Oral care showed healthy value and volume growth across all sub-categories in 2020, boosted by a stockpiling trend earlier in the year, when consumers purchased a number of essential items in bulk due to shopping less frequently during the start of the COVID-19 pandemic. In addition, the Vietnamese government has been promoting the importance of oral health, further boosting sales.
Players are active in product innovation across all sub-categories of oral care, and particularly so within mouthwashes/dental rinses, manual toothbrushes, and toothpaste. The majority of new products are focused on containing natural ingredients, in order to respond to rising demand from Vietnamese consumers.
Unilever Vietnam International Co Ltd maintained its strong lead in oral care in 2020, thanks to the player’s dynamic marketing and wide distribution across the country, alongside ongoing product innovations to meet consumer demands and trends. As noted, the player has introduced a number of toothpaste products with different flavours, such as coconut with tamarin.
Whilst remaining in positive growth figures, the rate of growth is expected to slow down in oral care across the forecast period. This is because the effects of the boosting factors seen in 2020 (stockpiling and supply of essential toothbrushes) will dissipate.
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 strong international trade opportunities, thanks to Vietnam’s strong economy and favourable fair trade agreements (FTAs).
It is expected that international players such as Unilever Vietnam International Co Ltd, Colgate-Palmolive (Vietnam) Co Ltd, Oral-B (Vietnam) Ltd, GlaxoSmithKline Plc, and the like will continue to dominate oral care, thanks to their wide distribution networks, strong financial capabilities and dynamic marketing activities. That said, opportunities will remain for domestic players who offer products at cheaper price points, thus catering for lower-income consumers.
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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.
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.
If you're in the Oral Care industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Oral Care research and analysis database.
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