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Diana Unicharm Leverages Eco-Friendly Innovation to Drive Growth
Vietnam’s tissue and hygiene market demonstrated robust momentum in 2025, with retail sales rising 6% year-on-year to VND58,562.6 billion in current terms, underpinned by a stable inflation rate of 3%, 8% GDP growth, and increased consumer spending power. The market remains highly attractive for investors, with leading players leveraging local manufacturing improvements, digital channels, and sustainability-led innovation to capture expanding demand among both younger and ageing demographics. Success in this space now hinges on a multi-pronged strategy. Brands that invest in eco-friendly product development, premium features, and digital engagement—particularly through e-commerce and social commerce—are best placed to secure long-term growth, as consumer expectations for quality, transparency, and environmental responsibility become standard. As the willingness to pay for advanced attributes rises, differentiation through product upgrades, targeted online campaigns, and ongoing innovation will be essential to sustaining value gains and building enduring loyalty.
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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
Diana Unicharm Leverages Eco-Friendly Innovation to Drive Growth
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Diana Unicharm Leverages Eco-Friendly Innovation to Drive Growth
Bobby Engages Mothers through Tiktok to Drive Digital Sales
Sustainable Launches Target Eco-Conscious Consumers
Chart 2 MamyPoko Pants promoted via TikTok Shop livestreams
Chart 3 Value Sales 2020-2030
Chart 4 Value Sales by Category 2025
Increasing Focus on Sustainability, Health and Comfort Set to Shape the Market
Chart 5 Analyst Insight for Tissue and Hygiene
Market Being Shaped by Rapidly Ageing Population
Eco-Friendly Features and Premium Claims Redefine Brand Value
Chart 6 Forecast Value Sales 2020-2030
Chart 7 Forecast Value Sales by Category 2025-2030
Diana Sustains Lead through Innovation and Targeted Marketing
Chart 8 Diana Sensi For Nature Cuts Plastic Packaging by 56%
Emerging Rivals Challenge Diana Jsc and Kimberly-Clark
Chart 9 Gumi Thriving Online
E-Commerce and Premiumisation Accelerate Value and Drive Consumer Loyalty
Chart 10 Company Shares 2025
Chart 11 Brand Shares 2025
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
Chart 12 Retail Channels 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Vietnam
Key Data Insights
Top Gia Leverages Tiktok to Drive Bulk Tissue Sales
Chart 20 Key Industry Trends for Away-From-Home Tissue and Hygiene
Top Gia Leverages Tiktok to Drive Bulk Tissue Sales
Chart 21 Top Gia Delivers Affordable Options
Unicharm Capitalises on Demand for Affordable Multi-Packs
Diana Boosts Multi-Pack Menstrual Pants through Tiktok Promotions
Chart 22 Diana Promotes Larger Packs on TikTok
Chart 23 Value Sales 2020-2030
Chart 24 Value Sales by Category 2025
Government Campaigns and Tourism Set to Fuel Growth
Low-Cost Brands and Digital Platforms Set to Shape Future Purchasing Behaviours
Tissue Products Retain Lead as Hygiene Innovations Create New Opportunities
Chart 25 Forecast Value Sales 2020-2030
Chart 26 Forecast Value Sales by Category 2025-2030
Horeca Channel Boosts Tissue Demand as Tourism Rebounds
Tourism Stimulus Programmes Drive Rapid Growth in Service Venues
Chart 27 Retail Channels 2020-2025
Chart 28 Economic Context for Away-From-Home Tissue and Hygiene
Chart 29 Real Gdp Growth 2020-2030
Chart 30 Inflation 2020-2030
Chart 31 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 32 Population 2020-2030
Chart 33 Consumer Expenditure 2020-2030
Chart 34 Population by Generation 2025
Retail Adult Incontinence in Vietnam
Key Data Insights
Caryn Launches Affordable Day & Night Pants, Boosting Access for Older Users
Chart 35 Key Industry Trends for Retail Adult Incontinence
Caryn Launches Affordable Day & Night Pants, Boosting Access for Older Users
Chart 36 Caryn Launches Day & Night Range
Moderate/Heavy Adult Incontinence Benefits From Expanding Distribution Reach
High-Income Households Fuel Premiumisation Trend
Chart 37 Lifree Launches Thin & Light Range
Chart 38 Value Sales 2020-2030
Chart 39 Volume Sales 2020-2030
Chart 40 Value Sales by Category 2025
Caryn and Sunmate Expand Online to Reach Cost-Conscious Households
Moderate/Heavy Adult Incontinence Set for Further Advancement but Light Products Offer Potential
Cost-Saving Innovations and Premium Features to Reshape Consumer Expectations
Chart 41 Forecast Value Sales 2020-2030
Chart 42 Forecast Value Sales by Category 2025-2030
Competitors Chip Away at Diana Jsc’S Lead
Chart 43 Analyst Insight for Retail Adult Incontinence
Chart 44 Company Shares 2025
Chart 45 Brand Shares 2025
E-Commerce Drives Omnichannel Strategies as Modern Trade Adapts
Brand Livestreams and Daily Deals Accelerate Digital Channel Growth
Chart 46 Retail Channels 2020-2025
Chart 47 Economic Context for Retail Adult Incontinence
Chart 48 Real Gdp Growth 2020-2030
Chart 49 Inflation 2020-2030
Chart 50 Consumer Context for Retail Adult Incontinence
Chart 51 Population 2020-2030
Chart 52 Consumer Expenditure 2020-2030
Chart 53 Population by Generation 2025
Nappies/Diapers/Pants in Vietnam
Key Data Insights
Premium Innovation on the Rise as Digital Sales Surge
Chart 54 Key Industry Trends for Nappies/Diapers/Pants
Premium Innovation on the Rise as Digital Sales Surge
Chart 55 MamyPoko Turns to TikTok Shop
Momo Rabbit and Tre Vi?t Win Share with Innovation and Eco Credentials
Chart 56 Momo Rabbit Night Diapers Offer Overnight Comfort
Online-First Strategies Offer Future Growth Potential
Chart 57 Value Sales 2020-2030
Chart 58 Volume Sales 2020-2030
Chart 59 Value Sales by Category 2025
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
Chart 60 Analyst Insight for Nappies/Diapers/Pants
Chart 61 Forecast Value Sales 2020-2030
Chart 62 Forecast Value Sales by Category 2025-2030
Diana and Kimberly-Clark Defend Leadership as Innovation Narrows Share Gaps
Rivals Target Eco-Minded Consumers in Vietnam
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
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
Chart 65 Retail Channels 2020-2025
Chart 66 Economic Context for Nappies/Diapers/Pants
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Nappies/Diapers/Pants
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Menstrual Care in Vietnam
Key Data Insights
Kotex and Diana Use E-Commerce to Drive Consumer Engagement
Chart 73 Key Industry Trends for Menstrual Care
Kotex and Diana Use E-Commerce to Drive Consumer Engagement
Diana Sensi for Nature Reduces Packaging Waste and Lifts Premium Appeal
Chart 74 Diana Sensi For Nature cuts plastic packaging by 56%
Eveda Organic Launches Innovative Herbal Antibacterial Products for Sensitive Skin
Chart 75 Eveda introduces innovative range
Chart 76 Value Sales 2020-2030
Chart 77 Volume Sales 2020-2030
Chart 78 Value Sales by Category 2025
E-Commerce and Livestreams to Accelerate Trial of New Formats
Sustainability and Ingredient Transparency to Reshape Consumer Loyalty
Chart 79 Forecast Value Sales 2020-2030
Chart 80 Forecast Value Sales by Category 2025-2030
Diana Expands Share through Local Innovation and Brand Engagement
Kotex and Diana Use Campaigns to Capture Attention From Younger Consumers
Chart 81 Company Shares 2025
Chart 82 Brand Shares 2025
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
Chart 83 Retail Channels 2020-2025
Chart 84 Economic Context for Menstrual Care
Chart 85 Real Gdp Growth 2020-2030
Chart 86 Inflation 2020-2030
Chart 87 Consumer Context for Menstrual Care
Chart 88 Population 2020-2030
Chart 89 Consumer Expenditure 2020-2030
Chart 90 Population by Generation 2025
Wipes in Vietnam
Key Data Insights
Ecowipes Invests in a More Sustainable Future
Chart 91 Key Industry Trends for Wipes
Ecowipes Invests in a More Sustainable Future
Mamamy Boosts Sales through E-Commerce and the Launch of Portable Packs
Urbanisation and Digital Adoption Drive Sustained Value and Volume Growth
Chart 92 Mamamy Introduces Handy-sized Packs
Chart 93 Value Sales 2020-2030
Chart 94 Value Sales by Category 2025
Chart 95 Analyst Insight for Wipes
E-Commerce Platforms Leverage Playful Packaging to Boost Daily Use and Attract New Users
Sustainable Innovation Reshaping Product Formulas Amid Shifting Consumer Priorities
Chart 96 Forecast Value Sales 2020-2030
Chart 97 Forecast Value Sales by Category 2025-2030
Mamamy Leverages Digital Channels to Reinforce Its Leadership
Emerging Companies Actively Reshaping the Competitive Landscape
Chart 98 Company Shares 2025
Chart 99 Brand Shares 2025
Bach Hoa Xanh and Winmart Extend Reach as Modern Trade Channels Gain an Advantage
Mamamy Drives Digital Loyalty as Consumers Embrace Convenience and Bundled Deals
Chart 100 Retail Channels 2020-2025
Chart 101 Economic Context for Wipes
Chart 102 Real Gdp Growth 2020-2030
Chart 103 Inflation 2020-2030
Chart 104 Consumer Context for Wipes
Chart 105 Population 2020-2030
Chart 106 Consumer Expenditure 2020-2030
Chart 107 Population by Generation 2025
Retail Tissue in Vietnam
Key Data Insights
Saigon Paper Redefines Convenience with Viral Handy Packs
Chart 108 Key Industry Trends for Retail Tissue
Saigon Paper Redefines Convenience with Viral Handy Packs
Chart 109 Saigon Launches Handy-Sized Packs
E-Commerce Platforms Fuel Growth of Bulk Napkin Formats
Toilet Paper Leads in Scale as Paper Tableware Outpaces in Growth
Chart 110 Value Sales 2020-2030
Chart 111 Volume Sales 2020-2030
Chart 112 Value Sales by Category 2025
Digital-First Brands Set to Win Loyalty as Incomes Rise and Preferences Shift
Toilet Paper to Remain Central to the Success of Retail Tissue
Sustainability and E-Commerce Transforming Business Models Amid Shifting Consumer Expectations
Chart 113 Forecast Value Sales 2020-2030
Chart 114 Forecast Value Sales by Category 2025-2030
Chart 115 Analyst Insight for Retail Tissue
Saigon Paper Leverages Product Innovation to Consolidate Its Position
Saigon Winning over Young Shoppers with Clever Packaging
Chart 116 Company Shares 2025
Chart 117 Brand Shares 2025
Small Local Grocers Lose Ground as Supermarkets and E-Commerce Gain Ground
Tiktok and Shopee Accelerate Bulk Sales with Digital Engagement
Chart 118 Top Gia & Golden Lotus Finds Success on Shopee
Chart 119 Retail Channels 2020-2025
Chart 120 Economic Context for Retail Tissue
Chart 121 Real Gdp Growth 2020-2030
Chart 122 Inflation 2020-2030
Chart 123 Consumer Context for Retail Tissue
Chart 124 Population 2020-2030
Chart 125 Consumer Expenditure 2020-2030
Chart 126 Population by Generation 2025
Country Reports Disclaimer
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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other 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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- 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
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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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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- 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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- 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
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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
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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.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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