Wipes in Vietnam

PRE-COVID-19 PERFORMANCE

Healthy living standards and greater interest in hygiene are key factors driving growth of wipes in 2019

Value growth of wipes continued to rise by double digits in 2019, although growth rates continued to slow down. While wipes were introduced in Vietnam more than a decade ago, the category still accounted for the smallest share of value sales in Vietnam’s retail tissue and hygiene market in 2019.

Government regulation and more careful inspection aims to reduce consumption of the rampant number of “fake” wipes imports that are considered unsafe

Due to strong regulation instituted by the Vietnamese government affecting both retail tissue and wipes in 2019, the quality of wipes was more carefully inspected before being sold in order to resolve the serious problem of allegedly fake wipes imported into the Vietnamese market. These are the products that were causing considerable safety concerns over the review period.

While Diana maintains a strong lead in wipes, local players and private label gain more traction in 2019

Diana JSC maintained its strong lead in wipes in 2019 due to its local deep understanding and strong distribution networks. While there are many small brands present in the market, consumers still prefer to return to the brand that they trust the most.

2020 AND BEYOND

COVID-19 impact

Value sales of wipes are expected to rise by 9% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19, compared with the 8% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

General purpose wipes and baby wipes will both see a spike in value growth during 2020 compared to growth in the previous year, with general purpose wipes in particular recording higher growth as a result of COVID-19. General purpose wipes, particularly those with antibacterial properties, are being more directly affected by consumers’ increased attention to hygiene resulting from the onset of COVID-19.

Recovery and opportunities

Wipes is expected to continue seeing strong growth over the forecast period, with increased hygiene concerns brought about by the pandemic continuing to support greater demand, particularly in the short term. Other factors that are set to have a more significant impact on wipes over the longer term include a widening offer not only of baby and general purpose wipes but also of other wipes categories such as facial cleansing wipes, as local brands and private label players capitalise on growth opportunities created by rising interest and demand from the Vietnamese population.

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