ベトナムのホームケア市場

ベトナムのホームケア市場は、所得の増加、都市化、衛生への強い関心のため、2024年を含むレビュー期間を通じて小売数量と現在の金額が安定的に成長しました。政府によると、2024年のベトナムの平均インフレ率は4.5%未満を維持するという目標を達成し、これが可処分所得の上昇を促し、消費者の購買力を維持した。そのため、多くの人々がより高品質で、より効果的で、より便利な製品を求めるようになっています。

当レポートでは、ベトナムのホームケア市場について調査し、主要企業、主要ブランドを特定し、市場に影響を与える主要な要因（新製品開拓、パッケージイノベーション、経済/ライフスタイルの影響、流通、価格問題など）を戦略的に分析しています。また、2029年までの予測を行なっています。

目次

目次と表のリスト

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

ベトナムのランドリーケア

主なデータ結果

2024年の発展

• ランドリーケアは、2024年を含む調査期間を通じて着実に価値の成長を遂げている
• 世界ブランドが主導する競争の激しいカテゴリー
• 2 in 1洗剤と柔軟剤の製品は香りの競合の戦場となっている

展望と機会

• 洗濯用品は、粉末洗剤から液体洗剤への移行が進み、安定した成長が見込まれる
• 新たな革新的な機能は、今後も世界的ブランドが主導すると予想される
• eコマースプラットフォームでの大型梱包オプションと送料無料クーポンの組み合わせは、賢い消費者を引き付けることになる

カテゴリーインジケーター

カテゴリーデータ

ベトナムの食器洗い

主なデータ結果

2024年の発展

• 調査期間中、食器洗浄機の販売量と販売額は安定的に伸びている
• 食器洗浄機における地元ブランドの強い競争力
• ベトナム市場におけるSunlightとそのRhamnoClean技術

展望と機会

• 食器洗いは予測期間中も成長を続ける見込み
• 消費者は安全な原材料にますます注目するようになる
• 小売eコマースは引き続き急速に成長すると予想

カテゴリーインジケーター

カテゴリーデータ

ベトナムの表面ケア

主なデータ結果

2024年の発展

• 衛生習慣の変化により、表面ケアはレビュー期間中に好調に成長
• 表面ケアは、世界ブランドからローカルブランドまで、競争力が強い
• 付加価値のあるキッチンクリーナーは消費者に喜ばれる

展望と機会

• 表面ケアは予測期間中に引き続き大きく成長すると予想
• 香りと洗浄効果は今後も重要だが、消費者は付加価値にますます関心を持つようになる
• 消費者の信頼の構築と流通の拡大

カテゴリーデータ

ベトナムの漂白剤

主なデータ結果

2024年の発展

• 漂白剤の販売量は調査期間を通じて堅調な伸びを示している
• 環境に優しい原料と消費者への害の軽減が需要を牽引する主な要因
• 漂白剤はベトナムのさまざまな小売チャネルで広く入手可能

展望と機会

• 年末年始の休暇と床の手入れが漂白剤の需要を引き続き押し上げる
• 植物由来の香りのブランドにチャンス
• 地元ブランド、特にオンラインでの活動の増加が期待される

カテゴリーデータ

ベトナムのトイレケア

主なデータ結果

2024年の発展

• 消費者が家庭の衛生を重視する中、トイレケアは好調に成長
• 消費者はこすり洗いを最小限に抑える強力な製品を求めている
• Vimは品質に対する評判のおかげでトイレケアのリードを拡大

展望と機会

• 素早く簡単に掃除でき、心地よい香りが消費者にとって重要
• 現代のオフライン食料品小売業者と小売eコマースは好調に推移する見込み
• 特定のニーズに応えることで、消費者の信頼と忠誠心を高めることができる

カテゴリーデータ

ベトナムの研磨剤

主なデータ結果

2024年の発展

• 高級靴を維持するための高級靴磨き剤の需要が靴磨き剤全体の成長を牽引
• 消費者は、輝き、耐久性、使いやすさを兼ね備えた研磨剤を求めている
• ゲル形式は液体よりも実用的な選択肢と見なされる

展望と機会

• 成長は続く見込みだが、家具や金属磨きは苦戦する
• マーケティングと流通の拡大が成長に貢献する可能性がある
• 研磨を簡素化する多用途の製品は、優れた性能を発揮する可能性が高い

カテゴリーデータ

ベトナムのエアケア

主なデータ結果

2024年の発展

• スプレー/エアゾール芳香剤が引き続き主流であり、消費者はより多くの機能を求めている
• 世界のブランドが主流だが、環境に配慮した取り組みで好調な業績を上げている地元ブランドもある
• 小売eコマースと最新のオフラインチャネルがますます人気に

展望と機会

• 消費者の健康優先が成長を牽引する
• 香りの持続性は重要な要素であり続ける
• ストーリーテリングとオンラインプラットフォームは消費者を惹きつける手段となる可能性がある

カテゴリーデータ

ベトナムの家庭用殺虫剤

主なデータ結果

2024年の発展

• デング熱の感染例が継続し、家庭用殺虫剤の継続的な成長を促進
• 香り付き製品と無香料製品の好みはカテゴリーによる異なる
• 消費者は現代の流通チャネルで信頼できる家庭用殺虫剤を購入している

展望と機会

• デング熱への懸念が成長の継続を牽引
• 付加価値のある家庭用殺虫剤は評価される可能性が高い
• 近代的な小売チャネルは、地元の小規模食料品店を犠牲にしてシェアを拡大し続ける

カテゴリーデータ

Home care in Vietnam saw steady retail volume and current value growth throughout the review period, including 2024, due to rising incomes, urbanisation, and a strong focus on hygiene. According to the government, in 2024 Vietnam's average inflation rate met the target of remaining below 4.5%, and this drove rising disposable incomes and maintained consumers' purchasing power. Many people therefore looked for higher quality, more effective, and more convenient products.

Euromonitor International's Home Care in Vietnam market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), 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, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet Care.

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

Why buy this report?

• Get a detailed picture of the Home Care 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

• Home care in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retailing developments
• What next for home care?

MARKET INDICATORS

• Table 1 Households 2019-2024

MARKET DATA

• Table 2 Sales of Home Care by Category: Value 2019-2024
• Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
• Table 4 NBO Company Shares of Home Care: % Value 2020-2024
• Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
• Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
• Table 7 Distribution of Home Care by Format: % Value 2019-2024
• Table 8 Distribution of Home Care by Format and Category: % Value 2024
• Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
• Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

LAUNDRY CARE IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Laundry care experiences steady value growth throughout the review period, including in 2024
• Competitive category led by global brands
• 2-in-1 detergent and fabric softener products have become a battleground for fragrance competition

PROSPECTS AND OPPORTUNITIES

• Laundry care projected to experience steady growth, with a stronger shift from powder to liquid detergents
• New innovative features expected to continue to be led by global brands
• Large packaging options on e-commerce platforms, combined with free shipping vouchers, set to attract savvy consumers

CATEGORY INDICATORS

• Table 11 Household Possession of Washing Machines 2019-2024

CATEGORY DATA

• Table 12 Sales of Laundry Care by Category: Value 2019-2024
• Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
• Table 14 Sales of Laundry Aids by Category: Value 2019-2024
• Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
• Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
• Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
• Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
• Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
• Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
• Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
• Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
• Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
• Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
• Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
• Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029

DISHWASHING IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Volume and value growth are steady for dishwashing during the review period
• Strong competitive presence of local brands in dishwashing
• Sunlight and its RhamnoClean technology in the Vietnamese market

PROSPECTS AND OPPORTUNITIES

• Dishwashing set to continue to grow in the forecast period
• Consumers will be increasingly focused on safe ingredients
• Retail e-commerce expected to continue growing rapidly

CATEGORY INDICATORS

• Table 27 Household Possession of Dishwashers 2019-2024

CATEGORY DATA

• Table 28 Sales of Dishwashing by Category: Value 2019-2024
• Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
• Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
• Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
• Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
• Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029

SURFACE CARE IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Surface care grows well during the review period due to changing hygiene habits
• Surface care is strongly competitive, from global to local brands
• Kitchen cleaners with added value are appreciated by consumers

PROSPECTS AND OPPORTUNITIES

• Surface care expected to continue growing well over the forecast period
• Fragrance and cleaning efficacy will remain essential, but consumers will be increasingly interested in added value
• Building consumer trust, and expansion of distribution

CATEGORY DATA

• Table 34 Sales of Surface Care by Category: Value 2019-2024
• Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
• Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
• Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
• Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
• Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
• Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
• Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
• Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
• Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029

BLEACH IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Bleach volume sales show solid growth throughout the review period
• Eco-friendly ingredients and reduced consumer harm are key factors driving demand
• Bleach is widely available across various retail channels in Vietnam

PROSPECTS AND OPPORTUNITIES

• The T?t holidays and floor care will continue to drive demand for bleach
• Opportunities for plant-based brands with fragrances
• Increased activity expected from local brands, particularly online

CATEGORY DATA

• Table 44 Sales of Bleach: Value 2019-2024
• Table 45 Sales of Bleach: % Value Growth 2019-2024
• Table 46 NBO Company Shares of Bleach: % Value 2020-2024
• Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
• Table 48 Forecast Sales of Bleach: Value 2024-2029
• Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029

TOILET CARE IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Toilet care grows well, as consumers value household hygiene
• Consumers seek strong products which minimise scrubbing
• Vim extends its lead in toilet care thanks to a reputation for quality

PROSPECTS AND OPPORTUNITIES

• Quick, effortless cleaning and a pleasant fragrance will be important to consumers
• Modern offline grocery retailers and retail e-commerce set to perform well
• Addressing a specific need could increase consumer trust and loyalty

CATEGORY DATA

• Table 50 Sales of Toilet Care by Category: Value 2019-2024
• Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
• Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
• Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
• Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
• Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029

POLISHES IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Demand for premium shoe polish to maintain high-end footwear drives overall growth for polishes
• Consumers look for polishes which offer shine, durability, and ease of use
• Gel format seen as a more practical choice than liquid

PROSPECTS AND OPPORTUNITIES

• Growth set to continue, but furniture and metal polish will struggle
• Marketing and wider distribution could contribute to growth
• Versatile products which simplify polishing likely to perform well

CATEGORY DATA

• Table 56 Sales of Polishes by Category: Value 2019-2024
• Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
• Table 58 NBO Company Shares of Polishes: % Value 2020-2024
• Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
• Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
• Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029

AIR CARE IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Spray/aerosol air fresheners continues to dominate, and consumers look for more features
• Global brands dominate, but some local brands perform well with an eco-friendly focus
• Retail e-commerce and modern offline channels become increasingly popular

PROSPECTS AND OPPORTUNITIES

• Consumers' prioritisation of their wellbeing will drive growth
• Scent durability will remain an important factor
• Storytelling and online platforms could be ways to engage consumers

CATEGORY DATA

• Table 62 Sales of Air Care by Category: Value 2019-2024
• Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
• Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
• Table 65 NBO Company Shares of Air Care: % Value 2020-2024
• Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
• Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
• Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029

HOME INSECTICIDES IN VIETNAM

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Persistent dengue cases drive continued growth for home insecticides
• Preference for fragranced and unscented products varies across categories
• Consumers shop for trusted home insecticides in modern distribution channels

PROSPECTS AND OPPORTUNITIES

• Concern about dengue will drive continued growth
• Home insecticides with added value likely to be valued
• Modern retail channels set to continue to gain share at the expense of small local grocers

CATEGORY DATA

• Table 69 Sales of Home Insecticides by Category: Value 2019-2024
• Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
• Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
• Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
• Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
• Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
• Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029