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Consumers Seek Products That Provide Additional Benefits
The home care market in Vietnam demonstrated steady growth in 2025. Retail value sales rose by 3%?in current terms to VND47,906 billion, driven by increasing consumer spending power and attention to hygiene and cleanliness. The market is expected to continue growing, driven by rising hygiene awareness, higher living standards, and evolving household habits. Consumers are increasingly seeking convenient, effective, and time-saving products made with natural or bio-based ingredients. To succeed in this market, brands should focus on innovating and adapting to changing consumer preferences, leveraging e-commerce channels, and providing transparency, certification, and natural ingredients.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care 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:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care 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 Home Care 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 Home Care in Vietnam?
- Which are the leading brands in Home Care in Vietnam?
- How are products distributed in Home Care 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 Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Vietnam
Consumers Seek Products That Provide Additional Benefits
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Chart 2 Analyst Insight for Home Care
Consumers Seek Products That Provide Additional Benefits
Healthier Formats and Ingredients Gain Traction among Consumers
Chart 3 Sunlight Leads the Vietnam Market with Its Bio-Care Formula Made From 100% Natural Ingredients
Convenience and Value Drive Sales across Key Categories
Chart 4 Value Sales of Home Care 2020-2030
Chart 5 Volume Sales of Home Care 2020-2030
Chart 6 Value Sales of Home Care by Category 2025
Consumers Drive Growth with Eco-Friendly and Convenient Products
Chart 7 Unilever Sunlight Introduced Its Multi-Purpose Cream Cleaner
Local and Small Brands Lead Sustainability Trend with Innovative Products
E-Commerce and Social Media to Boost Local Brand Visibility
Chart 8 Forecast Value Sales of Home Care 2020-2030
Chart 9 Forecast Value Sales of Home Care by Category 2025-2030
Unilever and Procter & Gamble Lead with Innovation
Mood-Boosting Ingredients Drive Innovation in Home Care Products
Chart 10 Hygiene Wins Vietnamese Consumers with Its Long-Lasting Floral Scent
Health and Wellness Trend Fuels Demand for Natural Ingredients
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Small Local Grocers Leads, While E-Commerce Gains Traction
Rapid Expansion of Retail E-Commerce
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real Gdp Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Vietnam
Key Data Insights
Steady Growth Driven by Rising Incomes and New Launches
Chart 21 Key Industry Trends for Air Care
Steady Growth Driven by Rising Incomes and New Launches
Chart 22 Analyst Insight for Air Care
Lix Drives Sales with New Mood-Boosting Scents
Chart 23 Lixco Launched New Air Care Sprays in 2025 with Multiple Scent Options
Personalisation and Health Concerns Shape Consumer Choices
Chart 24 Value Sales of Air Care 2020-2030
Chart 25 Volume Sales of Air Care 2020-2030
Chart 26 Value Sales of Air Care by Category 2025
Rising Incomes and New Launches Drive Air Care Growth
Spray/Aerosol Air Fresheners to Remain Largest Category in 2030
Digital Storytelling and Natural Ingredients to Shape Future Sales
Chart 27 Forecast Value Sales of Air Care 2020-2030
Chart 28 Forecast Value Sales of Air Care by Category 2025-2030
Glade and Ambi-Pur Dominate with Strong Brand Presence
Chart 29 Glade x Sanrio collaboration excites Vietnamese consumers in 2025
No Significant Mergers or Acquisitions, Limited New Entrants
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Grocery Retailers Dominate Air Care Sales with Wide Product Range
Retail E-Commerce Gains Traction with Convenience and Promotions
No New Emerging Retail Brands or Concepts in 2026
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real Gdp Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Vietnam
Key Data Insights
Stable Growth Amid Evolving Consumer Preferences and Natural Disasters
Chart 40 Key Industry Trends for Bleach
Stable Growth Amid Evolving Consumer Preferences and Natural Disasters
My H?o Javel Boosts Sales with E-Commerce and Viral Content
Chart 41 My Hao Boosting 4Kg Bottle during 2025 with Cleaning Guideline
E-Commerce and Social Media Drive Bleach Sales
Chart 42 Value Sales of Bleach 2020-2030
Chart 43 Volume Sales of Bleach 2020-2030
Local Brands Drive Growth with E-Commerce and Product Innovation
Demand for More Appealing Scents
E-Commerce to Remain a Key Channel for Bleach Sales Growth
Chart 44 Forecast Value Sales of Bleach 2020-2030
Chart 45 Analyst Insight for Bleach
My H?o Cosmetics Co?Ltd Maintains Lead with Affordable Products and E-Commerce
No Significant Mergers or New Product Launches Expected
Chart 46 Company Shares of Bleach 2025
Chart 47 Brand Shares of Bleach 2025
Grocery Retailers Remain Dominant Channel for Bleach Sales
Retail E-Commerce Gains Traction with Viral Content and Promotions
E-Commerce to Remain Key Channel for Future Growth
Chart 48 Retail Channels for Bleach 2020-2025
Chart 49 Economic Context for Bleach
Chart 50 Real Gdp Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Bleach
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Dishwashing in Vietnam
Key Data Insights
Go! and Lix Collaboration Drives Sales Growth through Affordability
Chart 56 Key Industry Trends for Dishwashing
Go! and Lix Collaboration Drives Sales Growth through Affordability
Chart 57 Go! and Lixco Collaboration: Boosting Private Label Products to Excite Economical Consumers
Sunlight Introduces Bio-Care Formula to Drive Health Trend
Scent Innovation Makes Cleaning More Enjoyable and Differentiated
Chart 58 Value Sales of Dishwashing 2020-2030
Chart 59 Volume Sales of Dishwashing 2020-2030
Chart 60 Value Sales of Dishwashing by Category 2025
Unilever Drives Eco-Friendly Trend with Plant-Based Innovations
Automatic Dishwashing to Outpace Hand Dishwashing Growth
E-Commerce Continues to Drive Sales with Exclusive Online Offers
Chart 61 Forecast Value Sales of Dishwashing 2020-2030
Chart 62 Forecast Value Sales of Dishwashing by Category 2025-2030
Chart 63 Analyst Insight for Dishwashing
Unilever Maintains Lead through Sustainability and Innovation
Chart 64 Sunlight Leads the Vietnam Market with Its Bio-Care Formula Made From 100% Natural Ingredients
Unilever and Go! Drive Innovation with Sustainable and Affordable Solutions
Chart 65 Company Shares of Dishwashing 2025
Chart 66 Brand Shares of Dishwashing 2025
Small Local Grocers Dominates, but Modern Retail Formats Expand Store Networks
Retail E-Commerce Drives Sales with Online Exclusives and Promotions
Chart 67 Retail Channels for Dishwashing 2020-2025
Chart 68 Economic Context for Dishwashing
Chart 69 Real Gdp Growth 2020-2030
Chart 70 Inflation 2020-2030
Chart 71 Consumer Context for Dishwashing
Chart 72 Population 2020-2030
Chart 73 Consumer Expenditure 2020-2030
Chart 74 Population by Generation 2025
Home Insecticides in Vietnam
Key Data Insights
Dengue Fever Outbreak Fuels Demand for Effective Solutions
Chart 75 Key Industry Trends for Home Insecticides
Chart 76 Analyst Insight for Home Insecticides
Dengue Fever Outbreak Fuels Demand for Effective Solutions
Spray/Aerosol Is the Largest Category
Health and Wellness Trend Drives Demand for Natural and Unscented Products
Chart 77 Jumbo Vape Mosquito Repellent Kit Expanding in Vietnam during 2025
Chart 78 Value Sales of Home Insecticides 2020-2030
Chart 79 Volume Sales of Home Insecticides 2020-2030
Chart 80 Value Sales of Home Insecticides by Category 2025
Consumers Drive Growth with Health and Wellness Focus
Electric Insecticides Lead Growth with Innovative Designs
Modern Retail Channels and E-Commerce to Drive Sales
Chart 81 Forecast Value Sales of Home Insecticides 2020-2030
Chart 82 Forecast Value Sales of Home Insecticides by Category 2025-2030
Fumakilla and Sc?Johnson Maintain Lead through Innovation
Chart 83 Jumbo Vape G1 Unscented Insect Spray Launched in 2025 for Sensitive Houses
Urban Pest Control Drives Innovation
Health and Wellness Shaping New Product Development
Chart 84 Company Shares of Home Insecticides 2025
Chart 85 Brand Shares of Home Insecticides 2025
Physical Stores Dominate Sales through Convenience and Proximity
E-Commerce Gains Traction with Competitive Pricing and Convenience
Modern Retail to Gain Share
Chart 86 Retail Channels for Home Insecticides 2020-2025
Chart 87 Economic Context for Home Insecticides
Chart 88 Real Gdp Growth 2020-2030
Chart 89 Inflation 2020-2030
Chart 90 Consumer Context for Home Insecticides
Chart 91 Population 2020-2030
Chart 92 Consumer Expenditure 2020-2030
Chart 93 Population by Generation 2025
Laundry Care in Vietnam
Key Data Insights
Steady Growth Driven by Hygiene Standards and Washing Machine Ownership
Chart 94 Key Industry Trends for Laundry Care
Steady Growth Driven by Hygiene Standards and Washing Machine Ownership
Chart 95 Analyst Insight for Laundry Care
Laundry Detergents Dominates Sales Amid Evolving Consumer Preferences
Mood-Boosting Ingredients and Evolving Product Formats Drive Innovation
Chart 96 Hygiene Wins Vietnamese Consumers with Its Long-Lasting Floral Scent
Chart 97 Value Sales of Laundry Care 2020-2030
Chart 98 Volume Sales of Laundry Care 2020-2030
Chart 99 Value Sales of Laundry Care by Category 2025
Rising Hygiene Standards and Income to Drive Future Growth
Laundry Detergents to Remain Dominant Amid Multifunctionality Trend
Chart 100 Lix Introduce 3 in 1 Detergent and Fabric Softeners Tablet
E-Commerce and Specialised Products to Shape Future Landscape
Chart 101 Forecast Value Sales of Laundry Care 2020-2030
Chart 102 Forecast Value Sales of Laundry Care by Category 2025-2030
Unilever Maintains Lead through Innovation and Diverse Offerings
Chart 103 Lixco’S New-Generation Offerings in 2025 Included the Launch of the Color-Protect Liquid Detergent –
Stable Market Structure with Limited New Entrants and No Major Mergers
Chart 104 Company Shares of Laundry Care 2025
Chart 105 Brand Shares of Laundry Care 2025
Traditional Grocers Remain Dominant, E-Commerce Gains Traction
Retail E-Commerce Sees Further Growth
Chart 106 Retail Channels for Laundry Care 2020-2025
Chart 107 Economic Context for Laundry Care
Chart 108 Real Gdp Growth 2020-2030
Chart 109 Inflation 2020-2030
Chart 110 Consumer Context for Laundry Care
Chart 111 Population 2020-2030
Chart 112 Consumer Expenditure 2020-2030
Chart 113 Population by Generation 2025
Polishes in Vietnam
Key Data Insights
Hanoi Households Prioritise Traditional Cleaning Habits
Chart 114 Key Industry Trends for Polishes
Hanoi Households Prioritise Traditional Cleaning Habits
Shoe Polish Dominates Polishes Sales in Vietnam
Innovative Product Formats Drive Polish Market
Chart 115 Hando Wood & Furniture Polish Are Being Preferable during 2025
Chart 116 Value Sales of Polishes 2020-2030
Chart 117 Volume Sales of Polishes 2020-2030
Chart 118 Value Sales of Polishes by Category 2025
Shoe Polish Drives Growth with Convenient Formats and Local Alternatives
Local Manufacturers and Innovative Formats to Shape Market Dynamics
Brands to Focus on Marketing and Distribution to Boost Sales
Chart 119 Forecast Value Sales of Polishes 2020-2030
Chart 120 Forecast Value Sales of Polishes by Category 2025-2030
Sc Johnson & Son Vietnam Co Ltd Dominates with Established Brand Image
Opportunities Emerge for Local Manufacturers and Innovative Formats
Chart 121 Company Shares of Polishes 2025
Chart 122 Brand Shares of Polishes 2025
Offline Grocery Retailers Remain Dominant Distribution Channel
Retail E-Commerce Continues to Expand
Brands to Focus on E-Commerce and Traditional Retail Synergies
Chart 123 Retail Channels for Polishes 2020-2025
Chart 124 Economic Context for Polishes
Chart 125 Real Gdp Growth 2020-2030
Chart 126 Inflation 2020-2030
Chart 127 Consumer Context for Polishes
Chart 128 Population 2020-2030
Chart 129 Consumer Expenditure 2020-2030
Chart 130 Population by Generation 2025
Surface Care in Vietnam
Key Data Insights
Consumers Turn to More Specific Products for a Higher Level of Cleanliness
Chart 131 Key Industry Trends for Surface Care
Consumers Turn to More Specific Products for a Higher Level of Cleanliness
Chart 132 Lixco Introduced Insect-Repelling Feature across Its Entire Floor Care Range
Floor Cleaners Dominates Surface Care Sales with Versatility
Private Label Gains Traction with Value Offerings
Chart 133 Value Sales of Surface Care 2020-2030
Chart 134 Volume Sales of Surface Care 2020-2030
Chart 135 Value Sales of Surface Care by Category 2025
Consumers Drive Growth with Hygiene Awareness and Product Diversity
Floor Cleaners to Remain Dominant Due to Versatility and Affordability
Multi-Purpose Cleaners and Private Label Products Drive Innovation and Competition
Chart 136 Go’S Floor Care Range Is Prominently Displayed in Its Supermarkets
Chart 137 Forecast Value Sales of Surface Care 2020-2030
Chart 138 Forecast Value Sales of Surface Care by Category 2025-2030
Unilever and Amg Vietnam Lead with Innovative Strategies
Lix Targets Evolving Demand Trends
Chart 139 Lixco Expands Floor Care Portfolio with New Scent Innovations Attract Consumers
Chart 140 Company Shares of Surface Care 2025
Chart 141 Brand Shares of Surface Care 2025
Supermarkets and E-Commerce Drive Sales with Convenience and Variety
Chart 142 Analyst Insight for Surface Care
Online Sales Surge with Promotions and Convenience
Chart 143 Retail Channels for Surface Care 2020-2025
Chart 144 Economic Context for Surface Care
Chart 145 Real Gdp Growth 2020-2030
Chart 146 Inflation 2020-2030
Chart 147 Consumer Context for Surface Care
Chart 148 Population 2020-2030
Chart 149 Consumer Expenditure 2020-2030
Chart 150 Population by Generation 2025
Toilet Care in Vietnam
Key Data Insights
Steady Growth in Toilet Care Driven by Hygiene Awareness
Chart 151 Key Industry Trends for Toilet Care
Steady Growth in Toilet Care Driven by Hygiene Awareness
Chart 152 Analyst Insight for Toilet Care
In-Cistern Devices and Toilet Liquids/Foam Drive Sales
Mood-Boosting Ingredients and Evolving Formats Shape Category
Chart 153 Vim supports Lemon and Lemongrass variants with strong marketing
Chart 154 Value Sales of Toilet Care 2020-2030
Chart 155 Volume Sales of Toilet Care 2020-2030
Chart 156 Value Sales of Toilet Care by Category 2025
Rising Hygiene Awareness Drives Steady Growth
Toilet Liquids/Foam to Remain Dominant, In-Cistern Devices to Gain Traction
Specialised Products to Combat Alum Stains to Gain Popularity
Chart 157 Forecast Value Sales of Toilet Care 2020-2030
Chart 158 Forecast Value Sales of Toilet Care by Category 2025-2030
Unilever and Sc Johnson Lead with Trusted Brands
No Significant Mergers or Acquisitions or New Launches
Chart 159 Company Shares of Toilet Care 2025
Chart 160 Brand Shares of Toilet Care 2025
Small Local Grocers Remains Dominant
E-Commerce Gains Prominence with Attractive Online Deals
No New Retail Brands or Concepts Emerge in 2026
Chart 161 Retail Channels for Toilet Care 2020-2025
Chart 162 Economic Context for Toilet Care
Chart 163 Real Gdp Growth 2020-2030
Chart 164 Inflation 2020-2030
Chart 165 Consumer Context for Toilet Care
Chart 166 Population 2020-2030
Chart 167 Consumer Expenditure 2020-2030
Chart 168 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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-
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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-
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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