The outbreak of COVID-19 in 2020, led to an increase in volume sales for laundry care, moving from 10% growth in 2019 to 11%. With consumers spending more time at home, working from home during the initial lockdown period, many were focused on keeping their homes safe and hygienic, with the threat of COVID-19 increasing.
During COVID-19, laundry care continued to be dominated by big players, including Unilever and Procter & Gamble. This was in part due to these brands applying deep discounting to their products, while quickly responding to the increase in demand by strengthening their supply chains and distribution.
Lixco and Net, both local players, received good feedback and gained sales from consumers wishing to support local Vietnamese companies during the COVID-19 pandemic. In addition, private brands also recorded positive growth, thanks to continued innovation and the offering of affordable-price points during a time of price-sensitivity.
Following the outbreak of COVID-19 in 2020, value sales for laundry care is expected to continue growing across the forecast period, posting a solid CAGR of 14%. Sales will continue to be driven by consumers concerned with sanitation and hygiene.
E-commerce is expected to grow rapidly across the forecast period, having been boosted by the outbreak of COVID-19 in 2020. E-commerce allowed consumers a safer form of retailing, buying goods and having them delivered to the home.
Prior to the outbreak of COVID-19 Vietnamese people were increasingly seeking high-quality, eco-friendly and natural products. However, consumers were very price-sensitive in 2020, and this halted this trend.
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Understand the latest market trends and future growth opportunities for the Laundry 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.
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This report originates from Passport, our Laundry Care research and analysis database.
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