Competitive Landscape
Diana and Kimberly-Clark Defend Leadership as Innovation Narrows Share Gaps
Nappies/diapers/pants in Vietnam remains highly concentrated, with Diana JSC holding a leading retail value share of 34% in 2025, followed by Kimberly-Clark Vietnam with a share of 22%. However, over the period from 2020 to 2025, there was a modest but clear trend toward reduced concentration, as Diana’s share fell from 36% to 34% and Kimberly-Clark’s declined from 23% to 22%.
Rivals Target Eco-Minded Consumers in Vietnam
Smaller players such as Kao Vietnam and Hayat Kimya Vietnam have gained ground by introducing differentiated or eco-friendly offerings as they look to capitalise on emerging consumer preferences. Notably, Tre Vi?t launched a bamboo-fibre diaper in 2024, tapping into the growing sustainability trend and offering features such as enhanced breathability and antibacterial properties, which appeal to environmentally conscious parents.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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 Nappies/Diapers/Pants in Vietnam?
- Which are the leading brands in Nappies/Diapers/Pants in Vietnam?
- How are products distributed in Nappies/Diapers/Pants 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 Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Vietnam - Category analysis
Key Data Insights
Premium Innovation on the Rise as Digital Sales Surge
Premium Innovation on the Rise as Digital Sales Surge
Momo Rabbit and Tre Vi?t Win Share with Innovation and Eco Credentials
Online-First Strategies Offer Future Growth Potential
Rural Expansion and Digital-First Strategies Sustain Sales Momentum
Disposable Pants Set to Outpace Nappies/Diapers as Parents Seek Convenience
Sustainability and Digital Engagement Reshape Purchasing Decisions
Diana and Kimberly-Clark Defend Leadership as Innovation Narrows Share Gaps
Rivals Target Eco-Minded Consumers in Vietnam
Con Cung and Kids Plaza Drive Premium Sales Growth with Tailored Services
Shopee, Lazada, and Tiktok Shop Accelerate Online Adoption through Digital Promotions
Con Cung and Mother and Baby Specialists Boost Premium and Natural Product Uptake
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:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
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 Nappies/Diapers/Pants research and analysis database.
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