As seen across other beauty and personal care categories, growth in hair care has slowed down compared to 2019. This is due to lower levels of social interaction and activity during the time of COVID-19.
Also as seen in other categories, digital marketing has become a significant channel for leading companies to reach their customers, advertise their products and enhance brand awareness. In 2020, Facebook was evaluated as the most popular social network for companies to approach customers, due to a reported 68 million Facebook users active by the end of 2020.
Unilever Vietnam International Co Ltd maintained its strong lead in hair care in 2020, thanks to its dynamic marketing activities, huge financial capacity and product innovation. The player also holds the top three brand places with Clear, Sunsilk and Dove.
Although hair care is a mature category, it is still expected to bounce back and show healthy growth rates over the forecast period, mostly thanks to the healthy economic performance expected in Vietnam, alongside higher living standards. According to General Statistic Office report in December 2020, the Vietnam economy was predicted to record a positive growth rate of 2% by the end of 2020 and continue to increase by 6% in 2021, mainly thanks to various niche regulations completed by the government to help the economy recover.
As noted in trends within the competitive environment, it is expected that demand for natural and organic products in hair care will continue increase over the forecast period. Environmental trends have been growing in Vietnam and influencing trends across a wide range of consumer products, in both beauty and personal care and other categories too.
Hair care is also set to benefit from the ongoing e-commerce boom over the forecast period, as consumers continue to shop for their goods online due to the level of convenience and discount savings available, such as regular promotional events and up-to-20% off offers from online platforms such as Shopee, Lazada and Tiki. This trend will help boost sales in hair care over the forecast period.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Hair Care 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 Hair Care 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.
This report originates from Passport, our Hair Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page