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resistance and counter-attack from more domestic players such as International Consumer Products Ltd but will not easily give up their positions.
Substantial Gaps Between Urban and Rural Areas Hold Back Expansion
Vietnam urban areas, known as big cities and provinces like Ho Chi Minh City or Hanoi, are the major market for beauty and personal care with the rapid growth of middle and high-income consumers, the ideal target groups for manufacturers. On the contrary, rural areas remain untapped because of consumers much lower personal income and poor living standards. Current Impact
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Over the review period, there was high availability of both international and local brands and products and more are expected to enter the promising urban market in the near future, given that the value sales growth rate for beauty and personal care in Vietnam remains among the highest in the region. As the competition becomes fierce and signs of saturation start to appear in some categories such as oral care and bath/shower, it is essential to expand beauty and personal care outside cities and towns to rural areas to sustain the development and penetrate more value share. However, the substantial gaps between these areas in terms of consumers income and living standards impeded manufacturers attempts to expand and may soon become a main threat to growth. Outlook Although Vietnams urbanisation continues at rapid speed, manufacturers cannot only rely on this fact on which to base their market expansion plans. For some indispensable basic products such as soap, shampoo, toothpaste and toothbrushes, it is proven that effective communication via marketing activities and education programmes can help consumers in rural areas improve their awareness of personal care to a certain extent and create initial base for later development of the brands and products. For example, P/S from Unilever with its programme Protect Vietnam Smile successfully reached consumers in rural and remote areas in order to educate them about the benefits of using oral care products, thus, building up its reputation and image to a new higher level and becoming the dominant brand in the category. Rural areas are, in fact an important segment to many local companies which cannot compete directly with international players in urban areas due to the lower position of weak brands and limited capital for marketing activities. Instead, their products, Thorakao, Da Lan, Daso and Saigon to name a few choose to target lowerincome consumers living in small provinces and villages as one of their strategic consumer groups to generate sales and improve share value. Future Impact There are other difficulties to be concerned about when manufacturers plan to penetrate these rural areas such as poor-developed infrastructure, fragmented distribution networks and limited purchasing power of consumers due to poor living standards. However, as the outlook of the economy looks as positive as ever, the gaps between urban and rural areas in Vietnam are expected to contract as consumers income levels will improve and be distributed more equally. Not only basic personal care products but also beauty products such as colour cosmetics and skin care are expected to seek further growth and expansion from these areas.
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Outlook Vietnam is set to achieve its middle-income country status with an annual average income per capita of US$1,000. However, even with expected improved economic conditions by 2014, it is still a long way to avoid the middle-income trap, reaching an even higher income and becoming a developed country. Thus, it appears that the robust development of premium brands in Vietnam may not be that sustainable and will come to a halt after some time, while masstige products are to strengthen their favourable position among consumers and become one main factor to drive sales. Future Impact Over the forecast period, the importance of masstige products will be realised by both international and domestic players as consumers are expected to continue to trade up from mass to masstige products with marginally more expensive price-tags but with more sophisticated functions, better ingredients and technology. Masstige brands may compete directly with premium brands in term of value and volume sales.
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MARKET DATA
Table 1 VND billion 2004 Baby Care 168.7 2005 182.5 2006 196.6 2007 212.7 2008 229.9 2009 249.5 Sales of Beauty and Personal Care by Sector: Value 2004-2009
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Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care Excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Beauty and Personal Care
Source: Note 1: Note 2:
944.9 201.4 59.0 4.2 166.7 1,947.0 248.9 2,267.1 2,267.1 602.5 46.8 70.1 274.9 6,686.9
1,020.4 242.6 68.1 4.6 189.0 2,085.4 277.8 2,525.5 2,525.5 665.3 55.7 78.5 292.1 7,344.7
1,091.3 291.3 75.2 5.0 213.9 2,220.7 311.9 2,824.0 2,824.0 777.1 67.2 89.9 339.6 8,099.9
1,166.9 349.8 84.5 5.5 242.4 2,335.4 346.3 3,108.1 3,108.1 880.2 81.7 104.2 405.6 8,838.9
1,243.1 409.4 92.2 5.9 280.0 2,448.9 377.9 3,393.4 3,393.4 1,003.5 98.5 118.8 479.0 9,610.7
1,319.7 483.0 100.1 6.5 327.8 2,580.4 410.6 3,709.8 3,709.8 1,156.1 117.8 134.3 566.8 10,490.7
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Premium cosmetic sales are additionally included within Baby care, Bath & shower products, Deodorants, Colour cosmetics, Hair care, Fragrances, Skin care, Sun care and Sets/Kits Sum of sectors is greater than market size because the four Men's toiletries subsectors are included in Men's grooming products as well as in Deodorants, Skin care, Bath and shower products and Hair care.
Table 2
% current value growth 2008/09 Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care Excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Beauty and Personal Care
Source: Note 1: Note 2:
2004-09 CAGR 8.1 6.9 19.1 11.1 9.1 14.5 5.8 10.5 10.4 10.4 13.9 20.3 13.9 15.6 9.4
2004/09 TOTAL 47.9 39.7 139.9 69.6 54.6 96.7 32.5 65.0 63.6 63.6 91.9 152.0 91.6 106.2 56.9
8.5 6.2 18.0 8.6 9.2 17.1 5.4 8.7 9.3 9.3 15.2 19.6 13.0 18.3 9.2
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Premium cosmetic sales are additionally included within Baby care, Bath & shower products, Deodorants, Colour cosmetics, Hair care, Fragrances, Skin care, Sun care and Sets/Kits Sum of sectors is greater than market size because the four Men's toiletries subsectors are included in Men's grooming products as well as in Deodorants, Skin care, Bath and shower products and Hair care.
2004 Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits 0.8 11.3 40.3 3.5 57.5 23.4 132.5 4.2 1.3
2005 1.5 15.3 46.1 4.1 68.4 27.1 123.1 5.0 1.6
2006 2.0 18.6 55.3 4.5 81.7 33.3 136.0 6.4 1.9
2007 2.6 19.8 75.2 5.1 96.8 42.0 154.0 7.8 2.3
2008 3.0 22.4 90.1 5.4 115.8 51.4 178.6 9.6 2.7
2009 3.5 25.1 105.8 6.1 139.5 64.5 208.1 11.1 3.2
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Premium Cosmetics
Source: Note:
274.9
292.1
339.6
405.6
479.0
566.8
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Premium cosmetic sales are additionally included within Baby care, Bath & shower products, Deodorants, Colour cosmetics, Hair care, Fragrances, Skin care, Sun care and Sets/Kits
Table 4
% current value growth 2008/09 Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics
Source: Note:
2004-09 CAGR 32.9 17.2 21.3 11.5 19.4 22.5 9.4 21.4 20.6 15.6
2004/09 TOTAL 314.2 121.1 162.7 72.4 142.4 176.1 57.0 163.2 155.5 106.2
16.9 12.1 17.4 12.3 20.4 25.4 16.5 15.9 17.9 18.3
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Premium cosmetic sales are additionally included within Baby care, Bath & shower products, Deodorants, Colour cosmetics, Hair care, Fragrances, Skin care, Sun care and Sets/Kits
2005 31.3 11.5 8.3 4.4 3.0 2.3 1.1 3.3 1.7 2.6 1.0 1.5 1.0 0.9 0.3 0.7 0.4 0.8 0.5 0.6 0.5 0.3
2006 31.7 11.7 7.9 4.2 3.0 2.8 1.6 3.3 1.8 2.5 1.1 1.4 0.9 1.0 0.4 0.6 0.4 0.7 0.5 0.3 0.4 0.3
2007 31.8 11.7 7.9 4.3 2.8 2.9 2.1 3.1 2.0 2.1 1.3 1.1 0.9 0.8 0.4 0.5 0.4 0.6 0.4 0.3 0.4 0.3
2008 31.9 11.9 8.0 4.4 4.0 2.6 2.9 2.0 2.9 2.2 1.9 1.5 1.2 0.9 0.7 0.5 0.5 0.4 0.5 0.4 0.3 0.4 0.3
2009 31.8 11.7 8.1 4.4 4.0 2.9 2.9 2.6 2.6 2.3 1.6 1.6 1.4 0.9 0.6 0.5 0.5 0.4 0.4 0.4 0.4 0.3 0.3
Unilever Vietnam Co Ltd Procter & Gamble Vietnam Ltd Colgate-Palmolive (Vietnam) Co Ltd Oral-B (Vietnam) Ltd L'Oral Vietnam Co Ltd Unza Vietnam Co Ltd Johnson & Johnson Vietnam Co Ltd Oriflame Vietnam Ltd LG Vina Cosmetics Co Ltd Beiersdorf AG Henkel Vietnam Co Ltd Shiseido Co Ltd Avon Cosmetics Vietnam Ltd GlaxoSmithKline Vietnam Saigon Cosmetics Corp Rohto Mentholatum (Vietnam) Co Ltd Croma Pharma GmbH Kanebo Cosmetics Inc Daso Group Revlon Inc Kao Vietnam Ltd Lana Cosmetics Bbchen-Werk Ewald Hermes Pharmazeutische Fabrik GmbH Ascendia Brands Inc Lion Corp
0.4
0.4 0.4
0.4 0.3
0.3 0.3
0.3 0.3
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Pigeon Corp International Consumer Products Ltd Summit Co (M) Sdn Bhd Elizabeth Arden Inc Jordan AS Pure Labs Inc Chanel SA Dorco Co Ltd Creative Nature Group Energizer Holdings Inc Rohto-Mentholatum Vietnam Co Ltd Este Lauder Cos Inc Coty Inc International Minh Viet Co Ltd John Paul Mitchell Systems Inc Gannon Vietnam Ltd Pfizer Vietnam Co Ltd Lander Co Inc Others Total
Source:
0.3 0.1 0.2 0.1 0.4 0.2 0.1 0.2 0.1 0.1 0.1 0.1 0.1 0.1 0.1 3.6 0.5 0.5 14.8 100.0
0.3 0.1 0.2 0.2 0.3 0.2 0.1 0.2 0.1 0.1 0.1 0.1 0.1 0.1 0.1 3.6 14.8 100.0
0.3 0.2 0.2 0.2 0.3 0.2 0.2 0.2 0.1 0.1 0.1 0.1 0.1 0.1 0.1 3.9 14.7 100.0
0.3 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.1 0.2 0.1 0.1 0.1 0.1 0.1 14.4 100.0
0.3 0.3 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.2 0.1 0.1 0.1 13.9 100.0
Trade associations, trade press, company research, trade interviews, Euromonitor International estimates
2005 31.3 16.0 8.3 3.7 2.4 3.0 1.1 3.3 1.7 1.1 2.6 1.5 1.0 0.6 0.4 0.9 0.7 0.4 0.8 0.5 0.5 0.3 0.4 0.3 0.1 0.1 0.2 0.2 0.4 0.2
2006 31.7 16.0 7.9 3.7 2.9 3.0 1.6 3.3 1.8 1.2 2.5 1.4 0.9 0.7 0.5 1.0 0.6 0.4 0.7 0.5 0.4 0.3 0.4 0.4 0.3 0.1 0.2 0.2 0.2 0.3 0.2
2007 31.8 16.1 7.9 4.1 2.9 2.8 2.1 3.1 2.0 1.4 2.1 1.1 0.9 0.7 0.5 0.8 0.5 0.4 0.6 0.4 0.4 0.3 0.4 0.3 0.3 0.2 0.2 0.2 0.2 0.3 0.2
2008 31.9 16.4 8.0 4.1 2.9 2.6 2.0 2.9 2.2 1.6 1.9 1.2 0.9 0.8 0.6 0.7 0.5 0.5 0.5 0.4 0.4 0.3 0.3 0.3 0.3 0.2 0.2 0.2 0.2 0.2 0.2
2009 31.8 16.2 8.1 4.2 3.0 2.9 2.6 2.6 2.3 1.7 1.6 1.4 1.0 0.8 0.7 0.6 0.5 0.5 0.4 0.4 0.3 0.3 0.3 0.3 0.3 0.3 0.2 0.2 0.2 0.2 0.2
Unilever Group Procter & Gamble Co, The Colgate-Palmolive Co L'Oral Groupe Johnson & Johnson Inc Unza Nusantara Sdn Bhd Oriflame Cosmetics SA LG Group Beiersdorf AG Shiseido Co Ltd Henkel AG & Co KGaA Avon Products Inc GlaxoSmithKline Plc Kao Corp Rohto Pharmaceutical Co Ltd Saigon Cosmetics Corp Croma Pharma GmbH Pure Labs Inc Daso Group Revlon Inc Lana Cosmetics SAE Nestl SA Ascendia Brands Inc Lion Corp Pigeon Corp International Consumer Products Ltd Elizabeth Arden Inc Chanel SA Coty Inc Jordan AS Dorco Co Ltd
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Davines Energizer Holdings Inc Este Lauder Cos Inc International Minh Viet Co Ltd John Paul Mitchell Systems Inc Clarins SA pH Beauty Labs LLC Velouers France Mascolo Plc Others Total
Source:
0.1 0.1 0.1 0.1 0.1 0.1 0.3 0.3 0.1 14.9 100.0
0.1 0.1 0.1 0.1 0.1 0.1 0.2 0.2 0.1 13.6 100.0
0.1 0.1 0.1 0.1 0.1 0.1 0.2 0.2 0.1 13.6 100.0
0.1 0.2 0.1 0.1 0.1 0.1 0.2 0.2 0.1 13.2 100.0
0.2 0.2 0.2 0.1 0.1 0.1 0.1 0.1 0.1 12.7 100.0
Trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Table 7 % retail value rsp Brand P/S Colgate Close-Up Pantene Dove Sunsilk Oral-B Oriflame Rejoice
Company Unilever Vietnam Co Ltd Colgate-Palmolive (Vietnam) Co Ltd Unilever Vietnam Co Ltd Procter & Gamble Vietnam Ltd Unilever Vietnam Co Ltd Unilever Vietnam Co Ltd Oral-B (Vietnam) Ltd Oriflame Vietnam Ltd Procter & Gamble Vietnam Ltd Unilever Vietnam Co Ltd L'Oral Vietnam Co Ltd Procter & Gamble Vietnam Ltd Procter & Gamble Vietnam Ltd Unza Vietnam Co Ltd LG Vina Cosmetics Co Ltd Unilever Vietnam Co Ltd Johnson & Johnson Vietnam Co Ltd Beiersdorf AG Unilever Vietnam Co Ltd Shiseido Co Ltd Procter & Gamble Vietnam Ltd GlaxoSmithKline Vietnam Colgate-Palmolive (Vietnam) Co Ltd Colgate-Palmolive (Vietnam) Co Ltd Procter & Gamble Vietnam Ltd Henkel Vietnam Co Ltd Unza Vietnam Co Ltd Johnson & Johnson Vietnam Co Ltd Oral-B (Vietnam) Ltd LG Vina Cosmetics Co Ltd L'Oral Vietnam Co Ltd Avon Cosmetics Vietnam Ltd
2006 14.9 4.9 4.7 3.2 3.0 3.5 2.1 1.4 1.8 1.7 2.3 1.0 1.5 1.0 1.4 1.4 1.0 1.1 0.8 0.9 0.9 0.6 1.3 0.9 1.1 0.7 0.5 0.4 1.3 0.7
2007 15.1 5.2 4.7 3.3 3.1 3.1 2.2 1.8 1.9 1.8 1.9 1.2 1.4 1.2 1.4 1.4 1.1 1.2 1.0 1.1 0.9 0.7 1.0 0.9 0.9 0.7 0.5 0.5 1.1 0.6
2008 15.3 5.4 4.6 3.3 3.2 3.0 2.2 1.7 2.0 1.9 2.0 1.8 1.5 1.3 1.4 1.4 1.3 1.2 1.2 1.1 1.2 0.9 0.8 0.9 0.8 0.8 0.6 0.6 0.5 0.8 0.5 0.5
2009 15.4 5.6 4.6 3.3 3.2 2.8 2.2 2.1 2.0 1.9 1.9 1.7 1.6 1.6 1.4 1.3 1.3 1.3 1.2 1.2 1.1 0.9 0.8 0.8 0.7 0.7 0.6 0.6 0.6 0.6 0.5 0.5
Lux Garnier Fructis Head & Shoulders Olay Enchanteur Double Rich Lifebuoy Johnson's Baby Nivea Visage Clear Shiseido Pert Plus Aquafresh Colgate Herbal Palmolive Safeguard Fa Eversoft Listerine Oral-B Advantage Debon L'Oral DermoExpertise Avon
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Camay Darlie Sunplay Croma Avon Color Schauma L'Oral Paris Dacco Garnier Fructis Others Total
Source:
Procter & Gamble Vietnam Ltd Colgate-Palmolive (Vietnam) Co Ltd Rohto Mentholatum (Vietnam) Co Ltd Croma Pharma GmbH Avon Cosmetics Vietnam Ltd Henkel Vietnam Co Ltd L'Oral Vietnam Co Ltd Daso Group Gannon Vietnam Ltd
0.7 0.5 0.4 0.6 0.4 1.0 0.6 2.0 31.6 100.0
0.6 0.5 0.4 0.5 0.3 0.8 0.5 2.1 31.3 100.0
0.6 0.5 0.5 0.5 0.4 0.6 0.4 0.5 30.2 100.0
0.5 0.5 0.5 0.5 0.5 0.5 0.4 0.4 30.1 100.0
Trade associations, trade press, company research, trade interviews, Euromonitor International estimates
2004 Store-Based Retailing Grocery Retailers Discounters Small Grocery Retailers Convenience Stores Forecourt Retailers Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Beauty Specialist Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Retailers Non-Store Retailing Direct Selling Homeshopping Internet Retailing Vending Total
Source:
2005 96.3 56.4 0.0 30.1 0.0 0.0 30.1 24.5 1.8 39.9 22.4 12.7 7.2 2.0 0.4 3.8 3.8 0.0 0.0 0.0 13.3 0.5 3.7 2.9 0.0 0.8 0.0 100.0
2006 95.8 58.3 0.0 31.1 2.6 0.0 28.6 25.5 1.6 37.5 21.2 11.8 6.9 2.0 0.5 3.9 3.9 0.0 0.0 0.0 11.9 0.5 4.2 3.3 0.0 0.9 0.0 100.0
2007 95.6 58.9 0.0 31.4 4.1 0.0 27.3 26.4 1.1 36.7 20.6 11.3 6.5 2.2 0.5 4.5 4.5 0.0 0.0 0.0 11.2 0.4 4.4 3.5 0.0 0.9 0.0 100.0
2008 95.3 58.8 0.0 30.6 4.4 0.0 26.2 27.2 0.9 36.5 20.6 11.1 6.6 2.4 0.5 5.1 5.1 0.0 0.0 0.0 10.4 0.4 4.7 3.8 0.0 1.0 0.0 100.0
2009 94.5 58.1 0.0 29.5 4.6 0.0 24.9 27.7 0.9 36.5 20.8 11.1 6.8 2.4 0.6 5.5 5.5 0.0 0.0 0.0 9.7 0.4 5.5 4.6 0.0 0.9 0.0 100.0
97.5 56.4 0.0 30.9 0.0 0.0 30.9 23.1 2.4 41.1 22.4 13.0 7.1 1.8 0.4 3.3 3.3 0.0 0.0 0.0 14.8 0.6 2.5 2.5 0.0 0.0 0.0 100.0
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 9
Sales of Beauty and Personal Care by Sector and by Distribution Format: % Analysis 2009
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Store-Based Retailing Grocery Retailers Discounters Small Grocery Retailers Convenience Stores Forecourt Retailers Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Beauty Specialist Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Retailers Non-Store Retailing Direct Selling Homeshopping Internet Retailing Vending Total
98.9 56.1 0.0 23.1 4.0 0.0 19.1 33.0 0.0 42.8 18.0 5.0 10.0 0.0 3.0 14.1 14.1 0.0 0.0 0.0 8.7 2.0 1.1 0.8 0.0 0.3 0.0 100.0 HC
98.4 65.7 0.0 29.2 6.3 0.0 22.9 36.0 0.4 32.8 19.8 19.8 0.0 0.0 0.0 7.0 7.0 0.0 0.0 0.0 6.0 0.0 1.5 1.5 0.0 0.0 0.0 100.0 MG 97.1 68.9 0.0 34.6 6.2 0.0 28.5 34.2 0.1 28.3 12.3 6.3 0.1 5.7 0.2 6.3 6.3 0.0 0.0 0.0 9.6 0.0 2.9 2.4 0.0 0.5 0.0
64.8 23.0 0.0 2.0 0.0 0.0 2.0 21.0 0.0 41.8 24.5 24.5 0.0 0.0 0.0 10.0 10.0 0.0 0.0 0.0 5.3 2.0 35.2 32.2 0.0 3.0 0.0 100.0 OC 99.9 62.9 0.0 38.3 4.8 0.0 33.5 22.5 2.1 37.0 23.0 0.0 17.0 6.0 0.0 0.0 0.0 0.0 0.0 0.0 14.0 0.0 0.1 0.1 0.0 0.0 0.0
87.9 40.3 0.0 4.5 0.0 0.0 4.5 35.8 0.0 47.6 27.0 26.7 0.3 0.0 0.0 9.0 9.0 0.0 0.0 0.0 11.6 0.0 12.1 11.5 0.0 0.6 0.0 100.0 SKC 82.5 29.0 0.0 8.5 2.0 0.0 6.5 20.5 0.0 53.5 30.4 28.0 2.4 0.0 0.0 12.5 12.5 0.0 0.0 0.0 8.6 2.0 17.5 14.5 0.0 3.0 0.0
100.0 53.5 0.0 32.5 2.0 0.0 30.5 21.0 0.0 46.5 0.0 0.0 0.0 0.0 0.0 9.5 9.5 0.0 0.0 0.0 37.0 0.0 0.0 0.0 0.0 0.0 0.0 100.0 SUC 97.4 51.0 0.0 18.0 6.0 0.0 12.0 33.0 0.0 46.4 29.0 27.0 2.0 0.0 0.0 16.0 16.0 0.0 0.0 0.0 1.4 0.0 2.6 2.0 0.0 0.6 0.0
63.0 12.0 0.0 0.0 0.0 0.0 0.0 12.0 0.0 51.0 24.0 24.0 0.0 0.0 0.0 16.0 16.0 0.0 0.0 0.0 11.0 0.0 37.0 29.8 0.0 7.2 0.0 100.0 SK 99.0 69.5 0.0 22.0 3.0 0.0 19.0 46.2 1.3 29.5 15.0 15.0 0.0 0.0 0.0 4.5 4.5 0.0 0.0 0.0 10.0 0.0 1.0 0.0 0.0 1.0 0.0
Store-Based Retailing Grocery Retailers Discounters Small Grocery Retailers Convenience Stores Forecourt Retailers Independent Small Grocers Supermarkets/Hypermarkets Other Grocery Retailers Non-Grocery Retailers Health and Beauty Retailers Beauty Specialist Retailers Chemists/Pharmacies Parapharmacies/Drugstores Other Health and Beauty Retailers Mixed Retailers Department Stores Mass Merchandisers Variety Stores Warehouse Clubs Outdoor Markets Other Non-Grocery Retailers Non-Store Retailing Direct Selling Homeshopping Internet Retailing Vending
98.8 71.5 0.0 36.6 6.0 0.0 30.6 34.5 0.4 27.3 14.3 11.0 0.9 0.2 2.2 6.0 6.0 0.0 0.0 0.0 7.0 0.0 1.2 0.7 0.0 0.5 0.0
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Total
Source: Key:
100.0
100.0
100.0
100.0
100.0
100.0
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates BC = Baby care; BS = Bath and shower products; CC = Colour cosmetics; D = Deodorants; DP = Depilatories; F = Fragrances; HC = Hair care; MG = Men's grooming products; OC = Oral Care; SKC = Skin care; SUC = Sun care; SK = Sets/Kits
2009 Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care Excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Beauty and Personal Care
Source: Note 1: Note 2:
2010 259.9 1,375.2 555.8 106.4 6.8 369.1 2,671.1 436.9 3,921.8 3,921.8 1,288.9 133.2 147.7 653.4 11,154.9
2011 273.1 1,431.2 645.0 113.2 7.2 413.1 2,767.3 466.9 4,133.3 4,133.3 1,447.9 151.0 165.4 754.6 11,879.7
2012 289.4 1,486.7 753.5 120.4 7.6 459.1 2,871.1 501.3 4,349.2 4,349.2 1,638.8 171.8 186.9 875.2 12,679.6
2013 308.3 1,541.4 887.7 127.9 7.9 506.6 2,973.5 539.2 4,559.1 4,559.1 1,866.3 196.0 214.0 1,021.4 13,547.3
2014 329.5 1,594.8 1,055.5 135.5 8.3 555.7 3,076.7 580.1 4,751.4 4,751.4 2,138.8 224.5 248.3 1,199.6 14,490.8
249.5 1,319.7 483.0 100.1 6.5 327.8 2,580.4 410.6 3,709.8 3,709.8 1,156.1 117.8 134.3 566.8 10,490.7
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates Premium cosmetic sales are additionally included within Baby care, Bath & shower products, Deodorants, Colour cosmetics, Hair care, Fragrances, Skin care and Sun care Sum of sectors is greater than market size because the four Men's toiletries subsectors are included in Men's grooming products as well as in Deodorants, Skin care, Bath and shower products and Hair care
Table 11
Forecast Sales of Beauty and Personal Care by Sector: % Value Growth 2009-2014
% constant value growth 2009-14 CAGR Baby Care Bath and Shower Colour Cosmetics Deodorants Depilatories Fragrances Hair Care Men's Grooming Oral Care Oral Care Excl Power Toothbrushes Skin Care Sun Care Sets/Kits Premium Cosmetics Beauty and Personal Care
Source: Note 1: Note 2:
2009/14 TOTAL 32.0 20.8 118.5 35.4 27.8 69.5 19.2 41.3 28.1 28.1 85.0 90.5 84.9 111.6 38.1
5.7 3.9 16.9 6.3 5.0 11.1 3.6 7.2 5.1 5.1 13.1 13.8 13.1 16.2 6.7
Official statistics, trade associations, trade press, company research, trade interviews, Euromonitor International estimates Premium cosmetic sales are additionally included within Baby care, Bath & shower products, Deodorants, Colour cosmetics, Hair care, Fragrances, Skin care and Sun care Sum of sectors is greater than market size because the four Men's toiletries subsectors are included in Men's grooming products as well as in Deodorants, Skin care, Bath and shower products and Hair care
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2009 Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics
Source: Note:
2010 3.9 27.5 125.1 6.6 161.9 77.5 234.6 12.7 3.7 653.4
2011 4.4 30.1 148.4 7.1 186.7 91.3 267.9 14.5 4.3 754.6
2012 5.2 32.7 177.1 7.7 213.4 109.1 308.1 16.7 5.2 875.2
2013 6.2 35.5 213.0 8.3 241.1 127.9 363.9 19.2 6.4 1,021.4
2014 7.6 38.3 258.6 8.9 269.9 147.7 438.4 22.2 7.9 1,199.6
3.5 25.1 105.8 6.1 139.5 64.5 208.1 11.1 3.2 566.8
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Premium cosmetic sales are additionally included within Baby care, Bath & shower products, Deodorants, Colour cosmetics, Hair care, Fragrances, Skin care and Sun care
Table 13
% constant value growth 2009-14 CAGR Premium Baby Care Premium Bath and Shower Premium Colour Cosmetics Premium Deodorants Premium Fragrances Premium Hair Care Premium Skin Care Premium Sun Care Premium Sets/Kits Premium Cosmetics
Source: Note:
2009/14 TOTAL 116.9 52.6 144.5 46.5 93.5 128.9 110.7 100.7 146.5 111.6
16.8 8.8 19.6 7.9 14.1 18.0 16.1 14.9 19.8 16.2
Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates Premium cosmetic sales are additionally included within Baby care, Bath & shower products, Deodorants, Colour cosmetics, Hair care, Fragrances, Skin care and Sun care
APPENDIX
Bo Ket : Vietnamese for Chinese Honey Locus which is believed to be a good nutritional source for hair. It helps to maintain the hairs appearance, keeping it smooth and shiny.
DEFINITIONS
This report analyses the market for Beauty & Personal Care in Vietnam. For the purposes of the study, the market has been defined as follows: Baby care Bath and shower Colour cosmetics Deodorants Depilatories
Euromonitor International
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Vietnam
Fragrances Hair care Men's grooming products Oral care Skin care Sun care Sets/Kits
Euromonitor International
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Vietnam
Phu Nu Online Newspaper Sai Gon Marketing Magazine Online Saigon Marketing Magazine Online Saigon Times Weekly Sify.com Soap Perfumery & Cosmetics South Information Net Thegioidep.vn Thoi bao kinh te VN Tuoi Tre Newspaper Online Vietnam Agency Vietnam Economy News Online Vietnam News vietnamnet.vn
Source: Euromonitor International
Euromonitor International
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