Wipes in Vietnam

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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