In 2021, many cities in Vietnam executed prolonged lockdowns in response to spikes in the number of Coronavirus (COVID-19) cases in the country. Ho Chi Minh City was among the big cities hit hard by the measures introduced to stem the tide of the virus.
While essential retailers tended to remain open despite pandemic conditions, an increasing number of consumers living in big cities like Hanoi and Ho Chi Minh City preferred to stay at home out of caution. Many consumers turned to e-commerce in search of convenience and safer shopping formats.
International Consumer Products Co Ltd maintained its leadership of men’s grooming in 2021 through the top brand, X-Men. The player continued to leverage strong brand reputation, dynamic marketing and a diversified product offer, including men’s bath and shower, deodorants, hair care, skin care and fragrances.
Over the forecast period, men’s grooming is expected to see positive retail volume and current value growth as the anticipated economic recovery leads to higher living standards. Strong moves towards the 100% vaccination of the adult population (at least two doses) in 2022 will also increase consumer economic and social confidence.
More international and local brands are predicted to enter the fray in men’s grooming in the forecast period. As the market size of men’s grooming is still considered underdeveloped, it retains high growth potential.
Despite maturity, mass men’s deodorants is projected to see healthy retail volume and value (constant 2021 prices) growth, largely due to the essential perception of such products. While the premium segment of men’s deodorants is set to remain negligible, there is room for upgrades and added value within the category.
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Understand the latest market trends and future growth opportunities for the Men's Grooming 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 is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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