Faced with a strict lockdown from May to October 2021 in the south of Vietnam, the nappies/diapers/pants category faced logistical and supply chain challenges. Local implementation of government policies on classification of essential goods was erratic making supply a significant challenge.
In 2020, Hayat Group made a USD250 million investment in the setting up of a nappies/diapers factory in Binh Phuoc, Vietnam and announced the launch its Molfix nappy/diaper. The company aims to acquire a third of the nappies/diapers market by the end of 2025.
Stronger competition has boosted the online activities of all leading brands, making the digital arena more dynamic than before the pandemic. Before the COVID-19 crisis, it was extremely rare for nappies/diapers brands to offer promotions or discounts on their products.
According to government statistics, over the past 10 years, the birth rate in Vietnam has been managed to ensure two children per woman. However, only 33 provinces recorded an increase in birth rate while the remaining 29 provinces, especially in the big cities and urban areas, registered a decrease in birth rates.
Despite the growing trend towards green lifestyles and rising environmental concerns, bio-degradable nappies/diapers/pants remained underdeveloped in Vietnam across the country, irrespective of region, with little choice offered by brands. However, in a bid to tap into this niche, Diana boosted its Moony Natural - Organic Cotton range in the premium price segment which received good feedback from consumers.
During the pandemic and lockdowns, Vietnamese parents benefited significantly from the widespread availability of and access to nappies/diapers/pants through e-commerce, as well as from the intensified competition amongst all the various players, both of which resulted in lower prices through discounts and other types of promotion offers that were constantly made online and in stores. Sales through e-commerce saw strong value growth, as the leading brands (Bobby, Huggies and Pampers) all offered consumers favourable pricing and various discounts when they purchased online.
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Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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