Men's Grooming in Vietnam

Euromonitor International
May 2023
MEN'S GROOMING IN VIETNAM Passport i

LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2022 DEVELOPMENTS ............................................................................................................... 1
Men’s grooming returns to growth in 2022 as restrictions are lifted .......................................... 1
Diversity in brand activities to raise awareness ........................................................................ 1
Men’s demands are similar to those for women ....................................................................... 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Rapid growth projected for men’s grooming in the forecast period ........................................... 2
Increasingly competitive environment as the growth potential is significant ............................. 2
E-commerce will help men’s grooming penetrate rural areas ................................................... 2
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Men’s Grooming by Category: Value 2017-2022............................ 3
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2017-2022 ........... 3
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown
2019-2022 .................................................................................................... 4
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022 ........... 4
Table 5 NBO Company Shares of Men’s Grooming: % Value 2018-2022 ................ 4
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2019-2022 ....................... 5
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022 ........ 6
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2022-2027 ............. 7
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth
2022-2027 .................................................................................................... 7

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MEN'S GROOMING IN VIETNAM

KEY DATA FINDINGS
▪ Retail value sales grow by 5% in current terms in 2022 to VND5.3 trillion
▪ Men’s fragrances is the best performing category in 2022, with retail value sales growing by
6% in current terms to VND773 billion
▪ International Consumer Products Co Ltd is the leading player in 2022, with a retail value
share of 21%
▪ Retail sales are set to grow at a current value CAGR of 10% (2022 constant value CAGR of
6%) over the forecast period to VND8.5 trillion

2022 DEVELOPMENTS

Men’s grooming returns to growth in 2022 as restrictions are lifted

Men’s grooming saw a current value decline in 2021, due to prolonged lockdowns in response
to spikes in the number of COVID-19 cases in the country. Working from home and limitations
on social events reduced the desire or need for men to maintain a high level of grooming.
However, the category saw a rebound to growth in 2022. With the absence of pandemic
restrictions, life returned to normal, and men resumed their former grooming habits. In addition,
the strong spread of social media such as Facebook, TikTok, and Instagram encouraged
Vietnamese men to have higher grooming standards, and accordingly they looked for more
relevant products. Mostly influenced by Japanese, Korean, and Western idols, they started to
research products and use daily products formulated specifically for men. Within men’s
grooming, men’s toiletries performed well in 2022, supported by various social media trends
relating to skin care and hair care. There was also an increasing sense that men did not want to
be seen using products typically targeted towards women. Nevertheless, current value sales
were still unable to return to the 2020 level in 2022, with this expected to be achieved in 2023.
While men’s toiletries remained the largest category in 2022, men’s fragrances saw stronger
growth. The smallest category in men’s grooming overall remained men’s post-shave, as the
majority of men in rural areas think it is a waste of time to use such products. There has also
been a lack of marketing activities to raise consumers’ awareness of such products in recent
years.

Diversity in brand activities to raise awareness

Global brands continued to lead men’s grooming in value terms in Vietnam in 2022.
International Consumer Products Co Ltd maintained its leadership through the top brand X-Men,
followed by Unza Vietnam Co Ltd (Wipro) with Romano, and Unilever Vietnam International Co
Ltd with Clear Men. Global brands continued to dominate due to their wide distribution networks,
strong financial capability and dynamic marketing activities. For instance, Clear Men sponsors
football and basketball events for young consumers nationwide, such as the National Student
Basketball Tournament 2022 for men and women across 79 universities. It had booths at the
entrance to matches to demonstrate its products and emphasise the importance of scalp health,
highlighting the ability of Clear Men to eliminate dandruff itching, and fight sweat and bacteria.
Meanwhile, Nivea Men focused on content marketing – supporting consumers with product
information and knowledge so they could improve the condition of their skin and hair. The brand

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also introduced Nivea Men Sensitive After-Shave Balm for sensitive skin. Local brands have so
far tended to lag behind due to limited financial power and narrow distribution.

Men’s demands are similar to those for women

In general, the product features expected by men are gradually similar to those expected by
women, such as moisturising, whitening, and a long-lasting scent. However, while products
targeted towards women have various scents and brand choices, the majority of men’s
grooming items have been offering popular, similar scents for a while now, which can be
recognised easily in a crowd. Not wanting to use the same scent as everyone else, the younger
generation tend to prefer unscented products, or just a light fragrance. Whitening was the most
demanded feature at the end of the review period. Young men admire Korean idols and tend to
use whitening cream or sun care products to maintain a fairer and healthy skin to follow their
style. However, the variety of products available in men’s grooming remains limited, which is
leading those with a presence to boost their marketing activities, focusing on online campaigns
in order to raise consumer awareness and their brand image.

PROSPECTS AND OPPORTUNITIES

Rapid growth projected for men’s grooming in the forecast period

Men’s grooming in Vietnam has room to grow strongly in the forecast period, with current
value increases expected across all categories as the impact of the pandemic disappears, and
due to higher living standards as incomes rise. This will also be due to growing consumer
awareness of personal grooming and expanding brand choice. In addition, greater awareness of
the benefits of using men’s grooming products in terms of appearance, image and wellbeing
should also stimulate sales. Cultural influences from Korean or Western lifestyles are also set to
drive growth, under the strong influence of social media. Importantly, exposure to South Korean
culture is seeing men in Vietnam pay more attention to their appearance and style, which is set
to continue to boost the demand for men’s grooming. The growth potential in the category is
also set to foster higher investment in marketing brands and products. Marketing activities are
expected to be geared more towards premium than mass men’s grooming products, as the
leading players look to drive value sales.

Increasingly competitive environment as the growth potential is

significant
Men’s grooming is also expected to become more competitive in the forecast period. As the
category is still considered underdeveloped, it retains high growth potential. Not only are global
brands offering male-specific products in the mass segment, such as Clear Men, Romano, and
X-Men, but also increasingly in the mid-priced to premium range, with brands such as Innisfree,
Clinique, Kiehl’s, Shiseido, Lancôme and Dior. Local brands have also started to increase their
penetration of men’s grooming, due to growing demand for lower prices than international
brands. Some local players are likely to look for niches, such as natural products for male
consumers, to deepen their penetration. For example, this has already been seen with the
herbal antidandruff shampoo from Sao Thai Duong Cosmetics, which claims to work for up to
five days without the need to rewash hair.

E-commerce will help men’s grooming penetrate rural areas

Offline retailers currently offer a very narrow choice of products specifically for men, even in
supermarkets or beauty specialists. The majority of products in such outlets are facial cleansers,

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bath and shower products and deodorants. However, consumers increasingly expect to see a
wider product choice, such as skin care, hair care and other products for men at these retailers.
Meanwhile, e-commerce sites such as Lazada, Shopee and Tiki are helping men’s grooming
products to reach a wider consumer base across all provinces in Vietnam, with various choices
available in terms of brands, products, and scents. Many consumers turned to e-commerce in
search of convenience and safer shopping during the pandemic, but the growth of e-commerce
is expected to continue in the forecast period, with discount programmes and free shipping fees
strongly encouraging consumers to shop online. Moreover, in men’s grooming, as in other areas
of beauty and personal care, digitalisation is becoming increasingly visible beyond e-commerce,
especially digital marketing. Livestreaming on Facebook and Zalo has become an effective way
for leading companies to advertise their products, interact with consumers and enhance their
brand reputation.

CATEGORY DATA
Table 1 Sales of Men’s Grooming by Category: Value 2017-2022

VND billion
2017 2018 2019 2020 2021 2022

- Mass Men's Fragrances 238.9 260.4 280.9 247.2 228.2 241.1

- Premium Men's 509.5 560.4 617.6 531.5 500.0 531.6
Fragrances
Men's Fragrances 748.4 820.8 898.4 778.7 728.2 772.7
-- Mass Men's Skin Care 283.2 308.6 324.8 347.8 358.3 371.3
-- Premium Men's Skin 6.6 7.2 8.0 9.2 9.7 10.0
Care
- Men's Skin Care 289.8 315.8 332.8 357.0 368.0 381.3
-- Mass Men's Hair Care 1,990.4 2,060.1 2,178.5 2,321.0 2,146.6 2,214.2
-- Premium Men's Hair - - - - - -
Care
- Men's Hair Care 1,990.4 2,060.1 2,178.5 2,321.0 2,146.6 2,214.2
-- Mass Men's Deodorants 620.9 701.6 788.7 847.7 802.9 846.8
-- Premium Men's - - - - - -
Deodorants
- Men's Deodorants 620.9 701.6 788.7 847.7 802.9 846.8
-- Mass Men's Bath and 274.5 292.4 316.9 340.8 319.5 355.6
Shower
-- Premium Men's Bath - - - - - -
and Shower
- Men's Bath and Shower 274.5 292.4 316.9 340.8 319.5 355.6
Men's Toiletries 3,175.6 3,369.9 3,616.8 3,866.5 3,637.0 3,797.8
- Men's Razors and Blades 540.0 578.7 614.1 639.9 588.2 612.9
- Men's Pre-Shave 135.6 145.8 155.2 157.9 143.7 155.0
- Men's Post-Shave 8.0 5.5 5.7 5.6 5.2 5.5
Men's Shaving 683.7 730.0 774.9 803.4 737.1 773.4
Men's Grooming 4,607.6 4,920.6 5,290.2 5,448.6 5,102.3 5,343.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Men’s Grooming by Category: % Value Growth 2017-2022

% current value growth

2021/22 2017-22 CAGR 2017/22 Total

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- Mass Men's Fragrances 5.6 0.2 0.9

- Premium Men's Fragrances 6.3 0.9 4.3
Men's Fragrances 6.1 0.6 3.2
-- Mass Men's Skin Care 3.6 5.6 31.1
-- Premium Men's Skin Care 3.1 8.5 50.6
- Men's Skin Care 3.6 5.6 31.6
-- Mass Men's Hair Care 3.1 2.2 11.2
-- Premium Men's Hair Care - - -
- Men's Hair Care 3.1 2.2 11.2
-- Mass Men's Deodorants 5.5 6.4 36.4
-- Premium Men's Deodorants - - -
- Men's Deodorants 5.5 6.4 36.4
-- Mass Men's Bath and Shower 11.3 5.3 29.5
-- Premium Men's Bath and Shower - - -
- Men's Bath and Shower 11.3 5.3 29.5
Men's Toiletries 4.4 3.6 19.6
- Men's Razors and Blades 4.2 2.6 13.5
- Men's Pre-Shave 7.9 2.7 14.3
- Men's Post-Shave 5.6 -7.3 -31.5
Men's Shaving 4.9 2.5 13.1
Men's Grooming 4.7 3.0 16.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022

% retail value rsp

2019 2020 2021 2022

Disposables 48.8 48.7 48.7 48.5

Systems 49.2 49.4 49.4 49.5
Systems - Razors 20.1 20.3 20.4 20.5
Systems - Refill Blades 29.1 29.1 29.0 29.0
Other Razors and Blades 2.0 1.9 1.9 2.0
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022

% retail value rsp

2019 2020 2021 2022

Facial Care 97.7 97.6 97.6 97.0

Body Care 2.3 2.4 2.5 3.0
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 NBO Company Shares of Men’s Grooming: % Value 2018-2022

% retail value rsp

Company 2018 2019 2020 2021 2022

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International Consumer 20.8 20.1 21.3 20.9 21.2

Products Co Ltd
Unza Vietnam Co Ltd 13.7 14.2 15.4 15.4 16.1
Unilever Vietnam 15.0 14.8 14.9 14.8 14.6
International Co Ltd
Beiersdorf Vietnam Ltd Co 9.7 10.1 10.4 11.0 11.0
Oral-B (Vietnam) Ltd 8.3 8.5 8.7 8.8 9.0
Coty Beauty Vietnam Co Ltd 5.2 5.5 4.8 4.6 4.6
Croma Pharma GmbH 2.4 2.3 2.3 2.3 2.3
Inter Parfums Asia 1.1 1.2 1.0 1.4 1.5
Pacific Pte Ltd
Saigon Cosmetics Corp 1.7 1.7 1.4 1.3 1.2
L'Oréal Vietnam Co Ltd 1.1 1.2 1.1 1.1 1.2
Dai Viet Huong Trading 1.5 1.3 1.2 1.1 1.1
Manufacturing Co Ltd
Shiseido Cosmetics 1.1 1.1 1.0 1.0 1.0
Vietnam Co Ltd
Dorco Co Ltd 0.9 0.8 0.8 0.8 0.8
Inter Parfums Inc - - - - 0.7
Rohto-Mentholatum Vietnam 0.7 0.6 0.6 0.7 0.7
Co Ltd
Chanel SA 0.5 0.6 0.5 0.5 0.6
Edgewell Personal Care 0.7 0.6 0.6 0.6 0.6
Brands LLC
Mandom Vietnam Co Ltd 0.4 0.4 0.4 0.4 0.4
Oriflame Vietnam Ltd - - 0.7 0.4 0.4
Kenzo Parfums SA 0.4 0.4 0.3 0.4 0.4
AmorePacific Vietnam JSC 0.1 0.1 0.2 0.2 0.3
LG Vina Cosmetics Co Ltd 0.2 0.1 0.2 0.2 0.2
Colgate-Palmolive 0.3 0.3 0.2 0.2 0.2
(Vietnam) Co Ltd
Kao Vietnam Ltd 0.2 0.2 0.2 0.2 0.2
Euroitalia Srl 0.3 0.3 0.2 0.2 0.2
Givenchy SA, Parfums 0.2 0.2 0.2 0.2 0.2
Give Back Beauty LLC - - - - 0.2
Henkel Vietnam Co Ltd 0.1 0.0 0.0 0.0 0.0
Estée Lauder Vietnam Co Ltd 1.0 1.1 0.8 0.9 -
Thuong Xuan Cosmetic Co Ltd 1.1 1.2 - - -
Others 11.3 10.9 10.5 10.3 9.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Men’s Grooming: % Value 2019-2022

% retail value rsp

Brand (GBO) Company (NBO) 2019 2020 2021 2022

X-Men (Marico Ltd) International Consumer 20.1 21.3 20.9 21.2

Products Co Ltd
Romano (Wipro Ltd) Unza Vietnam Co Ltd 14.2 15.4 15.4 16.1
Clear Men (Unilever Unilever Vietnam 11.3 11.3 11.2 11.1
Group) International Co Ltd
Gillette (Procter & Oral-B (Vietnam) Ltd 6.7 6.9 6.9 7.1
Gamble Co, The)
Nivea Men Deodorant Beiersdorf Vietnam Ltd Co 6.6 6.8 7.0 6.9
(Beiersdorf AG)
Nivea Men (Beiersdorf Beiersdorf Vietnam Ltd Co 3.5 3.6 4.0 4.1
AG)

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Axe (Unilever Group) Unilever Vietnam 2.5 2.5 2.6 2.6

International Co Ltd
Croma (STADA Croma Pharma GmbH 2.3 2.3 2.3 2.3
Arzneimittel AG)
Gillette Foamy Oral-B (Vietnam) Ltd 1.6 1.7 1.7 1.8
(Procter & Gamble Co,
The)
Ramus Dai Viet Huong Trading 1.3 1.2 1.1 1.1
Manufacturing Co Ltd
adidas classic (Coty Coty Beauty Vietnam Co Ltd 1.2 1.1 1.1 1.1
Inc)
Rexona Deodorant For Unilever Vietnam 0.8 0.8 0.9 0.9
Men (Unilever Group) International Co Ltd
Davidoff (Coty Inc) Coty Beauty Vietnam Co Ltd 0.9 0.8 0.8 0.8
DKNY Inter Parfums Inc - - - 0.7
Oxy Men (Rohto Rohto-Mentholatum Vietnam 0.6 0.6 0.7 0.7
Pharmaceutical Co Ltd) Co Ltd
Giorgio Armani L'Oréal Vietnam Co Ltd 0.7 0.6 0.6 0.7
(L'Oréal Groupe)
Coach (Inter Parfums Inter Parfums Asia 0.7 0.6 0.6 0.6
Inc) Pacific Pte Ltd
Calvin Klein (Coty Inc) Coty Beauty Vietnam Co Ltd 1.0 0.8 0.6 0.6
Chanel Chanel SA 0.6 0.5 0.5 0.6
Issey Miyake Shiseido Cosmetics 0.6 0.5 0.5 0.5
(Shiseido Co Ltd) Vietnam Co Ltd
Lacoste (Coty Inc) Coty Beauty Vietnam Co Ltd 0.6 0.5 0.5 0.5
Burberry (Coty Inc) Coty Beauty Vietnam Co Ltd 0.6 0.5 0.5 0.5
Jean Paul Gaultier Shiseido Cosmetics 0.5 0.5 0.5 0.5
(Puig SL) Vietnam Co Ltd
Guess (Inter Parfums Inter Parfums Asia 0.5 0.4 0.4 0.4
Inc) Pacific Pte Ltd
TJ Dorco Co Ltd 0.5 0.4 0.4 0.4
Hugo Boss (Coty Inc) Coty Beauty Vietnam Co Ltd 0.5 0.4 0.4 0.4
Gatsby (Mandom Corp) Mandom Vietnam Co Ltd 0.4 0.4 0.4 0.4
Dorco Dorco Co Ltd 0.4 0.4 0.4 0.4
Kenzo (LVMH Moët Kenzo Parfums SA 0.4 0.3 0.4 0.4
Hennessy Louis
Vuitton SA)
Wilkinson Edgewell Personal Care 0.4 0.3 0.3 0.3
Brands LLC
DKNY (Estée Lauder Estée Lauder Vietnam Co Ltd 0.9 0.7 0.7 -
Cos Inc)
Salvatore Ferragamo Salvatore Ferragamo SpA 0.4 0.3 - -
Oriflame (Oriflame Thuong Xuan Cosmetic Co Ltd 1.0 - - -
Cosmetics SA)
Others Others 15.8 15.3 15.5 14.5
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022

% retail value rsp

Brand (GBO) Company (NBO) 2019 2020 2021 2022

Gillette (Procter & Oral-B (Vietnam) Ltd 56.4 57.4 58.7 60.6
Gamble Co, The)
Croma (STADA Croma Pharma GmbH 20.2 20.0 19.6 19.6
Arzneimittel AG)

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TJ Dorco Co Ltd 3.9 3.8 3.7 3.7

Dorco Twin Dorco Co Ltd 3.2 3.2 3.2 3.2
Wilkinson Edgewell Personal Care 3.3 3.0 2.9 3.0
Brands LLC
Wilkinson Energizer Holdings Inc - - - -
Bic Société Bic SA - - - -
Others Others 13.0 12.7 11.9 9.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 Forecast Sales of Men’s Grooming by Category: Value 2022-2027

VND billion
2022 2023 2024 2025 2026 2027

- Mass Men's Fragrances 241.1 250.9 260.1 267.8 274.6 280.5

- Premium Men's 531.6 566.4 604.3 647.6 696.2 751.1
Fragrances
Men's Fragrances 772.7 817.2 864.4 915.3 970.8 1,031.5
-- Mass Men's Skin Care 371.3 375.3 382.9 397.2 416.1 437.6
-- Premium Men's Skin 10.0 10.3 10.7 11.1 11.5 12.1
Care
- Men's Skin Care 381.3 385.6 393.6 408.3 427.7 449.7
-- Mass Men's Hair Care 2,214.2 2,320.5 2,443.7 2,580.6 2,730.4 2,896.5
-- Premium Men's Hair - - - - - -
Care
- Men's Hair Care 2,214.2 2,320.5 2,443.7 2,580.6 2,730.4 2,896.5
-- Mass Men's Deodorants 846.8 877.1 922.9 980.1 1,055.0 1,142.5
-- Premium Men's - - - - - -
Deodorants
- Men's Deodorants 846.8 877.1 922.9 980.1 1,055.0 1,142.5
-- Mass Men's Bath and 355.6 384.6 416.1 450.4 488.2 530.4
Shower
-- Premium Men's Bath - - - - - -
and Shower
- Men's Bath and Shower 355.6 384.6 416.1 450.4 488.2 530.4
Men's Toiletries 3,797.8 3,967.9 4,176.2 4,419.4 4,701.3 5,019.1
- Men's Razors and Blades 612.9 640.2 671.1 705.3 745.6 789.4
- Men's Pre-Shave 155.0 160.4 165.5 170.5 175.2 180.0
- Men's Post-Shave 5.5 5.7 5.9 6.2 6.5 6.8
Men's Shaving 773.4 806.2 842.5 882.0 927.3 976.2
Men's Grooming 5,343.9 5,591.3 5,883.1 6,216.7 6,599.5 7,026.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027

% constant value growth

2022/2023 2022-27 CAGR 2022/27 Total

- Mass Men's Fragrances 4.1 3.1 16.3

- Premium Men's Fragrances 6.5 7.2 41.3
Men's Fragrances 5.8 5.9 33.5
-- Mass Men's Skin Care 1.1 3.3 17.9
-- Premium Men's Skin Care 3.1 3.9 20.9
- Men's Skin Care 1.1 3.4 17.9

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-- Mass Men's Hair Care 4.8 5.5 30.8

-- Premium Men's Hair Care - - -
- Men's Hair Care 4.8 5.5 30.8
-- Mass Men's Deodorants 3.6 6.2 34.9
-- Premium Men's Deodorants - - -
- Men's Deodorants 3.6 6.2 34.9
-- Mass Men's Bath and Shower 8.1 8.3 49.2
-- Premium Men's Bath and Shower - - -
- Men's Bath and Shower 8.1 8.3 49.2
Men's Toiletries 4.5 5.7 32.2
- Men's Razors and Blades 4.4 5.2 28.8
- Men's Pre-Shave 3.5 3.0 16.1
- Men's Post-Shave 3.1 4.5 24.5
Men's Shaving 4.2 4.8 26.2
Men's Grooming 4.6 5.6 31.5
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International