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.
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.
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.
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.
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.
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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