Home Care in Vietnam - Research and Markets

In 2022, Vietnam was able to manage the economic challenges which emerged, with the government managing to control inflation at around 4%, boosting economic growth. This helped drive retail volume and current value growth across all home care categories. However, due to habits formed by the pandemic, consumers tended to prioritise necessity products and have stronger price sensitivity, which had some impact on consumer’s shopping behaviours when it came to home care products.

The publisher's Home Care in Vietnam market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet 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 Home 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.

HOME CARE IN VIETNAM

EXECUTIVE SUMMARY

Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?

MARKET INDICATORS

Table 1 Households 2017-2022

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research Sources

LAUNDRY CARE IN VIETNAM

KEY DATA FINDINGS

2022 DEVELOPMENTS
2-in-1 detergent continues to see rising popularity during 2022

Demand for safer products helps boost growth of local organic brands
Local brands improve their retail channel presence

PROSPECTS AND OPPORTUNITIES

Local brands win with specific features in rural areas
E-commerce growth expected to be supported by younger consumer groups
Vietnamese consumers are willing to try new laundry care products

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2017-2022

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027

DISHWASHING IN VIETNAM

KEY DATA FINDINGS

2022 DEVELOPMENTS

Sustainable and organic brands see rising popularity, especially in urban areas
Unilever increases the competition by offering products in a cheaper price range
Global brands are well-displayed in modern retail channels such as supermarkets

PROSPECTS AND OPPORTUNITIES

Demand for dishwashing to remain at a high level due to the popularity of home cooking
Core products will retain their importance, especially in rural areas
Modern channels attract consumers with variety and affordability

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2016-2021

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2017-2022
Table 28 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 29 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 30 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 31 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027

SURFACE CARE IN VIETNAM

KEY DATA FINDINGS

2022 DEVELOPMENTS

Scent and antibacterial action become key features to attract consumers
Organic, natural and environmentally-friendly surface care products emerge
Desire for hygiene, and improvements in surface care packaging

PROSPECTS AND OPPORTUNITIES

Stronger consumer demand for added value and detailed information
Lower priced local brands forecast to be more in focus
Move from small local grocers to more modern retail channels

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2017-2022
Table 34 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 35 NBO Company Shares of Surface Care: % Value 2018-2022
Table 36 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 37 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027

BLEACH IN VIETNAM

KEY DATA FINDINGS

2022 DEVELOPMENTS

Growth in bleach remains stable, with consumers turning to scented products
My Hao Javel addresses conflict between desire for efficacy and safety
Offline channel retains its dominance

PROSPECTS AND OPPORTUNITIES

Bleach set to see stable growth
Imported bleach expected to grow its share
Switch of sales of bleach to e-commerce expected to be limited

CATEGORY DATA

Table 39 Sales of Bleach: Value 2017-2022
Table 40 Sales of Bleach: % Value Growth 2017-2022
Table 41 NBO Company Shares of Bleach: % Value 2018-2022
Table 42 LBN Brand Shares of Bleach: % Value 2019-2022
Table 43 Forecast Sales of Bleach: Value 2022-2027
Table 44 Forecast Sales of Bleach: % Value Growth 2022-2027

TOILET CARE IN VIETNAM

KEY DATA FINDINGS

2022 DEVELOPMENTS

Consumers increasingly try scented toilet care products
Leading global brand invests in social marketing activities
Imported products are mainly sold online

PROSPECTS AND OPPORTUNITIES

Toilet care expected to witness strong growth in the coming years
Eco-friendly and organic toilet care products emerging in the country
Offline to retain importance in evolving retail channel landscape

CATEGORY DATA

Table 45 Sales of Toilet Care by Category: Value 2017-2022
Table 46 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 47 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 48 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 49 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN VIETNAM

KEY DATA FINDINGS

2022 DEVELOPMENTS

Shoe polish sees growth as consumers return to outdoor activities
Multifunctional polishes are becoming increasingly popular
Dominance of SC Johnson, but lack of brand variety in supermarkets

PROSPECTS AND OPPORTUNITIES

Solid growth expected for polishes over the forecast period
Growth expected for both multipurpose and task-specific polishes
Small local grocers retains its importance, but supermarkets set to see growth

CATEGORY DATA

Table 51 Sales of Polishes by Category: Value 2017-2022
Table 52 Sales of Polishes by Category: % Value Growth 2017-2022
Table 53 NBO Company Shares of Polishes: % Value 2018-2022
Table 54 LBN Brand Shares of Polishes: % Value 2019-2022
Table 55 Forecast Sales of Polishes by Category: Value 2022-2027
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2022-2027

AIR CARE IN VIETNAM

KEY DATA FINDINGS

2022 DEVELOPMENTS

Consumers are keen to try different air care formats
Scent variety is a key factor to attract consumers
Air care dominated by global brands

PROSPECTS AND OPPORTUNITIES

Young consumers demand wider choices in air care
Health concerns lead to consumers prioritising trusted brands
Offline channels will continue to be key for distribution

CATEGORY DATA

Table 57 Sales of Air Care by Category: Value 2017-2022
Table 58 Sales of Air Care by Category: % Value Growth 2017-2022
Table 59 NBO Company Shares of Air Care: % Value 2018-2022
Table 60 LBN Brand Shares of Air Care: % Value 2019-2022
Table 61 Forecast Sales of Air Care by Category: Value 2022-2027
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2022-2027

HOME INSECTICIDES IN VIETNAM

KEY DATA FINDINGS

2022 DEVELOPMENTS

Dengue drives sales of home insecticides in Vietnam
Fumakilla continues to lead home insecticides
Fake products a matter of concern

PROSPECTS AND OPPORTUNITIES

Insecticide coils will retain its important role in rural areas
Brand marketing and government action will be important to raise awareness
MODERN CHANNELS EXPECTED TO PLAY AN IMPORTANT ROLE

CATEGORY DATA

Table 63 Sales of Home Insecticides by Category: Value 2017-2022
Table 64 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 65 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 66 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 67 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 68 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027