Wipes in Vietnam

2021 DEVELOPMENTS

Pandemic-induced new hygiene routines support demand for wipes

The COVID-19 crisis has significantly bolstered consumer hygiene-consciousness in markets around the world, and Vietnam has been no exception. This provided a boost to demand for wipes in 2021, with Vietnamese consumers paying more attention to personal and household hygiene and purchasing wipes as a must-have item for their daily cleaning routines.

Consumers on the lookout for antibacterial properties in wipes

Hygiene concerns that originated due to the spread of COVID-19 in the country have led consumers to opt for wipes that claim to have antibacterial properties. In this context, Fressi Care Cool wipes by Diana JSC performed well and was able to retain its lead in the general purpose wipes category.

Diana JSC’s leading position underpinned by local understanding and distribution strength

Diana JSC maintained its strong lead in wipes in 2021 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.

PROSPECTS AND OPPORTUNITIES

Wipes expected to grow well in the forecast period

Reinforcing an existing trend, as it did, the rise in hygiene-consciousness resulting from the COVID-19 crisis is expected to have an enduring effect on consumer behaviour, with new habits supporting continued and expanding demand for wipes during the forecast period. Moreover, manufacturers are set to boost demand through the launch of new variants at different price points with value-added features such as antibacterial functions, ingredients that are soft on the skin, moisturising properties and so on.

Growing focus on product information

With various brands present in the market and more entering, it has become hard to control product origin. This has raised concerns about product quality amongst consumers, who are paying more attention to product information before committing to purchases.

Brands to expand presence in the e-commerce and modern grocery retailing channels

Over the forecast period, wipes brands are expected to focus on expanding their presence in both the e-commerce channel and in modern store-based retailers, especially mini supermarkets such as Vinmart and Bách hóa XANH. Bách hóa XANH, for instance, has more than 1,650 stores across all provinces in the country.