In 2018, both manufacturers and Vietnamese consumers paid great attention to herbal and naturally positioned products due to consumers’ increasing interest in health and wellbeing. Moreover, since air and water pollution has become more serious in Vietnam, more and more consumers are willing to spend on natural and herbal products for hair care treatment such as for dandruff and moisturising.
Over the forecast period, demand for natural and herbal hair care is predicted to keep growing gradually due to increasing environmental pollution and Vietnamese consumers’ higher awareness. Despite its higher price, more people will prefer natural and herbal hair care products to traditional ones because they strong believe in the benefits that herbal properties can bring.
In the review period, the volume of unauthorised products entering the Vietnamese marketplace increased considerably, together with higher demand for hair care products in the country. Although there is a plethora of hair care products available in the legitimate retailing market, a significant number of Vietnamese consumers prefer purchasing the unauthorised products due to their strong belief in the quality of imported products from developed countries such as US, Korea or Japan.
In 2018, Unilever Vietnam continued to hold the leading retail value share in hair care. The company is noted for its leading hair care brands such as Clear, TRESemmé, Sunsilk, Dove and Lifebuoy.
In the review period, Vietnamese consumers, especially amongst the middle- and high-income segment and particularly amongst white-collar workers, seemed to turn from buying mass brands to premium ones. Indeed, although hair care has not been performing as well compared to the previous years, the sales value of premium brands such as Amway and Nu Skin saw healthy value and volume growth in 2018.
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This industry report originates from Passport, our Beauty and Personal Care market research database.