Executive Summary

Mar 2019
PROSPECTS
Consumers’ rising awareness of the sanitary protection products they use

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.

Pantyliners records the strongest growth; tampons remains a niche

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 to reduce embarrassment and achieve strong growth

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.

COMPETITIVE LANDSCAPE
Competition between foreign and local companies

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.

E-commerce is growing and boosting volume sales

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.

Lack of availability of tampons

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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Sanitary Protection in Vietnam

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Overview

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

The Sanitary Protection 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 Sanitary Protection in Vietnam?
  • What are the major brands in Vietnam?
  • What are the key new product launches in the sanitary protection 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.

Sanitary Protection in Vietnam - Category analysis

HEADLINES

PROSPECTS

Consumers’ rising awareness of the sanitary protection products they use
Pantyliners records the strongest growth; tampons remains a niche
Advertising to reduce embarrassment and achieve strong growth

COMPETITIVE LANDSCAPE

Competition between foreign and local companies
E-commerce is growing and boosting volume sales
Lack of availability of tampons

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 Retail Sales of Towels by Type of Use: % Value 2013-2018
Table 5 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 6 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 7 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 8 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene records strong growth in all categories in Vietnam
Higher living standards drive the growth of high-quality, value-added products
Foreign investments make the competitive environment harder for local brands
Internet retailing boosts tissue and hygiene volume sales
Strong forecast growth for tissue and hygiene in Vietnam

MARKET INDICATORS

Table 9 Birth Rates 2013-2018
Table 10 Infant Population 2013-2018
Table 11 Female Population by Age 2013-2018
Table 12 Total Population by Age 2013-2018
Table 13 Households 2013-2018
Table 14 Forecast Infant Population 2018-2023
Table 15 Forecast Female Population by Age 2018-2023
Table 16 Forecast Total Population by Age 2018-2023
Table 17 Forecast Households 2018-2023

MARKET DATA

Table 18 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 19 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 20 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 21 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 22 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 24 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 26 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources