Executive Summary

Feb 2019
PROSPECTS
Switch to liquid detergents due to added convenience

Value sales of laundry care in Vietnam recorded healthy growth in 2018, mainly driven by increasing value sales of concentrated liquid detergents and liquid fabric softeners, which recorded the highest growth in 2018, due to factors including consumers switching from concentrated powder detergents and trading up to premium or natural brands. However, this shift is happening slowly due to the long-established habit of using power detergent for other cleaning purposes such as toilet and kitchen cleaning and as spot and stain removers.

Laundry care sales via internet retailing rising especially big pack sizes

Marketing activities on the internet are being utilised aggressively in laundry care, particularly Unilever Vietnam International Co Ltd with Omo and Comfort, and Procter & Gamble Vietnam Ltd with Ariel and Downy are always running promotional campaigns on well-known sites such as Lazada, Tiki, Sendo and Shopee. The number of smartphone users in Vietnam has increased significantly in recent years boosting the growth of e-commerce, particularly for large packaging sizes plus free shipping and delivery fees upon minimum spending.

Consumers seek higher quality, added and eco-friendly features

Due to improved living standards, higher incomes and better education, Vietnamese people will seek high-quality, eco-friendly and natural products over the forecast period. However, consumers are still very price sensitive with value for money a key factor as laundry detergents are daily household products.

COMPETITIVE LANDSCAPE
Giant global companies expand their shares in rural areas

Unilever Vietnam International Co Ltd remains the category leader with Omo and Comfort thanks to long-standing confidence and trust in the high quality of the brands and constant development to meet consumers’ expectations. Procter & Gamble Vietnam Ltd holds second position, with Ariel in detergents and Downy in fabric softeners.

Organic home-grown and new laundry products remain niche

Higher demand for healthier, chemical-free products has also impacted laundry care. In recent years, there has been growth among local organic and natural brands.

Cooperation with local enterprises and engaging consumers through social activities

While Unilever cooperates with Lix Detergent JSC to produce its Omo and Surf brands in the South, Procter & Gamble cooperates with Vico Ltd Co in the North. This has helped Unilever and Procter & Gamble take more than 80% share.

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Overview

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

The Laundry 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 Laundry Care in Vietnam?
  • What are the major brands in Vietnam?
  • What is the performance of concentrated liquid detergents?
  • What are the main new products developments in the laundry aids area?

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.

Laundry Care in Vietnam - Category analysis

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 1 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 2 Sales of Laundry Care by Category: Value 2013-2018
Table 3 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 4 Sales of Laundry Aids by Category: Value 2013-2018
Table 5 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 6 Sales of Laundry Detergents by Category: Value 2013-2018
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 8 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 9 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 10 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 11 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 12 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 14 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Home Care in Vietnam - Industry Overview

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 16 Households 2013-2018

MARKET DATA

Table 17 Sales of Home Care by Category: Value 2013-2018
Table 18 Sales of Home Care by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Home Care: % Value 2014-2018
Table 20 LBN Brand Shares of Home Care: % Value 2015-2018
Table 21 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 22 Distribution of Home Care by Format: % Value 2013-2018
Table 23 Distribution of Home Care by Format and Category: % Value 2018
Table 24 Forecast Sales of Home Care by Category: Value 2018-2023
Table 25 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources