Executive Summary

Mar 2019
PROSPECTS
The uncontrolled quality of wipes

In Vietnam, wipes are becoming increasingly popular, so suppliers have attempted to satisfy customers’ needs by providing a large range of wipes – to some extent this led to oversupply in the market. Although wipes appeared in Vietnam 10 years ago, there are no safety regulations and requirements in place for this type of product.

Safety and softness are decisive elements

Consumers pay attention to affordable prices when purchasing toilet paper, whilst softness is more essential for them when choosing wipes. In contrast to wipes, it is easy for consumers to find low-priced but acceptable quality toilet paper in any supermarket.

The spread of fake wipes is a concern for consumers and the authorities

There is a serious problem of alleged fake wipes imported into the Vietnamese market. Since fake products are made to look sophisticated and their designs are identical to famous brands, consumers cannot differentiate the imitations from the originals.

COMPETITIVE LANDSCAPE
Local companies have a competitive advantage

Local companies understand that the wipes category has a great deal of potential. Therefore, they have invested a great deal of capital in technology and manufacturing processes.

A big foreign group acquires a local wipes company

Saigon Paper, which leads retail tissue and has a small share in wipes, was recently acquired by Sojitz, a Japan-based group. This acquisition could kick-start a new trend of foreign companies which want to enter wipes in Vietnam and other Southeast Asia markets purchasing local companies.

Working women boost sales

Consumers are beginning to use general purpose wipes daily, and have them readily available in their bags. This has grown to become a habit and necessity for consumers, especially for the female working population, with the increasing need to maintain their image at work.

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Wipes in Vietnam

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Overview

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

The Wipes 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 Wipes in Vietnam?
  • What are the major brands in Vietnam?
  • What is the biggest category within household care wipes?
  • What are the key new product launches in the wipes 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.

Wipes in Vietnam - Category analysis

HEADLINES

PROSPECTS

The uncontrolled quality of wipes
Safety and softness are decisive elements
The spread of fake wipes is a concern for consumers and the authorities

COMPETITIVE LANDSCAPE

Local companies have a competitive advantage
A big foreign group acquires a local wipes company
Working women boost sales

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2013-2018
Table 2 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 5 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Wipes 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 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources