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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
Beauty and personal care in 2021: The big picture
2021 key trends
More local and international brands enter the fray to intensify the competitive landscape
Lockdown conditions and safety concerns continue to see a shift to e-commerce
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Baby and Child-Specific Products in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
The pandemic boosts the use of baby wipes and nappy (diaper) rash treatments but militates against the need for non-essential baby and child-specific products
Mother and child specialists and e-commerce benefit from leeway amid strong restrictions on sales and deliveries
Johnson & Johnson leverages strong brand name, wide distribution and digital marketing to stay ahead of the field
PROSPECTS AND OPPORTUNITIES
Economic recovery and return to pre-pandemic lifestyles to boost sales but demographic trends may limit the potential consumer base
Premiumisation to drive value sales in a volume-challenged category
Government support set to see stronger development of online operations
CATEGORY DATA
Table 10 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 11 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 12 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 13 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 14 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 15 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 16 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 17 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 18 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 19 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
Bath and Shower in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fast growth in 2020 and strict lockdown in 2021 see dip in bath and shower sales
Hand sanitisers and liquid soap retain high demand as the pandemic situation worsens in 2021
Unilever responds to health and wellness trend as the competitive landscape intensifies
PROSPECTS AND OPPORTUNITIES
Return to on-the-go lifestyles and travel to boost body wash/shower gel
Higher hygiene awareness, return to travel norms and “sanitiser stations” to push growth trajectory in hand sanitisers and liquid soap
Digitalisation emerging fast as an effective strategy to increase brand awareness
CATEGORY DATA
Table 20 Sales of Bath and Shower by Category: Value 2016-2021
Table 21 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 22 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 23 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 24 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 25 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 26 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 27 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
Colour Cosmetics in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic measures reduce consumption occasions for colour cosmetics
Mass brands absorb some of the effects of COVID-19 to lead the field
Players embrace digital tools to increase engagement with consumers
PROSPECTS AND OPPORTUNITIES
High vaccination rate, economic recovery and return to work and social norms to underpin rebound in colour cosmetics
Stronger consumption occasions set to boost the use of facial make-up
Local brands look to celebrity endorsements and natural positioning to gain a competitive edge
CATEGORY DATA
Table 28 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 29 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 30 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 31 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 32 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 33 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 34 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 35 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 36 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 37 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 38 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
Deodorants in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lockdown conditions decrease the use of deodorants in 2021
Digital marketing becomes a key way to reach consumers in and out of lockdowns
International players leverage greater resources to dominate the category
PROSPECTS AND OPPORTUNITIES
High vaccination rate and return to out-of-home lifestyles augur well for the recovery of deodorants
Product innovation to add value to the offer in deodorants
Companies and retailers set to develop e-commerce as a sales and marketing channel to reach consumers
CATEGORY DATA
Table 39 Sales of Deodorants by Category: Value 2016-2021
Table 40 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 41 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 42 NBO Company Shares of Deodorants: % Value 2017-2021
Table 43 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 44 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
Table 45 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 46 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 47 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
Depilatories in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
Heavy lockdown conditions weaken interest in depilatories in 2021
Natural and organic products receive more attention from players and consumers
Veet benefits from strong distribution and a prestige image to lead depilatories
PROSPECTS AND OPPORTUNITIES
Return to outdoor lifestyles to push recovery of depilatories
International brands set to lead the way but space remains for local brands offering natural and organic options
Alternatives threaten retail sales of depilatories
CATEGORY DATA
Table 48 Sales of Depilatories by Category: Value 2016-2021
Table 49 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 50 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 51 NBO Company Shares of Depilatories: % Value 2017-2021
Table 52 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 53 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 54 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
Fragrances in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lockdowns hinder potential for recovery in 2021
E-commerce boom increases need to control illicit trade in fragrances
Coty leverages wide portfolio and strong distribution to lead the category
PROSPECTS AND OPPORTUNITIES
Fragrances set to rebound in line with economic recovery and return to work and social norms
Desire for more sophisticated fragrances from women and men set to boost sales in premium segments
Ongoing issue of counterfeit products to help maintain a preference for store-based retailing
CATEGORY DATA
Table 55 Sales of Fragrances by Category: Value 2016-2021
Table 56 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 57 NBO Company Shares of Fragrances: % Value 2017-2021
Table 58 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 59 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 60 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 61 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 62 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
Hair Care in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lockdowns reduce grooming occasions and the need or desire to wash hair in 2021
Natural and organic/herbal products receive attention for hair health reasons
Unilever leverages high financial resources to reach consumers with dynamic marketing, product innovation and strong brands
PROSPECTS AND OPPORTUNITIES
Return to pre-pandemic lifestyles and a highly vaccinated population to push consumption occasions and recovery
Environmental, health and cultural trends to spur the development of natural/organic products and intensive hair treatments
Digitalisation to move increasingly beyond e-commerce to digital marketing and brand building
CATEGORY DATA
Table 63 Sales of Hair Care by Category: Value 2016-2021
Table 64 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 65 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 66 NBO Company Shares of Hair Care: % Value 2017-2021
Table 67 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 68 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 69 LBN Brand Shares of Colourants: % Value 2018-2021
Table 70 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 71 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 72 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 73 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 74 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 75 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
Men's Grooming in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
Pandemic restrictions reduce consumption occasions in 2021
Sales and marketing shift online to overcome lockdown conditions
Local brands start to penetrate men’s grooming with low prices and niche appeal
PROSPECTS AND OPPORTUNITIES
Rising economic and social confidence to offer sales and consumption occasions for men’s grooming
More international and local brands are expected to be attracted by the growth potential in the category
Perfumed deodorants may add value to deodorants as men aim for higher standards of grooming
CATEGORY DATA
Table 76 Sales of Men’s Grooming by Category: Value 2016-2021
Table 77 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 78 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 79 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 80 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 81 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 82 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 83 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 84 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
Oral Care in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
Higher personal hygiene awareness in the wake of the public health crisis boosts the demand for oral care products
Natural and herbal products continue to receive attention from a more health-conscious consumer base
Multinationals continue to leverage greater financial power to dominate oral care
PROSPECTS AND OPPORTUNITIES
Higher awareness of hygiene to support sales growth in oral care
More intense competitive landscape due to imports and developing local offer
Digital marketing set to become a more important tool to reach and engage consumers
CATEGORY DATA
Table 85 Sales of Oral Care by Category: Value 2016-2021
Table 86 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 87 Sales of Toothbrushes by Category: Value 2016-2021
Table 88 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 89 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 90 NBO Company Shares of Oral Care: % Value 2017-2021
Table 91 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 92 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 93 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 94 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 95 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 96 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 97 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
Skin Care in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
Natural and organic products respond to growing health and environmental awareness among consumers
Dermocosmetics respond to consumers’ sensitive skin and acne concerns
Better quality and prestige perceptions underpin the preference for international brands
PROSPECTS AND OPPORTUNITIES
Higher awareness of the importance of health and wellbeing set to boost skin care sales
Adoption of daily skin care routines and FTAs to grow the presence of mass brands while the ageing population trend offers fast growth potential for anti-agers
Digital marketing to continue to develop and grow as a means of engaging consumers
CATEGORY DATA
Table 98 Sales of Skin Care by Category: Value 2016-2021
Table 99 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 100 NBO Company Shares of Skin Care: % Value 2017-2021
Table 101 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 102 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 103 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 104 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 105 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 106 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 107 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 108 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
Sun Care in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
Spikes in infections and renewed lockdowns continue downward trajectory in sun care sales in 2021
Internationals dominate the landscape with strong brands, wide distribution and dynamic marketing strategies
Digital platforms and tools grow in importance amid pandemic constraints
PROSPECTS AND OPPORTUNITIES
Freedom of movement and high vaccination rate to help revive travel and tourism and sun care sales
Premium sun care is expected to gain popularity among quality-seeking female consumers
Multifunctional products remain a threat to specialised sun care offerings
CATEGORY DATA
Table 109 Sales of Sun Care by Category: Value 2016-2021
Table 110 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 111 NBO Company Shares of Sun Care: % Value 2017-2021
Table 112 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 113 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 114 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 115 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
Premium Beauty and Personal Care in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
Lockdown conditions and economic difficulties reduce the need for premium beauty and personal care in 2021
Growing range and acceptance sees fast value growth for premium dermocosmetics skin care
The rise of digitalisation impacts company strategies in 2021
PROSPECTS AND OPPORTUNITIES
Brighter economy set to boost value sales of premium brands
Players set to build brand awareness via marketing, distribution and education
Digital marketing to remain an effective strategy to engage consumers
CATEGORY DATA
Table 116 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 117 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 118 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 119 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 120 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 121 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
Mass Beauty and Personal Care in Vietnam
KEY DATA FINDINGS
2021 DEVELOPMENTS
Tough economic climate encourages shift from higher-end to mass products
More brands enter the fray to boost the international presence
Local brands focus on e-commerce and good price/quality ratios
PROSPECTS AND OPPORTUNITIES
Improving spending power and return to pre-pandemic lifestyles to push sales in the forecast period
Premiumisation anticipated as mass players try to compete with premium options
E-commerce to widen the scope of mass brands
CATEGORY DATA
Table 122 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 123 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 124 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 125 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 126 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 127 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.
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