Executive Summary

Feb 2019
PROSPECTS
Increasing numbers of white-collar workers and Western influence spark demand

The number of office workers in Vietnam has recorded a significant increase, thanks to business expansion and the establishment of new businesses in cities. In addition, Vietnamese consumers are more aware of the need for a professional appearance in the workplace, including having polished shoes.

Traditional habits and Lunar New Year impact sales positively

Demand for types of polish other than shoe polish tends to peak at certain times of the year, such as the end of the year or close to the Lunar New Year. According to tradition, families in Vietnam clean their homes together in preparation for the longest holiday.

COMPETITIVE LANDSCAPE
SC Johnson & Son Vietnam Co Ltd continues to lead category

SC Johnson & Son Vietnam Co Ltd continues to lead the polishes category, as it is holds a dominant position in both shoe and furniture polishes. There have been no notable new entrants in the category and it is peaking towards maturity, thus company rankings in polishes remained unchanged over the review period.

Brands compete through innovative packaging

In the latter part of the review period, polishes witnessed very little new product development, and no significant advertising or promotional activities. However, the innovative changes in closures to aerosol sprays have resulted in some growth due to the convenience they provide.

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Polishes in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Polishes industry in Vietnam with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Polishes industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Polishes in Vietnam market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Polishes in Vietnam?
  • What are the major brands in Vietnam?
  • What are the future prospects for the polishes market?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Polishes in Vietnam - Category analysis

HEADLINES

PROSPECTS

Increasing numbers of white-collar workers and Western influence spark demand
Traditional habits and Lunar New Year impact sales positively

COMPETITIVE LANDSCAPE

SC Johnson & Son Vietnam Co Ltd continues to lead category
Brands compete through innovative packaging

CATEGORY DATA

Table 1 Sales of Polishes by Category: Value 2013-2018
Table 2 Sales of Polishes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Polishes: % Value 2014-2018
Table 4 LBN Brand Shares of Polishes: % Value 2015-2018
Table 5 Forecast Sales of Polishes by Category: Value 2018-2023
Table 6 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Home Care in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Positive home care growth due to increasing income levels
Global brands expand distribution to rural areas in order to dominate
Booming internet usage and smartphone ownership helps e-commerce growth
Consumers seek products with added convenience, organic and natural features
Value growth expected over the forecast period

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources