Surface Care in Vietnam

PROSPECTS

Producers respond to rising consumer health and hygiene concerns

Health awareness among Vietnamese consumers has increased significantly in recent years, especially in urban areas. In response, key players in the category have introduced surface care products that claim to eliminate 99% of bacteria.

Growing demand for environmentally friendly and convenient products

In addition to the health and hygiene trends, rising environmental awareness among consumers in Vietnam is fuelling interest in new innovative products made from natural and environmentally friendly ingredients. In addition, new attractive scents such as lemon grass are also growing in popularity.

Internet retailers attracting busy convenience-seeking urban consumers

Internet retailer sales boomed over the review period, with a growing number of consumers, particularly young professionals, often browsing online, including for 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 benefits from constant innovation and reputation for quality

Unilever continues to lead surface care sales in Vietnam due to the widespread popularity of its Cif and Sunlight brands, which are backed by significant financial resources and aggressive marketing activities. While there have been no significant changes to the Cif range recently, Sunlight recently introduced new Nature Sunlight Iris, Blue Rose and natural scents, with packaging featuring the image of a baby to highlight the use of natural ingredients.

Brands look to boost sales by expanding to rural areas

While surface care products are still mainly consumed in urban areas, players in the category are trying to expand their distribution networks into rural areas by cooperating with both modern and traditional retailers. However, such efforts are still at an early stage, with the main method to drive sales in rural areas currently being to offer attractive promotional activities.

Rising demand for convenience fuels sales of multi-purpose products

Well-known multi-purpose brands such as Cif, Maobao, Sumo and Gift continue to grow in popularity among busy Vietnamese consumers looking for convenience. In addition, interest in organic brands like Ecocare, Stain Remover, Fit and Layer Clean is also rising as a result of significant investment in promotional programmes and distribution strategies.

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