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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Vietnam

108 pages, Jun 2018

US$2,650

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Executive Summary

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International brands remain dominant

Vietnam’s beauty and personal care market is dominated by global brands thanks to their innovative products, strong distribution network and dynamic marketing activities. Unilever Vietnam International Co Ltd, Procter & Gamble Vietnam Ltd and Colgate-Palmolive (Vietnam) Co Ltd were in the top three positions in 2017.

Premium brands record healthy growth

In the review period, given a rise in middle-class income and economic growth, consumers were more eager to take care of their appearance; the desire to maintain natural, young skin favoured premium products. Especially in Vietnam’s key cities, the hot weather and the high level of pollution drives young consumers to premium brands for basic skin care items such as facial moisturisers, which they combine with skin care treatments, eg whitening, dark spot lightening and firming.

Unilever continually plays an important role

Unilever continued to lead the market in 2017 followed by Colgate-Palmolive and Procter & Gamble. Unilever focuses on developing the skin care category, especially body care and facial care.

Innovative products lead the market

2017 witnessed the era of innovative product packaging, mainly in skin care and colour cosmetics. Despite the different product types and innovative product ingredients, consumers still pay more attention to innovative forms and packaging.

Unauthorised parallel products limit growth in beauty and personal care

As the result of rising internet penetration across Vietnam, the growth of unauthorised parallel beauty and personal care products is getting even stronger through the internet retailing channel. Many products sold through social media platforms such as Facebook, Instagram and Zalo under unregistered forms are developing aggressively.

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Beauty and Personal Care Sample Report Beauty and Personal Care Sample Data

Overview

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.

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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:

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.

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Beauty and Personal Care in Vietnam

EXECUTIVE SUMMARY

International brands remain dominant

Premium brands record healthy growth

Unilever continually plays an important role

Innovative products lead the market

Unauthorised parallel products limit growth in beauty and personal care

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Premium Beauty and Personal Care in Vietnam

HEADLINES

PROSPECTS

Premium skin care is in high demand

Premium lip products have good potential

Premium women’s fragrances registers strong growth

COMPETITIVE LANDSCAPE

Shiseido Cosmetics Vietnam Co Ltd leads sales

OHUl Vietnam develops an e-commerce platform

Premium pharmacy beauty products emerge

CATEGORY DATA

Table 10 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 11 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 12 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 13 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 14 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 15 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Vietnam

HEADLINES

PROSPECTS

Whitening products dominate the category

Japanese skin care leads new trends

Dermocosmetics is becoming more popular

COMPETITIVE LANDSCAPE

Unilever remains the skin care category leader

Beiersdorf Vietnam Ltd Co leads men’s skin care

CATEGORY DATA

Table 16 Sales of Skin Care by Category: Value 2012-2017
Table 17 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 18 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 19 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 20 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 21 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 22 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 23 NBO Company Shares of Skin Care: % Value 2013-2017
Table 24 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 25 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 26 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 27 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 28 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 29 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 30 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 31 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Vietnam

HEADLINES

PROSPECTS

Demand for sun care that provides a high degree of UV protection is growing

Multifunctional sun care leads sales

Dermocosmetic sun care is growing

COMPETITIVE LANDSCAPE

Sunplay leads the sun care category

Nivea tries to improve its ranking

CATEGORY DATA

Table 32 Sales of Sun Care by Category: Value 2012-2017
Table 33 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 34 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 35 NBO Company Shares of Sun Care: % Value 2013-2017
Table 36 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 37 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 38 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 39 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 40 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

Baby and Child-Specific Products in Vietnam

HEADLINES

PROSPECTS

Higher consumer-awareness boosts product demand

Baby and child-specific toiletries remains the biggest category

COMPETITIVE LANDSCAPE

Johnson & Johnson Vietnam remains the leading player

International companies continue to dominate the category

CATEGORY DATA

Table 41 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 42 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 43 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 44 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 45 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 46 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 47 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 48 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 49 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 50 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Vietnam

HEADLINES

PROSPECTS

Natural and organic products receive huge attention from Vietnamese consumers

Perfumed shower gel starts to penetrate the country

COMPETITIVE LANDSCAPE

Unilever Vietnam maintains its category leadership

International companies continue to dominate sales

CATEGORY DATA

Table 51 Sales of Bath and Shower by Category: Value 2012-2017
Table 52 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 53 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 54 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 55 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 56 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 57 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 58 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 59 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Vietnam

HEADLINES

PROSPECTS

Korean make-up returns as the most popular trend

Cushion product ranges are expanded

Premium ranges are more developed than before

COMPETITIVE LANDSCAPE

L'Oréal Vietnam Co Ltd leads colour cosmetics

Mac by Estée Lauder Vietnam Co Ltd has the biggest share in lip products

CATEGORY DATA

Table 60 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 61 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 62 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 63 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 64 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 65 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 66 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 67 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 68 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 69 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 70 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 71 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 72 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Vietnam

HEADLINES

PROSPECTS

Men’s deodorant sales are increasing

Whitening deodorant occupied market

Key brands embrace the “sales-in-bulk” strategy

COMPETITIVE LANDSCAPE

Beiersdorf Vietnam Ltd Co continues to lead the category

Unza Vietnam Co Ltd increases its sales through Enchanteur

Oriflame is the fastest-growing brand

CATEGORY DATA

Table 73 Sales of Deodorants by Category: Value 2012-2017
Table 74 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 75 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 76 NBO Company Shares of Deodorants: % Value 2013-2017
Table 77 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 78 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 79 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 80 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Vietnam

HEADLINES

PROSPECTS

Demand for hair removers/bleaches is growing

Safety is the key concern

COMPETITIVE LANDSCAPE

Reckitt Benckiser Group Plc (RB) leads sales

Beauty salons are indirect competitors

CATEGORY DATA

Table 81 Sales of Depilatories by Category: Value 2012-2017
Table 82 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 83 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 84 NBO Company Shares of Depilatories: % Value 2013-2017
Table 85 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 86 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 87 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Vietnam

HEADLINES

PROSPECTS

International brands lead sales

The category is fragmented with numerous brands

Parallel products have a significant share

COMPETITIVE LANDSCAPE

Coty Inc leads fragrances

Oriflame registers the fastest growth

CATEGORY DATA

Table 88 Sales of Fragrances by Category: Value 2012-2017
Table 89 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 90 NBO Company Shares of Fragrances: % Value 2013-2017
Table 91 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 92 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 93 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 94 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 95 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Vietnam

HEADLINES

PROSPECTS

Styling agents has good potential

The shampoos category expands its functions

COMPETITIVE LANDSCAPE

Clear leads anti-dandruff hair care

Pantene by Procter & Gamble Vietnam Ltd leads the shampoos category

X-Men is the most popular brand for men’s hair care

CATEGORY DATA

Table 96 Sales of Hair Care by Category: Value 2012-2017
Table 97 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 98 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 99 NBO Company Shares of Hair Care: % Value 2013-2017
Table 100 NBO Company Shares of Salon Hair Care: % Value 2013-2017
Table 101 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 102 LBN Brand Shares of Colourants: % Value 2014-2017
Table 103 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 104 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 105 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 106 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 107 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 108 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Vietnam

HEADLINES

PROSPECTS

Men’s deodorants develop strongly

Mass anti-agers are more widely accepted in Vietnam

Mass colour cosmetic brands target the young generation

COMPETITIVE LANDSCAPE

Unilever remains the leading player

Procter & Gamble competes with Unilever in mass hair care

Beiersdorf Vietnam Ltd Co comfortably leads mass deodorants

CATEGORY DATA

Table 109 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 110 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 111 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 112 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 113 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 114 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Vietnam

HEADLINES

PROSPECTS

Key players focus on certain categories

Men’s deodorant sprays represent the new trend

Safety is a key concern for men’s shaving

COMPETITIVE LANDSCAPE

Beiersdorf Vietnam Ltd Co leads men’s grooming in 2017

Gillette is still the most valuable brand in men’s grooming

Romano competes with X-Men to develop the hair-styling trend

CATEGORY DATA

Table 115 Sales of Men’s Grooming by Category: Value 2012-2017
Table 116 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 117 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 118 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 119 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 120 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 121 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 122 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 123 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Vietnam

HEADLINES

PROSPECTS

Demand for specialised toothpaste rises among Vietnamese consumers

Charcoal toothpaste becomes a trend in oral care

COMPETITIVE LANDSCAPE

Unilever Vietnam International Co Ltd remains the leading player

International companies continue to dominate the category

CATEGORY DATA

Table 124 Sales of Oral Care by Category: Value 2012-2017
Table 125 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 126 Sales of Toothbrushes by Category: Value 2012-2017
Table 127 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 128 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 129 NBO Company Shares of Oral Care: % Value 2013-2017
Table 130 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 131 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 132 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 133 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 134 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 135 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 136 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Vietnam

New Report Guarantee

Executive Summary

New Report Guarantee

International brands remain dominant

Premium brands record healthy growth

Unilever continually plays an important role

Innovative products lead the market

Unauthorised parallel products limit growth in beauty and personal care

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Beauty and Personal Care in Vietnam

EXECUTIVE SUMMARY

International brands remain dominant

Premium brands record healthy growth

Unilever continually plays an important role

Innovative products lead the market

Unauthorised parallel products limit growth in beauty and personal care

MARKET DATA

SOURCES

Premium Beauty and Personal Care in Vietnam

HEADLINES

PROSPECTS

Premium skin care is in high demand

Premium lip products have good potential

Premium women’s fragrances registers strong growth

COMPETITIVE LANDSCAPE

Shiseido Cosmetics Vietnam Co Ltd leads sales

OHUl Vietnam develops an e-commerce platform

Premium pharmacy beauty products emerge

CATEGORY DATA

Skin Care in Vietnam

HEADLINES

PROSPECTS

Whitening products dominate the category

Japanese skin care leads new trends

Dermocosmetics is becoming more popular

COMPETITIVE LANDSCAPE

Unilever remains the skin care category leader

Beiersdorf Vietnam Ltd Co leads men’s skin care

CATEGORY DATA

Sun Care in Vietnam

HEADLINES

PROSPECTS

Demand for sun care that provides a high degree of UV protection is growing

Multifunctional sun care leads sales

Dermocosmetic sun care is growing

COMPETITIVE LANDSCAPE

Sunplay leads the sun care category

Nivea tries to improve its ranking

CATEGORY DATA

Baby and Child-Specific Products in Vietnam

HEADLINES

PROSPECTS

Higher consumer-awareness boosts product demand

Baby and child-specific toiletries remains the biggest category

COMPETITIVE LANDSCAPE

Johnson & Johnson Vietnam remains the leading player

International companies continue to dominate the category

CATEGORY DATA

Bath and Shower in Vietnam

HEADLINES

PROSPECTS

Natural and organic products receive huge attention from Vietnamese consumers

Perfumed shower gel starts to penetrate the country

COMPETITIVE LANDSCAPE

Unilever Vietnam maintains its category leadership

International companies continue to dominate sales

CATEGORY DATA

Colour Cosmetics in Vietnam

HEADLINES

PROSPECTS

Korean make-up returns as the most popular trend

Cushion product ranges are expanded