Executive Summary

Feb 2019
Positive home care growth due to increasing income levels

According to the Institute for Economic and Policy Research (VEPR), Vietnam’s economy grew strongly in 2018, recording the best performance over the past decade. Vietnam’s GDP growth rate reached 6.

Global brands expand distribution to rural areas in order to dominate

Urbanisation, faster-paced lifestyles and rapid growth of the middle class lead to constant change in home care purchasing habits. In addition, the development of new retail channels such as e-commerce also causes the competition between global and domestic enterprises to become more intense than ever.

Booming internet usage and smartphone ownership helps e-commerce growth

According to the General Statistics Office, Vietnam’s internet penetration reached 67% and continues to increase sharply. Additionally, smartphones have increased to 72% of total phone users accessing e-commerce websites, while 53% of online shopping transactions were made via mobile platforms, indicating that e-commerce grew at a robust pace.

Consumers seek products with added convenience, organic and natural features

Across all home care categories, Vietnamese consumers are seeking more choice among different types of products and closures that can provide them the most convenience, and especially avoiding wastage is an attractive factor due to the increasing costs of living. Generally, the types and formats of products that can ease consumers’ household workload are expected to record strong growth, with consumers still being wary of the quality of multi-functional products.

Value growth expected over the forecast period

As the home care market in Vietnam is reaching a state of maturity, volume demand for home care products will remain stable over the forecast period. On the other hand, value growth of home care products is expected to rise as Vietnamese consumers enjoy rising income levels and urbanisation rates.

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Home Care in Vietnam

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Vietnam for free:

The Home Care 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 Home Care in Vietnam?
  • What are the major brands in Vietnam?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market in Vietnam?

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.

Home Care in Vietnam

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 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Vietnam

HEADLINES

PROSPECTS

Growth supported by rising car ownership in Vietnam
Using essential oils and natural scents as alternatives

COMPETITIVE LANDSCAPE

SC Johnson & Son Vietnam Co Ltd leads air care category
Companies innovate and focus on urban areas for air care growth

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Vietnam

HEADLINES

PROSPECTS

Low price is key factor driving demand
Unnamed bleach products raise fears about health

COMPETITIVE LANDSCAPE

My Hao Cosmetics continues to lead category
Some opportunity for global brands with high-quality products

CATEGORY DATA

Table 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Vietnam

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 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Vietnam

HEADLINES

PROSPECTS

Different geographical regions demand different formats of home insecticides
Smoke from insecticide coils under scrutiny

COMPETITIVE LANDSCAPE

Fumakilla Vietnam Pte Ltd leads through consistent innovation
Social activities help increase brand awareness

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Vietnam

HEADLINES

PROSPECTS

Switch to liquid detergents due to added convenience
Laundry care sales via internet retailing rising especially big pack sizes
Consumers seek higher quality, added and eco-friendly features

COMPETITIVE LANDSCAPE

Giant global companies expand their shares in rural areas
Organic home-grown and new laundry products remain niche
Cooperation with local enterprises and engaging consumers through social activities

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Vietnam

HEADLINES

PROSPECTS

Increasing numbers of white-collar workers and Western influence spark demand
Traditional habits and Lunar New Year impact sales positively

COMPETITIVE LANDSCAPE

SC Johnson & Son Vietnam Co Ltd continues to lead category
Brands compete through innovative packaging

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Vietnam

HEADLINES

PROSPECTS

Concerns for health and hygiene support growth of surface care
Availability of internet retailers boosts sales

COMPETITIVE LANDSCAPE

Unilever Vietnam International Co Ltd continues to lead
Targeting rural areas to expand sales growth

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Surface Care: % Value 2014-2018
Table 62 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 63 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 64 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Vietnam

HEADLINES

PROSPECTS

Increasing demand in rural areas due to higher awareness of good hygiene
Organic brands constrained by high price points

COMPETITIVE LANDSCAPE

Unilever Vietnam International Co Ltd retains leading position
Companies increase brand awareness through social activities

CATEGORY DATA

Table 65 Sales of Toilet Care by Category: Value 2013-2018
Table 66 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 67 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 68 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 69 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 70 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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