Competitive Landscape
Saigon Paper Leverages Product Innovation to Consolidate Its Position
Retail tissue in Vietnam remains moderately concentrated, with Saigon Paper holding a significant lead with a value share of 22% in 2025, followed by New Toyo Pulppy Viet Nam and Vina Paper with shars of 10% and 9%, respectively. All three players saw incremental gains over the review period.
Saigon Winning over Young Shoppers with Clever Packaging
The launch of the Saigon multi-purpose tissue 500 sheets in October 2024, featuring a bottom-pull format suitable for diverse household spaces, has enhanced the brand's appeal among Vietnamese families. This innovation, coupled with active engagement on social media and animated packaging, has strengthened Saigon Paper’s connection with younger consumers and contributed to the brand’s continued lead.
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Overview:
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.
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 Retail Tissue 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.
The Retail Tissue in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail Tissue in Vietnam?
- Which are the leading brands in Retail Tissue in Vietnam?
- How are products distributed in Retail Tissue in Vietnam?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Vietnam - Category analysis
Key Data Insights
Saigon Paper Redefines Convenience with Viral Handy Packs
Saigon Paper Redefines Convenience with Viral Handy Packs
E-Commerce Platforms Fuel Growth of Bulk Napkin Formats
Toilet Paper Leads in Scale as Paper Tableware Outpaces in Growth
Digital-First Brands Set to Win Loyalty as Incomes Rise and Preferences Shift
Toilet Paper to Remain Central to the Success of Retail Tissue
Sustainability and E-Commerce Transforming Business Models Amid Shifting Consumer Expectations
Saigon Paper Leverages Product Innovation to Consolidate Its Position
Saigon Winning over Young Shoppers with Clever Packaging
Small Local Grocers Lose Ground as Supermarkets and E-Commerce Gain Ground
Tiktok and Shopee Accelerate Bulk Sales with Digital Engagement
Tissue and Hygiene in Vietnam - Industry Overview
Diana Unicharm Leverages Eco-Friendly Innovation to Drive Growth
Key Data Insights
Diana Unicharm Leverages Eco-Friendly Innovation to Drive Growth
Bobby Engages Mothers through Tiktok to Drive Digital Sales
Sustainable Launches Target Eco-Conscious Consumers
Increasing Focus on Sustainability, Health and Comfort Set to Shape the Market
Market Being Shaped by Rapidly Ageing Population
Eco-Friendly Features and Premium Claims Redefine Brand Value
Diana Sustains Lead through Innovation and Targeted Marketing
Emerging Rivals Challenge Diana Jsc and Kimberly-Clark
E-Commerce and Premiumisation Accelerate Value and Drive Consumer Loyalty
Supermarkets and E-Commerce Capture Share as Shopping Shifts Online
Shopee and Tiktok Shop Win Shoppers with Bundle Deals and Livestreams
Con Cung and Winmart Expand Reach through Store Networks and Product Diversity
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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 report originates from Passport, our Retail Tissue research and analysis database.
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