Nappies/Diapers/Pants in Vietnam

PROSPECTS

Strong brand loyalty amongst consumers

When a brand of nappies/diapers is suitable and safe for their children, Vietnamese parents do not want to change to another brand. If a nappy/diaper can meet the requirements of being safe for babies’ skin, comfort, dryness throughout the night and ease of availability in offline and online retail channels, they will use that brand until their children outgrow nappies/diapers.

The rising popularity of disposable pants amongst urban parents

Compared with nappies/diapers, disposable pants appear more convenient and flexible. Disposable pants are designed specifically for girls and boys, and help them to participate in outdoor activities and sleep comfortably throughout the night.

Brands engage in daily online promotions

In previous years, it was extremely rare for nappies/diapers brands to offer promotions or discounts on their products. By contrast, these days parents can find discounted products by searching any e-commerce website or using apps on mobile phones.

COMPETITIVE LANDSCAPE

Japanese companies with the strategy “made in Japan”

Moony, Merries and Goo.N are the three Japanese nappies/diapers brands which are the most popular in Vietnam.

Foreign companies hold large value shares

Many parents believe that hygiene products from foreign countries have higher standards than products from their home country. Besides, mothers participate in popular forums on the internet or groups on social media, reading about the good experiences of other mothers when they use foreign nappies/diapers/pants.

Attracting consumers early

Understanding Vietnamese parents’ psychology, foreign companies use different media to convey positive messages about their products to consumers. Procter & Gamble Vietnam and Kimberly-Clark Vietnam have invested marketing and advertising budgets in television advertisements to raise brand awareness, whilst local companies focus on niche consumer groups such as low-income parents.

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