Competitive Landscape
Unilever Sustains Lead as Local Brands Gain Visibility
Bath and shower in Vietnam remains concentrated, with Unilever Vietnam International holding a significant lead at 34% value share in 2025. However, the landscape became incrementally less concentrated over the past five years, as Unilever’s share declined from 39% in 2020 to its current level.
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Overview:
Understand the latest market trends and future growth opportunities for the Bath and Shower 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 Bath and Shower 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 Bath and Shower 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 Bath and Shower in Vietnam?
- Which are the leading brands in Vietnam?
- How are products distributed in Vietnam?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Bath and Shower in Vietnam - Category analysis
Key Data Insights
Inclusivity and Targeted Solutions Drive Growth in Bath and Shower
Inclusivity and Targeted Solutions Drive Growth in Bath and Shower
Cocoon Attracts Urban Shoppers with Clean, Vegan Shower Gel
Leveraging the Digital Consumer Journey to Drive Sales
Brands to Intensify Natural and Premium Launches as Wellness Rises
Local and Global Players to Drive Clean Labels
Unilever Sustains Lead as Local Brands Gain Visibility
Mini-Supermarkets and Modern Trade Chains Sustain Leadership
Lifebuoy and Circle K Partnership Drives Loyalty with Experiential Rewards
E-Commerce Makes Further Gains Supported by Social Platforms
Beauty and Personal Care in Vietnam - Industry Overview
Digital-First Launches Accelerate Social Commerce-Driven Growth
Key Data Insights
Digital-First Launches Accelerate Social Commerce-Driven Growth
Skin Care Brands Use Science-Backed Actives to Boost Trust
Regulatory Scrutiny Shifts Influencer-Led Launches toward Trust and Compliance
Premiumisation to Reshape Consumer Routines and Spending
Social Commerce and Ingredient Transparency to Drive New Purchasing Habits
L’Oréal Strengthens Leadership as Local Rivals Remain Niche
Offline Specialists and Modern Grocers Sustain Shopper Trust and Trial
Retail E-Commerce Accelerates Value as Social Commerce Scales Launches
Retail Collaborations and Omnichannel Launches Redefine Shopper Engagement
Country Reports Disclaimer
The following categories and subcategories are included:
Bath and Shower
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
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- Intimate Washes
- Intimate Wipes
- Liquid Soap
Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and body powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a giftset these products are excluded.
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 Bath and Shower research and analysis database.
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