Home Care in Vietnam
Euromonitor International
August 2022

List Of Contents And Tables

HOME CARE IN VIETNAM
EXECUTIVE SUMMARY
Home care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Home Care Impact of Drivers on Value Sales: 2019-2026
MARKET INDICATORS
Table 1 Households 2016-2021
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2016-2021
Table 3 Sales of Home Care by Category: % Value Growth 2016-2021
Table 4 NBO Company Shares of Home Care: % Value 2017-2021
Table 5 LBN Brand Shares of Home Care: % Value 2018-2021
Table 6 Penetration of Private Label in Home Care by Category: % Value 2016-2021
Table 7 Distribution of Home Care by Format: % Value 2016-2021
Table 8 Distribution of Home Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Home Care by Category: Value 2021-2026
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS,
Higher price-sensitivity emerges, especially among consumers who live in rural areas
A wider variety of ecologically sound laundry care products becomes available
Masan acquires 52% of Net Detergent JSC, followed by new product launches
Brands focus their promotional activities on modern grocery retailers and e-commerce
PROSPECTS AND OPPORTUNITIES
Laundry care slated to become increasingly competitive as demand increases
Products that combine laundry detergent and fabric softener expected to perform well
Sales via modern grocery retailers and e-commerce to continue developing strongly
CATEGORY INDICATORS
Table 55 Household Possession of Washing Machines 2016-2021
CATEGORY DATA
Table 56 Sales of Laundry Care by Category: Value 2016-2021
Table 57 Sales of Laundry Care by Category: % Value Growth 2016-2021
Table 58 Sales of Laundry Aids by Category: Value 2016-2021
Table 59 Sales of Laundry Aids by Category: % Value Growth 2016-2021
Table 60 Sales of Laundry Detergents by Category: Value 2016-2021
Table 61 Sales of Laundry Detergents by Category: % Value Growth 2016-2021
Table 62 NBO Company Shares of Laundry Care: % Value 2017-2021
Table 63 LBN Brand Shares of Laundry Care: % Value 2018-2021
Table 64 NBO Company Shares of Laundry Aids: % Value 2017-2021
Table 65 LBN Brand Shares of Laundry Aids: % Value 2018-2021
Table 66 NBO Company Shares of Laundry Detergents: % Value 2017-2021
Table 67 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
Table 68 Forecast Sales of Laundry Care by Category: Value 2021-2026
Table 69 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
DISHWASHING IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
The response to the COVID-19 pandemic boosts demand for dishwashing
Unilever retains its dominant position via its ownership of the global brand Sunlight
Dishwashing becomes more widely available via convenience stores and e-commerce
PROSPECTS AND OPPORTUNITIES
Demand for dishwashing to remain at high levels due to the popularity of home cooking
Demand for automatic dishwashing expected to improve as dishwashers proliferate
Online to offline develops as modern grocery retailer become more important
CATEGORY INDICATORS
Table 11 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 12 Sales of Dishwashing by Category: Value 2016-2021
Table 13 Sales of Dishwashing by Category: % Value Growth 2016-2021
Table 14 NBO Company Shares of Dishwashing: % Value 2017-2021
Table 15 LBN Brand Shares of Dishwashing: % Value 2018-2021
Table 16 Forecast Sales of Dishwashing by Category: Value 2021-2026
Table 17 Forecast Sales of Dishwashing by Category: % Value Growth 2021-2026
SURFACE CARE IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumers focus on added value when selecting surface care products
Unilever maintains its leading position in surface care via its brands Sunlight and Cif
Local brands increasingly turn to advertising to attract the attention of consumers
PROSPECTS AND OPPORTUNITIES
Multi-purpose cleaners slated for a strong performance during the forecast period
The new stronger focus on hygiene set to underpin robust demand for surface care
E-commerce set to continue booming in the retail distribution of surface care
CATEGORY DATA
Table 18 Sales of Surface Care by Category: Value 2016-2021
Table 19 Sales of Surface Care by Category: % Value Growth 2016-2021
Table 20 NBO Company Shares of Surface Care: % Value 2017-2021
Table 21 LBN Brand Shares of Surface Care: % Value 2018-2021
Table 22 Forecast Sales of Surface Care by Category: Value 2021-2026
Table 23 Forecast Sales of Surface Care by Category: % Value Growth 2021-2026
BLEACH IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth rates in bleach remain largely unaffected by the COVID-19 pandemic
Products with less pungent chemical odours are increasingly preferred
My Hao Javel educates consumers on bleach usage to allay concerns over fumes
PROSPECTS AND OPPORTUNITIES
Bleach slated for a stable performance as demand for strong stain removal rises
Lower levels of investment from key players in advertising and marketing campaigns
E-commerce expected to emerge as a major distribution channel for bleach
CATEGORY DATA
Table 24 Sales of Bleach: Value 2016-2021
Table 25 Sales of Bleach: % Value Growth 2016-2021
Table 26 NBO Company Shares of Bleach: % Value 2017-2021
Table 27 LBN Brand Shares of Bleach: % Value 2018-2021
Table 28 Forecast Sales of Bleach: Value 2021-2026
Table 29 Forecast Sales of Bleach: % Value Growth 2021-2026
TOILET CARE IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Toilet care benefits as strict social distancing measures mean more time spent at home
Unilever remain its leading position in Vietnam toilet care with more meaningful marketing activities
A wider range of products broadens the appeal of toilet care, boosting sales
PROSPECTS AND OPPORTUNITIES
Stable sales growth slated for toilet care as the consumer base continues to expand
Demand for eco-friendly toilet care products set to rise among higher-income consumers
Toilet care sales to continue shifting towards modern grocery retailers and e-commerce
CATEGORY DATA
Table 30 Sales of Toilet Care by Category: Value 2016-2021
Table 31 Sales of Toilet Care by Category: % Value Growth 2016-2021
Table 32 NBO Company Shares of Toilet Care: % Value 2017-2021
Table 33 LBN Brand Shares of Toilet Care: % Value 2018-2021
Table 34 Forecast Sales of Toilet Care by Category: Value 2021-2026
Table 35 Forecast Sales of Toilet Care by Category: % Value Growth 2021-2026
POLISHES IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strict approach to social distancing negatively impacts demand for polishes
The annual Tet lunar new year holiday presents major sales opportunities for polishes
Various brands of polishes available via e-commerce despite scant online marketing
PROSPECTS AND OPPORTUNITIES
Shoe polish slated for sales growth due to economic recovery and a return to normal life
A positive performance expected in furniture polish, with sales set to spike before Tet
E-commerce set to continue emerging as a key distribution channel for polishes
CATEGORY DATA
Table 36 Sales of Polishes by Category: Value 2016-2021
Table 37 Sales of Polishes by Category: % Value Growth 2016-2021
Table 38 NBO Company Shares of Polishes: % Value 2017-2021
Table 39 LBN Brand Shares of Polishes: % Value 2018-2021
Table 40 Forecast Sales of Polishes by Category: Value 2021-2026
Table 41 Forecast Sales of Polishes by Category: % Value Growth 2021-2026
AIR CARE IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Strict quarantine lockdowns during 2021 positively influences sales of air care
Products with natural aromas increasingly preferred over artificially scented products
Global brands maintain their leadership, offering attractively scented variants
PROSPECTS AND OPPORTUNITIES
Car air fresheners slated for moderate sales growth as car ownership increases
Air care set to become an increasingly competitive category as demand increases
Online sales to continue developing despite consumer preference for sampling scents
CATEGORY DATA
Table 42 Sales of Air Care by Category: Value 2016-2021
Table 43 Sales of Air Care by Category: % Value Growth 2016-2021
Table 44 NBO Company Shares of Air Care: % Value 2017-2021
Table 45 LBN Brand Shares of Air Care: % Value 2018-2021
Table 46 Forecast Sales of Air Care by Category: Value 2021-2026
Table 47 Forecast Sales of Air Care by Category: % Value Growth 2021-2026
HOME INSECTICIDES IN VIETNAM
KEY DATA FINDINGS
2021 DEVELOPMENTS
Migration from urban to rural areas among affluent consumers boosts demand
Government efforts to raise consumer awareness of malaria elimination strategies
Fumakilla maintains the leading position in home insecticides via the Jumbo brand
PROSPECTS AND OPPORTUNITIES
Positive growth slated for home insecticides as more sophisticated products emerge
Consumer attention to shift towards home insecticides that do not give off noxious fumes
E-commerce and modern grocery retailers to emerge strongly as distribution channels
CATEGORY DATA
Table 48 Sales of Home Insecticides by Category: Value 2016-2021
Table 49 Sales of Home Insecticides by Category: % Value Growth 2016-2021
Table 50 Sales of Spray/Aerosol Insecticides by Type: % Value 2016-2021
Table 51 NBO Company Shares of Home Insecticides: % Value 2017-2021
Table 52 LBN Brand Shares of Home Insecticides: % Value 2018-2021
Table 53 Forecast Sales of Home Insecticides by Category: Value 2021-2026
Table 54 Forecast Sales of Home Insecticides by Category: % Value Growth 2021-2026