Competitive Landscape
Nivea Secures Lead as Rivals Target Niche Segments
Deodorants in Vietnam remained concentrated in 2025, with a clear lead held by Beiersdorf Vietnam Ltd Co (Nivea), which accounted for 33% value share. However, the landscape became gradually less concentrated over the review period, as Beiersdorf's share declined from 42% in 2020, reflecting intensifying competition and the rise of smaller, niche-focused players.
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Overview:
Understand the latest market trends and future growth opportunities for the Deodorants 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.
If you're in the Deodorants 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 Deodorants 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 Deodorants 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?
Deodorants in Vietnam - Category analysis
Key Data Insights
Robust Growth and the Shift Towards Clean Formulations
Robust Growth and the Shift Towards Clean Formulations
Format Preferences and the Rise of Lifestyle-Driven Deodorants
Livestream and Influencer Campaigns Accelerate Digital Discovery and Adoption
Deodorant Roll-Ons to Sustain Dominance as Creams and Sprays Accelerate
Brands to Leverage Fragrance and Cooling Properties
Influencer Campaigns and E-Commerce to Accelerate Product Trial and Loyalty
Nivea Secures Lead as Rivals Target Niche Segments
Retail E-Commerce Outpaces Supermarkets as Online Promotions Drive Trial
Livestreams and Influencer Content Accelerate Online Discovery and Conversion
Beauty and Personal Care in Vietnam - Industry Overview
Digital-First Launches Accelerate Social Commerce-Driven Growth
Key Data Insights
Digital-First Launches Accelerate Social Commerce-Driven Growth
Skin Care Brands Use Science-Backed Actives to Boost Trust
Regulatory Scrutiny Shifts Influencer-Led Launches toward Trust and Compliance
Premiumisation to Reshape Consumer Routines and Spending
Social Commerce and Ingredient Transparency to Drive New Purchasing Habits
L’Oréal Strengthens Leadership as Local Rivals Remain Niche
Offline Specialists and Modern Grocers Sustain Shopper Trust and Trial
Retail E-Commerce Accelerates Value as Social Commerce Scales Launches
Retail Collaborations and Omnichannel Launches Redefine Shopper Engagement
Country Reports Disclaimer
The following categories and subcategories are included:
Deodorants
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.
See all of our definitionsWhy 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 report originates from Passport, our Deodorants research and analysis database.
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