Competitive Landscape
Mamamy Leverages Digital Channels to Reinforce Its Leadership
The competitive landscape within wipes in Vietnam remained relatively concentrated, with Diana JSC lading with a value share of 22% in 2025, followed by Dong Hiep Trade & Investment with a share of 16%. Over the review period, Diana JSC's share declined from 23% to 22%, reflecting the growing presence of smaller and emerging players.
Emerging Companies Actively Reshaping the Competitive Landscape
New and emerging companies are actively reshaping the competitive landscape. Gumi, for instance, is gaining ground through its offer of affordable, scent-free baby wipes that appeal to budget-conscious parents who are shopping via e-commerce.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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 Wipes 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 Wipes 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 Wipes in Vietnam?
- Which are the leading brands in Wipes in Vietnam?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Vietnam - Category analysis
Key Data Insights
Ecowipes Invests in a More Sustainable Future
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
E-Commerce Platforms Leverage Playful Packaging to Boost Daily Use and Attract New Users
Sustainable Innovation Reshaping Product Formulas Amid Shifting Consumer Priorities
Mamamy Leverages Digital Channels to Reinforce Its Leadership
Emerging Companies Actively Reshaping the Competitive Landscape
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
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:
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
Wipes
This is the aggregation of personal wipes and household cleaning 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 Wipes research and analysis database.
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