ベトナムのティッシュおよび衛生市場

可処分所得の増加と急速な都市化が、2022年から2023年にかけてのベトナムにおけるティッシュと衛生用品の販売を促進し、金額ベースでも数量ベースでも成長が見られました。ベトナムのGDPは2023年に5%を超えると予測され、インフレ率は安定しています。2023年にティシュと衛生用品全体の単価が限定的かつ抑制された伸びを示したとはいえ、メーカーは予期せぬ材料価格の上昇の影響を受けた。しかし、これは需要には大きな影響を与えなかっています。

当レポートでは、ベトナムのティッシュおよび衛生市場について調査し、市場の概要とともに、2019年～2023年の最新の小売販売データに加え、主要企業、ブランドを特定し、消費者需要と売上成長の背景にある主要動向と人口動態の変化を評価しています。

目次

エグゼクティブサマリー

市場指標

市場データ

免責事項

情報源

ベトナムの月経ケア

主なデータ結果

2023年の発展

• ベトナムでは2023年も月経ケアが引き続き好調に成長
• ユーザーは衛生、新鮮さ、環境への配慮を重視したプレミアムな特典を求めている
• 世界のブランドが引き続き売上を支配しているが、新たな参入企業が圧力をかけている

展望と機会

• 衛生への関心の高まりと月経ケアに関する教育と意識の向上は、売上にプラスとなるはず
• 消費者は、自然で快適、吸収性の高い製品を求める傾向がある
• eコマースはブランドの販売とマーケティングにさらなる機会をもたらすと期待されている

カテゴリーデータ

ベトナムのおむつ/パンツ

主なデータ結果

2023年の発展

• 都市化と教育が紙おむつ・おむつ・パンツの成長を促進
• カテゴリーが細分化されるにつれて、参入企業はより大きなシェアを獲得するために激しく競争
• ベトナムでママ＆ベビー用品店が急速に拡大し、おむつ・おむつパンツの普及が進む

展望と機会

• 出生率向上に向けた政府の取り組み
• 嗜好の高度化により、性別に特化したサービスの提供機会が生まれる可能性がある
• eコマースは、紙おむつ/おむつ/パンツの流通チャネルとしてますます重要

カテゴリーデータ

ベトナムにおける成人用失禁用品の小売販売

主なデータ結果

2023年の発展

• 衛生と教育水準の向上がカテゴリーの成長を促進
• 大手企業は自社製品に対する信頼と認知度の構築に注力している
• スリムなデザインと経済的なソリューションが人気を博す

展望と機会

• 高齢化人口はカテゴリーの成長にプラスとなる
• ブランドは、消費者にどの製品を使うべきかを教育する上で重要な役割を果たす可能性がある
• 手頃な価格とアクセスしやすさが成長の鍵となる

カテゴリーデータ

ベトナムのワイプ

主なデータ結果

2023年の発展

• 生活水準への期待の高まりにより、ワイプの売上が伸びた
• 天然成分と付加価値を重視した革新を続ける企業が増え、競合は激化しています。
• 肌の敏感さに焦点を当てることで、ベビーワイプの需要が高まり、企業は消費者の支持を得るためにパッケージを刷新

展望と機会

• ウェットティッシュは多くの人にとって必需品となっているが、出生率の低下によりベビーワイプの成長が阻害される恐れ
• ベトナムの消費者にとって持続可能性はますます大きな問題になる
• 流通情勢は、価値と利便性への重点が高まり、今後も進化し続けると予想される

カテゴリーデータ

ベトナムの小売ティッシュ

主なデータ結果

2023年の発展

• 衛生基準の向上と品揃えの拡大により、小売ティッシュの堅調な成長が続いている
• 競合は依然として厳しく、大手企業は消費者エンゲージメント、マーケティング、新しいパッケージデザインに重点を置いている
• 所得が増加するにつれて、より多くの消費者が高級品に目を向けるようになり、ビデスプレーが販売の新たな脅威となっている

展望と機会

• 衛生基準が向上し、消費者がさらなる利便性を求める中、小売ティッシュの見通しは明るい
• ベトナム市場の魅力が市場参入者の増加を招いている
• 流通情勢は今後も進化し続ける

カテゴリーデータ

ベトナムにおける外出時のティッシュおよび衛生

主なデータ結果

2023年の発展

• ベトナムの観光業の成長と発展が外食産業の売上に寄与
• 公衆衛生設備の改善によりAFH衛生用品の売上が増加
• 消費者の目が肥えてくるにつれ、地元ブランドは大手企業との激しい競合に直面

展望と機会

• 観光と高齢化がAFHティッシュと衛生用品の成長の主な原動力となる見込み
• ベトナムの生活水準の向上に伴い、消費者はより高品質な製品を求めるようになると予想される
• オンライン販売をサポートするB2Bプラットフォームの開発

カテゴリーデータ

Higher disposable incomes and rapid urbanisation helped drive sales of tissue and hygiene in Vietnam during 2022-2023 with growth being seen in both value and volume terms. Vietnam's GDP was forecasted surpass 5% in 2023, while the inflation rate remained stable. Even though unit prices across tissue and hygiene experienced limited and controlled growth in 2023, manufacturers were still impacted by unforeseen increases in material prices. This, however, did not have a huge impact on demand as co...

Euromonitor International's Tissue and Hygiene in Vietnam report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Tissue and Hygiene market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Tissue and hygiene in 2023: The big picture
• 2023 key trends
• Competitive landscape
• Retailing developments
• What next for tissue and hygiene?

MARKET INDICATORS

• Table 1 Birth Rates 2018-2023
• Table 2 Infant Population 2018-2023
• Table 3 Female Population by Age 2018-2023
• Table 4 Total Population by Age 2018-2023
• Table 5 Households 2018-2023
• Table 6 Forecast Infant Population 2023-2028
• Table 7 Forecast Female Population by Age 2023-2028
• Table 8 Forecast Total Population by Age 2023-2028
• Table 9 Forecast Households 2023-2028

MARKET DATA

• Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
• Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023
• Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2019-2023
• Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2020-2023
• Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2018-2023
• Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2018-2023
• Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2023
• Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2023-2028
• Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MENSTRUAL CARE IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Menstrual care continues to experience strong growth in Vietnam in 2023
• Users seek premium benefits with a focus on hygiene, freshness and eco-friendliness
• Global brands continue to dominate sales but new players applying pressure

PROSPECTS AND OPPORTUNITIES

• An increased hygiene focus and improving education and awareness around menstrual care should benefit sales
• Consumers likely to demand products which are natural, comfortable and absorbent
• E-commerce expected to provide more opportunities for brand sales and marketing

CATEGORY DATA

• Table 19 Retail Sales of Menstrual Care by Category: Value 2018-2023
• Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2018-2023
• Table 21 Retail Sales of Tampons by Application Format: % Value 2018-2023
• Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2019-2023
• Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2020-2023
• Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2023-2028
• Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2023-2028

NAPPIES/DIAPERS/PANTS IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Urbanisation and education boosts growth in nappies/diapers/pants
• Players compete aggressively for a larger share as the category becomes increasingly fragmented
• Rapid expansion of mother and baby stores helping to expand the reach of nappies/diapers/pants in Vietnam

PROSPECTS AND OPPORTUNITIES

• Government initiatives being put in place to boost birth rates
• Growing sophistication of preferences may offer opportunities for gender-specific offerings
• E-commerce set become an increasingly important distribution channel for nappies/diapers/pants

CATEGORY DATA

• Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
• Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023
• Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2019-2023
• Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2020-2023
• Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2023-2028
• Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2023-2028

RETAIL ADULT INCONTINENCE IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Improving hygiene and education standards fostered stronger category growth
• Leading players focus on building trust and awareness for their products
• Slimmer designs and economic solutions prove popular

PROSPECTS AND OPPORTUNITIES

• Ageing population should benefit category growth
• Brands could play a crucial role in educating consumers on which products to use
• Affordability and accessibility will be key to growth

CATEGORY DATA

• Table 32 Sales of Retail Adult Incontinence by Category: Value 2018-2023
• Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023
• Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2019-2023
• Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2020-2023
• Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2023-2028
• Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2023-2028

WIPES IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Rising expectations of living standards enhanced wipes sales growth
• Competition continues to grow as players innovate with a focus on natural ingredients and added-value benefits
• Focus on skin sensitivity supports demand for baby wipes with players updating packaging to win over consumers

PROSPECTS AND OPPORTUNITIES

• Wipes have become a necessity for many people but declining birth rates threaten to derail the growth of baby wipes
• Sustainability likely to be a growing issue for consumers in Vietnam
• Distribution landscape expected to continue evolving with an increasing focus on value and convenience

CATEGORY DATA

• Table 38 Retail Sales of Wipes by Category: Value 2018-2023
• Table 39 Retail Sales of Wipes by Category: % Value Growth 2018-2023
• Table 40 NBO Company Shares of Retail Wipes: % Value 2019-2023
• Table 41 LBN Brand Shares of Retail Wipes: % Value 2020-2023
• Table 42 Forecast Retail Sales of Wipes by Category: Value 2023-2028
• Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2023-2028

RETAIL TISSUE IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Improving hygiene standards and an expanding offer continues to fuel strong growth in retail tissue
• Competition remains tough with leading players focused on consumer engagement, marketing and new packaging designs
• As incomes rise more consumers turn to premium options while bidet sprayers present a new threat to sales

PROSPECTS AND OPPORTUNITIES

• Bright outlook for retail tissue as hygiene standards improve and consumers look for greater convenience
• Attractiveness of Vietnam market to invite an increase in market entrants
• Distribution landscape set to continue evolving

CATEGORY DATA

• Table 44 Retail Sales of Tissue by Category: Value 2018-2023
• Table 45 Retail Sales of Tissue by Category: % Value Growth 2018-2023
• Table 46 NBO Company Shares of Retail Tissue: % Value 2019-2023
• Table 47 LBN Brand Shares of Retail Tissue: % Value 2020-2023
• Table 48 Forecast Retail Sales of Tissue by Category: Value 2023-2028
• Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2023-2028

AWAY-FROM-HOME TISSUE AND HYGIENE IN VIETNAM

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Away-from-home sales benefiting from the growth and development of tourism in Vietnam
• Improvement in public health amenities boosts sales of AFH hygiene
• Local brands face stronger competition from larger players as consumers become more discerning

PROSPECTS AND OPPORTUNITIES

• Tourism and ageing population set to be the main drivers of growth in AFH tissue and hygiene
• Consumers expected to demand higher quality products as the standard of living in Vietnam improves
• Developing B2B platforms set to support online sales

CATEGORY DATA

• Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
• Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023
• Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2018-2023
• Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2018-2023
• Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2023
• Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2023-2028
• Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2023-2028