Vietnamese consumers, especially younger generations, are aware of the importance of sanitary protection. They are concerned about the products they are using in term of the materials, composition, absorbency, design and brand name, as well as how the brand itself ensures safety and health for consumers.
In Southeast Asia in general, and in Vietnam in particular, cultural factors and health concerns continue to drive a wide difference in performance between pantyliners and tampons. The difference between the two formats comes from fears and misconceptions, as well as cultural elements, about how tampons are used.
Advertising is indispensable for businesses, creating a sense of familiarity and trust amongst consumers. In 2018, there were impressive advertising activities from well-known brands such as Diana and Kotex.
At present, sanitary protection is the playground of Diana (Diana/Unicharm) and Kotex (Kimberly-Clark Vietnam). In Vietnam, there are many brands in towels, but Kotex and Diana are still the two most prominent, accounting for the majority of value share with diverse product portfolios.
Consumers are accustomed to shopping in modern grocery channels such as supermarkets or convenience stores; nevertheless, e-commerce sites are appearing and creating new shopping trends in the Vietnamese market. Although not popular amongst all consumers, this is a channel on which businesses need to focus to maintain a strong impression for their brands through attractive images and flash-sales for the products displayed on online marketplaces.
When wanting to buy sensitive products such as tampons online, consumers have to search more carefully. Online retailers in Vietnam generally do not list tampons, since they are the least searched products, which can make it difficult for consumers, especially those who have not tried them before.
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This industry report originates from Passport, our Tissue and Hygiene market research database.