Vietnamese consumers tend to show concern over the appearance of their houses, which results in higher usage of bleach products to remove stubborn stains. There are no signs that bleach will fall from its position as the major cleaner thanks to cheap price points.
It is very easy to find unnamed bleach products in independent stores in large cities, which are much cheaper than the mass brands in retail stores, with most of them imported from China. They are presented with different functionalities in blue, red, yellow or grey bottles, with capacities of 5-20 litres.
My Hao Cosmetics has benefited from being present in this category for a long time. The local player’s bleach brand - Javel - has a good reputation for quality, reasonable pricing and an acceptable scent.
The bleach category lacks global brands and is characterised by the presence of many private label and cheap products imported from China. With rising expectations of safer and higher-quality bleaches, people are seeking imported brands from Thailand, South Korea and especially from Japan and Germany, which are assumed as the best ones, certified to be safe for usage and with no detrimental effects on health.
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This industry report originates from Passport, our Home Care market research database.