Sales of wipes are projected to grow throughout the forecast period, fuelled by rising income levels and improving living standards as well as a wider choice of brands and products across all categories. Wipes have become a necessity for many consumers.
E-commerce is expected to maintain strong growth throughout the forecast period, with Vietnamese consumers increasingly seeking official brand stores on platforms like TikTok, Shopee, and Lazada. This trend is driven by the desire to ensure product authenticity and access to the latest offerings.
For wipes intended for on-the-go use, Vietnamese consumers tend to favour packaging that is either cute or simple, featuring designs like animations, floral patterns and other visually appealing elements. However, innovation in packaging tailored for outdoor use remains limited, presenting an area for improvement.
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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.
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsThis report originates from Passport, our Wipes research and analysis database.
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