Beauty and Personal Care in Vietnam

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Beauty and personal care in 2023: The big picture
• 2023 key trends
• Competitive landscape
• Retailing developments
• What next for beauty and personal care?

MARKET DATA

• Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
• Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
• Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
• Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
• Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
• Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
• Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
• Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
• Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Strong and steady growth seen in 2023
• Natural ingredients and nourishing features gain rapid ground, and smaller players invest more in social media
• International players continue to lead growth in mass segments

PROSPECTS AND OPPORTUNITIES

• Growth to remain strong and stable throughout the forecast period
• Ingredient-centric innovations will become more prevalent in mass segments
• E-commerce distribution channel to rise rapidly

CATEGORY DATA

• Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
• Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
• Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
• Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
• Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

PREMIUM BEAUTY AND PERSONAL CARE IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Premium beauty and personal care sees rising prices and robust current value growth in 2023
• Experimentation and customisation justify greater spending for consumers
• More premium brands venture into online channels, and in-store use of AI expands

PROSPECTS AND OPPORTUNITIES

• Rising living standards to propel growth of premium beauty and personal care
• Use of technology deepens value for consumers
• E-commerce channel will become increasingly important as means to broaden consumer base, while sustainability will see further development

CATEGORY DATA

• Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
• Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
• Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
• Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
• Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BABY AND CHILD-SPECIFIC PRODUCTS IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Baby and child-specific products perform well despite declining birth rate, while global players remain on top
• Skin care and protection a key theme amid intense competition
• Specialist retailers maintain their significant role in pushing products and supporting growth

PROSPECTS AND OPPORTUNITIES

• Urbanisation set to fuel category growth, with global players expected to maintain dominance
• Functional products will see rising demand among increasingly informed and discerning parents
• Worries about fake products support continued shift towards modern distribution channels

CATEGORY DATA

• Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
• Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
• Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
• Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
• Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
• Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
• Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
• Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
• Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
• Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
• Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

BATH AND SHOWER IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Improved living standards boost demand for bath and shower products
• Body wash/shower gel sees strong growth in 2023
• Gender-neutral products gain traction amid rising interest in ingredients and scents

PROSPECTS AND OPPORTUNITIES

• Persistent urbanisation will shift consumer preferences and drive future growth
• A fragmented competitive landscape underscores the need for brands to differentiate themselves
• The shift away from traditional distribution channels is set to persist during the forecast period

CATEGORY DATA

• Table 34 Sales of Bath and Shower by Category: Value 2018-2023
• Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
• Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
• Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
• Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
• Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
• Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
• Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
• Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

COLOUR COSMETICS IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• High social media usage drives strong growth for colour cosmetics in 2023
• High-end design and make-up that stays put and are in demand
• Global players rule as Thai and Chinese brands rise through the ranks

PROSPECTS AND OPPORTUNITIES

• Colour cosmetics will see further growth amid intensified competition
• Nourishing products to see rising demand while AI usage expands
• Competition set to intensify among brands and modern distribution channels

CATEGORY DATA

• Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
• Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
• Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
• Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
• Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
• Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
• Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
• Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
• Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
• Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
• Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

DEODORANTS IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Rising interest in grooming propels growth in deodorants in 2023
• Demand for convenience drives innovation
• Widespread budget-consciousness prompts players to focus on multifunctionality and maximal benefits

PROSPECTS AND OPPORTUNITIES

• Deodorant sales to continue to see steady growth with more investment in packaging
• Ingredients and (lack of) scents will take centre stage as brands strive for differentiation
• E-commerce expected to facilitate growth of overall deodorant category

CATEGORY DATA

• Table 54 Sales of Deodorants by Category: Value 2018-2023
• Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
• Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
• Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
• Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
• Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
• Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
• Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
• Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

DEPILATORIES IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Depilatories continues to grow despite the prevalence of professional hair removal services
• Lifestyle shifts and rising interest in personal appearance boost growth for hair removers/bleaches
• Big players maintain strong presence in intensely competitive landscape

PROSPECTS AND OPPORTUNITIES

• Depilatories still holds substantial growth potential, with local players set to strengthen their position
• Skin sensitivity as key driver for development and innovation
• Rise of e-commerce rise will contribute to faster category growth

CATEGORY DATA

• Table 63 Sales of Depilatories by Category: Value 2018-2023
• Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
• Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
• Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
• Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
• Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
• Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

FRAGRANCES IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Rising standards of living drive growth in fragrances in 2023, with consumers shifting towards sustainable options
• Premium fragrances has the edge in terms of both formula and marketing
• Coty remains on top in 2023, as local brands cash in on opportunities in the mass market

PROSPECTS AND OPPORTUNITIES

• Fragrances faces positive forecast period
• Brands must build emotional connections with their consumers, while scent-longevity becomes more important
• Modern trade channels will remain pivotal to fragrance growth

CATEGORY DATA

• Table 70 Sales of Fragrances by Category: Value 2018-2023
• Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
• Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
• Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
• Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
• Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
• Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
• Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

HAIR CARE IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Consumer awareness of hair and scalp care drives overall category growth in 2023
• Unilever maintains overall leadership, and anti-dandruff and scalp care are desirable features for Vietnamese consumers
• Players invest in marketing both online and off

PROSPECTS AND OPPORTUNITIES

• Rising living standards will boost demand and sustain continued growth for hair care
• Category to see enhanced offerings for dandruff treatment and expansion of herbal variants
• Modern trade channels will become more important for hair care

CATEGORY DATA

• Table 78 Sales of Hair Care by Category: Value 2018-2023
• Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
• Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
• Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
• Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
• Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
• Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
• Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
• Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
• Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
• Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
• Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
• Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

MEN'S GROOMING IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Education on grooming supports sales and further growth in 2023
• Desire for simplicity underscores demand for multifunctional variants, while interest in shaving products rises
• Brands invest more in innovation as competitive landscape becomes more fragmented

PROSPECTS AND OPPORTUNITIES

• Rising incomes will support future growth for men's grooming
• High potential for product innovation remains
• E-commerce growth will support men's grooming in Vietnam

CATEGORY DATA

• Table 91 Sales of Men's Grooming by Category: Value 2018-2023
• Table 92 Sales of Men's Grooming by Category: % Value Growth 2018-2023
• Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
• Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
• Table 95 NBO Company Shares of Men's Grooming: % Value 2019-2023
• Table 96 LBN Brand Shares of Men's Grooming: % Value 2020-2023
• Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
• Table 98 Forecast Sales of Men's Grooming by Category: Value 2023-2028
• Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Oral care sees solid and stable growth in 2023, backed by government educational initiatives
• Major players continue to innovate and strive to engage with consumers
• Whitening products expand

PROSPECTS AND OPPORTUNITIES

• Oral care to enjoy continued stable growth
• Greater diversity in oral care innovations as major driver
• Offline channels to remain key distributors in oral care in Vietnam

CATEGORY DATA

• Table 100 Sales of Oral Care by Category: Value 2018-2023
• Table 101 Sales of Oral Care by Category: % Value Growth 2018-2023
• Table 102 Sales of Toothbrushes by Category: Value 2018-2023
• Table 103 Sales of Toothbrushes by Category: % Value Growth 2018-2023
• Table 104 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
• Table 105 NBO Company Shares of Oral Care: % Value 2019-2023
• Table 106 LBN Brand Shares of Oral Care: % Value 2020-2023
• Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
• Table 108 LBN Brand Shares of Toothpaste: % Value 2020-2023
• Table 109 Forecast Sales of Oral Care by Category: Value 2023-2028
• Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
• Table 111 Forecast Sales of Toothbrushes by Category: Value 2023-2028
• Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Skin care sees expansion in 2023, while skinimalism trend continues apace
• Facial cleansers benefits from South Korean influence
• International brands continue to lead in skin care

PROSPECTS AND OPPORTUNITIES

• Solid growth will continue throughout forecast period, buoyed by persistent digital marketing from major players
• New technologies set to boost personalisation trend as anti-ageing trend accelerates
• E-commerce sites continue to make significant strides in skin care in Vietnam

CATEGORY DATA

• Table 113 Sales of Skin Care by Category: Value 2018-2023
• Table 114 Sales of Skin Care by Category: % Value Growth 2018-2023
• Table 115 NBO Company Shares of Skin Care: % Value 2019-2023
• Table 116 LBN Brand Shares of Skin Care: % Value 2020-2023
• Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
• Table 118 LBN Brand Shares of Anti-agers: % Value 2020-2023
• Table 119 LBN Brand Shares of Firming Body Care: % Value 2020-2023
• Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
• Table 121 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
• Table 122 Forecast Sales of Skin Care by Category: Value 2023-2028
• Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Sun care is now a crucial step in Vietnamese consumers' beauty regimens
• Anessa leads brands, followed by La Roche-Posay and Sunplay
• Consumers want long-lasting sun protection with a natural finish and value-added features

PROSPECTS AND OPPORTUNITIES

• Sun care still holds potential for further growth
• Competition will intensify as demand evolves and consumer tastes become more sophisticated
• E-commerce will continue to rise thanks to frequent and popular promotions found online, while beauty specialists expand

CATEGORY DATA

• Table 124 Sales of Sun Care by Category: Value 2018-2023
• Table 125 Sales of Sun Care by Category: % Value Growth 2018-2023
• Table 126 NBO Company Shares of Sun Care: % Value 2019-2023
• Table 127 LBN Brand Shares of Sun Care: % Value 2020-2023
• Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
• Table 129 Forecast Sales of Sun Care by Category: Value 2023-2028
• Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028