All sanitary protection products maintained steady value sales growth in 2020, although pantyliners, slim/ultra-thin towels with wings and tampons were the best performers, with the pandemic stimulating little change in the levels of growth over the previous year. While slim/thin/ultra-thin sanitary towels are used more from the third day of menses onwards in Vietnam, standard (maxi) sanitary towels remain a safe choice for consumers.
In general, in an era of green living and healthier lifestyles, there is growing demand in Vietnam for sanitary protection products with value-added features such as cooling, freshening and antibacterial properties, natural scent, superior absorption levels and comfortable design. In a continuation from the previous year, demand for products with cool and fresh properties and natural scents rose significantly among younger generations of women in 2020.
In 2020, the Vietnamese market continued to be propitious for Diana JSC and Kimberly-Clark Vietnam and their respective Diana and Kotex brands. With investment by its global brand owner Japanese Unicharm, the Diana brand sustained impressive growth, while Kimberly-Clark intensified its advertising efforts to regain its first leading position.
COVID-19 had no negative impact and only a slightly positive direct impact on sanitary protection, which continued to demonstrate a strong growth trajectory in Vietnam in 2020. This is due to wider availability, intensified promotion and significant demand for value-added products, including those with new formats that major players have been well able to provide.
During 2020, the onset of COVID-19 had no evident impact on consumer demand for one type of sanitary protection product over another, while other factors such as a growing interest in sustainability and consumer sophistication, wider choices of formats, ongoing product innovation and increased use of social media and other digital media for promotion of these products did boost value growth over the previous year. This is especially true of tampons, pantyliners, and both standard and slim/ultra-thin towels with wings.
Compared to many other countries, Vietnam has been relatively effective at containing the pandemic. Moreover, ongoing social distancing and other virus-related measures have meant that COVID-19 is having a relatively insignificant impact on sanitary protection.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection 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 Sanitary Protection 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.
This report originates from Passport, our Sanitary Protection research and analysis database.
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