At the end of September 2021 (Q3), Vietnam’s working age unemployment rate was slightly higher compared to September 2020. In addition, the average consumer income witnessed a significant drop in Q3 2021, compared to Q3 2020.
International players continued to lead mass beauty and personal care in Vietnam in retail value share terms in 2021, supported by a long-established presence, high brand recognition and, increasingly, a focus on digital marketing in the wake of the pandemic. Unilever Vietnam International Co Ltd maintained its lead in mass beauty and personal care in 2021.
In the review period, as with international brands, the presence of local brands continued to grow. These brands received more attention from consumers, not only because of reasonable pricing, but also innovative products, especially in terms of natural/organic and herbal options.
Mass beauty and personal care is set to perform well in the forecast period. As the threat of the COVID-19 pandemic fades, supported by a higher worldwide vaccine rate and recovery of the national economy, Vietnamese consumers are expected to spend more on beauty and personal care products.
Over the forecast period, in response to the rebound in premium beauty and personal care, producers of mass products are also expected to premiumise their brands and products. Premiumisation is predicted to take the form of packaging upgrades to enhance the appearance and push the premium aspects of offerings.
Over the forecast period, mass players are expected to continue to cooperate with popular e-commerce platforms available in Vietnam, such as Tiki.vn, Lazada.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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