium brands
Shiseido maintains top place thanks to dynamic digital marketing such as social media live streams
RECOVERY AND OPPORTUNITIES
Strong GDP and industry growth opportunities set to boost premium products over forecast period
Ongoing growth in e-commerce and beauty specialist retailers set to support and stimulate sales
Competition to heat up over forecast period, thanks to myriad benefits for new international players
CATEGORY DATA
Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
Baby and Child-Specific Products in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Ongoing slow growth trend and higher price sensitivity result in suppressed sales
New product developments stimulated by rising health awareness trends and enhanced by COVID-19
Johnson & Johnson maintains lead thanks to innovative livestream marketing
RECOVERY AND OPPORTUNITIES
Bounceback expected in 2021 as consumer spending power recovers
Suppressed birth rates ultimately mean lower sales over mid- to longer-term forecast period
Premiumisation trends set to lead innovation, as players focus on ramping up their value sales
CATEGORY DATA
Table 22 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
Bath and Shower in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Bath and shower benefits from an uptick in sales of liquid soap and bar soap, due to the event of COVID-19
Leading players focus on hand sanitiser and liquid soap, to meet both domestic demand and export
Unilever maintains its lead and grows its shares, as the environment is about to get even more competitive
RECOVERY AND OPPORTUNITIES
Healthy growth set to continue, stimulated by higher standards of personal hygiene alongside ongoing product innovation
Sales of hand sanitiser slowing down, but will continue due to requirements of sanitiser stations in public places
E-commerce will continue to grow, boosted by online discount promotions
CATEGORY DATA
Table 32 Sales of Bath and Shower by Category: Value 2015-2020
Table 33 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 35 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 36 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 37 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 38 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 39 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
Colour Cosmetics in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Colour cosmetics sees declines due to social distancing, stay at home measures and face coverings
Digital marketing, livestreaming and e-commerce leading the way in developments
L'Oréal Vietnam Co maintains top company places due to global strengths, but competition is fierce within brands
RECOVERY AND OPPORTUNITIES
Healthy bounceback expected, with growth for both premium and mass segments
Competition set to heat up further, with new international players and strong digital marketing
Lip products set to bounce back strongly, with the fastest growth rates in 2002-2021
CATEGORY DATA
Table 40 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 41 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 42 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 44 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 45 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 46 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 47 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 48 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 49 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 50 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
Deodorants in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Deodorants sees slower growth due to lower levels of social interaction and activity due to COVID-19
E-commerce and Facebook marketing prove to be strong routes to sale
Beiersdorf Vietnam maintains its lead due to strength of its Nivea brand
RECOVERY AND OPPORTUNITIES
Ongoing healthy growth expected, despite maturing of category
Sprays expected to see strongest growth due to double benefit of pleasant scents
Growth in e-commerce is set to continue over forecast period
CATEGORY DATA
Table 51 Sales of Deodorants by Category: Value 2015-2020
Table 52 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 53 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 54 NBO Company Shares of Deodorants: % Value 2016-2020
Table 55 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 56 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 57 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025
Depilatories in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Growth slows down due to fewer grooming occasions as a result of COVID-19
Rising trend for hair removal services through spas poses an ongoing threat
Reckitt Benckiser Group maintains strong lead in highly fragmented category
RECOVERY AND OPPORTUNITIES
Bounceback expected, with ongoing sales stimulated by influences of Western culture
Women’s razors and blades set to see strongest growth, as female consumers switch away from men’s shaving products
Player status quo expected to remain the same over forecast period, due to small size of the category overall
CATEGORY DATA
Table 60 Sales of Depilatories by Category: Value 2015-2020
Table 61 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 62 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 63 NBO Company Shares of Depilatories: % Value 2016-2020
Table 64 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 65 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 66 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
Fragrances in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Fragrances hit hard by fewer social and grooming occasions as a result of COVID-19
Counterfeit trade continues, despite government’s efforts to curb it
Coty maintains company lead thanks to extensive well-known portfolio, whilst competition is strong in brand terms
RECOVERY AND OPPORTUNITIES
Bounceback expected in line with economic recovery and expected investment from international players
Balance of online and offline channels needed for fragrances, due to high density of counterfeit products online
Premiumisation trend set to recover over the forecast period
CATEGORY DATA
Table 67 Sales of Fragrances by Category: Value 2015-2020
Table 68 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 69 NBO Company Shares of Fragrances: % Value 2016-2020
Table 70 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 71 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 72 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 73 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 74 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
Hair Care in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Hair care sees decline in demand due to fewer grooming and dressing up occasions
Innovative digital marketing with promotional mini games becomes a major winning strategy
Unilever maintains lead thanks to myriad strengths and staying ahead of the trend curve
RECOVERY AND OPPORTUNITIES
Bounceback and growth expected in line with stronger economy and higher living standards
Natural and organic products, alongside intensive treatments, set to lead the way in developments
Hair care set to benefit from ongoing e-commerce boom over forecast period
CATEGORY DATA
Table 75 Sales of Hair Care by Category: Value 2015-2020
Table 76 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 77 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 78 NBO Company Shares of Hair Care: % Value 2016-2020
Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 80 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 81 LBN Brand Shares of Colourants: % Value 2017-2020
Table 82 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 83 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 84 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 85 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 86 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 87 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025
Men's Grooming in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Men’s grooming sees declines due to fewer grooming occasions and higher price-sensitivity
E-commerce and digital marketing lead the way in promotional developments
X-Men holds its lead place, thanks to being ahead of the digital marketing game
RECOVERY AND OPPORTUNITIES
Bounceback expected in line with economic recovery and rising popularity of men’s grooming products
Developments in e-commerce and discount offers will also help boost sales over the forecast period
Perfumed deodorant continues to be a leading trend thanks to higher standards of male grooming
CATEGORY DATA
Table 88 Sales of Men’s Grooming by Category: Value 2015-2020
Table 89 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 90 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 91 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 92 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 93 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 94 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 95 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 96 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025
Oral Care in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Oral care sees healthy growth overall, thanks to higher levels of oral hygiene and stockpiling trend
Product innovation driven by natural ingredient trends
International players maintain top places, whilst domestic Hoa Linh Pharma continues to stand out in local terms
RECOVERY AND OPPORTUNITIES
Ongoing healthy growth expected, although lower than the boosted figures seen in 2020
Competition expected to become more intense, due to favourable import trade conditions
International players will continue to dominate, but opportunities remain from smaller domestic brands
CATEGORY DATA
Table 97 Sales of Oral Care by Category: Value 2015-2020
Table 98 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 99 Sales of Toothbrushes by Category: Value 2015-2020
Table 100 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 101 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 102 NBO Company Shares of Oral Care: % Value 2016-2020
Table 103 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 104 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 105 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 106 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 107 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 108 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 109 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
Skin Care in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Skin care sees overall declines due to lower consumer spending on non-essential and premium products
Digital marketing, e-commerce and dynamic promotions prove essential for skin care sales
Shiseido maintains top place, with internationals firmly in pole positions
RECOVERY AND OPPORTUNITIES
Bounceback expected in line with economic recovery and higher personal care standards
Investment in e-commerce and digital marketing set to continue over forecast period
Anti-agers set to grow strongly due to aging population in the country
CATEGORY DATA
Table 110 Sales of Skin Care by Category: Value 2015-2020
Table 111 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 112 NBO Company Shares of Skin Care: % Value 2016-2020
Table 113 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 114 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 115 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 116 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 117 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 118 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 119 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 120 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
Sun Care in Vietnam
KEY DATA FINDINGS
2020 IMPACT
Sun care hit hard by people spending less time outdoors and declines in tourism due to COVID-19
Trend for colour cosmetics and skin care with added sun protection continues
Rohto-Mentholatum maintains lead thanks to myriad logistical strengths and ongoing developments to meet consumer trends
RECOVERY AND OPPORTUNITIES
Recovery of sun care in line with post-pandemic freedom of movement once again
Premiumisation trend expected, due to perceived higher quality of premium products
Favourable conditions for international trade will lead to higher number of imports
CATEGORY DATA
Table 121 Sales of Sun Care by Category: Value 2015-2020
Table 122 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 123 NBO Company Shares of Sun Care: % Value 2016-2020
Table 124 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 125 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 126 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 127 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025