Away-from-home tissue and hygiene in Vietnam maintained robust growth in 2025, with value sales rising 6% to VND761.4 billion, outperforming the regional context and continuing the post-pandemic rebound observed since 2022. This performance was underpinned by the sustained reopening of offices, restaurants, cafés, clinics, and schools, which drove up demand for affordable hygiene solutions as public activity and institutional hygiene requirements increased. The Vietnamese population continues on
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Overview:
Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Away-From-Home Tissue and Hygiene industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Away-From-Home Tissue and Hygiene in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Away-From-Home Tissue and Hygiene in Vietnam?
- Which are the leading brands in Away-From-Home Tissue and Hygiene in Vietnam?
- How are products distributed in Away-From-Home Tissue and Hygiene in Vietnam?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Away-From-Home Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Away-From-Home Tissue and Hygiene in Vietnam - Category analysis
Key Data Insights
Top Gia Leverages Tiktok to Drive Bulk Tissue Sales
Top Gia Leverages Tiktok to Drive Bulk Tissue Sales
Unicharm Capitalises on Demand for Affordable Multi-Packs
Diana Boosts Multi-Pack Menstrual Pants through Tiktok Promotions
Government Campaigns and Tourism Set to Fuel Growth
Low-Cost Brands and Digital Platforms Set to Shape Future Purchasing Behaviours
Tissue Products Retain Lead as Hygiene Innovations Create New Opportunities
Horeca Channel Boosts Tissue Demand as Tourism Rebounds
Tourism Stimulus Programmes Drive Rapid Growth in Service Venues
Tissue and Hygiene in Vietnam - Industry Overview
Diana Unicharm Leverages Eco-Friendly Innovation to Drive Growth
Key Data Insights
Diana Unicharm Leverages Eco-Friendly Innovation to Drive Growth
Bobby Engages Mothers through Tiktok to Drive Digital Sales
Sustainable Launches Target Eco-Conscious Consumers
Increasing Focus on Sustainability, Health and Comfort Set to Shape the Market
Market Being Shaped by Rapidly Ageing Population
Eco-Friendly Features and Premium Claims Redefine Brand Value
Diana Sustains Lead through Innovation and Targeted Marketing
Emerging Rivals Challenge Diana Jsc and Kimberly-Clark
E-Commerce and Premiumisation Accelerate Value and Drive Consumer Loyalty
Supermarkets and E-Commerce Capture Share as Shopping Shifts Online
Shopee and Tiktok Shop Win Shoppers with Bundle Deals and Livestreams
Con Cung and Winmart Expand Reach through Store Networks and Product Diversity
Country Reports Disclaimer
The following categories and subcategories are included:
Away-From-Home Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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