From spring 2021, Vietnam witnessed its most serious outbreak of Coronavirus (COVID-19), with over one million infections registered between April and November 2021. This led to lockdowns in large parts of the country, especially big cities like Ho Chi Minh City and Hanoi. The pandemic situation was aggravated by shortages of the AstraZeneca vaccine supply in the country.
This Beauty and Personal Care in Vietnam report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
This Beauty and Personal Care in Vietnam report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Beauty and Personal Care market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
EXECUTIVE SUMMARY- Beauty and personal care in 2021: The big picture
- 2021 key trends
- More local and international brands enter the fray to intensify the competitive landscape
- Lockdown conditions and safety concerns continue to see a shift to e-commerce
- What next for beauty and personal care?
- CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
- CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
- Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
- Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
- Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
- Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
- Table 6 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
- Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
- Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
- Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
- Summary 1 Research Sources
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Tough economic climate encourages shift from higher-end to mass products
- More brands enter the fray to boost the international presence
- Local brands focus on e-commerce and good price/quality ratios
- Improving spending power and return to pre-pandemic lifestyles to push sales in the forecast period
- Premiumisation anticipated as mass players try to compete with premium options
- E-commerce to widen the scope of mass brands
- Table 10 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
- Table 11 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 12 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
- Table 13 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
- Table 14 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
- Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Lockdown conditions and economic difficulties reduce the need for premium beauty and personal care in 2021
- Growing range and acceptance sees fast value growth for premium dermocosmetics skin care
- The rise of digitalisation impacts company strategies in 2021
- Brighter economy set to boost value sales of premium brands
- Players set to build brand awareness via marketing, distribution and education
- Digital marketing to remain an effective strategy to engage consumers
- Table 16 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
- Table 17 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
- Table 18 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
- Table 19 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
- Table 20 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
- Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- The pandemic boosts the use of baby wipes and nappy (diaper) rash treatments but militates against the need for non-essential baby and child-specific products
- Mother and child specialists and e-commerce benefit from leeway amid strong restrictions on sales and deliveries
- Johnson & Johnson leverages strong brand name, wide distribution and digital marketing to stay ahead of the field
- Economic recovery and return to pre-pandemic lifestyles to boost sales but demographic trends may limit the potential consumer base
- Premiumisation to drive value sales in a volume-challenged category
- Government support set to see stronger development of online operations
- Table 22 Sales of Baby and Child-specific Products by Category: Value 2016-2021
- Table 23 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
- Table 24 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
- Table 25 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
- Table 26 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
- Table 27 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
- Table 28 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
- Table 29 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
- Table 30 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
- Table 31 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Fast growth in 2020 and strict lockdown in 2021 see dip in bath and shower sales
- Hand sanitisers and liquid soap retain high demand as the pandemic situation worsens in 2021
- Unilever responds to health and wellness trend as the competitive landscape intensifies
- Return to on-the-go lifestyles and travel to boost body wash/shower gel
- Higher hygiene awareness, return to travel norms and “sanitiser stations” to push growth trajectory in hand sanitisers and liquid soap
- Digitalisation emerging fast as an effective strategy to increase brand awareness
- Table 32 Sales of Bath and Shower by Category: Value 2016-2021
- Table 33 Sales of Bath and Shower by Category: % Value Growth 2016-2021
- Table 34 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
- Table 35 NBO Company Shares of Bath and Shower: % Value 2017-2021
- Table 36 LBN Brand Shares of Bath and Shower: % Value 2018-2021
- Table 37 Forecast Sales of Bath and Shower by Category: Value 2021-2026
- Table 38 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
- Table 39 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Pandemic measures reduce consumption occasions for colour cosmetics
- Mass brands absorb some of the effects of COVID-19 to lead the field
- Players embrace digital tools to increase engagement with consumers
- High vaccination rate, economic recovery and return to work and social norms to underpin rebound in colour cosmetics
- Stronger consumption occasions set to boost the use of facial make-up
- Local brands look to celebrity endorsements and natural positioning to gain a competitive edge
- Table 40 Sales of Colour Cosmetics by Category: Value 2016-2021
- Table 41 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
- Table 42 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
- Table 43 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
- Table 44 LBN Brand Shares of Eye Make-up: % Value 2018-2021
- Table 45 LBN Brand Shares of Facial Make-up: % Value 2018-2021
- Table 46 LBN Brand Shares of Lip Products: % Value 2018-2021
- Table 47 LBN Brand Shares of Nail Products: % Value 2018-2021
- Table 48 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
- Table 49 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
- Table 50 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Lockdown conditions decrease the use of deodorants in 2021
- Digital marketing becomes a key way to reach consumers in and out of lockdowns
- International players leverage greater resources to dominate the category
- High vaccination rate and return to out-of-home lifestyles augur well for the recovery of deodorants
- Product innovation to add value to the offer in deodorants
- Companies and retailers set to develop e-commerce as a sales and marketing channel to reach consumers
- Table 51 Sales of Deodorants by Category: Value 2016-2021
- Table 52 Sales of Deodorants by Category: % Value Growth 2016-2021
- Table 53 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
- Table 54 NBO Company Shares of Deodorants: % Value 2017-2021
- Table 55 LBN Brand Shares of Deodorants: % Value 2018-2021
- Table 56 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
- Table 57 Forecast Sales of Deodorants by Category: Value 2021-2026
- Table 58 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
- Table 59 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Heavy lockdown conditions weaken interest in depilatories in 2021
- Natural and organic products receive more attention from players and consumers
- Veet benefits from strong distribution and a prestige image to lead depilatories
- Return to outdoor lifestyles to push recovery of depilatories
- International brands set to lead the way but space remains for local brands offering natural and organic options
- Alternatives threaten retail sales of depilatories
- Table 60 Sales of Depilatories by Category: Value 2016-2021
- Table 61 Sales of Depilatories by Category: % Value Growth 2016-2021
- Table 62 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
- Table 63 NBO Company Shares of Depilatories: % Value 2017-2021
- Table 64 LBN Brand Shares of Depilatories: % Value 2018-2021
- Table 65 Forecast Sales of Depilatories by Category: Value 2021-2026
- Table 66 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Lockdowns hinder potential for recovery in 2021
- E-commerce boom increases need to control illicit trade in fragrances
- Coty leverages wide portfolio and strong distribution to lead the category
- Fragrances set to rebound in line with economic recovery and return to work and social norms
- Desire for more sophisticated fragrances from women and men set to boost sales in premium segments
- Ongoing issue of counterfeit products to help maintain a preference for store-based retailing
- Table 67 Sales of Fragrances by Category: Value 2016-2021
- Table 68 Sales of Fragrances by Category: % Value Growth 2016-2021
- Table 69 NBO Company Shares of Fragrances: % Value 2017-2021
- Table 70 LBN Brand Shares of Fragrances: % Value 2018-2021
- Table 71 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
- Table 72 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
- Table 73 Forecast Sales of Fragrances by Category: Value 2021-2026
- Table 74 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Lockdowns reduce grooming occasions and the need or desire to wash hair in 2021
- Natural and organic/herbal products receive attention for hair health reasons
- Unilever leverages high financial resources to reach consumers with dynamic marketing, product innovation and strong brands
- Return to pre-pandemic lifestyles and a highly vaccinated population to push consumption occasions and recovery
- Environmental, health and cultural trends to spur the development of natural/organic products and intensive hair treatments
- Digitalisation to move increasingly beyond e-commerce to digital marketing and brand building
- Table 75 Sales of Hair Care by Category: Value 2016-2021
- Table 76 Sales of Hair Care by Category: % Value Growth 2016-2021
- Table 77 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
- Table 78 NBO Company Shares of Hair Care: % Value 2017-2021
- Table 79 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
- Table 80 LBN Brand Shares of Hair Care: % Value 2018-2021
- Table 81 LBN Brand Shares of Colourants: % Value 2018-2021
- Table 82 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
- Table 83 LBN Brand Shares of Styling Agents: % Value 2018-2021
- Table 84 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
- Table 85 Forecast Sales of Hair Care by Category: Value 2021-2026
- Table 86 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
- Table 87 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Pandemic restrictions reduce consumption occasions in 2021
- Sales and marketing shift online to overcome lockdown conditions
- Local brands start to penetrate men’s grooming with low prices and niche appeal
- Rising economic and social confidence to offer sales and consumption occasions for men’s grooming
- More international and local brands are expected to be attracted by the growth potential in the category
- Perfumed deodorants may add value to deodorants as men aim for higher standards of grooming
- Table 88 Sales of Men’s Grooming by Category: Value 2016-2021
- Table 89 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
- Table 90 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
- Table 91 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
- Table 92 NBO Company Shares of Men’s Grooming: % Value 2017-2021
- Table 93 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
- Table 94 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
- Table 95 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
- Table 96 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Higher personal hygiene awareness in the wake of the public health crisis boosts the demand for oral care products
- Natural and herbal products continue to receive attention from a more health-conscious consumer base
- Multinationals continue to leverage greater financial power to dominate oral care
- Higher awareness of hygiene to support sales growth in oral care
- More intense competitive landscape due to imports and developing local offer
- Digital marketing set to become a more important tool to reach and engage consumers
- Table 97 Sales of Oral Care by Category: Value 2016-2021
- Table 98 Sales of Oral Care by Category: % Value Growth 2016-2021
- Table 99 Sales of Toothbrushes by Category: Value 2016-2021
- Table 100 Sales of Toothbrushes by Category: % Value Growth 2016-2021
- Table 101 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
- Table 102 NBO Company Shares of Oral Care: % Value 2017-2021
- Table 103 LBN Brand Shares of Oral Care: % Value 2018-2021
- Table 104 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
- Table 105 LBN Brand Shares of Toothpaste: % Value 2018-2021
- Table 106 Forecast Sales of Oral Care by Category: Value 2021-2026
- Table 107 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
- Table 108 Forecast Sales of Toothbrushes by Category: Value 2021-2026
- Table 109 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Natural and organic products respond to growing health and environmental awareness among consumers
- Dermocosmetics respond to consumers’ sensitive skin and acne concerns
- Better quality and prestige perceptions underpin the preference for international brands
- Higher awareness of the importance of health and wellbeing set to boost skin care sales
- Adoption of daily skin care routines and FTAs to grow the presence of mass brands while the ageing population trend offers fast growth potential for anti-agers
- Digital marketing to continue to develop and grow as a means of engaging consumers
- Table 110 Sales of Skin Care by Category: Value 2016-2021
- Table 111 Sales of Skin Care by Category: % Value Growth 2016-2021
- Table 112 NBO Company Shares of Skin Care: % Value 2017-2021
- Table 113 LBN Brand Shares of Skin Care: % Value 2018-2021
- Table 114 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
- Table 115 LBN Brand Shares of Anti-agers: % Value 2018-2021
- Table 116 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
- Table 117 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
- Table 118 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
- Table 119 Forecast Sales of Skin Care by Category: Value 2021-2026
- Table 120 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Spikes in infections and renewed lockdowns continue downward trajectory in sun care sales in 2021
- Internationals dominate the landscape with strong brands, wide distribution and dynamic marketing strategies
- Digital platforms and tools grow in importance amid pandemic constraints
- Freedom of movement and high vaccination rate to help revive travel and tourism and sun care sales
- Premium sun care is expected to gain popularity among quality-seeking female consumers
- Multifunctional products remain a threat to specialised sun care offerings
- Table 121 Sales of Sun Care by Category: Value 2016-2021
- Table 122 Sales of Sun Care by Category: % Value Growth 2016-2021
- Table 123 NBO Company Shares of Sun Care: % Value 2017-2021
- Table 124 LBN Brand Shares of Sun Care: % Value 2018-2021
- Table 125 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
- Table 126 Forecast Sales of Sun Care by Category: Value 2021-2026
- Table 127 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026
