Toiletry Products in Vietnam

SPEEDA Industry Report

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Report Overview - Toiletry Products in Vietnam

Salient Nature/Key Features of the Industry

• Vietnam's domestic consumption of toiletry products is relatively low, mainly due to low product penetration (lowest in the ASEAN-6), weak usage frequency, and lack of premiumisation in products.
• Vietnam is a domestic producer of some of the more prominent toiletry products (shampoo, toothpaste, shower cream, cleansing foam and soap) attributable to foreign firms establishing their manufacturing bases locally due to favourable conditions.
• The country used to be a net exporter of toiletry products; however, imports surged during the past 5 years and almost equalled exports in 2020.
• Personal hygiene products, fragrances and soap are a few of the products that the country actively exports, with Japan being one of the key destinations.
• Unilever dominated the market by a far margin, likely due to the variety of toiletry products the company offers and its strong network in distribution and retail.

Value Chain/Business Model

• The industry is dominated by foreign players, with domestic players accounting for a smaller share.
• Manufacturing firms are mostly involved in the production process with distribution and retail of products being outsourced.
• Traditional and modern retail channels dominate the retail segment with growing competition from online shopping.

Toiletry Products Value Chain

Report Index

Industry Overview

• Toiletry Products Display Low Penetration; Foreign Players Dominate Local Market
• Foreign Players Use Both Private and External Distributors
• Industry Tightly Regulated to Ensure Product Safety 

Market Trends

• Total Production Surges in 2020 on the Back of Increased Output of Soap, Shower Cream 
• Exports Register Slight Downtrend from 2018
• Vietnam’s Toiletry Imports Swell with Influx of Chinese Sanitary Napkins

Competitive Trends

• Unilever Owns Vietnam's Most Popular Toiletry Brands; Industry Sees Rising Competition from Foreign Players
• Foreign Players Reinforce Dominance with Recent Revenue Growth, Domestic Players’ Top Line Descends
• Unilever Vietnam International Heads Toiletry Market
• P&G Vietnam Prominent Local Arm of Major Multinational
• Vietcos Cosmetics Vietnam Among Top Local Cosmetics Producers 
• My Hao Chemical Cosmetics 

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