Executive Summary

Feb 2019
PROSPECTS
Healthier lifestyles lead to growth of dishwashing solutions

Over the review period, consumers, especially in urban areas, showed a strong preference for dishwashing products that are less harmful to their hands and include natural ingredients. Easier access to information relating to health issues caused by chemicals in home care products, particularly on the skin, is one of the main reasons for this trend.

Consumers look for quality and convenience

Even though Vietnamese consumers are typically sensitive to price, particularly in rural areas, consumers in urban areas are generally more inclined to purchase natural, with clear origin, dishwashing products as they are used daily, which could affect their skin health and condition. This trend has created both threats and opportunities.

Internet retailers growing rapidly as channel alternative

The internet is increasingly available in most parts of the country, and the habit of shopping online has increased among Vietnamese consumers. However, some home care products, especially small items such as dishwashing, have not typically been sold through internet retailers due to the low profit margins and shipping fees.

COMPETITIVE LANDSCAPE
Unilever Vietnam International Co retains lead

International brands are expected to record positive value growth while domestic players and private label value growth will remain stagnant. 2018 continued to witness marketing activities by Unilever Vietnam International Co for its already well-known dishwashing products.

Competition driven by prices, quality and rising organic brands

Vietnamese consumers, especially those among the large segment of low-income consumers, remain price-sensitive, forcing manufacturers to keep prices low to attract demand. This consumer segment tends to purchase unnamed, inexpensive dishwashing liquid as a way to minimise daily costs, regardless of the potential for exposure to harmful ingredients.

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Dishwashing in Vietnam

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Overview

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

The Dishwashing 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 Dishwashing in Vietnam?
  • What are the major brands in Vietnam?
  • What is the dishwasher penetration rate in Vietnam?
  • What are the key new product launches in the dishwashing products market?

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.

Dishwashing in Vietnam - Category analysis

HEADLINES

PROSPECTS

Healthier lifestyles lead to growth of dishwashing solutions
Consumers look for quality and convenience
Internet retailers growing rapidly as channel alternative

COMPETITIVE LANDSCAPE

Unilever Vietnam International Co retains lead
Competition driven by prices, quality and rising organic brands

CATEGORY INDICATORS

Table 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % 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 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

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