Tissue and hygiene in 2024: The big picture
Sales of tissue and hygiene products in Vietnam saw strong growth in both value and volume terms in 2024. This growth was driven by rising income levels and improved living standards, which have enhanced consumer awareness about using the right products for specific purposes.
2024 key trends
Retail tissue remained home to highly popular products within overall tissue and hygiene in 2024, recording robust rises in terms of both value and volume sales. The demand for tissue products is driven by their daily usage, particularly in the napkins and toilet paper.
Competitive landscape
Diana JSC maintained its leadership of overall tissue and hygiene in Vietnam in 2024, heading up several categories. The company’s strength is thanks to its high investment in innovation, diverse product lines and extensive distribution networks.
Retail developments
Small local grocers remained the leading channel for tissue and hygiene products in 2024, accounting for a large proportion of market share. However, the channel’s share declined during the year, as local consumers increasingly shifted towards modern channels.
What next for tissue and hygiene?
Sales of tissue and hygiene products are projected to rise in terms of both volume and current value terms over the forecast period, with increased consumer income levels and improved hygiene standards as the primary drivers of this growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Vietnam?
- Which are the leading brands in Tissue and Hygiene in Vietnam?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Vietnam
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
Away-From-Home Tissue and Hygiene in Vietnam
KEY DATA FINDINGS
AFH tissue records robust rises in 2024
Expansion into rural areas holds promise for small local players
Expanding healthcare facilities support sales
AFH tissue will see growth continue over the forecast period
Channel expansion to remain major growth driver
Current lack of innovation means room for improvement
Retail Adult Incontinence in Vietnam
KEY DATA FINDINGS
Retail adult incontinence records substantial growth in 2024
Diana continues to lead overall category
Health and beauty specialists remains most important distribution channel
Further growth forecast for retail adult incontinence in Vietnam
Ongoing urbanisation supports continued expansion for e-commerce
Consumers will remain cost-conscious and focused on value and efficacy
Nappies/Diapers/Pants in Vietnam
KEY DATA FINDINGS
Rising value sales seen in 2024
Diana remains ahead of the rest
Baby/child/maternity stores leads distribution, while e-commerce rises fastest
Positive future forecast for nappies/diapers/pants in Vietnam
E-commerce to become more important as a growth-driver
Innovation and sustainability-focused design will continue shape progress
Menstrual Care in Vietnam
KEY DATA FINDINGS
Pantyliners leads growth in 2024, while towels remains largest category
Diana maintains overall leadership
Small local grocers continues to lead distribution
Sales growth set to remain strong for forecast period
E-commerce will continue to rise
Anticipated sharper focus on sustainability, with growth potential in combo packages for pantyliners
Wipes in Vietnam
KEY DATA FINDINGS
General purpose wipes is fastest riser in wipes in 2024
Diana leads overall wipes, while Dong Hiep Trade forges forward
Small local grocers maintains leadership, with health and beauty specialists gaining pace
Positive trajectory will continue for wipes throughout forecast period
E-commerce to benefit further from popularity of third-party platforms
Packaging and value-added features offer growth potential
Retail Tissue in Vietnam
KEY DATA FINDINGS
Strong growth seen for retail tissue in Vietnam in 2024
Saigon Paper maintains overall category leadership
Small local grocers still lead distribution despite declining share
Retail tissue faces bright future in Vietnam
Traditional stores face falling consumer confidence, while e-commerce goes from strength to strength
Convenience as a key trend in packaging formats
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Light Adult Incontinence
- Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- 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
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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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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Retail Light Adult Incontinence
- Retail Moderate/Heavy Adult Incontinence
- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- 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
-
- Menstrual Care Including Intimate Wipes
-
-
-
- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
-
-
- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
-
-
- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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