Beauty and Personal Care

Baby and child-specific products turned in a positive performance in Vietnam in 2023, despite potentially challenging demographic trends. The country’s birth rate has been falling in recent years, with the Department of Population reporting an…

Vietnam’s bath and shower market enjoyed a positive performance in 2023. As income levels and living standards rose, local consumers increasingly prioritised the quality of their bath and shower experiences. They are now showing a pronounced…

Beauty and personal care in Vietnam in 2023 continued to benefit from the economy’s recovery. Though inflation was high early in the year, it did slow down. Vietnamese people generally maintain conservative monthly budgets and prioritise basic…

In 2023, colour cosmetics in Vietnam benefitted from rising internet penetration and brands’ greater investment in their social media activities and engagement – especially short videos on TikTok. These endeavours have boosted the growth and…

The report will explore the key themes transforming consumer behaviour in Asia Pacific in the world beyond the pandemic, namely Digital Living, Rethink Wellness, Sustainable Living, Make My Life Easier and Search for Experiences, and the strategies…

Deodorants in Vietnam turned in a convincingly positive performance in 2023, thanks in large part to rising living standards and higher hygiene-consciousness propelling greater concern in personal hygiene and grooming. The use of deodorants to combat…

2023 meant further growth for depilatories in Vietnam, with modern consumers aware of global trends keen to explore the latest hair-removal products and willing to invest more money in depilatories. Despite the increasing availability of professional…

Vietnam’s rising living standards meant growth and expansion for fragrances in 2023, with progress also spurred along by higher disposable incomes. Local consumers have become increasingly focused on investing in and expressing their personal style…

Hair care in Vietnam in 2023 benefitted from improved hygiene and living standards supporting steady volume and current value growth in both urban and rural areas. Products within hair care are diverse and cover all price points, ensuring broad…

Mass beauty and personal care saw strong current value growth in Vietnam in 2023. This growth was primarily driven by the segment’s capacity to accommodate a wide demographic through accessible pricing and a diverse product range. During the year,…

As Vietnamese men's incomes rise and living standards improve, they are showing a growing preference for products designed specifically for them. The population imbalance has also led to a rise in demand for men's products, given that Vietnam is home…

Oral care in Vietnam posted steady growth in 2023, continuing a trend that persisted throughout the review period. Growth has been spurred by rising hygiene-consciousness and improved oral care knowledge among local consumers, prompting those in…

Premium beauty and personal care in Vietnam saw current value growth driven by several factors in 2023. Rising income levels and an ageing population has meant that more Vietnamese consumers are now earmarking a greater proportion of their budgets…

Like other beauty and personal care categories, skin care in Vietnam benefitted from rising incomes and living standards in 2023. Local consumers are placing greater emphasis on their appearance and starting to use skin care products at earlier…

Rising knowledge of the importance of protecting the skin from the sun drove sales of sun care products in Vietnam in 2023 and will continue to do so throughout the forecast period. Sun care is expanding in both urban and rural areas as local…