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Consumer appliances benefits from rising urbanisation and higher disposable incomes
Consumer appliances experienced robust retail volume growth in 2025, driven by rising incomes and urbanisation. The industry was also marked by a steady shift towards energy-efficient and smart appliances, driven by increasing environmental awareness, reinforced by government regulations and the rising cost of energy. The competitive landscape remained moderately concentrated, with the top players retaining their lead despite the expansion of smaller brands. To succeed, manufacturers are betting on innovative technologies, extensive distribution networks, and strong brand recognition, while leveraging both offline and online sales channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Appliances 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Dishwashers
- Home Laundry Appliances
- Large Cooking Appliances
- Microwaves
- Refrigeration Appliances
- Air Treatment Products
- Food Preparation Appliances
- Personal Care Appliances
- Small Cooking Appliances
- Vacuum Cleaners
If you're in the Consumer Appliances 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 Consumer Appliances 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 Consumer Appliances in Vietnam?
- Which are the leading brands in Vietnam?
- How are products distributed in Vietnam?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Consumer Appliances in Vietnam
Consumer appliances benefits from rising urbanisation and higher disposable incomes
Chart 1 Key Trends 2025
Rising incomes and urbanisation drive growth for consumer appliances
Smart and AI-powered technologies transform appliance functionality
Chart 2 Samsung AI-Driven Smart Refrigeration Redefines Convenience
Demand for energy efficiency boosts sales of sustainable consumer appliances
Chart 3 Power-Saving Casper XC-09IU38 Attracts Consumers at Only VND9.5 Million
Influencer marketing and social media drive growth for consumer appliances
Rising incomes and urbanisation set to fuel growth in consumer appliances
Chart 4 Analyst Insight
Appliances and electronics specialists to maintain lead despite rise in e-commerce
Convenience, wellness and sustainability to shape future demand for smart appliances
Chart 5 Growth Decomposition of Consumer Appliances 2024-2029
Panasonic and Philips lead, but local and other international players impact share dynamics
Appliances and electronics specialists dominates offline sales with a wide product range
Chart 6 Real GDP Growth and Inflation 2020-2030
Chart 7 PEST Analysis in Vietnam 2025
Chart 8 Key Insights on Consumers in Vietnam 2025
Chart 9 Consumer Landscape in Vietnam 2025
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Dishwashers in Vietnam
KEY DATA FINDINGS
Demand for dishwashers continues to expand from a small base
Chart 10 Key Trends 2025
Rising incomes fuel demand for convenient home appliances
Sustainability drives innovation in dishwasher designs
Chart 11 LG Launches New Version of its QuadWash TrueSteam Dishwasher
AI-powered dishwashers are emerging as demand for convenience rises
Chart 12 Comfee Dishwasher Stands Out with its Advanced AI Heat Dry technology
Dishwashers expected to continue expanding as disposable incomes rise
Chart 13 Analyst Insight
Smart technologies and sustainability will continue shaping innovation
Omnichannel retailing will contribute to improved dishwasher penetration
BSH Hausgeräte GmbH retains its lead in dishwashers
Bosch drives premiumisation in dishwashers
Chart 14 Bosch Brings European Premium Products to Vietnamese Kitchens
Opportunities for expansion for new and existing players in dishwashers
Appliances and electronics specialists dominates distribution
Home Laundry Appliances in Vietnam
KEY DATA FINDINGS
More households are opting for energy-efficient home laundry appliances
Chart 15 Key Trends 2025
Demand for automatic washing machines benefits from rising disposable incomes
Demand for sustainability is growing, increasingly becoming a standard in Vietnam
Chart 16 LG AI DD 2.0 Inverter with Inverter Direct Drive Makes an Impression in Vietnam
Smart and AI-powered technologies drive innovation
Chart 17 AQUA COLOR AI Washing Machine (Model AW12-BD4377U1L) Appeals in Vietnam
Consumers expected to prioritise sustainable laundry appliances
Smart appliances to continue gaining traction as consumer expectations rise
Chart 18 Analyst Insight
Retail e-commerce expected to drive sales growth through innovative retail strategies
Samsung and Toshiba lead with an established brand presence, while Hisense grows
Consumer segmentation exemplified by Samsung launch
Appliances and electronics specialists leads with extensive outlet networks and services
Large Cooking Appliances in Vietnam
KEY DATA FINDINGS
Rising standard of living boosts demand for large cooking appliances
Chart 19 Key Trends 2025
Premiumisation drives demand for built-in cooking appliances
Chart 20 Sunhouse Introduces Mama MMB52025BN-PRO in Vietnam
Smart large cooking appliances with energy-efficient features drive demand
More consumers opt for convenient and customised large cooking appliances
Chart 21 Comfee AI Knob CIH-52DHP Introduces Convenient AI-Powered Induction Hob
Shifting consumer preferences will continue driving demand for large cooking appliances
Chart 22 Analyst Insight
Smart, energy-efficient large cooking appliances expected to continue to gain traction
Retail e-commerce will emerge as an increasingly important distribution channel
Sunhouse Group JSC leads with strong manufacturing and distribution
Retail e-commerce drives growth, driven in part by the emergence of social commerce
Microwaves in Vietnam
KEY DATA FINDINGS
Microwaves benefits from increased consumer demand for convenience
Chart 23 Key Trends 2025
Busy lifestyles drive demand, with premium products increasingly favoured
Chart 24 The Mirror Lake Microwave MW3-EG26PE(BM)VN is Crafted Based on the Takumi Spirit
Demand for sustainable microwaves is increasing
Chart 25 Xiaomi Mijia 20-litre Energy-Saving Microwave Focuses on Energy Saving
Compact and multifunctional products are favoured in urban areas
Chart 26 Bear WBL-H20S2 20L Turntable-Free Microwave
Multifunctional, aesthetic microwaves will become more accessible as demand rises
Mandatory labelling for microwaves will intensify the competition
Chart 27 Analyst Insight
Retail e-commerce will support expansion for niche brands targeting young consumers
Sharp maintains its lead, although the competition intensifies
Offline retail channels remain dominant despite e-commerce growth
Refrigeration Appliances in Vietnam
KEY DATA FINDINGS
Localised offerings emerge as an important differentiating tool
Chart 28 Key Trends 2025
Rising living standards increase demand for basic refrigeration appliances in rural areas
Chart 29 Panasonic’s Harmony + Edition Aims to Address Evolving Lifestyles
Rising cost of electricity drives demand for energy-efficient refrigerators
Smart and AI-powered refrigeration appliances are emerging in Vietnam
Rising urbanisation will continue supporting demand for refrigeration appliances
Mandatory labelling will continue to accelerate the adoption of energy-efficient products
Chart 30 Analyst Insight
Demand for smart and AI-powered refrigeration appliances expected to accelerate
Chart 31 Samsung AI-Driven Smart Refrigeration Appliances Attract Tech-savvy Consumers
Samsung maintains its lead through innovation and marketing efforts
Appliances and electronics specialists dominates distribution
Air Conditioners in Vietnam
KEY DATA FINDINGS
Rising demand for smart and energy-efficient air conditioners
Chart 32 Key Trends 2025
Rural demand and innovation drive growth, with premiumisation reshaping the landscape
Chart 33 Panasonic Launches 2025 XU Air Conditioner with Real-Time Air Quality Alerts
More consumers turn to energy-efficient air conditioners as electricity costs rise
Chart 34 Power-Saving Casper XC-09IU38, Available at Only VND9.5 Million, Attracts Consumers
Smart and AI-powered air conditioners gain traction amongst affluent consumers
Chart 35 Samsung Launches the Bespoke AI Wind-Free Combo Gallery with AI Comfort
Rural demand and innovation to drive sales growth in the forecast period
Energy-efficient air conditioners to continue expanding as government intensifies scrutiny
Chart 36 Analyst Insight
AI-powered features to increasingly target health-conscious consumers
Leading players maintain dominance through innovation and marketing
Portfolio expansion, promotions, and greater retail visibility drive the continued rise of Casper
Appliances and electronics specialists still dominates, despite the rise of retail e-commerce
Food Preparation Appliances in Vietnam
KEY DATA FINDINGS
Influencers and social media contribute to growth for food preparation appliances
Chart 37 Key Trends 2025
Consumers drive demand for versatile and health-oriented appliances
Health and wellness focus shapes demand in urban areas
Chart 38 Hurom E50ST Slow Juicer Preserves Vitamins, Enzymes, and Nutrients.
Portable and multifunctional blenders gain popularity
Chart 39 Jenniferoom Portable Blender 75W 2000mAh JRK-BLP101 by Lock &Lock
Multifunctional food preparation appliances likely to drive demand
Chart 40 Analyst Insight
Connected food preparation appliances expected to gain momentum
Food preparation appliances anticipated to become lifestyle products
Philips Electronics Vietnam Co Ltd strengthens its lead
Brands turn to social media to raise their profile and drive sales
Chart 41 Thu Nhi Eat Clean’s Promotion of the Milk Nut Blender on TikTok
Influencers and social media drive growth for retail e-commerce despite offline dominance
Personal Care Appliances in Vietnam
KEY DATA FINDINGS
Rising disposable incomes drive demand for personal care appliances
Chart 42 Key Trends 2025
Influencer marketing drives growth for hair care appliances
Chart 43 Masuto Collaborates With Multiple KOLs to Promote Brand Awareness and Sales
Smart and AI-powered technology enhance the user experience
Multifunctionality and compact design drive consumer preference
Chart 44 The Philips Sonicare ProtectiveClean 5300 Upgrades Users’ Experience
Health and wellbeing and advanced features set to drive growth through premiumisation
Chart 45 Analyst Insight
Social media and e-commerce will shape the future of sales
Multifunctional, smart appliances set to increase in popularity
Panasonic Vietnam Co Ltd leads with innovative products
E-commerce platforms drive sales growth with convenience and promotions
Small Cooking Appliances in Vietnam
KEY DATA FINDINGS
Small cooking appliances sees growth as incomes rise and influencers drive sales
Chart 46 Key Trends 2025
Small cooking appliances benefits from increased visibility on social media
Health and wellness is shaping demand for small cooking appliances
Chart 47 OCOO Nutrient-Preserving Cooker
AI-powered products drive innovation in small cooking appliances
Chart3 AI-Driven Smart Cooking with Philips Airfryer 5000 Series XXL Connected
Increasing disposable incomes to fuel demand for small cooking appliances
Chart 48 Analyst Insight
Smart and multifunctional products anticipated to see rising demand
Retail e-commerce and social media to drive sales and product innovation
Sharp maintains its lead through targeted offerings
E-commerce platforms drive growth with aggressive promotions
Vacuum Cleaners in Vietnam
KEY DATA FINDINGS
Demand for vacuum cleaners continues to rise from a small base
Chart 49 Key Trends 2025
Rising health and wellness focus supports demand for vacuum cleaners
Social media is increasingly shaping demand for vacuum cleaners
Chart 50 Duy Luân D? Thuong, a Famous KOL, Boosts Sales of Vacuum Cleaners
Smart vacuum cleaners shaped by AI-powered models
Chart 51 Samsung Upgrades its Model with the Introduction of Bespoke AI Jet Ultra in 2025
Handheld vacuum cleaners expected to remain the fastest growing category
Chart 52 Analyst Insight
AI-powered robotic vacuum cleaners will continue to gain momentum
Marketing campaigns likely to prioritise social media platforms
Hitachi maintains its leadership through innovation
Dreame capitalises on the growth of robotic vacuum cleaners
Chart 53 Dreame Aqua 10 Pro Advanced AI-Powered Robotix Entered Vietnam in 2025
More brands are turning to social commerce and direct-to-consumer to boost sales
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Consumer Appliances
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- Built-In Major Appliances
- Freestanding Major Appliances
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- Built-in Dishwashers
- Freestanding Dishwashers
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- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
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- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
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- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
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- Built-in Large Cooking Appliances
- Freestanding Large Cooking Appliances
- Built-in Hobs
- Ovens
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- Built-in Cooker Hoods
- Freestanding Cooker Hoods
- Cookers
- Range Cookers
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- Built-in Microwaves
- Freestanding Microwaves
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- Built-in Refrigeration Appliances
- Freestanding Refrigeration Appliances
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- Built-in Electric Wine Coolers/Chillers
- Freestanding Electric Wine Coolers/Chillers
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- Built-in Freezers
- Freestanding Freezers
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- Built-in Fridge Freezers
- Freestanding Fridge Freezers
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- Built-in Fridges
- Freestanding Fridges
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- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
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- Air Purifiers
- Air Coolers
- Cooling Fans
- Dehumidifiers
- Humidifiers
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- Air to Water Heat Pumps
- Ground Source Heat Pumps
- Other Heat Pumps
- Small Heating Appliances
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- Blenders
- Food Processors
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- Centrifugal Juicers
- Slow Juicers
- Mixers
- Other Food Preparation Appliances
- Irons
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- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
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- Breadmakers
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- Espresso Coffee Machines
- Filter Coffee Machines
- Other Standard Coffee Machines
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- Hard Pods
- Soft Pods
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- Coffee Mills
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- Air Fryers
- Oil Based Fryers
- Electric Grills
- Electric Steamers
- Freestanding Hobs
- Kettles
- Rice Cookers
- Slow Cookers
- Other Small Cooking Appliances
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- Cylinder Vacuum Cleaners
- Handheld Vacuum Cleaners
- Stick Vacuum Cleaners
- Upright Vacuum Cleaners
- Steam Vacuum Cleaners
- Robotic Vacuum Cleaners
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Consumer Appliances
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.
See all of our definitions
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This report originates from Passport, our Consumer Appliances research and analysis database.
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