Vietnam Household Products Market Opportunities, Trends, Growth Analysis and Forecast to 2027

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Published: September 28, 2023 Report Code: GDCG230018CS-ST

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Vietnam Household Products Market Report Overview

The Vietnamese household products market size was estimated at VND63.7 trillion in 2022 and is likely to grow at a CAGR of more than 4% from 2022 to 2027.

Vietnam Household Products Market Outlook 2022-2027 (VND Trillion)

Vietnam Household Products Market Outlook 2022-2027 (VND Trillion)

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The Vietnam Household products market research report includes country overview analysis, category and segment coverage, distribution channel insights, macroeconomic analysis, and competitive landscape.

Market Size (2022) VND63.7 trillion
CAGR (2022-2027) >4%
Historic Period 2017-2022
Forecast Period 2023-2027
Key Categories •       Textile Washing Products

•       Tissue & Hygiene

•       General Purpose Cleaners

•       Dishwashing Products

•       Bleach

•       Polishes

•       Air Fresheners
Key Distribution Channels •       Hypermarkets & Supermarkets

•       Convenience Stores

•       E-Retailers

•       B-2-B Supply

•       Cash & Carries & Warehouse Clubs
Leading Companies •       Unilever

•       Procter & Gamble

•       Sojitz Corporation

•       Viet Huong

•       S.C. Johnson & Son
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Vietnam Household Products Market Segmentation by Category

The key categories in the Vietnamese household products market are textile washing products, tissue & hygiene, general-purpose cleaners, dishwashing products, bleach, polishes, and air fresheners among others. In 2022, the textile washing products category was the largest category with the highest value sales. The air fresheners category is expected to register the fastest value growth during the projected period.

Vietnam Household Products Market Analysis by Category, 2022 (%)

Vietnam Household Products Market Analysis by Category, 2022 (%)

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Vietnam Household Products Market Segmentation by Distribution Channel

The key distribution channels in the Vietnamese household products market are hypermarkets & supermarkets, convenience stores, e-retailers, b-2-b supply, and cash & carries & warehouse clubs among others. In 2022, hypermarkets & supermarkets were the largest distribution channel in the Vietnamese household products sector, followed by convenience stores, and e-retailers.

Vietnam Household Products Market Analysis by Distribution Channel, 2022 (%)

Vietnam Household Products Market Analysis by Distribution Channel, 2022 (%)

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Vietnam Household Products Market – Competitive Landscape

The key companies in the Vietnamese Household products market are Unilever, Procter & Gamble, Sojitz Corporation, Viet Huong, and S.C. Johnson & Son among others. In 2022, Unilever emerged as the market leader. Some of the key brands of Unilever are Omo, Sunlight, Comfort, Surf, Cif, Vim, and Viso among others.

Vietnam Household Products Market Analysis by Companies, 2022 (%)

Vietnam Household Products Market Analysis by Companies, 2022 (%)

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Key Segments Covered in this Report.

Vietnam Household Products Category Outlook (Value, VND Trillion, 2017-2027)

  • Textile Washing Products
  • Tissue & Hygiene
  • General Purpose Cleaners
  • Dishwashing Products
  • Air Fresheners
  • Others

Vietnam Household Products Distribution Channel Outlook (Value, VND Trillion, 2017-2027)

  • Hypermarkets & Supermarkets
  • Convenience Stores
  • E-Retailers
  • B-2-B Supply
  • Cash & Carries & Warehouse Clubs
  • Others

Scope

• Per capita consumption of household products in Vietnam was lower than the global level but higher than the regional level.

• Hypermarkets & supermarkets was the largest distribution channel in the Vietnamese household products sector.

• Unilever, Procter & Gamble, and Sojitz Corporation are the top three companies in the Vietnamese household products sector in 2022.

• Textile washing products was the largest category with value sales of VND28.5 trillion ($1.2 billion) in 2022. The air fresheners category is forecast to register the fastest value growth at a CAGR of 5.34%, during 2022–27.

• Private labels accounted for a value share of 0.4% in the overall Vietnamese household products sector in 2022.

Key Highlights

  • Per capita consumption of household products in Vietnam was lower than the global level but higher than the regional level.

  • Hypermarkets & supermarkets was the largest distribution channel in the Vietnamese household products sector.

  • Unilever, Procter & Gamble, and Sojitz Corporation are the top three companies in the Vietnamese household products sector in 2022.

  • Textile washing products were the largest category in 2022. The air fresheners category is forecast to register the fastest value growth during 2022–27.

  • Private labels accounted for a value share of 0.4% in the overall Vietnamese household products sector in 2022.

Reasons to Buy

  • Identify high-potential categories and explore further market opportunities based on detailed value analysis.

  • Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities.

  • Gain an understanding of the total competitive landscape based on detailed company share analysis to plan effective market positioning.

  • Our team of analysts has placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion.

  • Analysis of key macroeconomic indicators such as real GDP, nominal GDP, consumer price index, household consumption expenditure, population (by age group, gender, rural-urban split, and employed people and unemployment rate. It also includes an economic summary of the country along with labor market and demographic trends.

Unicharm Corporation
Kimberly-Clark Corporation
Reckitt Benckiser Group
IPRAD HEALTH Laboratories
Procter & Gamble
Dorco
Edgewell Personal Care

Table of Contents

Report Scope

Executive Summary

Part 1: Market Environment

Value and Volume Share of Vietnam in the Global and Asia-Pacific Markets

Growth Analysis of Vietnam Compared to Other Leading Countries in the Asia-Pacific Market

PCC and PCE of Vietnam Compared to Global and Asia-Pacific Market

Part 2: Sector Deep Dive

Vietnam Household Products Sector Snapshot

Market Size Analysis

Cross-category Comparison – Value Growth Analysis and Category Winners and Losers

Cross-category Comparison – Volume Growth Analysis and Category Winners and Losers

Part 3: Category Deep Dive

Per Capita Consumption Analysis by Category

Market Size Analysis – Category: Air Fresheners

Segment-Level Analysis (in Value Terms) – Air Fresheners

Segment-Level Analysis (in Volume Terms) – Air Fresheners

Market Size Analysis – Category: Bleach

Segment-Level Analysis (in Value and Volume Terms) -Bleach

Market Size Analysis – Category: Dishwashing Products

Segment-Level Analysis (in Value Terms) – Dishwashing Products

Segment-Level Analysis (in Volume Terms) – Dishwashing Products

Market Size Analysis – Category: General Purpose Cleaners

Segment-Level Analysis (in Value Terms) – General Purpose Cleaners

Segment-Level Analysis (in Volume Terms) – General Purpose Cleaners

Market Size Analysis – Category: Insecticides

Segment-Level Analysis (in Value Terms) – Insecticides

Segment-Level Analysis (in Volume Terms) – Insecticides

Market Size Analysis – Category: Polishes

Segment-Level Analysis (in Value Terms) – Polishes

Segment-Level Analysis (in Volume Terms) – Polishes

Market Size Analysis – Category: Scouring Products

Segment-Level Analysis (in Value Terms) – Scouring Products

Segment-Level Analysis (in Volume Terms) – Scouring Products

Market Size Analysis – Category: Textile Washing Products

Segment-Level Analysis (in Value Terms) – Textile Washing Products

Segment-Level Analysis (in Volume Terms) – Textile Washing Products

Market Size Analysis – Category: Tissue & Hygiene

Segment-Level Analysis (in Value Terms) – Tissue & Hygiene

Segment-Level Analysis (in Volume Terms) – Tissue & Hygiene

Market Size Analysis – Category: Toilet Care

Segment-Level Analysis (in Value Terms) – Toilet Care

Segment-Level Analysis (in Volume Terms) – Toilet Care

Part 4: Distribution Analysis

Channel Share Analysis

Part 5: Competitive Environment

Leading Companies Value Share

Brand Share Analysis of Top Five Companies by Sector

Brand Share Analysis of Top Five Companies by Category

Private Label Share Analysis by Category

Growth of Private Labels Compared to Branded Products

Degree of Consolidation/Fragmentation by Category

Part 6: Macroeconomic Analysis

GDP Growth and Inflation

Population Growth

Labor Market Trend

Economic Summary, Labor Market, and Demographic Trends

Vietnam Risk Index (GCRI) 2022

Vietnam Risk Analysis – Compared to Global and Asia-Pacific Markets

Methodology

Definitions

Appendix

Table

Leading value categories

Fastest-growing segments (value), 2022

Cross-category comparison – by value (2017–27)

Cross-category comparison – by volume (2017–27)

Per capita consumption (by category), Vietnam compared to Asia-Pacific and global levels (in units), 2022

Air fresheners – value analysis by segment, 2017–27

Air fresheners – volume analysis by segment, 2017–27

Bleach – value and volume analysis by segment, 2017–27

Dishwashing products – value analysis by segment, 2017–27

Dishwashing products – volume analysis by segment, 2017–27

General purpose cleaners – value analysis by segment, 2017–27

General purpose cleaners – volume analysis by segment, 2017–27

Insecticides – value analysis by segment, 2017–27

Insecticides – volume analysis by segment, 2017–27

Polishes – value analysis by segment, 2017–27

Polishes – volume analysis by segment, 2017–27

Scouring products – value analysis by segment, 2017–27

Scouring products – volume analysis by segment, 2017–27

Textile washing products – value analysis by segment, 2017–27

Textile washing products – volume analysis by segment, 2017–27

Tissue & hygiene – value analysis by segment, 2017–27

Tissue & hygiene – volume analysis by segment, 2017–27

Toilet care – value analysis by segment, 2017–27

Toilet care – volume analysis by segment, 2017–27

Change in distribution share, 2017–22

Top five companies share by brand (in value terms) in the household products sector, 2022

Brand shares of top five companies (in value terms) by category, 2022

Category data, by segment

Per capita consumption (in units), 2017–27

Per capita expenditure ($), 2017–27

Household products sales distribution in Vietnam – by category (VND billion), 2022

Brand share (in value terms) in the household products sector, 2022

Brand share (in value terms) in the household products sector, by category, 2022

Real GDP and annual growth (%), 2019–27

Nominal GDP and annual growth (%), 2019–27

Consumer price inflation (%), 2019–27

Employed people and unemployment rate (%), 2019–27

Nominal household final consumption expenditure and annual growth (%), 2019–27

Population and annual growth (%), 2019–27

Population by age group (%)

Population by gender (%)

Population by rural-urban split (%)

Figures

Value and volume share of Vietnam in the global and Asia-Pacific household products sector, 2022–27

Vietnam compared to the other top countries in terms of market share, growth, and competitive landscape

PCC comparison – Vietnam, Asia-Pacific, and global, 2017–27

PCE comparison – Vietnam, Asia-Pacific, and global, 2017–27

Market size and growth analysis by value and volume, household products sector, 2017–27

Cross-category comparison – value growth analysis and category winners and losers

Cross-category comparison – volume growth analysis and category winners and losers

Market size and growth analysis by value and volume, air fresheners category, 2017–27

Market size and growth analysis by value and volume, bleach category, 2017–27

Market size and growth analysis by value and volume, dishwashing products category, 2017–27

Market size and growth analysis by value and volume, general purpose cleaners category, 2017–27

Market size and growth analysis by value and volume, insecticides category, 2017–27

Market size and growth analysis by value and volume, polishes category, 2017–27

Market size and growth analysis by value and volume, scouring products category, 2017–27

Market size and growth analysis by value and volume, textile washing products category, 2017–27

Market size and growth analysis by value and volume, tissue & hygiene category, 2017–27

Market size and growth analysis by value and volume, toilet care category, 2017–27

Share of key distribution channels (in value terms) – household products, 2022

Key distribution channel share by category (in value terms), 2022

Leading companies (in value terms) in the household products sector, 2022

Private label penetration by category (in value terms), 2022

Growth analysis, private label and brands, 2017–22

Category-wise consolidation/fragmentation (in value terms) – household products , 2022

Real GDP (VND billion) and annual growth (%)

Nominal GDP (VND billion) and annual growth (%)

Consumer price inflation (%)

Nominal household final consumption expenditure growth (%) in VND terms

Population (millions) and annual growth (%)

Population by age group (%)

Population by gender (%)

Population by rural-urban split (%)

Employed people (millions) and unemployment rate (%)

Five lowest-risk nations in GCRI Q3 2022

Five highest-risk nations in GCRI Q3 2022

Vietnam performance in country risk analysis in comparison to Asia-Pacific and the world

List of 108 countries analyzed to identify high-potential countries in different regions

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