Consumer Appliances in Vietnam

December 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Appliances 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:

  • Dishwashers
  • Home Laundry Appliances
  • Large Cooking Appliances
  • Microwaves
  • Refrigeration Appliances
  • Air Treatment Products
  • Food Preparation Appliances
  • Personal Care Appliances
  • Small Cooking Appliances
  • Vacuum Cleaners

If you're in the Consumer Appliances 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 Consumer Appliances 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 Consumer Appliances in Vietnam?
  • Which are the leading brands in Vietnam?
  • How are products distributed in Vietnam?
  • To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
  • How are considerations such as urban development and the rise in single-person households determining sales growth?
  • Where is future growth expected to be most dynamic?
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Consumer Appliances in Vietnam

Consumer appliances in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2023
Table 3 Sales of Consumer Appliances by Category: Volume 2017-2022
Table 4 Sales of Consumer Appliances by Category: Value 2017-2022
Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
Table 6 Sales of Consumer Appliances by Category: % Value Growth 2017-2022
Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
Table 11 Sales of Small Appliances by Category: Volume 2017-2022
Table 12 Sales of Small Appliances by Category: Value 2017-2022
Table 13 Sales of Small Appliances by Category: % Volume Growth 2017-2022
Table 14 Sales of Small Appliances by Category: % Value Growth 2017-2022
Table 15 NBO Company Shares of Major Appliances: % Volume 2018-2022
Table 16 LBN Brand Shares of Major Appliances: % Volume 2019-2022
Table 17 NBO Company Shares of Small Appliances: % Volume 2018-2022
Table 18 LBN Brand Shares of Small Appliances: % Volume 2019-2022
Table 19 Distribution of Major Appliances by Format: % Volume 2017-2022
Table 20 Distribution of Small Appliances by Format: % Volume 2017-2022
Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2022-2027
Table 22 Forecast Sales of Consumer Appliances by Category: Value 2022-2027
Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2022-2027
Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2022-2027
Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2022-2027
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2022-2027
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2022-2027
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2022-2027
Table 29 Forecast Sales of Small Appliances by Category: Volume 2022-2027
Table 30 Forecast Sales of Small Appliances by Category: Value 2022-2027
Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2022-2027
Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Dishwashers in Vietnam

KEY DATA FINDINGS

Consumer groups are split as to whether dishwashers or hand washing is best
Stronger demand in the big cities, with a focus on innovation and premiumisation
Online channels remain important for dishwashers, due to low penetration beyond specialist stores
Positive opportunities for dishwashers seen in the coming years
Local brands find it hard to compete with global brands, due to demographic of dishwasher users
New niche sales expected from expanding online channels
Table 33 Sales of Dishwashers by Category: Volume 2017-2022
Table 34 Sales of Dishwashers by Category: Value 2017-2022
Table 35 Sales of Dishwashers by Category: % Volume Growth 2017-2022
Table 36 Sales of Dishwashers by Category: % Value Growth 2017-2022
Table 37 Sales of Dishwashers by Format: % Volume 2017-2022
Table 38 Sales of Dishwashers by Connected Appliances: % Volume 2018-2022
Table 39 NBO Company Shares of Dishwashers: % Volume 2018-2022
Table 40 LBN Brand Shares of Dishwashers: % Volume 2019-2022
Table 41 Distribution of Dishwashers by Format: % Volume 2017-2022
Table 42 Production of Dishwashers: Total Volume 2017-2022
Table 43 Forecast Sales of Dishwashers by Category: Volume 2022-2027
Table 44 Forecast Sales of Dishwashers by Category: Value 2022-2027
Table 45 Forecast Sales of Dishwashers by Category: % Volume Growth 2022-2027
Table 46 Forecast Sales of Dishwashers by Category: % Value Growth 2022-2027

Home Laundry Appliances in Vietnam

KEY DATA FINDINGS

Unpredictable weather inspires sales of automatic washer dryers
Inverter technology and bigger capacity models are seen as most preferable
Numerous new launches seen in 2022, as players try to catch consumers’ attention
Auto dosing and “saving” functions create new demand for washing machines
Higher demand for washer dryers expected in the coming years
Stronger competition expected through advertising activities, with a focus on social media
Table 47 Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 48 Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 49 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 50 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
Table 51 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-2022
Table 52 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
Table 53 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-2022
Table 54 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2018-2022
Table 55 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
Table 56 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
Table 57 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
Table 58 Production of Home Laundry Appliances: Total Volume 2017-2022
Table 59 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
Table 60 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
Table 61 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2022-2027
Table 62 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2022-2027

Large Cooking Appliances in Vietnam

KEY DATA FINDINGS

Rising gas prices inspire consumers switch to induction-based models
Local brands gain trust from the low- to mid-income segment in polarised environment
Evolving retail landscape highlights the importance of omnichannel offerings
Innovative technologies expected to expand to mid-range cookers
Local brands set to follow global trends in research and development
Kitchen appliance retailers will retain their importance in omnichannel strategies
Table 63 Sales of Large Cooking Appliances by Category: Volume 2017-2022
Table 64 Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 65 Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 66 Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022
Table 67 Sales of Built-in Hobs by Format: % Volume 2017-2022
Table 68 NBO Company Shares of Large Cooking Appliances: % Volume 2018-2022
Table 69 LBN Brand Shares of Large Cooking Appliances: % Volume 2019-2022
Table 70 NBO Company Shares of Built-in Hobs: % Volume 2018-2022
Table 71 NBO Company Shares of Cooker Hoods: % Volume 2018-2022
Table 72 NBO Company Shares of Built-in Cooker Hoods: % Volume 2018-2022
Table 73 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2018-2022
Table 74 Distribution of Large Cooking Appliances by Format: % Volume 2017-2022
Table 75 Production of Large Cooking Appliances: Total Volume 2017-2022
Table 76 Forecast Sales of Large Cooking Appliances by Category: Volume 2022-2027
Table 77 Forecast Sales of Large Cooking Appliances by Category: Value 2022-2027
Table 78 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2022-2027
Table 79 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2022-2027

Microwaves in Vietnam

KEY DATA FINDINGS

Steam microwaves are on-trend in Vietnam, helping to support category growth
Multiple-function microwaves attract growing number of consumers
Competition from fryers continues to rise, inspiring microwave players to enhance their innovations
Moderate growth expected due to maturity of category in target areas
Mid-priced microwaves often offered as gifts with larger purchases
Consumers prefer buying microwaves online thanks to ease and convenience
Table 80 Sales of Microwaves by Category: Volume 2017-2022
Table 81 Sales of Microwaves by Category: Value 2017-2022
Table 82 Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 83 Sales of Microwaves by Category: % Value Growth 2017-2022
Table 84 Sales of Microwaves by Connected Appliances: % Volume 2018-2022
Table 85 NBO Company Shares of Microwaves: % Volume 2018-2022
Table 86 LBN Brand Shares of Microwaves: % Volume 2019-2022
Table 87 Distribution of Microwaves by Format: % Volume 2017-2022
Table 88 Production of Microwaves: Total Volume 2017-2022
Table 89 Forecast Sales of Microwaves by Category: Volume 2022-2027
Table 90 Forecast Sales of Microwaves by Category: Value 2022-2027
Table 91 Forecast Sales of Microwaves by Category: % Volume Growth 2022-2027
Table 92 Forecast Sales of Microwaves by Category: % Value Growth 2022-2027

Refrigeration Appliances in Vietnam

KEY DATA FINDINGS

Sales remain in marginal declines, despite multiple promotional programmes and discount offers
Multi-dimensional cooling technology becomes a new standard, with consumers increasingly seeking additional features
Local refrigerator specialist Hoa Phat launches new models for smaller spaces and lower budgets
Mirror designs see rising demand from consumers seeking aesthetic kitchens
Large capacities, hygiene, and cooling technologies expected to drive refrigerator sales
Appliance and electronics specialists retailers to retain importance in omnichannel purchasing strategies
Table 93 Sales of Refrigeration Appliances by Category: Volume 2017-2022
Table 94 Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 95 Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 96 Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022
Table 97 Sales of Fridge Freezers by Format: % Volume 2017-2022
Table 98 Sales of Fridge Freezers by Volume Capacity: % Volume 2017-2022
Table 99 Sales of Fridge Freezers by Connected Appliances: % Volume 2018-2022
Table 100 Sales of Fridges by Volume Capacity: % Volume 2017-2022
Table 101 NBO Company Shares of Refrigeration Appliances: % Volume 2018-2022
Table 102 LBN Brand Shares of Refrigeration Appliances: % Volume 2019-2022
Table 103 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2018-2022
Table 104 NBO Company Shares of Freestanding Fridges: % Volume 2018-2022
Table 105 Distribution of Refrigeration Appliances by Format: % Volume 2017-2022
Table 106 Production of Refrigeration Appliances: Total Volume 2017-2022
Table 107 Forecast Sales of Refrigeration Appliances by Category: Volume 2022-2027
Table 108 Forecast Sales of Refrigeration Appliances by Category: Value 2022-2027
Table 109 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2022-2027
Table 110 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2022-2027

Air Treatment Products in Vietnam

KEY DATA FINDINGS

Anti-bacteria and air-purification become spotlight functions during 2022
Cheaper models to suit all budgets are widely offered by multiple brands
Promotional programmes offered by brands across all platforms
Affordably priced air treatment models raising higher demand in rural areas
Hygiene and health concerns will remain key features to consider
Trustworthy retailers will retain their importance, thanks to quality of service including installation and aftersales
Table 111 Sales of Air Treatment Products by Category: Volume 2017-2022
Table 112 Sales of Air Treatment Products by Category: Value 2017-2022
Table 113 Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 114 Sales of Air Treatment Products by Category: % Value Growth 2017-2022
Table 115 Sales of Air Conditioners by Connected Appliances: % Volume 2018-2022
Table 116 NBO Company Shares of Air Treatment Products: % Volume 2018-2022
Table 117 LBN Brand Shares of Air Treatment Products: % Volume 2019-2022
Table 118 Distribution of Air Treatment Products by Format: % Volume 2017-2022
Table 119 Production of Air Conditioners: Total Volume 2017-2022
Table 120 Forecast Sales of Air Treatment Products by Category: Volume 2022-2027
Table 121 Forecast Sales of Air Treatment Products by Category: Value 2022-2027
Table 122 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2022-2027
Table 123 Forecast Sales of Air Treatment Products by Category: % Value Growth 2022-2027

Food Preparation Appliances in Vietnam

KEY DATA FINDINGS

Multi-functional food preparation appliances gain in popularity, with consumers willing to pay more for longer-term cost savings
Smart blenders excite young tech savvy consumers
Dynamic advertising activities seen across food preparation appliances
Multi-feature blenders expected to reach rural areas, thanks to ongoing online promotions
Sales will be driven by strong marketing activities on social media channels
Trustworthy retailers are preferable – without price consideration
Table 124 Sales of Food Preparation Appliances by Category: Volume 2017-2022
Table 125 Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 126 Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 127 Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022
Table 128 NBO Company Shares of Food Preparation Appliances: % Volume 2018-2022
Table 129 LBN Brand Shares of Food Preparation Appliances: % Volume 2019-2022
Table 130 Distribution of Food Preparation Appliances by Format: % Volume 2017-2022
Table 131 Forecast Sales of Food Preparation Appliances by Category: Volume 2022-2027
Table 132 Forecast Sales of Food Preparation Appliances by Category: Value 2022-2027
Table 133 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2022-2027
Table 134 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2022-2027

Personal Care Appliances in Vietnam

KEY DATA FINDINGS

Personal care appliances continues its robust growth, with electric facial cleansers an ongoing trend
Personal care for men is growing in demand
Consumers and retailers embrace e-commerce platforms for personal care appliances
Consumers avoid buying cheap products in personal care appliances, seeking branded multi-functional variants instead
Marketing activities will continue to focus heavily on social media
Omnichannel strategies herald the way forward
Table 135 Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 136 Sales of Personal Care Appliances by Category: Value 2017-2022
Table 137 Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 138 Sales of Personal Care Appliances by Category: % Value Growth 2017-2022
Table 139 Sales of Body Shavers by Format: % Volume 2017-2022
Table 140 Sales of Hair Care Appliances by Format: % Volume 2017-2022
Table 141 NBO Company Shares of Personal Care Appliances 2018-2022
Table 142 LBN Brand Shares of Personal Care Appliances 2019-2022
Table 143 Distribution of Personal Care Appliances by Format: % Volume 2017-2022
Table 144 Forecast Sales of Personal Care Appliances by Category: Volume 2022-2027
Table 145 Forecast Sales of Personal Care Appliances by Category: Value 2022-2027
Table 146 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2022-2027
Table 147 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2022-2027

Small Cooking Appliances in Vietnam

KEY DATA FINDINGS

Local brands launch specialist small cooking appliances to suit Vietnamese consumers
TikTok videos boosting sales for small cooking appliances
Multiple-function small cooking appliances attract attention for convenience and cost savings
Ongoing growth driven by home-cooking habits and emerging rural demand
Consumers prefer branded and reputed products, benefitting local players and high-end global names
E-commerce will retain its importance, due to ease of ordering small cooking appliances online
Table 148 Sales of Small Cooking Appliances by Category: Volume 2017-2022
Table 149 Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 150 Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 151 Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022
Table 152 Sales of Freestanding Hobs by Format: % Volume 2017-2022
Table 153 NBO Company Shares of Small Cooking Appliances: % Volume 2018-2022
Table 154 LBN Brand Shares of Small Cooking Appliances: % Volume 2019-2022
Table 155 Distribution of Small Cooking Appliances by Format: % Volume 2017-2022
Table 156 Forecast Sales of Small Cooking Appliances by Category: Volume 2022-2027
Table 157 Forecast Sales of Small Cooking Appliances by Category: Value 2022-2027
Table 158 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2022-2027
Table 159 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2022-2027

Vacuum Cleaners in Vietnam

KEY DATA FINDINGS

The HEPA filter becomes a must-have function in vacuum cleaners
Bed mattress and robotic vacuum cleaners catch the attention of young affluent consumers
Consumers happy to purchase vacuum cleaners online without seeing them in real life first
Consumers expected to increasingly seek hygiene technologies
Consumers will remain loyal to tried and trusted brands, with specialist niche brands also to make a name for themselves
E-commerce will remain a key channel for vacuum cleaner sales
Table 160 Sales of Vacuum Cleaners by Category: Volume 2017-2022
Table 161 Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 162 Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 163 Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022
Table 164 NBO Company Shares of Vacuum Cleaners: % Volume 2018-2022
Table 165 LBN Brand Shares of Vacuum Cleaners: % Volume 2019-2022
Table 166 Distribution of Vacuum Cleaners by Format: % Volume 2017-2022
Table 167 Forecast Sales of Vacuum Cleaners by Category: Volume 2022-2027
Table 168 Forecast Sales of Vacuum Cleaners by Category: Value 2022-2027
Table 169 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2022-2027
Table 170 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Consumer Appliances

    • Built-In Major Appliances
    • Freestanding Major Appliances
      • Built-in Dishwashers
      • Freestanding Dishwashers
      • Built-in Home Laundry Appliances
      • Freestanding Home Laundry Appliances
        • Built-in Automatic Dryers
        • Freestanding Automatic Dryers
        • Built-in Automatic Washer Dryers
        • Freestanding Automatic Washer Dryers
        • Built-in Automatic Washing Machines
        • Freestanding Automatic Washing Machines
      • Semi-Automatic Washing Machines
      • Built-in Large Cooking Appliances
      • Freestanding Large Cooking Appliances
      • Built-in Hobs
      • Ovens
        • Built-in Cooker Hoods
        • Freestanding Cooker Hoods
      • Cookers
      • Range Cookers
      • Built-in Microwaves
      • Freestanding Microwaves
      • Built-in Refrigeration Appliances
      • Freestanding Refrigeration Appliances
        • Built-in Electric Wine Coolers/Chillers
        • Freestanding Electric Wine Coolers/Chillers
        • Built-in Freezers
        • Freestanding Freezers
        • Built-in Fridge Freezers
        • Freestanding Fridge Freezers
        • Built-in Fridges
        • Freestanding Fridges
      • Air Purifiers
          • Portable Room Air Conditioners
          • Split Air Conditioners
          • Window Air Conditioners
        • Air Coolers
        • Cooling Fans
      • Dehumidifiers
      • Humidifiers
      • Blenders
      • Food Processors
        • Centrifugal Juicers
        • Slow Juicers
      • Mixers
      • Other Food Preparation Appliances
    • Heating Appliances
    • Irons
      • Body Shavers
      • Electric Facial Cleansers
      • Hair Care Appliances
        • Battery Toothbrush Units
        • Electric Toothbrush Units
        • Other Oral Care Appliances
      • Other Personal Care Appliances
      • Breadmakers
          • Espresso Coffee Machines
          • Filter Coffee Machines
          • Other Standard Coffee Machines
          • Hard Pods
          • Soft Pods
      • Coffee Mills
        • Light Fryers
        • Deep Fat Fryers
      • Electric Grills
      • Electric Steamers
      • Freestanding Hobs
      • Kettles
      • Rice Cookers
      • Slow Cookers
      • Other Small Cooking Appliances
        • Cylinder Vacuum Cleaners
        • Handheld Vacuum Cleaners
        • Stick Vacuum Cleaners
        • Upright Vacuum Cleaners
        • Steam Vacuum Cleaners
      • Robotic Vacuum Cleaners

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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