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In 2019, the Vietnamese economy showed a very optimistic picture with GDP surpassing the government target of 6.8%, with double-digit growth recorded in the retail sales of consumer goods. With the unexpected pandemic in 2020, economic growth slowed down and consumer's lives were impacted by the highest inflation rate over the past seven years. Despite the government's robust guidance and the country's very quick response of installing a five-week country-wide isolation period, COVID-19 not only...
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 2025 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Growth increases as consumers stock-up on laundry care, focusing on keeping clothes hygienic
Major players respond to price-sensitivity by offering discounts to consumers
Local players drive sales as consumers support Vietnamese brands during the outbreak of COVID-19
RECOVERY AND OPPORTUNITIES
With ongoing concerns surrounding hygiene and sanitation, antibacterial properties boost sales
E-commerce share grows as private label players expand across the forecast period
Rising demand for eco-friendly products across the forecast period
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Reduced time in foodservice venues increases sales for dishwashing
New product launches focus on bacteria-killing attributes during COVID-19
Share in e-commerce rises as consumers appreciate the safer form of retail
RECOVERY AND OPPORTUNITIES
Value growth remains strong, with sales driven by affordability and sustainability
E-commerce continues to rise as brands focus on offering promotional programs
Brands launch recyclable packaging and fewer chemicals in response to consumers eco-friendly concerns
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers stock up on surface cleaners during the COVID-19 outbreak
Global players discount their offerings during COVID-19, aiding sales
Lixco launches a floor care product, as local companies improve their natural offerings
RECOVERY AND OPPORTUNITIES
Heightened interest in cleanliness drives growth across the forecast period
Multi-purpose cleaning products and rising use of natural ingredients boosts sales
Share in e-commerce increases as urban consumers appreciate the convenience of the platform
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 NBO Company Shares of Surface Care: % Value 2016-2020 Table 36 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 37 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 38 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Value growth for bleach increases as consumers hygiene concerns rise
Growth remains stifled by consumers concerns that bleach is a toxic product
Lack of advertising and promotions impacts sales of bleach
RECOVERY AND OPPORTUNITIES
Steady growth across the forecast period, as bleach is challenged by laundry detergent
International brands present within bleach will grow across the forecast period
E-commerce continues to expand, offering consumers access to global brands
CATEGORY DATA
Table 39 Sales of Bleach: Value 2015-2020 Table 40 Sales of Bleach: % Value Growth 2015-2020 Table 41 NBO Company Shares of Bleach: % Value 2016-2020 Table 42 LBN Brand Shares of Bleach: % Value 2017-2020 Table 43 Forecast Sales of Bleach: Value 2020-2025 Table 44 Forecast Sales of Bleach: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Toilet care records double-digit growth as consumers enhance their cleaning routines
Unilever responds to the outbreak by donating funds to improve sanitary conditions
Local brands increase their presence and benefit from cheaper price points
RECOVERY AND OPPORTUNITIES
Enhanced cleaning routines continues to drive growth across the forecast period
Organic, eco-friendly and scented products boost sales
E-commerce drives sales through discounts, while Bachhoaxanh expands across the country
CATEGORY DATA
Table 45 Sales of Toilet Care by Category: Value 2015-2020 Table 46 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 48 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 49 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 50 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Growth for shoe polish is stifled as consumers spend less time in the office and at events
Annual events boost sales of polish in Vietnam
International players lead as Chinese brands offer low quality, but low-cost goods
RECOVERY AND OPPORTUNITIES
Global players drive growth, as manufacturers respond to demand for quick and effective products
E-commerce share rises; however, modern grocery stores continue to lead sales
As consumers return to the office environment, sales of shoe polish grows
CATEGORY DATA
Table 51 Sales of Polishes by Category: Value 2015-2020 Table 52 Sales of Polishes by Category: % Value Growth 2015-2020 Table 53 NBO Company Shares of Polishes: % Value 2016-2020 Table 54 LBN Brand Shares of Polishes: % Value 2017-2020 Table 55 Forecast Sales of Polishes by Category: Value 2020-2025 Table 56 Forecast Sales of Polishes by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Growth of home air care rises as COVID-19 leads to consumers spending more time indoors
Demand for natural products stifles growth in air care
Global brands lead as local players install discounting strategies to attract price-sensitive consumers
RECOVERY AND OPPORTUNITIES
Growth continues to be challenged by essential oils and scented candles
Increasing car ownership sees car air fresheners driving the highest value growth
Competition in air care will become more intense across the forecast period
CATEGORY DATA
Table 57 Sales of Air Care by Category: Value 2015-2020 Table 58 Sales of Air Care by Category: % Value Growth 2015-2020 Table 59 NBO Company Shares of Air Care: % Value 2016-2020 Table 60 LBN Brand Shares of Air Care: % Value 2017-2020 Table 61 Forecast Sales of Air Care by Category: Value 2020-2025 Table 62 Forecast Sales of Air Care by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Spray/aerosol insecticides drive the highest value growth and sales, negatively impacting sales of insecticide coils
Growing cases of dengue fever support sales of home insecticides
Major players lead the landscape, with local players showing less interest to launch products
RECOVERY AND OPPORTUNITIES
Growth is driven by ongoing sales of spray/aerosol insecticides in rural communities
Rising health awareness fuels ongoing concerns over insecticide coils
E-commerce gains ground, as the channel offers a wider variety of goods
CATEGORY DATA
Table 63 Sales of Home Insecticides by Category: Value 2015-2020 Table 64 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 65 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 66 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 67 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 68 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 69 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025