During 2021, lockdowns were imposed across different parts of Vietnam in an effort to limit the spread of COVID-19. As a result, consumers were forced to spend more time at home, including working from home where possible, and, therefore, to cook and eat more at home.
In line with rising environmental-awareness and concern with leading a more sustainable lifestyle, consumers are showing interest in retail tissue products that claim to be made from more natural constituents. Products such as bamboo napkins have been widely displayed across offline and online channels, becoming an increasingly prominent trend.
Saigon Paper JSC, Vina Paper Co Ltd and New Toyo Pulppy Viet Nam Co Ltd maintained their leading positions in retail tissue’s highly fragmented competitive environment in 2021 with comprehensive product ranges covering all different consumer needs with various price ranges. Affordability, quality and established brand names remained key factors supporting their leading positions.
The COVID-19 crisis has led to increased hygiene-consciousness amongst Vietnamese consumers, and this is expected to continue to influence consumer behaviour during the forecast period, even as purchasing patterns normalise. Furthermore, with increasing environmental concerns, consumers – especially Millennials in large cities and suburban areas - are expected to use more natural, organic or recycled retail tissue products.
As retail tissue products are considered to be essential items for daily activities, the main factors that Vietnamese consumers consider before purchasing are price, toughness and absorption. Over the forecast period, consumers are expected to look for more innovation in addition to these features, though pricing will be crucial.
E-commerce and modern grocery retailing, especially convenience stores and mini supermarkets, are expected to register rising retail tissue sales over the forecast period. Retail tissue brands are expected to continue to focus on developing an omnichannel approach incorporating both modern offline channels and e-commerce.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail Tissue
This report originates from Passport, our Retail Tissue research and analysis database.
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