Competitive Landscape
Sc Johnson & Son Vietnam Co Ltd Dominates with Established Brand Image
The polishes market in Vietnam is highly concentrated, with SC Johnson & Son Vietnam Co Ltd holding a significant share of 81% in 2025. This dominance is attributed to its long-established reputation and trusted brand image, which continues to resonate strongly with Vietnamese consumers.
Opportunities Emerge for Local Manufacturers and Innovative Formats
The polishes market in Vietnam presents opportunities for local manufacturers to increase their presence, as global brands are relatively expensive compared to local alternatives. The median disposable income per household in Vietnam has been increasing, reaching VND208 million in 2025, and is forecast to continue growing, enabling households to spend more on discretionary products like polishes.
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Overview:
Understand the latest market trends and future growth opportunities for the Polishes 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 Polishes 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 Polishes 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 Polishes in Vietnam?
- Which are the leading brands in Polishes in Vietnam?
- How are products distributed in Polishes 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 Polishes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Polishes in Vietnam - Category analysis
Key Data Insights
Hanoi Households Prioritise Traditional Cleaning Habits
Hanoi Households Prioritise Traditional Cleaning Habits
Shoe Polish Dominates Polishes Sales in Vietnam
Innovative Product Formats Drive Polish Market
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
Sc Johnson & Son Vietnam Co Ltd Dominates with Established Brand Image
Opportunities Emerge for Local Manufacturers and Innovative Formats
Offline Grocery Retailers Remain Dominant Distribution Channel
Retail E-Commerce Continues to Expand
Brands to Focus on E-Commerce and Traditional Retail Synergies
Home Care in Vietnam - Industry Overview
Consumers Seek Products That Provide Additional Benefits
Key Data Insights
Consumers Seek Products That Provide Additional Benefits
Healthier Formats and Ingredients Gain Traction among Consumers
Convenience and Value Drive Sales across Key Categories
Consumers Drive Growth with Eco-Friendly and Convenient Products
Local and Small Brands Lead Sustainability Trend with Innovative Products
E-Commerce and Social Media to Boost Local Brand Visibility
Unilever and Procter & Gamble Lead with Innovation
Mood-Boosting Ingredients Drive Innovation in Home Care Products
Health and Wellness Trend Fuels Demand for Natural Ingredients
Small Local Grocers Leads, While E-Commerce Gains Traction
Rapid Expansion of Retail E-Commerce
Country Reports Disclaimer
The following categories and subcategories are included:
Polishes
- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
Polishes
This is the aggregation of shoe, floor, furniture and metal polish.
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 Polishes research and analysis database.
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