Home Care in Vietnam
Demand for home care products in Vietnam continued to increase in 2023, supported by a growing middle class population, which had access to higher levels of disposable income. A heightened focus on health and hygiene, facilitated by the pandemic, also had a positive impact on sales of home care products, especially those with bacteria-fighting properties. However, the rate of retail volume growth was slower than the previous year, as the high cost of living weighed on consumer confidence. With p...
Euromonitor International'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 2028 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?
Euromonitor International'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 2028 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
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN VIETNAM
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Vietnamese consumers favour laundry care products with enduring fragrances.
Leader Unilever invests in marketing activities, while local brands expand their presence in modern retailers
Growing demand for organic and sustainable products
PROSPECTS AND OPPORTUNITIES
Consistent growth expected, thanks to rising middle-class population
Sustainable products will gain traction
Larger packaging sizes are poised to grow in importance, thanks to increasing popularity of e-commerce
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Robust growth in 2023, although hand dishwashing dominates sales
Innovative ingredients and packaging designs are explored by multiple brands
Sunlight maintains its dominant position
PROSPECTS AND OPPORTUNITIES
Automatic and hand dishwashing both offer growth potential over forecast period
Sustainability concerns will lead to greater emphasis on eco-friendly dishwashing practices
Importance of modern retail will continue to rise
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Continued growth in 2023, thanks to enhanced focus on hygiene, with floor cleaners leading the way
Unilever focuses on introduction of new fragrances and insect-repelling features
Local, all-natural surface cleaners experience an upward trajectory
PROSPECTS AND OPPORTUNITIES
Surface care products offer potential for steady growth, thanks to changing consumer lifestyles
Consumers will demand added-value features
Modern retail channels will grow in importance
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 NBO Company Shares of Surface Care: % Value 2019-2023
Table 36 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 37 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Bleach continues to see stable growth, despite its maturity, with movement towards scented products
My Hao Javel retains its leading position
Offline channel remains dominant, despite growing attraction of e-commerce
PROSPECTS AND OPPORTUNITIES
Continued, but slower growth expected over forecast period
Wider diversity of brands and ongoing innovation will drive growth in bleach products
Switch towards e-commerce will be challenged by strength of offline channel
CATEGORY DATA
Table 39 Sales of Bleach: Value 2018-2023
Table 40 Sales of Bleach: % Value Growth 2018-2023
Table 41 NBO Company Shares of Bleach: % Value 2019-2023
Table 42 LBN Brand Shares of Bleach: % Value 2020-2023
Table 43 Forecast Sales of Bleach: Value 2023-2028
Table 44 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Toilet care products continue to experience steady growth
Unilever's Vim retains its lead of the market
Brands invest in new scents and packaging
PROSPECTS AND OPPORTUNITIES
Toilet care offers growth potential across wider region
Eco-friendly and organic toilet care products will emerge in the country
Supermarkets and hypermarkets will widen their presence
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2018-2023
Table 46 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 47 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 48 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 49 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Polishes maintain positive growth trajectory
Continued lack of marketing investment
Focus on products offering greater convenience
PROSPECTS AND OPPORTUNITIES
Solid growth expected, with shoe polish leading the way
Growing demand for higher quality polishes
Small local grocers will retain their importance, although online channels will see further growth
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2018-2023
Table 52 Sales of Polishes by Category: % Value Growth 2018-2023
Table 53 NBO Company Shares of Polishes: % Value 2019-2023
Table 54 LBN Brand Shares of Polishes: % Value 2020-2023
Table 55 Forecast Sales of Polishes by Category: Value 2023-2028
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Evolution of modern lifestyle drives sales
Higher demand for natural ingredients
Glade retains its leading position
PROSPECTS AND OPPORTUNITIES
Further growth expected, in line with rising living standards
Emergence of more sophisticated options
Modern retail channels will remain important
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2018-2023
Table 58 Sales of Air Care by Category: % Value Growth 2018-2023
Table 59 NBO Company Shares of Air Care: % Value 2019-2023
Table 60 LBN Brand Shares of Air Care: % Value 2020-2023
Table 61 Forecast Sales of Air Care by Category: Value 2023-2028
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Vietnam's hot climate and high insect population serves as a contributing factor to growth in demand for home insecticides
Wide product availability caters for multiple consumer groups
Fumakilla increases its social media presence to build awareness
PROSPECTS AND OPPORTUNITIES
Home insecticides will maintain steady growth
Products made from natural ingredients offer potential
Growing popularity of e-commerce will help to boost sales
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2018-2023
Table 64 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 65 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 66 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 67 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 68 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
Euromonitor International
February 2024
LIST OF CONTENTS AND TABLES
HOME CARE IN VIETNAM
EXECUTIVE SUMMARY
Home care in 2023: The big picture
2023 KEY TRENDS
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2018-2023
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2018-2023
Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
Table 4 NBO Company Shares of Home Care: % Value 2019-2023
Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
Table 7 Distribution of Home Care by Format: % Value 2018-2023
Table 8 Distribution of Home Care by Format and Category: % Value 2023
Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Vietnamese consumers favour laundry care products with enduring fragrances.
Leader Unilever invests in marketing activities, while local brands expand their presence in modern retailers
Growing demand for organic and sustainable products
PROSPECTS AND OPPORTUNITIES
Consistent growth expected, thanks to rising middle-class population
Sustainable products will gain traction
Larger packaging sizes are poised to grow in importance, thanks to increasing popularity of e-commerce
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2018-2023
Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
Table 14 Sales of Laundry Aids by Category: Value 2018-2023
Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
Table 18 NBO Company Shares of Laundry Care: % Value 2019-2023
Table 19 LBN Brand Shares of Laundry Care: % Value 2020-2023
Table 20 NBO Company Shares of Laundry Aids: % Value 2019-2023
Table 21 LBN Brand Shares of Laundry Aids: % Value 2020-2023
Table 22 NBO Company Shares of Laundry Detergents: % Value 2019-2023
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
Table 24 Forecast Sales of Laundry Care by Category: Value 2023-2028
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Robust growth in 2023, although hand dishwashing dominates sales
Innovative ingredients and packaging designs are explored by multiple brands
Sunlight maintains its dominant position
PROSPECTS AND OPPORTUNITIES
Automatic and hand dishwashing both offer growth potential over forecast period
Sustainability concerns will lead to greater emphasis on eco-friendly dishwashing practices
Importance of modern retail will continue to rise
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2018-2023
Table 28 Sales of Dishwashing by Category: % Value Growth 2018-2023
Table 29 NBO Company Shares of Dishwashing: % Value 2019-2023
Table 30 LBN Brand Shares of Dishwashing: % Value 2020-2023
Table 31 Forecast Sales of Dishwashing by Category: Value 2023-2028
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Continued growth in 2023, thanks to enhanced focus on hygiene, with floor cleaners leading the way
Unilever focuses on introduction of new fragrances and insect-repelling features
Local, all-natural surface cleaners experience an upward trajectory
PROSPECTS AND OPPORTUNITIES
Surface care products offer potential for steady growth, thanks to changing consumer lifestyles
Consumers will demand added-value features
Modern retail channels will grow in importance
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2018-2023
Table 34 Sales of Surface Care by Category: % Value Growth 2018-2023
Table 35 NBO Company Shares of Surface Care: % Value 2019-2023
Table 36 LBN Brand Shares of Surface Care: % Value 2020-2023
Table 37 Forecast Sales of Surface Care by Category: Value 2023-2028
Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Bleach continues to see stable growth, despite its maturity, with movement towards scented products
My Hao Javel retains its leading position
Offline channel remains dominant, despite growing attraction of e-commerce
PROSPECTS AND OPPORTUNITIES
Continued, but slower growth expected over forecast period
Wider diversity of brands and ongoing innovation will drive growth in bleach products
Switch towards e-commerce will be challenged by strength of offline channel
CATEGORY DATA
Table 39 Sales of Bleach: Value 2018-2023
Table 40 Sales of Bleach: % Value Growth 2018-2023
Table 41 NBO Company Shares of Bleach: % Value 2019-2023
Table 42 LBN Brand Shares of Bleach: % Value 2020-2023
Table 43 Forecast Sales of Bleach: Value 2023-2028
Table 44 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Toilet care products continue to experience steady growth
Unilever's Vim retains its lead of the market
Brands invest in new scents and packaging
PROSPECTS AND OPPORTUNITIES
Toilet care offers growth potential across wider region
Eco-friendly and organic toilet care products will emerge in the country
Supermarkets and hypermarkets will widen their presence
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2018-2023
Table 46 Sales of Toilet Care by Category: % Value Growth 2018-2023
Table 47 NBO Company Shares of Toilet Care: % Value 2019-2023
Table 48 LBN Brand Shares of Toilet Care: % Value 2020-2023
Table 49 Forecast Sales of Toilet Care by Category: Value 2023-2028
Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Polishes maintain positive growth trajectory
Continued lack of marketing investment
Focus on products offering greater convenience
PROSPECTS AND OPPORTUNITIES
Solid growth expected, with shoe polish leading the way
Growing demand for higher quality polishes
Small local grocers will retain their importance, although online channels will see further growth
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2018-2023
Table 52 Sales of Polishes by Category: % Value Growth 2018-2023
Table 53 NBO Company Shares of Polishes: % Value 2019-2023
Table 54 LBN Brand Shares of Polishes: % Value 2020-2023
Table 55 Forecast Sales of Polishes by Category: Value 2023-2028
Table 56 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Evolution of modern lifestyle drives sales
Higher demand for natural ingredients
Glade retains its leading position
PROSPECTS AND OPPORTUNITIES
Further growth expected, in line with rising living standards
Emergence of more sophisticated options
Modern retail channels will remain important
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2018-2023
Table 58 Sales of Air Care by Category: % Value Growth 2018-2023
Table 59 NBO Company Shares of Air Care: % Value 2019-2023
Table 60 LBN Brand Shares of Air Care: % Value 2020-2023
Table 61 Forecast Sales of Air Care by Category: Value 2023-2028
Table 62 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN VIETNAM
KEY DATA FINDINGS
2023 DEVELOPMENTS
Vietnam's hot climate and high insect population serves as a contributing factor to growth in demand for home insecticides
Wide product availability caters for multiple consumer groups
Fumakilla increases its social media presence to build awareness
PROSPECTS AND OPPORTUNITIES
Home insecticides will maintain steady growth
Products made from natural ingredients offer potential
Growing popularity of e-commerce will help to boost sales
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2018-2023
Table 64 Sales of Home Insecticides by Category: % Value Growth 2018-2023
Table 65 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
Table 66 NBO Company Shares of Home Insecticides: % Value 2019-2023
Table 67 LBN Brand Shares of Home Insecticides: % Value 2020-2023
Table 68 Forecast Sales of Home Insecticides by Category: Value 2023-2028
Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028
