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Surface Care in
Vietnam

Country Report

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Executive Summary

Feb 2019
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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Surface Care in Vietnam

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Overview

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

The Surface Care 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 Surface Care in Vietnam?
  • What are the major brands in Vietnam?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes 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 Home Care market research database.

Surface Care in Vietnam - Category analysis

HEADLINES

PROSPECTS

Concerns for health and hygiene support growth of surface care
Availability of internet retailers boosts sales

COMPETITIVE LANDSCAPE

Unilever Vietnam International Co Ltd continues to lead
Targeting rural areas to expand sales growth

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Surface Care: % Value 2014-2018
Table 4 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 5 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 6 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Positive home care growth due to increasing income levels
Global brands expand distribution to rural areas in order to dominate
Booming internet usage and smartphone ownership helps e-commerce growth
Consumers seek products with added convenience, organic and natural features
Value growth expected over the forecast period

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources