Consumer Appliances in Vietnam

EXECUTIVE SUMMARY

• Consumer appliances benefits from rising urbanisation and higher disposable incomes

KEY DATA FINDINGS

• Chart 1 Key Trends 2025

INDUSTRY PERFORMANCE

• Rising incomes and urbanisation drive growth for consumer appliances
• Smart and AI-powered technologies transform appliance functionality
• Chart 2 Samsung AI-Driven Smart Refrigeration Redefines Convenience
• Demand for energy efficiency boosts sales of sustainable consumer appliances
• Chart 3 Power-Saving Casper XC-09IU38 Attracts Consumers at Only VND9.5 Million
• Influencer marketing and social media drive growth for consumer appliances

WHAT’S NEXT?

• Rising incomes and urbanisation set to fuel growth in consumer appliances
• Chart 4 Analyst Insight
• Appliances and electronics specialists to maintain lead despite rise in e-commerce
• Convenience, wellness and sustainability to shape future demand for smart appliances
• Chart 5 Growth Decomposition of Consumer Appliances 2024-2029

COMPETITIVE LANDSCAPE

• Panasonic and Philips lead, but local and other international players impact share dynamics

CHANNELS

• Appliances and electronics specialists dominates offline sales with a wide product range

ECONOMIC CONTEXT

• Chart 6 Real GDP Growth and Inflation 2020-2030
• Chart 7 PEST Analysis in Vietnam 2025

CONSUMER CONTEXT

• Chart 8 Key Insights on Consumers in Vietnam 2025
• Chart 9 Consumer Landscape in Vietnam 2025

SOURCES

Summary 1 Research Sources

Dishwashers in Vietnam

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Demand for dishwashers continues to expand from a small base
• Chart 10 Key Trends 2025

INDUSTRY PERFORMANCE

• Rising incomes fuel demand for convenient home appliances
• Sustainability drives innovation in dishwasher designs
• Chart 11 LG Launches New Version of its QuadWash TrueSteam Dishwasher
• AI-powered dishwashers are emerging as demand for convenience rises
• Chart 12 Comfee Dishwasher Stands Out with its Advanced AI Heat Dry technology

WHAT’S NEXT?

• Dishwashers expected to continue expanding as disposable incomes rise
• Chart 13 Analyst Insight
• Smart technologies and sustainability will continue shaping innovation
• Omnichannel retailing will contribute to improved dishwasher penetration

COMPETITIVE LANDSCAPE

• BSH Hausgeräte GmbH retains its lead in dishwashers
• Bosch drives premiumisation in dishwashers
• Chart 14 Bosch Brings European Premium Products to Vietnamese Kitchens
• Opportunities for expansion for new and existing players in dishwashers

CHANNELS

• Appliances and electronics specialists dominates distribution

Home Laundry Appliances in Vietnam

KEY DATA FINDINGS

2025 DEVELOPMENTS

• More households are opting for energy-efficient home laundry appliances
• Chart 15 Key Trends 2025

INDUSTRY PERFORMANCE

• Demand for automatic washing machines benefits from rising disposable incomes
• Demand for sustainability is growing, increasingly becoming a standard in Vietnam
• Chart 16 LG AI DD 2.0 Inverter with Inverter Direct Drive Makes an Impression in Vietnam
• Smart and AI-powered technologies drive innovation
• Chart 17 AQUA COLOR AI Washing Machine (Model AW12-BD4377U1L) Appeals in Vietnam

WHAT’S NEXT?

• Consumers expected to prioritise sustainable laundry appliances
• Smart appliances to continue gaining traction as consumer expectations rise
• Chart 18 Analyst Insight
• Retail e-commerce expected to drive sales growth through innovative retail strategies

COMPETITIVE LANDSCAPE

• Samsung and Toshiba lead with an established brand presence, while Hisense grows
• Consumer segmentation exemplified by Samsung launch

CHANNELS

• Appliances and electronics specialists leads with extensive outlet networks and services

Large Cooking Appliances in Vietnam

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Rising standard of living boosts demand for large cooking appliances
• Chart 19 Key Trends 2025

INDUSTRY PERFORMANCE

• Premiumisation drives demand for built-in cooking appliances
• Chart 20 Sunhouse Introduces Mama MMB52025BN-PRO in Vietnam
• Smart large cooking appliances with energy-efficient features drive demand
• More consumers opt for convenient and customised large cooking appliances
• Chart 21 Comfee AI Knob CIH-52DHP Introduces Convenient AI-Powered Induction Hob

WHAT’S NEXT?

• Shifting consumer preferences will continue driving demand for large cooking appliances
• Chart 22 Analyst Insight
• Smart, energy-efficient large cooking appliances expected to continue to gain traction
• Retail e-commerce will emerge as an increasingly important distribution channel

COMPETITIVE LANDSCAPE

• Sunhouse Group JSC leads with strong manufacturing and distribution

CHANNELS

• Retail e-commerce drives growth, driven in part by the emergence of social commerce

Microwaves in Vietnam

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Microwaves benefits from increased consumer demand for convenience
• Chart 23 Key Trends 2025

INDUSTRY PERFORMANCE

• Busy lifestyles drive demand, with premium products increasingly favoured
• Chart 24 The Mirror Lake Microwave MW3-EG26PE(BM)VN is Crafted Based on the Takumi Spirit
• Demand for sustainable microwaves is increasing
• Chart 25 Xiaomi Mijia 20-litre Energy-Saving Microwave Focuses on Energy Saving
• Compact and multifunctional products are favoured in urban areas
• Chart 26 Bear WBL-H20S2 20L Turntable-Free Microwave

WHAT’S NEXT?

• Multifunctional, aesthetic microwaves will become more accessible as demand rises
• Mandatory labelling for microwaves will intensify the competition
• Chart 27 Analyst Insight
• Retail e-commerce will support expansion for niche brands targeting young consumers

COMPETITIVE LANDSCAPE

• Sharp maintains its lead, although the competition intensifies

CHANNELS

• Offline retail channels remain dominant despite e-commerce growth
• Refrigeration Appliances in Vietnam

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Localised offerings emerge as an important differentiating tool
• Chart 28 Key Trends 2025

INDUSTRY PERFORMANCE

• Rising living standards increase demand for basic refrigeration appliances in rural areas
• Chart 29 Panasonic’s Harmony + Edition Aims to Address Evolving Lifestyles
• Rising cost of electricity drives demand for energy-efficient refrigerators
• Smart and AI-powered refrigeration appliances are emerging in Vietnam

WHAT’S NEXT?

• Rising urbanisation will continue supporting demand for refrigeration appliances
• Mandatory labelling will continue to accelerate the adoption of energy-efficient products
• Chart 30 Analyst Insight
• Demand for smart and AI-powered refrigeration appliances expected to accelerate
• Chart 31 Samsung AI-Driven Smart Refrigeration Appliances Attract Tech-savvy Consumers

COMPETITIVE LANDSCAPE

• Samsung maintains its lead through innovation and marketing efforts

CHANNELS

• Appliances and electronics specialists dominates distribution
• Air Conditioners in Vietnam

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Rising demand for smart and energy-efficient air conditioners
• Chart 32 Key Trends 2025

INDUSTRY PERFORMANCE

• Rural demand and innovation drive growth, with premiumisation reshaping the landscape
• Chart 33 Panasonic Launches 2025 XU Air Conditioner with Real-Time Air Quality Alerts
• More consumers turn to energy-efficient air conditioners as electricity costs rise
• Chart 34 Power-Saving Casper XC-09IU38, Available at Only VND9.5 Million, Attracts Consumers
• Smart and AI-powered air conditioners gain traction amongst affluent consumers
• Chart 35 Samsung Launches the Bespoke AI Wind-Free Combo Gallery with AI Comfort

WHAT’S NEXT?

• Rural demand and innovation to drive sales growth in the forecast period
• Energy-efficient air conditioners to continue expanding as government intensifies scrutiny
• Chart 36 Analyst Insight
• AI-powered features to increasingly target health-conscious consumers

• COMPETITIVE LANDSCAPE

• Leading players maintain dominance through innovation and marketing
• Portfolio expansion, promotions, and greater retail visibility drive the continued rise of Casper

CHANNELS

• Appliances and electronics specialists still dominates, despite the rise of retail e-commerce
• Food Preparation Appliances in Vietnam

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Influencers and social media contribute to growth for food preparation appliances
• Chart 37 Key Trends 2025

INDUSTRY PERFORMANCE

• Consumers drive demand for versatile and health-oriented appliances
• Health and wellness focus shapes demand in urban areas
• Chart 38 Hurom E50ST Slow Juicer Preserves Vitamins, Enzymes, and Nutrients.
• Portable and multifunctional blenders gain popularity
• Chart 39 Jenniferoom Portable Blender 75W 2000mAh JRK-BLP101 by Lock &Lock

WHAT’S NEXT?

• Multifunctional food preparation appliances likely to drive demand
• Chart 40 Analyst Insight
• Connected food preparation appliances expected to gain momentum
• Food preparation appliances anticipated to become lifestyle products

COMPETITIVE LANDSCAPE

• Philips Electronics Vietnam Co Ltd strengthens its lead
• Brands turn to social media to raise their profile and drive sales
• Chart 41 Thu Nhi Eat Clean’s Promotion of the Milk Nut Blender on TikTok

CHANNELS

• Influencers and social media drive growth for retail e-commerce despite offline dominance
• Personal Care Appliances in Vietnam

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Rising disposable incomes drive demand for personal care appliances
• Chart 42 Key Trends 2025

INDUSTRY PERFORMANCE

• Influencer marketing drives growth for hair care appliances
• Chart 43 Masuto Collaborates With Multiple KOLs to Promote Brand Awareness and Sales
• Smart and AI-powered technology enhance the user experience
• Multifunctionality and compact design drive consumer preference
• Chart 44 The Philips Sonicare ProtectiveClean 5300 Upgrades Users’ Experience

WHAT’S NEXT?

• Health and wellbeing and advanced features set to drive growth through premiumisation
• Chart 45 Analyst Insight
• Social media and e-commerce will shape the future of sales
• Multifunctional, smart appliances set to increase in popularity

COMPETITIVE LANDSCAPE

• Panasonic Vietnam Co Ltd leads with innovative products

CHANNELS

• E-commerce platforms drive sales growth with convenience and promotions

Small Cooking Appliances in Vietnam

KEY DATA FINDINGS

• 2025 DEVELOPMENTS
• Small cooking appliances sees growth as incomes rise and influencers drive sales
• Chart 46 Key Trends 2025

INDUSTRY PERFORMANCE

• Small cooking appliances benefits from increased visibility on social media
• Health and wellness is shaping demand for small cooking appliances
• Chart 47 OCOO Nutrient-Preserving Cooker
• AI-powered products drive innovation in small cooking appliances
• Chart3 AI-Driven Smart Cooking with Philips Airfryer 5000 Series XXL Connected

WHAT’S NEXT?

• Increasing disposable incomes to fuel demand for small cooking appliances
• Chart 48 Analyst Insight
• Smart and multifunctional products anticipated to see rising demand
• Retail e-commerce and social media to drive sales and product innovation

COMPETITIVE LANDSCAPE

• Sharp maintains its lead through targeted offerings

• CHANNELS

• E-commerce platforms drive growth with aggressive promotions

Vacuum Cleaners in Vietnam

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Demand for vacuum cleaners continues to rise from a small base
• Chart 49 Key Trends 2025

INDUSTRY PERFORMANCE

• Rising health and wellness focus supports demand for vacuum cleaners
• Social media is increasingly shaping demand for vacuum cleaners
• Chart 50 Duy Luân Dễ Thuong, a Famous KOL, Boosts Sales of Vacuum Cleaners
• Smart vacuum cleaners shaped by AI-powered models
• Chart 51 Samsung Upgrades its Model with the Introduction of Bespoke AI Jet Ultra in 2025

WHAT’S NEXT?

• Handheld vacuum cleaners expected to remain the fastest growing category
• Chart 52 Analyst Insight
• AI-powered robotic vacuum cleaners will continue to gain momentum
• Marketing campaigns likely to prioritise social media platforms

COMPETITIVE LANDSCAPE

• Hitachi maintains its leadership through innovation
• Dreame capitalises on the growth of robotic vacuum cleaners
• Chart 53 Dreame Aqua 10 Pro Advanced AI-Powered Robotix Entered Vietnam in 2025

CHANNELS

• More brands are turning to social commerce and direct-to-consumer to boost sales

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