Home Care in Vietnam

Home Care in Vietnam

EXECUTIVE SUMMARY

COVID-19 impact on home care

COVID-19 country impact

Company response

Retailing shift

What next for home care?

Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Vietnam

KEY DATA FINDINGS

2020 IMPACT

Growth increases as consumers stock-up on laundry care, focusing on keeping clothes hygienic

Major players respond to price-sensitivity by offering discounts to consumers

Local players drive sales as consumers support Vietnamese brands during the outbreak of COVID-19

RECOVERY AND OPPORTUNITIES

With ongoing concerns surrounding hygiene and sanitation, antibacterial properties boost sales

E-commerce share grows as private label players expand across the forecast period

Rising demand for eco-friendly products across the forecast period

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Vietnam

KEY DATA FINDINGS

2020 IMPACT

Reduced time in foodservice venues increases sales for dishwashing

New product launches focus on bacteria-killing attributes during COVID-19

Share in e-commerce rises as consumers appreciate the safer form of retail

RECOVERY AND OPPORTUNITIES

Value growth remains strong, with sales driven by affordability and sustainability 

E-commerce continues to rise as brands focus on offering promotional programs

Brands launch recyclable packaging and fewer chemicals in response to consumers eco-friendly concerns

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Vietnam

KEY DATA FINDINGS

2020 IMPACT

Consumers stock up on surface cleaners during the COVID-19 outbreak

Global players discount their offerings during COVID-19, aiding sales

Lixco launches a floor care product, as local companies improve their natural offerings

RECOVERY AND OPPORTUNITIES

Heightened interest in cleanliness drives growth across the forecast period

Multi-purpose cleaning products and rising use of natural ingredients boosts sales

Share in e-commerce increases as urban consumers appreciate the convenience of the platform

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 NBO Company Shares of Surface Care: % Value 2016-2020
Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 37 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Vietnam

KEY DATA FINDINGS

2020 IMPACT

Value growth for bleach increases as consumers hygiene concerns rise

Growth remains stifled by consumers concerns that bleach is a toxic product

Lack of advertising and promotions impacts sales of bleach

RECOVERY AND OPPORTUNITIES

Steady growth across the forecast period, as bleach is challenged by laundry detergent

International brands present within bleach will grow across the forecast period

E-commerce continues to expand, offering consumers access to global brands

CATEGORY DATA

Table 39 Sales of Bleach: Value 2015-2020
Table 40 Sales of Bleach: % Value Growth 2015-2020
Table 41 NBO Company Shares of Bleach: % Value 2016-2020
Table 42 LBN Brand Shares of Bleach: % Value 2017-2020
Table 43 Forecast Sales of Bleach: Value 2020-2025
Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Vietnam

KEY DATA FINDINGS

2020 IMPACT

Toilet care records double-digit growth as consumers enhance their cleaning routines

Unilever responds to the outbreak by donating funds to improve sanitary conditions

Local brands increase their presence and benefit from cheaper price points

RECOVERY AND OPPORTUNITIES

Enhanced cleaning routines continues to drive growth across the forecast period

Organic, eco-friendly and scented products boost sales

E-commerce drives sales through discounts, while Bachhoaxanh expands across the country

CATEGORY DATA

Table 45 Sales of Toilet Care by Category: Value 2015-2020
Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Vietnam

KEY DATA FINDINGS

2020 IMPACT

Growth for shoe polish is stifled as consumers spend less time in the office and at events

Annual events boost sales of polish in Vietnam

International players lead as Chinese brands offer low quality, but low-cost goods

RECOVERY AND OPPORTUNITIES

Global players drive growth, as manufacturers respond to demand for quick and effective products

E-commerce share rises; however, modern grocery stores continue to lead sales

As consumers return to the office environment, sales of shoe polish grows

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2015-2020
Table 52 Sales of Polishes by Category: % Value Growth 2015-2020
Table 53 NBO Company Shares of Polishes: % Value 2016-2020
Table 54 LBN Brand Shares of Polishes: % Value 2017-2020
Table 55 Forecast Sales of Polishes by Category: Value 2020-2025
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Vietnam

KEY DATA FINDINGS

2020 IMPACT

Growth of home air care rises as COVID-19 leads to consumers spending more time indoors

Demand for natural products stifles growth in air care

Global brands lead as local players install discounting strategies to attract price-sensitive consumers

RECOVERY AND OPPORTUNITIES

Growth continues to be challenged by essential oils and scented candles

Increasing car ownership sees car air fresheners driving the highest value growth

Competition in air care will become more intense across the forecast period

CATEGORY DATA

Table 57 Sales of Air Care by Category: Value 2015-2020
Table 58 Sales of Air Care by Category: % Value Growth 2015-2020
Table 59 NBO Company Shares of Air Care: % Value 2016-2020
Table 60 LBN Brand Shares of Air Care: % Value 2017-2020
Table 61 Forecast Sales of Air Care by Category: Value 2020-2025
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Vietnam

KEY DATA FINDINGS

2020 IMPACT

Spray/aerosol insecticides drive the highest value growth and sales, negatively impacting sales of insecticide coils

Growing cases of dengue fever support sales of home insecticides

Major players lead the landscape, with local players showing less interest to launch products

RECOVERY AND OPPORTUNITIES

Growth is driven by ongoing sales of spray/aerosol insecticides in rural communities

Rising health awareness fuels ongoing concerns over insecticide coils

E-commerce gains ground, as the channel offers a wider variety of goods

CATEGORY DATA

Table 63 Sales of Home Insecticides by Category: Value 2015-2020
Table 64 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 65 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 66 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 67 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 68 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025

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