Laundry

Laundry Care in Vietnam
Euromonitor International
February 2022
LAUNDRY CARE IN VIETNAM Passport i
LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2021 DEVELOPMENTS, .............................................................................................................. 1
Higher price-sensitivity emerges, especially among consumers who live in rural areas ........... 1
A wider variety of ecologically sound laundry care products becomes available ...................... 2
Masan acquires 52% of Net Detergent JSC, followed by new product launches ...................... 2
Brands focus their promotional activities on modern grocery retailers and e-commerce .......... 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 3
Laundry care slated to become increasingly competitive as demand increases ....................... 3
Products that combine laundry detergent and fabric softener expected to perform well ........... 4
Sales via modern grocery retailers and e-commerce to continue developing strongly ............. 4
CATEGORY INDICATORS .......................................................................................................... 5
Table 1 Household Possession of Washing Machines 2016-2021............................ 5
CATEGORY DATA ....................................................................................................................... 5
Table 2 Sales of Laundry Care by Category: Value 2016-2021 ................................ 5
Table 3 Sales of Laundry Care by Category: % Value Growth 2016-2021 ............... 5
Table 4 Sales of Laundry Aids by Category: Value 2016-2021 ................................. 5
Table 5 Sales of Laundry Aids by Category: % Value Growth 2016-2021 ................ 6
Table 6 Sales of Laundry Detergents by Category: Value 2016-2021 ...................... 6
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2016-
2021 ............................................................................................................. 7
Table 8 NBO Company Shares of Laundry Care: % Value 2017-2021 ..................... 7
Table 9 LBN Brand Shares of Laundry Care: % Value 2018-2021 ........................... 8
Table 10 NBO Company Shares of Laundry Aids: % Value 2017-2021...................... 8
Table 11 LBN Brand Shares of Laundry Aids: % Value 2018-2021 ............................ 9
Table 12 NBO Company Shares of Laundry Detergents: % Value 2017-2021 ........... 9
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2018-2021................ 10
Table 14 Forecast Sales of Laundry Care by Category: Value 2021-2026 ............... 10
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2021-
2026 ........................................................................................................... 11
© Euromonitor International
LAUNDRY CARE IN VIETNAM Passport 1
LAUNDRY CARE IN VIETNAM

KEY DATA FINDINGS
▪ Retail value sales increase by 8% in current terms in 2021 to VND23.2 trillion
▪ Fabric softeners is the best performing category in 2021, with retail value sales rising by 10%
in current terms to VND6.7 trillion
▪ Unilever Vietnam International Co Ltd is the leading player in 2021, with a retail value share of
51%
▪ Retail sales are set to increase at a current value CAGR of 11% (2021 constant value CAGR
of 7%) over the forecast period to VND38.4 trillion
2021 DEVELOPMENTS,
Higher price-sensitivity emerges, especially among consumers who live

in rural areas
Laundry care continued to register positive sales growth in 2021, although growth rates were
slower than what was seen in 2020. This was largely due to the uncertain and adverse
economic situation that has unfolded in the wake of the COVID-19 pandemic, with Vietnamese
consumers less inclined to stockpile laundry products at home during 2021 than they were
during 2020. Therefore, sales of laundry care suffered in 2021 as the focus of consumer
spending shifted towards daily essentials such as staple food items. Those living in rural areas
of Vietnam have been disproportionately negatively impacted the COVID-19 pandemic and this
meant that they are more likely to prefer local brands, as well as being very attracted to all types
of price promotions, including discount vouchers and combination purchase promotions, among
others.
By contrast, mid-income and high-income urban dwellers consumers tend to be more focused
on laundry care products that offer added value features such as novel ingredients and scents.
Among the most popular products within this context are detergents that are suitable for
sensitive skin as well as those with antibacterial functions, while additional fabric softener is also
becoming a popular value-added feature in laundry detergents. All of these positionings are
most commonly seen under established global brands such as those offered by Unilever and
Procter & Gamble.
Furthermore, while much of the stockpiling that was seen during was motivated at least
partially by fears that the COVID-19 pandemic would interrupt the supply of laundry care
products to the extent that they would become unavailable temporarily, these fears have proven
almost entirely unfounded, with consumers thus much more likely to trust that they would be
able to access laundry care consistently throughout the year in 2021 than they were in 2020.
In addition, lingering fears of contagion also discouraged consumers from shopping in
crowded stores in 2021. This meant that many people were interested in going shopping less
often, which led to a shift towards purchasing laundry care in larger pack sizes. In addition to
representing better value for money due to their lower unit prices, larger packs enable
consumers to reduce the frequency with which they go shopping for laundry care.
A wider variety of ecologically sound laundry care products becomes

available
One of the most important trends that has influenced consumer demand in Vietnam’s home
care industry in recent years is the increasingly awareness of the importance of basing once
consumer choices on sustainability concerns. In particular, ecological sustainability has
emerged as a major point of reference for consumers and category players alike, resulting in the
launch of ecologically sound new variants from major brands. Among the most common claims
for such products are that they are all-natural and made entirely from ecologically friendly inputs.
Furthermore, sustainable packaging that is made from recycled materials is also widely used
among laundry care brands with an ecological positioning and the use of such sustainable
packaging materials is often a major focus of marketing campaigns among laundry care brands
in the sustainable niche.
One of the more successful laundry care brands in Vietnam with an ecological positioning is
Seventh Generation. The brand has adopted a broad approach to its marketing activities since
its launch in 2019. In particular, with the COVID-19 pandemic having sharpened the focus of
consumers on their personal hygiene and health and wellness, Seventh Generation caught the
attention of consumers with its “telling the truth” advertising campaign. The messaging in the
campaign talked about how organic products tend not to come in eye-catching packaging or
have long-lasting scents, because they are made from 97% plant-based material and come in
recycled packaging. Thanks to this direct and honest promotional message, the campaign
captured strong social media engagement in just a few days.
At the same time, the range of locally manufactured ecologically sound home care products
on offer continues to expand, with the presence of such products on the shelves of modern
grocery retailers constantly improving. Indeed, maintaining a strong presence on retail shelves
is considered essential for success in the category and this has certainly proven true for
Vietnamese brand Layer Clean, which has been registering positive growth in recent years.
However, it should be noted that the consumer base for ecologically sustainable laundry care
brands such as Seventh Generation and Layer Clean remains very limited due to the high price
points of such products.
Masan acquires 52% of Net Detergent JSC, followed by new product

launches
In early 2020, retail giant Masan HPC Company Limited successfully acquired 52% of the
shares in Net Detergent JSC (NETCO), the fifth leading player in laundry care with the Net
brand. While NETCO has considerable experience in the manufacture of laundry detergents,
Masan owns and operates 300,000 traditional grocery retailers stores and a vast network of
modern grocery retailers including at least 3,000 supermarkets and convenience stores under
the VinMart and VinMart+ fascias across the country. Once the companies were successfully
amalgamated, they launched a new laundry detergent under the name Joins 2-in-1, a product
which combines laundry detergent with fabric softener. Through this launch, the company aims
to provide consumers with unparalleled convenience at affordable prices.
Brands focus their promotional activities on modern grocery retailers

and e-commerce
One of the most important and interesting consumer trends to emerge from the COVID-19
pandemic in Vietnam during 2020 and 2021 and was the huge shift seen towards e-commerce.
With many consumers concerned about the risk of coming into contact with the COVID-19 virus
when shopping in crowded stores, online shopping became a must for many as the strict
approach taken to social distancing and home seclusion in response to the pandemic made it
difficult for them to go about their daily business. In response, local players such as Lixco
Detergent JSC and Netco have prioritised online marketing channels, with opening an official
online store on e-commerce platforms such as Lazada, Shopee and Tiki increasingly seen as
essential for success in the category.
The leading global brands in laundry care meanwhile have also invested substantial
resources in developing and maintaining a strong online presence, with constant promotional
discounts on offer to attract the attention of consumers. These have included bundling laundry
care items with products from other home care categories, in addition to deep price discounts.
Among the most notable of such activity during 2021 was the efforts of Unilever to support its
Omo brand via various mini games on Facebook and a campaign that encouraged consumers
to share images of their laundry moments at home to win e-vouchers and free products.
In terms of store-based retailing meanwhile, the expansion of convenience stores in both
urban and rural areas of the country has boosted the presence of the leading laundry care
brands. In the past, local brands mainly targeted traditional grocery stores and wet markets,
whereas now it has become much more common for them to be displayed on the shelves of
modern grocery retailers outlets. In particular, Lixco recently confirmed that the brand had been
working with Bach Hoa Xanh to obtain priority shelf positioning for all of its products across the
retailer’s entire chain of supermarkets.
PROSPECTS AND OPPORTUNITIES
Laundry care slated to become increasingly competitive as demand

increases
Laundry care in Vietnam is expected to register a positive sales performance during the
forecast period, with the rising household penetration of automatic washing machines set to
underpin an expansion of the consumer base for these products. In particular, sales are
expected to expand strongly in rural areas of the country as living standards continue to improve
for those living outside of Vietnam’s major urban areas. Furthermore, in line with the prevailing
global trends, powder detergents is expected to continue significantly underperforming liquid
detergents. Powder detergents was the preferred category of laundry detergents in the past,
mainly because these products can be used for multiple home care purposes. Nonetheless, the
emergence of a wider range of home care products and the increasing use of these products on
a daily basis means that the appeal of powder detergents is now diminished. The popularity of
liquid detergents on the other hand continues to rise, primarily due to improving consumer
awareness of the higher quality of many of the laundry detergents offered in liquid format.
Local brands such as Lix Detergent JSC have recently been involved in attempts to escape
the shadow of engaging in outsourced production for major global brands by continuously
developing their own brands of laundry detergents. Following initial success in this area, strong
growth is not expected as Lix among other local brands of laundry detergents, become
increasingly competition as the forecast period progresses. Major global names such as
Unilever meanwhile are expected to maintain their strong positions in the category by
responding more directly to the wants and needs of local consumers. This means that the
forecast period is likely to see a wider variety of products and brands on offer in the category,
with consumers thus to have access to products with new formulas and a wider range of
fragrances. Greater diversity has been one of the most important drivers of demand in laundry
care in recent years and brands imported from Thailand or Japan have taken the lead in
diversifying the laundry care options available in Vietnam. However, with local players
increasingly successful in their efforts to mimic the products, brands and strategies of their
larger rivals with international rent, global laundry care brands can be expected to face stronger
price competition during the forecast period.
Products that combine laundry detergent and fabric softener expected

to perform well
One of the areas of laundry care that is expected to register a particularly favourable
performance during the forecast period is 2-in-1 products that combine laundry detergent and
fabric softener in one. Demand for such products increased substantially over the review period
and further sales growth is expected during the forecast period as increasing numbers of
Vietnamese consumers come to understand the benefits that such products offer in terms of
greater convenience and more affordable prices in comparison with standard laundry detergent
and fabric softener when sold separately. In cases where the unit price of a 2-in-1 laundry
detergent and fabric softener is almost equivalent to the price of a standard laundry detergent,
consumers are generally fully aware of the economy that the 2-in-1 product represents in terms
of obviating the need to buy fabric softener separately from the laundry detergent.
Another important consumer trend that 2-in-1 laundry care products respond to is the
increasing interest in long laundry care products with strong, attractive and long-lasting scents.
Furthermore, the ecological awareness that is emerging strongly among affluent urban
professionals means that this very attractive consumer base is becoming more loyal to laundry
care brands with an organic or eco-friendly positioning, with locally manufactured brands with an
organic positioning particularly popular, provided that adequate quality is on offer. Finally,
consumers with specific dermatological requirements and high purchasing power are expected
to be more willing to base their laundry care choices on the specific needs of their family
members, making it more likely that products that are suitable for those with sensitive skin and
thus completely safe for families with babies and young children, for instance, will become more
popular during the forecast period.
Sales via modern grocery retailers and e-commerce to continue

developing strongly
As mentioned above, the substantial shift towards e-commerce that was seen among the
population of Vietnam during 2020 and 2021 was one of the most important consumer trends to
emerge in the country from the COVID-19 pandemic towards the end of the review period. This
is expected to continue building during the forecast period as affluent urban professionals in
particular are increasingly likely to understand the benefits that e-commerce represents in terms
of convenience and easing pressure on their free time. Since the onset of the COVID-19
pandemic, dramatic growth has been seen in the number of local laundry care brands offering e-
commerce sales via their official online storefronts, resulting in a doubling of laundry care sales
via e-commerce between the start of 2020 and the end of 2021. Only limited promotional activity
has been recorded by these local laundry care brands however, mainly temporary price
discounts that offer more than 10% off for one day only. Nevertheless, establishing and
maintaining a strong online presence is now regarded as an essential step towards success in
laundry care. The increasing importance of e-commerce for sales of laundry care is also
mirrored in the ongoing development of modern grocery retailers in Vietnam, with the country’s
leading chains of supermarkets and convenience stores expected to continue expanding their
respective footprints the extension of their outlet networks during the forecast period. In
particular, this is expected to make a wider range of laundry care products available to those
living in rural areas of the country, who were previously underserved by modern grocery
retailers.
CATEGORY INDICATORS
Table 1 Household Possession of Washing Machines 2016-2021
% possession of washing machine

2016 2017 2018 2019 2020 2021
Washing Machine 34.7 39.4 44.3 46.9 49.5 52.0

Source: Euromonitor International from official statistics, trade associations, trade interviews
CATEGORY DATA
Table 2 Sales of Laundry Care by Category: Value 2016-2021
VND billion
2016 2017 2018 2019 2020 2021
Carpet Cleaners - - - - - -
Fabric Softeners 3,903.7 4,405.0 4,888.1 5,452.2 6,104.9 6,739.6
Laundry Aids 8.9 9.5 10.2 10.9 11.6 12.4
Laundry Detergents 11,272.8 12,157.7 12,952.3 14,036.4 15,401.3 16,429.2
Laundry Care 15,185.3 16,572.2 17,850.6 19,499.5 21,517.9 23,181.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 3 Sales of Laundry Care by Category: % Value Growth 2016-2021
% current value growth

2020/21 2016-21 CAGR 2016/21 Total
Carpet Cleaners - - -
Fabric Softeners 10.4 11.5 72.6
Laundry Aids 6.4 6.8 39.1
Laundry Detergents 6.7 7.8 45.7
Laundry Care 7.7 8.8 52.7
Table 4 Sales of Laundry Aids by Category: Value 2016-2021
VND billion
2016 2017 2018 2019 2020 2021
- Colour Safe Laundry 0.6 0.7 0.7 0.8 0.9 0.9

Bleach
- Fabric Fresheners - - - - - -
- Spot and Stain Removers 4.0 4.3 4.6 5.0 5.3 5.7
-- In-Wash Spot and - - - - - -
Stain Removers
-- Pre-Wash Spot and 4.0 4.3 4.6 5.0 5.3 5.7
Stain Removers
- Starch/Ironing Aids 4.2 4.5 4.8 5.1 5.5 5.8

- Water Softeners - - - - - -
- Other Laundry Aids - - - - - -
Laundry Aids 8.9 9.5 10.2 10.9 11.6 12.4
Table 5 Sales of Laundry Aids by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
- Colour Safe Laundry Bleach 5.8 6.8 38.7

- Fabric Fresheners - - -
- Spot and Stain Removers 7.0 7.3 42.0
-- In-Wash Spot and Stain Removers - - -
-- Pre-Wash Spot and Stain Removers 7.0 7.3 42.0
- Starch/Ironing Aids 6.0 6.4 36.4
- Water Softeners - - -
- Other Laundry Aids - - -
Table 6 Sales of Laundry Detergents by Category: Value 2016-2021
VND billion
2016 2017 2018 2019 2020 2021
- Automatic Detergents 7,392.7 8,168.9 8,860.9 9,834.9 11,063.2 11,987.7

-- Powder Detergents 5,610.0 6,048.2 6,373.0 6,885.6 7,491.8 7,726.1
--- Standard Powder - - - - - -
Detergents
--- Concentrated Powder 5,610.0 6,048.2 6,373.0 6,885.6 7,491.8 7,726.1
Detergents
-- Detergent Tablets - - - - - -
--- Compact Powder - - - - - -
Tablet Detergents
--- Liquid Tablet - - - - - -
Detergents
-- Liquid Detergents 1,782.7 2,120.7 2,487.9 2,949.3 3,571.4 4,261.7
--- Standard Liquid 3.5 4.4 5.3 6.4 7.4 8.1
Detergents
--- Concentrated Liquid 1,779.2 2,116.4 2,482.6 2,942.9 3,564.0 4,253.6
Detergents
- Standard Detergents 3.5 4.4 5.3 6.4 7.4 8.1
-- Standard Powder - - - - - -
Detergents
-- Standard Liquid 3.5 4.4 5.3 6.4 7.4 8.1
Detergents
- Concentrated Detergents 7,389.2 8,164.5 8,855.6 9,828.5 11,055.8 11,979.6
-- Concentrated Powder 5,610.0 6,048.2 6,373.0 6,885.6 7,491.8 7,726.1
Detergents
-- Concentrated Liquid 1,779.2 2,116.4 2,482.6 2,942.9 3,564.0 4,253.6
Detergents
-- Compact Powder - - - - - -
Tablet Detergents
-- Liquid Tablet - - - - - -
Detergents
- Other Detergents 3,880.1 3,988.7 4,091.3 4,201.5 4,338.1 4,441.5
-- Bar Detergents - - - - - -
-- Hand Wash Detergents 3,880.1 3,988.7 4,091.3 4,201.5 4,338.1 4,441.5
-- Fine Fabric Detergents - - - - - -
Table 7 Sales of Laundry Detergents by Category: % Value Growth 2016-2021

2020/21 2016-21 CAGR 2016/21 Total
- Automatic Detergents 8.4 10.2 62.2

-- Powder Detergents 3.1 6.6 37.7
--- Standard Powder Detergents - - -
--- Concentrated Powder Detergents 3.1 6.6 37.7
-- Detergent Tablets - - -
--- Compact Powder Tablet Detergents - - -
--- Liquid Tablet Detergents - - -
-- Liquid Detergents 19.3 19.0 139.1
--- Standard Liquid Detergents 9.0 18.2 130.9
--- Concentrated Liquid Detergents 19.3 19.0 139.1
- Standard Detergents 9.0 18.2 130.9
-- Standard Powder Detergents - - -
-- Standard Liquid Detergents 9.0 18.2 130.9
- Concentrated Detergents 8.4 10.1 62.1
-- Concentrated Powder Detergents 3.1 6.6 37.7
-- Concentrated Liquid Detergents 19.3 19.0 139.1
-- Compact Powder Tablet Detergents - - -
-- Liquid Tablet Detergents - - -
- Other Detergents 2.4 2.7 14.5
-- Bar Detergents - - -
-- Hand Wash Detergents 2.4 2.7 14.5
-- Fine Fabric Detergents - - -
Table 8 NBO Company Shares of Laundry Care: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021
Unilever Vietnam 50.3 50.4 49.9 50.4 51.1

International Co Ltd
Procter & Gamble 17.7 18.0 19.1 19.4 19.5
Vietnam Ltd
Dai Viet Huong Co Ltd 14.1 14.1 14.5 13.9 13.8
Lix Detergent JSC 3.3 3.4 3.5 4.0 4.3
Net Detergent JSC 1.8 1.8 1.7 1.5 1.7
Lion Corp 1.2 1.2 1.1 1.1 1.2
My Hao Cosmetics Co Ltd 1.4 1.4 1.5 1.0 1.0
Neo Corp International 0.9 0.8 0.8 0.8 0.8
Ltd
Kao Vietnam Ltd 1.0 0.8 0.6 0.6 0.6

Goodmaid Chemicals Corp 0.4 0.3 0.4 0.0 0.0
Sdn Bhd
Colgate Palmolive 0.5 0.4 - - -
Vietnam Co Ltd
Others 7.5 7.3 7.0 7.1 6.0
Total 100.0 100.0 100.0 100.0 100.0
Table 9 LBN Brand Shares of Laundry Care: % Value 2018-2021
% retail value rsp

Brand (GBO) Company (NBO) 2018 2019 2020 2021
Omo (Unilever Group) Unilever Vietnam 30.1 29.6 29.3 29.2

Comfort (Unilever Unilever Vietnam 15.4 15.0 15.2 15.6
Group) International Co Ltd
Aba Dai Viet Huong Co Ltd 14.1 14.5 13.9 13.8
Downy (Procter & Procter & Gamble 10.6 11.5 11.6 11.5
Gamble Co, The) Vietnam Ltd
Surf (Unilever Group) Unilever Vietnam 5.0 5.3 5.9 6.4
Ariel (Procter & Procter & Gamble 5.3 5.4 5.9 6.1
Lix Lix Detergent JSC 3.4 3.5 4.0 4.3
Tide (Procter & Procter & Gamble 2.0 2.1 1.9 1.9
Net Net Detergent JSC 1.8 1.7 1.5 1.7
Essence Lion Corp 1.2 1.1 1.1 1.2
My Hao My Hao Cosmetics Co Ltd 1.0 1.0 1.0 1.0
Attack (Kao Corp) Kao Vietnam Ltd 0.8 0.6 0.6 0.6
D-nee (Neo Neo Corp International 0.6 0.6 0.6 0.6
Corporate Co Ltd) Ltd
Fineline (Neo Neo Corp International 0.2 0.2 0.2 0.2
Siusop My Hao Cosmetics Co Ltd 0.4 0.5 - -
Goodmaid (Saraya Co Goodmaid Chemicals Corp 0.3 0.4 - -
Ltd) Sdn Bhd
Softlan (Colgate- Colgate Palmolive 0.4 - - -
Palmolive Co) Vietnam Co Ltd
Goodmaid Goodmaid Chemicals Corp - - - -
Sdn Bhd
D-nee (Bio Consumer Neo Corp International - - - -
Co Ltd) Ltd
Others Others 7.4 7.0 7.1 6.0
Total Total 100.0 100.0 100.0 100.0
Table 10 NBO Company Shares of Laundry Aids: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021
Goodmaid Chemicals Corp 24.1 25.0 25.3 25.3 25.3
Sdn Bhd
Lion Corp 17.4 18.9 19.8 20.8 21.4
Lana Cosmetics 6.3 7.9 8.5 8.6 8.9
Reckitt Benckiser Group 6.7 8.3 8.6 8.8 8.9
Plc (RB)
IP Mfg Co Ltd 4.7 5.9 7.1 7.9 8.8
Thanh Tam Co Ltd 5.2 5.4 5.3 5.1 5.1
Clorox Co, The 2.3 2.4 2.3 2.4 2.3
Green Cross Vietnam Co 1.7 1.7 1.8 1.8 1.8
Ltd
Faultless Starch/Bon 2.4 2.0 1.9 1.8 1.7
Ami Co, The
Nam Dinh Biological 4.3 3.4 2.6 1.9 1.2
Technology JSC
Procter & Gamble - - - - -
Vietnam Ltd
Others 24.9 19.2 16.9 15.8 14.5
Total 100.0 100.0 100.0 100.0 100.0
Table 11 LBN Brand Shares of Laundry Aids: % Value 2018-2021
% retail value rsp

Stain-Off Goodmaid Chemicals Corp 22.3 22.6 22.7 22.8

Sdn Bhd
Lissa (Lana Lana Cosmetics 7.9 8.5 8.6 8.9
Cosmetics SAE)
Easy On Reckitt Benckiser Group 8.3 8.6 8.8 8.9
Plc (RB)
Hygiene IP Mfg Co Ltd 5.9 7.1 7.9 8.8
Super Thanh Tam Co Ltd 5.4 5.3 5.1 5.1
Cocorex (Saraya Co Goodmaid Chemicals Corp 2.7 2.7 2.6 2.5
Ltd) Sdn Bhd
Clorox Clorox Co, The 2.4 2.3 2.4 2.3
Axo (Green Cross Inc) Green Cross Vietnam Co Ltd 1.7 1.8 1.8 1.8
Faultless Faultless Starch/Bon 2.0 1.9 1.8 1.7
Ami Co, The
Tracatu Nam Dinh Biological 3.4 2.6 1.9 1.2
Technology JSC
Cocorex Goodmaid Chemicals Corp - - - -
Sdn Bhd
Ambi-Pur (Procter & Procter & Gamble - - - -
Others Others 19.2 16.9 15.8 14.5
Total Total 100.0 100.0 100.0 100.0
Table 12 NBO Company Shares of Laundry Detergents: % Value 2017-2021
% retail value rsp

Company 2017 2018 2019 2020 2021
Unilever Vietnam 48.7 48.3 48.4 49.1 50.2

Dai Viet Huong Co Ltd 19.2 19.4 20.2 19.5 19.5
Procter & Gamble 9.9 10.1 10.5 11.0 11.4
Vietnam Ltd
Lix Detergent JSC 4.5 4.7 4.8 5.6 6.1
Net Detergent JSC 2.5 2.5 2.3 2.1 2.3
My Hao Cosmetics Co Ltd 1.9 1.9 2.0 1.4 1.5
Neo Corp International 1.2 1.2 1.1 1.2 1.1
Ltd
Kao Vietnam Ltd 1.4 1.1 0.8 0.8 0.8
Lion Corp 0.5 0.6 0.6 0.7 0.8
Goodmaid Chemicals Corp 0.5 0.5 0.5 - -
Sdn Bhd
Others 9.8 9.7 8.7 8.6 6.4
Total 100.0 100.0 100.0 100.0 100.0
Table 13 LBN Brand Shares of Laundry Detergents: % Value 2018-2021
% retail value rsp

Omo (Unilever Group) Unilever Vietnam 41.4 41.1 40.9 41.2

Aba Dai Viet Huong Co Ltd 19.4 20.2 19.5 19.5
Surf (Unilever Group) Unilever Vietnam 6.9 7.3 8.2 9.0
Ariel (Procter & Procter & Gamble 7.3 7.5 8.3 8.6
Lix Lix Detergent JSC 4.7 4.8 5.6 6.1
Tide (Procter & Procter & Gamble 2.8 2.9 2.7 2.7
Net Net Detergent JSC 2.5 2.3 2.1 2.3
My Hao My Hao Cosmetics Co Ltd 1.4 1.4 1.4 1.5
Attack (Kao Corp) Kao Vietnam Ltd 1.1 0.8 0.8 0.8
D-nee (Neo Neo Corp International 0.8 0.8 0.8 0.8
Fineline (Neo Neo Corp International 0.3 0.3 0.3 0.3
Siusop My Hao Cosmetics Co Ltd 0.5 0.6 - -
Goodmaid (Saraya Co Goodmaid Chemicals Corp 0.5 0.5 - -
Ltd) Sdn Bhd
Goodmaid Goodmaid Chemicals Corp - - - -
Sdn Bhd
D-nee (Bio Consumer Neo Corp International - - - -
Co Ltd) Ltd
Fineline (Bio Neo Corp International - - - -
Consumer Co Ltd) Ltd
Others Others 9.7 8.7 8.6 6.4
Total Total 100.0 100.0 100.0 100.0
Table 14 Forecast Sales of Laundry Care by Category: Value 2021-2026
VND billion
2021 2022 2023 2024 2025 2026
Carpet Cleaners - - - - - -
Fabric Softeners 6,739.6 7,423.2 8,128.1 8,903.5 9,803.1 10,862.0
Laundry Aids 12.4 12.8 13.3 13.9 14.4 14.9
Laundry Care 23,181.2 24,676.7 26,222.3 27,790.4 29,595.8 31,730.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026
% constant value growth

2021/2022 2021-26 CAGR 2021/26 Total
Carpet Cleaners - - -
Fabric Softeners 10.1 10.0 61.2
Laundry Care 6.5 6.5 36.9
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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Laundry Care in Vietnam

LIST OF CONTENTS AND TABLES

LAUNDRY CARE IN VIETNAM

Higher price-sensitivity emerges, especially among consumers who live

A wider variety of ecologically sound laundry care products becomes

Masan acquires 52% of Net Detergent JSC, followed by new product

Brands focus their promotional activities on modern grocery retailers

PROSPECTS AND OPPORTUNITIES

Laundry care slated to become increasingly competitive as demand

Products that combine laundry detergent and fabric softener expected

Sales via modern grocery retailers and e-commerce to continue

% possession of washing machine

Washing Machine 34.7 39.4 44.3 46.9 49.5 52.0

Table 3 Sales of Laundry Care by Category: % Value Growth 2016-2021

% current value growth

Table 4 Sales of Laundry Aids by Category: Value 2016-2021

- Colour Safe Laundry 0.6 0.7 0.7 0.8 0.9 0.9

- Starch/Ironing Aids 4.2 4.5 4.8 5.1 5.5 5.8

Table 5 Sales of Laundry Aids by Category: % Value Growth 2016-2021

% current value growth

- Colour Safe Laundry Bleach 5.8 6.8 38.7

Table 6 Sales of Laundry Detergents by Category: Value 2016-2021

- Automatic Detergents 7,392.7 8,168.9 8,860.9 9,834.9 11,063.2 11,987.7

Table 7 Sales of Laundry Detergents by Category: % Value Growth 2016-2021

% current value growth

- Automatic Detergents 8.4 10.2 62.2

Table 8 NBO Company Shares of Laundry Care: % Value 2017-2021

% retail value rsp

Unilever Vietnam 50.3 50.4 49.9 50.4 51.1

Kao Vietnam Ltd 1.0 0.8 0.6 0.6 0.6

Table 9 LBN Brand Shares of Laundry Care: % Value 2018-2021

% retail value rsp

Omo (Unilever Group) Unilever Vietnam 30.1 29.6 29.3 29.2

Table 10 NBO Company Shares of Laundry Aids: % Value 2017-2021

% retail value rsp

Goodmaid Chemicals Corp 24.1 25.0 25.3 25.3 25.3

Table 11 LBN Brand Shares of Laundry Aids: % Value 2018-2021

% retail value rsp

Stain-Off Goodmaid Chemicals Corp 22.3 22.6 22.7 22.8

Table 12 NBO Company Shares of Laundry Detergents: % Value 2017-2021

% retail value rsp

Unilever Vietnam 48.7 48.3 48.4 49.1 50.2

Table 13 LBN Brand Shares of Laundry Detergents: % Value 2018-2021

% retail value rsp

Omo (Unilever Group) Unilever Vietnam 41.4 41.1 40.9 41.2

Table 14 Forecast Sales of Laundry Care by Category: Value 2021-2026

Table 15 Forecast Sales of Laundry Care by Category: % Value Growth 2021-2026

% constant value growth

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