Oral care benefited from the Coronavirus (COVID-19) pandemic to register faster retail volume and current value growth in 2020 and 2021, compared to the earlier years of the review period. In 2020, sales were boosted by a stockpiling trend in the wake of the outbreak of the public health crisis, when consumers purchased a number of essential items in bulk due to the desire to shop less frequently.
Players remained active in product innovation across oral care, but especially within the fastest-growing category, mouthwashes/dental rinses, and manual toothbrushes and toothpaste. The majority of new products focused on natural ingredients, in order to respond to the rising demand for healthier options from Vietnamese consumers.
Unilever Vietnam International, Colgate-Palmolive (Vietnam) Co Ltd and Oral-B (Vietnam) Ltd continued to dominate oral care in Vietnam in retail value sales terms in 2021. These players continued to leverage wide distribution networks, strong financial capabilities and dynamic marketing activities to stay clear of the field.
Oral care is projected to see good, if slowing, growth in retail volume and value (constant 2021 prices) terms over the forecast period. This is because the category will increasingly be shorn of pandemic drivers like stockpiling and the supply of essential toothbrushes.
The competition in oral care is expected to become more intense over the forecast period, as small trading companies enter the category with imported brands. There are likely to be significant international trade opportunities in line with Vietnam’s economic recovery and favourable free trade agreements (FTAs).
As the landscape of oral care is expected to become more competitive, both existing and new players are set to invest heavily in marketing and promoting their brands in order to stand out from the crowd. Players are predicted to launch constant promotional and marketing activities to remind consumers about their brands and boost sales.
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Understand the latest market trends and future growth opportunities for the Oral Care industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.See All of Our Definitions
This report originates from Passport, our Oral Care research and analysis database.
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