Competitive Landscape
Diana Expands Share through Local Innovation and Brand Engagement
Menstrual care in Vietnam is highly concentrated, with Diana JSC and Kimberly-Clark Vietnam Co Ltd holding a combined value share of 78% in 2025. Over the review period, Diana JSC increased its share from 42% in 2020 to 45% in 2025, while Kimberly-Clark saw a decline in ts share from 37% to 34%.
Kotex and Diana Use Campaigns to Capture Attention From Younger Consumers
The continued focus on product innovation and brand-building by the top players signals opportunities for other businesses to invest in localised solutions and consumer-centric marketing. With younger consumers demonstrating responsiveness to creative campaigns and digital interaction, there is scope for new entrants and existing brands to leverage similar strategies, particularly in emerging product formats or by addressing specific consumer needs such as skin sensitivity and lifestyle alignment.
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Overview:
Understand the latest market trends and future growth opportunities for the Menstrual 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.
If you're in the Menstrual 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 Menstrual 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 Menstrual Care in Vietnam?
- Which are the leading brands in Menstrual Care in Vietnam?
- How are products distributed in Menstrual 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 Menstrual Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Menstrual Care in Vietnam - Category analysis
Key Data Insights
Kotex and Diana Use E-Commerce to Drive Consumer Engagement
Kotex and Diana Use E-Commerce to Drive Consumer Engagement
Diana Sensi for Nature Reduces Packaging Waste and Lifts Premium Appeal
Eveda Organic Launches Innovative Herbal Antibacterial Products for Sensitive Skin
E-Commerce and Livestreams to Accelerate Trial of New Formats
Sustainability and Ingredient Transparency to Reshape Consumer Loyalty
Diana Expands Share through Local Innovation and Brand Engagement
Kotex and Diana Use Campaigns to Capture Attention From Younger Consumers
Modern Trade Wins Share From Small Local Grocers as Consumers Look for More Choice
Shopee, Lazada and Tiktok Shop Accelerate E-Commerce Momentum
Livestreams and Digital Strategies Boost Trial of Premium Formats
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:
Menstrual Care
- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
Menstrual Care
This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines menstrual care and intimate wipes, please select Menstrual Care Including Intimate Wipes.
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 Menstrual Care research and analysis database.
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