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Country Report

Retail Tissue in

Retail Tissue in Vietnam

Jun 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PRE-COVID-19 PERFORMANCE

Retail tissue continues to see high growth in 2019 in line with increasing income, education, hygiene awareness and resulting demand for higher quality products

Increasing income and education levels in both rural and urban areas of Vietnam helped to increase demand for retail tissue in 2019, given that consumers now have better awareness of hygiene levels. The habit of using toilet paper as an alternative product for other tissue products, especially in rural areas, also has been reduced; while disposable napkins and facial tissues used to be considered unnecessary, consumers increasingly see them as a more hygienic options than traditional cotton versions.

Strictly imposed quality standards and product certification requirements reduce the number of imitation and fake tissue brands and increase consumer confidence

As demand for retail tissue products significantly increased in Vietnam towards the end of the review period, an increasing number of brands entered the market, which made it more difficult to control the quality and origin of products. Both global and local brands appeared rapidly in most traditional grocery retailers and other independent stores, but – as seen in wipes – so did unnamed products or products of unknown origin which were offered at much cheaper prices and in attractive packaging to convince consumers to purchase.

Saigon Paper, Diana and New Toyo Pulppy maintain leading positions, but as customer loyalty in retail tissue is low, smaller players and private label gain traction

Saigon Paper, Diana JSC and New Toyo Pulppy Hong Kong maintained their leading positions in retail tissue’s highly fragmented competitive environment in 2019 with comprehensive product ranges covering all different consumer needs with various price ranges. Affordability, quality and established brand names are key factors supporting their leading positions.

2020 AND BEYOND

COVID-19 impact

Value sales of retail tissue are expected to rise by 12% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19, compared with the 10% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within retail tissue

While all retail tissue categories were on strong growth paths pre-COVID-19, social isolation and the temporary closure of restaurants and cafés, schools, workplaces and restricted travel within the country forced people to eat and work and otherwise stay more at home in the early stages of the pandemic. This temporarily created higher demand not just for toilet paper but especially for napkins and pocket handkerchiefs, with the latter two categories showing the highest spike in volume growth during 2020.

Recovery and opportunities

Retail tissue is expected to see strong, albeit slower, growth 2021 and through the rest of the forecast period as purchasing patterns continue to normalise. Rising competition among the host of established and new global and local players in this category, along with increasing demand for private label products will slightly constrain value growth, but demand for retail tissue of all kinds is expected to remain high, as Vietnamese consumers continue to maintain and increase their hygiene practices as a result of their higher living standards and have greater access to a wide variety of both value-added and cheaper tissue products of good quality across the country.

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Retail Tissue Market Sample Report Retail Tissue Market Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue 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 Retail Tissue industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue 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 Retail Tissue in Vietnam?
What are the major brands in Vietnam?
What is the performance of pocket handkerchiefs vs boxed facial tissues?
What are the key new product launches in the tissues 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 Tissue and Hygiene market research database.

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Retail Tissue in Vietnam - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail tissue continues to see high growth in 2019 in line with increasing income, education, hygiene awareness and resulting demand for higher quality products

Strictly imposed quality standards and product certification requirements reduce the number of imitation and fake tissue brands and increase consumer confidence

Saigon Paper, Diana and New Toyo Pulppy maintain leading positions, but as customer loyalty in retail tissue is low, smaller players and private label gain traction

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 1 Retail Sales of Tissue by Category: Value 2014-2019
Table 2 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 4 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 5 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 6 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Tissue and Hygiene in Vietnam - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

High tourism levels, greater demand for value-added products and higher use of e-commerce are among the many trends supporting tissue and hygiene growth in 2019

Diana and Saigon Paper maintain leading positions in 2019, while private label gains ground and smaller local companies are challenged to meet certification standards

Prospects for tissue and hygiene are positive as the market is expected to rapidly resume and improve upon the growth trajectory seen prior to COVID-19

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 7 Birth Rates 2014-2019
Table 8 Infant Population 2014-2019
Table 9 Female Population by Age 2014-2019
Table 10 Total Population by Age 2014-2019
Table 11 Households 2014-2019
Table 12 Forecast Infant Population 2019-2024
Table 13 Forecast Female Population by Age 2019-2024
Table 14 Forecast Total Population by Age 2019-2024
Table 15 Forecast Households 2019-2024

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

Megatrends

Country Report

Retail Tissue in Vietnam

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Executive Summary

New Report Guarantee

PRE-COVID-19 PERFORMANCE

Retail tissue continues to see high growth in 2019 in line with increasing income, education, hygiene awareness and resulting demand for higher quality products

Strictly imposed quality standards and product certification requirements reduce the number of imitation and fake tissue brands and increase consumer confidence

Saigon Paper, Diana and New Toyo Pulppy maintain leading positions, but as customer loyalty in retail tissue is low, smaller players and private label gain traction

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Retail Tissue in Vietnam - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Retail tissue continues to see high growth in 2019 in line with increasing income, education, hygiene awareness and resulting demand for higher quality products

Strictly imposed quality standards and product certification requirements reduce the number of imitation and fake tissue brands and increase consumer confidence

Saigon Paper, Diana and New Toyo Pulppy maintain leading positions, but as customer loyalty in retail tissue is low, smaller players and private label gain traction

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Tissue and Hygiene in Vietnam - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

High tourism levels, greater demand for value-added products and higher use of e-commerce are among the many trends supporting tissue and hygiene growth in 2019

Diana and Saigon Paper maintain leading positions in 2019, while private label gains ground and smaller local companies are challenged to meet certification standards

Prospects for tissue and hygiene are positive as the market is expected to rapidly resume and improve upon the growth trajectory seen prior to COVID-19

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

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