Nappies/Diapers/Pants in Vietnam

PRE-COVID-19 PERFORMANCE

Disposable pants and new born nappies/diapers continue to see highest value growth in 2019

Disposable pants continued to drive category growth as compared with nappies and diapers in 2019, as Vietnamese parents seem to find them more convenient and flexible. New born nappies/diapers, which posted the second strongest growth percentages throughout most of the review period, also saw higher demand due to affordable price points offered by various brands.

Three major players maintain top positions in 2019, but the entry of new brands and intensified competition forces established brands to fight to retain brand loyalty

In 2019, Bobby, Huggies and Pampers maintained their leading positions in the category with continuous efforts to apply new technologies along with offering a wide range of prices, which they heavily promoted. The Japanese brands Moony, Merries and Goo.

E-commerce continues to gain ground in 2019, with all major players participating and consumers benefitting from convenience and better pricing

Vietnamese parents continued to benefit significantly in 2019 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 have resulted in lower prices through discounts and other types of promotion offers that are constantly made online and in stores. Since 2017, sales through e-commerce have seen strong double-digit value growth, as the leading brands (Bobby, Huggies and Pampers) all offer consumers favourable pricing and various discounts when they purchase online.

2020 AND BEYOND

COVID-19 impact

Value sales of nappies/diapers/pants are expected to rise by 10% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19, which is the same as the 10% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

As COVID-19 has been having little direct impact on nappies/diapers/pants, growth rates across product categories are continuing to rise, with value growth shaped by the same trends and factors observed in 2019. Disposable pants and new born nappies are still seeing the highest retail volume and value growth in 2020, but all product categories are benefiting from the consumer response to value-added product innovations, intense brand promotion in stores and online along with Vietnam consumers’ higher disposable income and standard of living.

Recovery and opportunities

Over the forecast period, nappies/diapers/pants is expected to continue posting strong growth rates in all product categories, as consumers in all income brackets will maintain higher living standards and both global and local manufacturers will continue to develop and promote value-added products that meet their target consumers’ needs. Major brands Bobby, Huggies and Pampers are expected to intensify their promotional offers online in order to further widen their consumer bases.

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