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Beauty and Personal Care in Vietnam

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    Report

  • 139 Pages
  • April 2024
  • Region: Vietnam
  • Euromonitor International
  • ID: 2306217
Beauty and personal care in Vietnam in 2023 continued to benefit from the economy’s recovery. Though inflation was high early in the year, it did slow down. Vietnamese people generally maintain conservative monthly budgets and prioritise basic functional products but are still willing to spend extra money for good-quality items within beauty and personal care, and in 2023 many were able to increase their spending on such items across multiple categories.

The 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 2019-2023, allowing you to identify the sectors driving growth. Forecasts to 2028 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 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • What next for beauty and personal care?
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Strong and steady growth seen in 2023
  • Natural ingredients and nourishing features gain rapid ground, and smaller players invest more in social media
  • International players continue to lead growth in mass segments
PROSPECTS AND OPPORTUNITIES
  • Growth to remain strong and stable throughout the forecast period
  • Ingredient-centric innovations will become more prevalent in mass segments
  • E-commerce distribution channel to rise rapidly
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028
PREMIUM BEAUTY AND PERSONAL CARE IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Premium beauty and personal care sees rising prices and robust current value growth in 2023
  • Experimentation and customisation justify greater spending for consumers
  • More premium brands venture into online channels, and in-store use of AI expands
PROSPECTS AND OPPORTUNITIES
  • Rising living standards to propel growth of premium beauty and personal care
  • Use of technology deepens value for consumers
  • E-commerce channel will become increasingly important as means to broaden consumer base, while sustainability will see further development
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028
BABY AND CHILD-SPECIFIC PRODUCTS IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Baby and child-specific products perform well despite declining birth rate, while global players remain on top
  • Skin care and protection a key theme amid intense competition
  • Specialist retailers maintain their significant role in pushing products and supporting growth
PROSPECTS AND OPPORTUNITIES
  • Urbanisation set to fuel category growth, with global players expected to maintain dominance
  • Functional products will see rising demand among increasingly informed and discerning parents
  • Worries about fake products support continued shift towards modern distribution channels
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028
BATH AND SHOWER IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Improved living standards boost demand for bath and shower products
  • Body wash/shower gel sees strong growth in 2023
  • Gender-neutral products gain traction amid rising interest in ingredients and scents
PROSPECTS AND OPPORTUNITIES
  • Persistent urbanisation will shift consumer preferences and drive future growth
  • A fragmented competitive landscape underscores the need for brands to differentiate themselves
  • The shift away from traditional distribution channels is set to persist during the forecast period
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2018-2023
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028
COLOUR COSMETICS IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • High social media usage drives strong growth for colour cosmetics in 2023
  • High-end design and make-up that stays put and are in demand
  • Global players rule as Thai and Chinese brands rise through the ranks
PROSPECTS AND OPPORTUNITIES
  • Colour cosmetics will see further growth amid intensified competition
  • Nourishing products to see rising demand while AI usage expands
  • Competition set to intensify among brands and modern distribution channels
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
  • Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
  • Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028
DEODORANTS IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Rising interest in grooming propels growth in deodorants in 2023
  • Demand for convenience drives innovation
  • Widespread budget-consciousness prompts players to focus on multifunctionality and maximal benefits
PROSPECTS AND OPPORTUNITIES
  • Deodorant sales to continue to see steady growth with more investment in packaging
  • Ingredients and (lack of) scents will take centre stage as brands strive for differentiation
  • E-commerce expected to facilitate growth of overall deodorant category
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2018-2023
  • Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
  • Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
  • Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
  • Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028
DEPILATORIES IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Depilatories continues to grow despite the prevalence of professional hair removal services
  • Lifestyle shifts and rising interest in personal appearance boost growth for hair removers/bleaches
  • Big players maintain strong presence in intensely competitive landscape
PROSPECTS AND OPPORTUNITIES
  • Depilatories still holds substantial growth potential, with local players set to strengthen their position
  • Skin sensitivity as key driver for development and innovation
  • Rise of e-commerce rise will contribute to faster category growth
CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2018-2023
  • Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
  • Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
  • Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
  • Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028
FRAGRANCES IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Rising standards of living drive growth in fragrances in 2023, with consumers shifting towards sustainable options
  • Premium fragrances has the edge in terms of both formula and marketing
  • Coty remains on top in 2023, as local brands cash in on opportunities in the mass market
PROSPECTS AND OPPORTUNITIES
  • Fragrances faces positive forecast period
  • Brands must build emotional connections with their consumers, while scent-longevity becomes more important
  • Modern trade channels will remain pivotal to fragrance growth
CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2018-2023
  • Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
  • Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
  • Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
  • Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028
HAIR CARE IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Consumer awareness of hair and scalp care drives overall category growth in 2023
  • Unilever maintains overall leadership, and anti-dandruff and scalp care are desirable features for Vietnamese consumers
  • Players invest in marketing both online and off
PROSPECTS AND OPPORTUNITIES
  • Rising living standards will boost demand and sustain continued growth for hair care
  • Category to see enhanced offerings for dandruff treatment and expansion of herbal variants
  • Modern trade channels will become more important for hair care
CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2018-2023
  • Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
  • Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
  • Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
  • Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
  • Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028
MEN'S GROOMING IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Education on grooming supports sales and further growth in 2023
  • Desire for simplicity underscores demand for multifunctional variants, while interest in shaving products rises
  • Brands invest more in innovation as competitive landscape becomes more fragmented
PROSPECTS AND OPPORTUNITIES
  • Rising incomes will support future growth for men’s grooming
  • High potential for product innovation remains
  • E-commerce growth will support men’s grooming in Vietnam
CATEGORY DATA
  • Table 91 Sales of Men’s Grooming by Category: Value 2018-2023
  • Table 92 Sales of Men’s Grooming by Category: % Value Growth 2018-2023
  • Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
  • Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
  • Table 95 NBO Company Shares of Men’s Grooming: % Value 2019-2023
  • Table 96 LBN Brand Shares of Men’s Grooming: % Value 2020-2023
  • Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
  • Table 98 Forecast Sales of Men’s Grooming by Category: Value 2023-2028
  • Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028
ORAL CARE IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Oral care sees solid and stable growth in 2023, backed by government educational initiatives
  • Major players continue to innovate and strive to engage with consumers
  • Whitening products expand
PROSPECTS AND OPPORTUNITIES
  • Oral care to enjoy continued stable growth
  • Greater diversity in oral care innovations as major driver
  • Offline channels to remain key distributors in oral care in Vietnam
CATEGORY DATA
  • Table 100 Sales of Oral Care by Category: Value 2018-2023
  • Table 101 Sales of Oral Care by Category: % Value Growth 2018-2023
  • Table 102 Sales of Toothbrushes by Category: Value 2018-2023
  • Table 103 Sales of Toothbrushes by Category: % Value Growth 2018-2023
  • Table 104 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
  • Table 105 NBO Company Shares of Oral Care: % Value 2019-2023
  • Table 106 LBN Brand Shares of Oral Care: % Value 2020-2023
  • Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
  • Table 108 LBN Brand Shares of Toothpaste: % Value 2020-2023
  • Table 109 Forecast Sales of Oral Care by Category: Value 2023-2028
  • Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
  • Table 111 Forecast Sales of Toothbrushes by Category: Value 2023-2028
  • Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028
SKIN CARE IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Skin care sees expansion in 2023, while skinimalism trend continues apace
  • Facial cleansers benefits from South Korean influence
  • International brands continue to lead in skin care
PROSPECTS AND OPPORTUNITIES
  • Solid growth will continue throughout forecast period, buoyed by persistent digital marketing from major players
  • New technologies set to boost personalisation trend as anti-ageing trend accelerates
  • E-commerce sites continue to make significant strides in skin care in Vietnam
CATEGORY DATA
  • Table 113 Sales of Skin Care by Category: Value 2018-2023
  • Table 114 Sales of Skin Care by Category: % Value Growth 2018-2023
  • Table 115 NBO Company Shares of Skin Care: % Value 2019-2023
  • Table 116 LBN Brand Shares of Skin Care: % Value 2020-2023
  • Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
  • Table 118 LBN Brand Shares of Anti-agers: % Value 2020-2023
  • Table 119 LBN Brand Shares of Firming Body Care: % Value 2020-2023
  • Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
  • Table 121 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
  • Table 122 Forecast Sales of Skin Care by Category: Value 2023-2028
  • Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028
SUN CARE IN VIETNAMKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Sun care is now a crucial step in Vietnamese consumers’ beauty regimens
  • Anessa leads brands, followed by La Roche-Posay and Sunplay
  • Consumers want long-lasting sun protection with a natural finish and value-added features
PROSPECTS AND OPPORTUNITIES
  • Sun care still holds potential for further growth
  • Competition will intensify as demand evolves and consumer tastes become more sophisticated
  • E-commerce will continue to rise thanks to frequent and popular promotions found online, while beauty specialists expand
CATEGORY DATA
  • Table 124 Sales of Sun Care by Category: Value 2018-2023
  • Table 125 Sales of Sun Care by Category: % Value Growth 2018-2023
  • Table 126 NBO Company Shares of Sun Care: % Value 2019-2023
  • Table 127 LBN Brand Shares of Sun Care: % Value 2020-2023
  • Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
  • Table 129 Forecast Sales of Sun Care by Category: Value 2023-2028
  • Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028