Executive Summary

Jun 2019
PROSPECTS
Mass beauty and personal care loses its value share to premium brands

In the review period, mass beauty and personal care lost value share to premium brands such as Shiseido, Estée Lauder and L’Oréal. The first contributing factor is the accelerating level of disposable income, leading to higher living standards.

Mass companies focus on developing new products

As living standards in Vietnam are increasing gradually in main cities like Hanoi and Ho Chi Minh, mass companies are required to focus significant attention on launching new innovative products such as herbal, organic or natural ones in order regain Vietnamese consumers’ interest. In the review period, mass brands from local and international producers launched a number of new products.

Whilst facing slower growth, mass products will gain a boost from increased distribution and innovation

Over the forecast period, mass beauty and personal care is predicted to experience slower value growth. However, manufacturers of mass brands will continue to focus on expanding distribution through rural areas and investing in product development to attract customers in the future.

COMPETITIVE LANDSCAPE
Unilever Vietnam International continues to hold the leading value share

In 2018, Unilever Vietnam continued to hold the leading retail value share of mass-market sales. The company is noted for its leading brands amongst the bath and shower category such as Hazeline, Lux, Dove and Lifebuoy.

International brands dominate mass beauty and personal care

Similar to other categories within beauty and personal care, international brands outperformed domestic brands in all aspects and maintained their dominant positions in 2018. In Vietnam, top international players such as Unilever Vietnam International, Unza Vietnam and International Consumers Products dominated mass beauty and personal care in Vietnam, leaving little room for domestic players to grow.

Local players expected to attract more attention

Over the forecast period, international companies are expected to maintain their stronger presence compared to local players. However, local players are projected to gain more consumer attention as they continuously improve their product quality to enhance consumers’ trust and confidence.

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Mass Beauty and Personal Care in Vietnam

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Overview

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

The Mass Beauty and Personal Care in Vietnam market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Mass Beauty and Personal Care in Vietnam?
  • What are the major brands in Vietnam?
  • What pricing movements are seen across mass beauty brands?
  • What are the key product development trends?
  • How are sales of mass beauty and personal care products performing?

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 Beauty and Personal Care market research database.

Mass Beauty and Personal Care in Vietnam - Category analysis

HEADLINES

PROSPECTS

Mass beauty and personal care loses its value share to premium brands
Mass companies focus on developing new products
Whilst facing slower growth, mass products will gain a boost from increased distribution and innovation

COMPETITIVE LANDSCAPE

Unilever Vietnam International continues to hold the leading value share
International brands dominate mass beauty and personal care
Local players expected to attract more attention

CATEGORY DATA

Table 1 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 4 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 5 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 6 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Beauty and Personal Care in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care experiences healthy growth in 2019
Online platform becomes the most effective sales channel
Premium brands start gaining sales value from mass market
Herbal and naturally positioned products are gaining popularity
Beauty and personal care is predicted to grow healthily

MARKET DATA

Table 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 15 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources