Tiêu đề Oral Care in Vietnam.pdf ✅

Oral Care in Vietnam Euromonitor International May 2025
O R A L C A R E I N V I E T N A M P a s s p o r t i © E u r o m o n i t o r I n t e r n a t i o n a l LIST OF CONTENTS AND TABLES KEY DATA FINDINGS.................................................................................................................. 1 2024 DEVELOPMENTS............................................................................................................... 1 Increasing desire for the perfect smile driving growth in oral care ............................................ 1 Unilever and colgate remain the two major players in oral care ............................................... 2 Consumers shifting towards modern channels in search of better deals .................................. 2 PROSPECTS AND OPPORTUNITIES......................................................................................... 3 Increasing focus on oral hygiene set to propel growth.............................................................. 3 Consumers expected to show willingness to invest in more advanced solutions ..................... 3 Players could look to follow in colgate’s footsteps with multifunctional products ...................... 4 CATEGORY DATA....................................................................................................................... 4 Table 1 Sales of Oral Care by Category: Value 2019-2024 ...................................... 4 Table 2 Sales of Oral Care by Category: % Value Growth 2019-2024...................... 4 Table 3 Sales of Toothbrushes by Category: Value 2019-2024................................ 5 Table 4 Sales of Toothbrushes by Category: % Value Growth 2019-2024 ............... 5 Table 5 Sales of Toothpaste by Type: % Value Breakdown 2020-2024 ................... 5 Table 6 NBO Company Shares of Oral Care: % Value 2020-2024........................... 5 Table 7 LBN Brand Shares of Oral Care: % Value 2021-2024.................................. 6 Table 8 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021- 2024............................................................................................................. 7 Table 9 LBN Brand Shares of Toothpaste: % Value 2021-2024 ............................... 7 Table 10 Forecast Sales of Oral Care by Category: Value 2024-2029 ....................... 8 Table 11 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029....... 9 Table 12 Forecast Sales of Toothbrushes by Category: Value 2024-2029................. 9 Table 13 Forecast Sales of Toothbrushes by Category: % Value Growth 2024- 2029............................................................................................................. 9
O R A L C A R E I N V I E T N A M P a s s p o r t 1 © E u r o m o n i t o r I n t e r n a t i o n a l ORAL CARE IN VIETNAM KEY DATA FINDINGS ▪ Retail value sales rise by 5% in current terms in 2024 to VND8.8 trillion ▪ Mouthwashes/dental rinses is the best performing category in 2024, with retail value sales rising by 7% in current terms to VND582 billion ▪ Unilever Vietnam International Co Ltd is the leading player in 2024, with a retail value share of 43% ▪ Retail sales are set to grow at a current value CAGR of 7% (2024 constant value CAGR of 4%) over the forecast period to VND12.5 trillion 2024 DEVELOPMENTS Increasing desire for the perfect smile driving growth in oral care Sales of oral care saw steady growth in current value terms in 2024, driven by increasing consumer awareness of the importance of oral hygiene and rising disposable incomes. The category maintained steady growth, with whitening toothpaste in particular experiencing significantly higher demand as consumers prioritised brighter smiles and improved dental aesthetics. Over the review period, Vietnamese consumers allocated more of their budgets to personal care products, reflecting a broader trend toward enhanced self-care and grooming. Oral hygiene, in particular, has become a key focus, with individuals placing greater emphasis on both the appearance of their teeth and maintaining fresh breath. The influence of social media, beauty trends, and growing concerns about dental health and hygiene have further fuelled the expansion of the market. The increasing availability of premium and functional oral care products, such as toothpaste with whitening agents, enamel protection, and natural ingredients, has also contributed to category growth. Toothpaste remained the largest category within oral care in 2024, with sales increasing steadily in current value terms. The category's growth was driven in part by rising consumer demand for specialised oral care solutions, including whitening, enamel protection, and natural ingredient-based formulations. To capture a broader consumer base, major brands continuously introduced new variants, incorporating innovative ingredients such as charcoal, herbal extracts, probiotics, and fluoride alternatives. Additionally, the introduction of new formats, such as a toothpaste serum from Colgate Vietnam, and eco-friendly packaging helped to generate excitement and engagement among consumers. There has been a general expansion in the range of product lines within toothpaste, from products aimed at those seeking premium, high-performance options to those targeting budget- conscious shoppers looking for affordable yet effective solutions. This trend reflects the increasing sophistication of Vietnam’s oral care market, where functionality, convenience, and sensory experience play a crucial role in purchasing decisions. Mouthwashes/dental rinses remained the most dynamic category in oral care in 2024. This strong growth was driven by greater consumer awareness of the benefits of incorporating these products into their daily oral care routines, with mouthwashes/dental rinses supporting fresh breath, cavity prevention, and gum health. Brands have responded to the growing demand by launching specialised formulas, including alcohol-free, herbal, and antibacterial options, along with portable formats for convenience and to increase adoption.
O R A L C A R E I N V I E T N A M P a s s p o r t 2 © E u r o m o n i t o r I n t e r n a t i o n a l Unilever and colgate remain the two major players in oral care Unilever maintained its position as the leading company in oral care in Vietnam in 2024. The company produces the well-known P/S and Closeup brands, which are present across all of the key oral care categories in Vietnam. The company increased its value share in 2024 with it being actively engaged in social media marketing, which helped to reinforce brand awareness and build consumer loyalty. Its product portfolio is diverse, catering to various consumer needs, including teeth whitening, long-lasting fresh breath, cavity prevention, and gum health. These offerings are positioned at affordable price points, making them more accessible to a wider audience than some of its competitors. Unilever’s strong distribution network also ensures wide availability, spanning from traditional stores to modern retail chains, supermarkets, and e-commerce platforms. The company's consistent investment in innovation and localised marketing strategies has further strengthened its leadership in the competitive oral care market. Colgate-Palmolive was Unilever’s closest rival in oral care in 2024, with it also seeing one of the most dynamic growth rates. The company’s Colgate brand has long been a trusted name among Vietnamese consumers, benefiting from its strong heritage and consistent commitment to innovation. In February 2025, Colgate-Palmolive continued to excite consumers by introducing groundbreaking new products, such as its serum toothpaste for teeth whitening, which was marked a significant innovation in the market. This new oral care format has gained strong consumer interest, as the term serum is more traditionally associated with skin care rather than toothpaste. The product’s unique positioning and benefits have contributed to its rapid adoption, further strengthening Colgate’s brand presence in Vietnam. The company has leveraged effective marketing strategies, including digital campaigns and influencer collaborations, to enhance brand engagement. Its well-established distribution network across both traditional and modern retail channels has also played a crucial role in expanding its reach and driving sales growth. Consumers shifting towards modern channels in search of better deals Small local grocers remained the leading distribution channel for oral care in Vietnam in 2024 albeit seeing a significant drop in its value share. Despite offering a limited selection of brands and products, small local grocers have historically been the go-to retail format for Vietnamese consumers, particularly in suburban and rural areas where they are easily accessible on nearly every corner. Shifting shopping behaviours are, however, gradually reshaping the distribution landscape. The increasing preference for supermarkets, convenience stores, and e-commerce platforms is steadily reducing the significance of small local grocers. Consumers are becoming more inclined toward modern retail formats due to their wider product assortments, frequent promotions, and the convenience of online shopping. This trend suggests a continued transformation in oral care distribution, with modern trade and digital channels expected to gain further traction in the coming years. Supermarkets continued to gain share in oral care in 2024, after another year of strong growth. The rapid expansion of major supermarket chains such as Bách Hóa Xanh and WinMart has played a crucial role in driving this growth, with these chains expanding their presence into suburban and rural areas. This expansion has not only improved accessibility for consumers outside urban centres but it has also attracted more shoppers in general with a wider product selection, frequent promotions, and a more modern shopping experience. Supermarkets' ability to offer bundled deals and exclusive product formats further contributed to their increasing appeal. As consumer preferences continue to shift toward modern retail formats, supermarkets