Surface Care in Vietnam

PROSPECTS

Concerns for health and hygiene support growth of surface care

Vietnamese consumers' awareness of health issues has been enhanced significantly, especially in urban areas. Key players in the category have introduced surface care products that claim to eliminate 99% of bacteria.

Availability of internet retailers boosts sales

Internet retailers have been booming over the review period, as a growing number of consumers, particularly young professionals, often browse for products online, including surface care products. People often search forums online to obtain information before making a final purchase based on price, quality and brand name.

COMPETITIVE LANDSCAPE

Unilever Vietnam International Co Ltd continues to lead

Unilever Vietnam International Co Ltd continues to lead surface care, with its popular brands Cif and Sunlight, which are backed by significant financial resources and aggressive marketing activities. The company’s brands enjoy a high degree of loyalty among Vietnamese consumers, and also benefit from its strong distribution network throughout the country.

Targeting rural areas to expand sales growth

Surface care products are still mainly consumed in urban areas, but players in the category are trying to expand their distribution networks into rural areas by cooperating with both modern and traditional retailers. This is in its early stages, and currently the main method to drive sales in rural areas is to offer attractive promotional activities.

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