Executive Summary

Feb 2019
PROSPECTS
Low price is key factor driving demand

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.

Unnamed bleach products raise fears about health

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.

COMPETITIVE LANDSCAPE
My Hao Cosmetics continues to lead category

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.

Some opportunity for global brands with high-quality products

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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Bleach in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach 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 Bleach industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach in Vietnam market research report includes:

  • Analysis of key supply-side and demand trends  
  • 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 Bleach in Vietnam?
  • What are the major brands in Vietnam?
  • How did bleach sales perform during the economic downturn?
  • What are the major applications of bleach in Vietnam?

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 Home Care market research database.

Bleach in Vietnam - Category analysis

HEADLINES

PROSPECTS

Low price is key factor driving demand
Unnamed bleach products raise fears about health

COMPETITIVE LANDSCAPE

My Hao Cosmetics continues to lead category
Some opportunity for global brands with high-quality products

CATEGORY DATA

Table 1 Sales of Bleach: Value 2013-2018
Table 2 Sales of Bleach: % Value Growth 2013-2018
Table 3 NBO Company Shares of Bleach: % Value 2014-2018
Table 4 LBN Brand Shares of Bleach: % Value 2015-2018
Table 5 Forecast Sales of Bleach: Value 2018-2023
Table 6 Forecast Sales of Bleach: % Value Growth 2018-2023

Home Care in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Positive home care growth due to increasing income levels
Global brands expand distribution to rural areas in order to dominate
Booming internet usage and smartphone ownership helps e-commerce growth
Consumers seek products with added convenience, organic and natural features
Value growth expected over the forecast period

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources