Sun Care in Vietnam

PROSPECTS

Innovative colour cosmetics and facial skin care limit growth of sun care

During the review period, there was a merging of sun protection with colour cosmetics and facial skin care products in response to higher demand in Vietnam for sun protection. This merging can be seen clearly in the BB/CC cream, foundation and anti-agers.

Sun protection sees the fastest value growth

In 2018, sun protection saw the fastest (double-digit) value growth, mainly thanks to Vietnamese consumers’ increased awareness of the importance of protecting their skin from sun exposure. Within the sun protection category, pharma products such as Avene and Vichy have received more attention from consumers as these brands have a wide range of product types specifically suited for different skin problems such as sensitiveness, dryness or oiliness.

More innovation and higher value growth expected

Over the forecast period, we expect more innovative products with sun protection function to appear in the marketplace in line with Vietnamese consumers’ higher standards when looking for colour cosmetics and facial skin care. As both categories are predicted to increase strongly over the forecast period, these factors could limit the growth rate of sun care in both value and volume in the future.

COMPETITIVE LANDSCAPE

Rohto Mentholatum Vietnam continues to lead sun care

Rohto Mentholatum Vietnam with its popular Sunplay brand continued to lead sun care in 2018. The company’s success is mainly due to its strong brand reputation as the first sun care product in Vietnam, along with its affordable price, wide distribution, good marketing and media strategy and diversity of products.

Premium sun care brands are gaining share

In the review period, more Vietnamese consumers amongst the middle- and high-income segments, especially white-collar workers, were willing to spend on premium brands. Indeed, premium brands such as Shiseido and Vichy experienced healthy value and volume growth in 2018.

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