Competitive Landscape
Unilever and Amg Vietnam Lead with Innovative Strategies
The surface care market in Vietnam is concentrated, with the top two companies, Unilever Vietnam International Co Ltd and AMG Vietnam Co Ltd, holding significant shares. In 2025, Unilever Vietnam International Co Ltd maintained its lead with a 37% share, while AMG Vietnam Co Ltd held second place with a 20% share.
Lix Targets Evolving Demand Trends
Innovation in the surface care market in Vietnam is being driven by trends such as mood-boosting ingredients, health and wellness, and private label disruption. Mood-boosting ingredients are becoming increasingly popular, with brands like Lix introducing new scents such as fruits, ginger, cinnamon, and floral blends, giving consumers more enjoyable choices and creating a pleasant atmosphere.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface 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 Surface 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 Surface 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 Surface Care in Vietnam?
- Which are the leading brands in Surface Care in Vietnam?
- How are products distributed in Surface 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Vietnam - Category analysis
Key Data Insights
Consumers Turn to More Specific Products for a Higher Level of Cleanliness
Consumers Turn to More Specific Products for a Higher Level of Cleanliness
Floor Cleaners Dominates Surface Care Sales with Versatility
Private Label Gains Traction with Value Offerings
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
Unilever and Amg Vietnam Lead with Innovative Strategies
Lix Targets Evolving Demand Trends
Supermarkets and E-Commerce Drive Sales with Convenience and Variety
Online Sales Surge with Promotions and Convenience
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:
Surface Care
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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
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and 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 Surface Care research and analysis database.
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