Tissue and Hygiene in Vietnam Mar 2025

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Overview:

Understand the latest market trends and future growth opportunities for the Tissue and Hygiene industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Away-From-Home Tissue and Hygiene
  • Retail Adult Incontinence
  • Nappies/Diapers/Pants
  • Sanitary Protection
  • Wipes
  • Retail Tissue
  • RX/Reimbursement Adult Incontinence

If you're in the Tissue and Hygiene industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Tissue and Hygiene in Vietnam report includes:
  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country
This report answers:
  • What is the market size of Tissue and Hygiene in Vietnam?
  • Which are the leading brands in Tissue and Hygiene in Vietnam?
  • How are products distributed in Tissue and Hygiene in Vietnam?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Tissue and Hygiene in Vietnam

  • Executive Summary
    • Tissue and hygiene in 2024: The big picture
    • 2024 key trends
    • Competitive landscape
    • Retail developments
    • What next for tissue and hygiene?
  • Market Indicators
    • Table 1 – Birth Rates 2019-2024
    • Table 2 – Infant Population 2019-2024
    • Table 3 – Female Population by Age 2019-2024
    • Table 4 – Total Population by Age 2019-2024
    • Table 5 – Households 2019-2024
    • Table 6 – Forecast Infant Population 2024-2029
    • Table 7 – Forecast Female Population by Age 2024-2029
    • Table 8 – Forecast Total Population by Age 2024-2029
    • Table 9 – Forecast Households 2024-2029
  • Market Data
    • Table 10 – Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
    • Table 11 – Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
    • Table 12 – NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
    • Table 13 – LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
    • Table 14 – Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
    • Table 15 – Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
    • Table 16 – Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
    • Table 17 – Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
    • Table 18 – Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
  • Disclaimer
  • Sources
    • Summary 1 – Research Sources

Away-From-Home Tissue and Hygiene in Vietnam

  • Key Data Findings
  • 2024 Developments
    • AFH tissue records robust rises in 2024
    • Expansion into rural areas holds promise for small local players
    • Expanding healthcare facilities support sales
  • Prospects and Opportunities
    • AFH tissue will see growth continue over the forecast period
    • Channel expansion to remain major growth driver
    • Current lack of innovation means room for improvement
  • Category Data
    • Table 19 – Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
    • Table 20 – Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
    • Table 21 – Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
    • Table 22 – Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
    • Table 23 – Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
    • Table 24 – Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
    • Table 25 – Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

Retail Adult Incontinence in Vietnam

  • Key Data Findings
  • 2024 Developments
    • Retail adult incontinence records substantial growth in 2024
    • Diana continues to lead overall category
    • Health and beauty specialists remains most important distribution channel
  • Prospects and Opportunities
    • Further growth forecast for retail adult incontinence in Vietnam
    • Ongoing urbanisation supports continued expansion for e-commerce
    • Consumers will remain cost-conscious and focused on value and efficacy
  • Category Data
    • Table 26 – Sales of Retail Adult Incontinence by Category: Value 2019-2024
    • Table 27 – Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
    • Table 28 – NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
    • Table 29 – LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
    • Table 30 – Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
    • Table 31 – Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029

Nappies/Diapers/Pants in Vietnam

  • Key Data Findings
  • 2024 Developments
    • Rising value sales seen in 2024
    • Diana remains ahead of the rest
    • Baby/child/maternity stores leads distribution, while e-commerce rises fastest
  • Prospects and Opportunities
    • Positive future forecast for nappies/diapers/pants in Vietnam
    • E-commerce to become more important as a growth-driver
    • Innovation and sustainability-focused design will continue shape progress
  • Category Data
    • Table 32 – Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
    • Table 33 – Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
    • Table 34 – NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
    • Table 35 – LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
    • Table 36 – Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
    • Table 37 – Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029

Menstrual Care in Vietnam

  • Key Data Findings
  • 2024 Developments
    • Pantyliners leads growth in 2024, while towels remains largest category
    • Diana maintains overall leadership
    • Small local grocers continues to lead distribution
  • Prospects and Opportunities
    • Sales growth set to remain strong for forecast period
    • E-commerce will continue to rise
    • Anticipated sharper focus on sustainability, with growth potential in combo packages for pantyliners
  • Category Data
    • Table 38 – Retail Sales of Menstrual Care by Category: Value 2019-2024
    • Table 39 – Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
    • Table 40 – Retail Sales of Tampons by Application Format: % Value 2019-2024
    • Table 41 – NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
    • Table 42 – LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
    • Table 43 – Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
    • Table 44 – Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029

Wipes in Vietnam

  • Key Data Findings
  • 2024 Developments
    • General purpose wipes is fastest riser in wipes in 2024
    • Diana leads overall wipes, while Dong Hiep Trade forges forward
    • Small local grocers maintains leadership, with health and beauty specialists gaining pace
  • Prospects and Opportunities
    • Positive trajectory will continue for wipes throughout forecast period
    • E-commerce to benefit further from popularity of third-party platforms
    • Packaging and value-added features offer growth potential
  • Category Data
    • Table 45 – Retail Sales of Wipes by Category: Value 2019-2024
    • Table 46 – Retail Sales of Wipes by Category: % Value Growth 2019-2024
    • Table 47 – NBO Company Shares of Retail Wipes: % Value 2020-2024
    • Table 48 – LBN Brand Shares of Retail Wipes: % Value 2021-2024
    • Table 49 – Forecast Retail Sales of Wipes by Category: Value 2024-2029
    • Table 50 – Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029

Retail Tissue in Vietnam

  • Key Data Findings
  • 2024 Developments
    • Strong growth seen for retail tissue in Vietnam in 2024
    • Saigon Paper maintains overall category leadership
    • Small local grocers still lead distribution despite declining share
  • Prospects and Opportunities
    • Retail tissue faces bright future in Vietnam
    • Traditional stores face falling consumer confidence, while e-commerce goes from strength to strength
    • Convenience as a key trend in packaging formats
  • Category Data
    • Table 51 – Retail Sales of Tissue by Category: Value 2019-2024
    • Table 52 – Retail Sales of Tissue by Category: % Value Growth 2019-2024
    • Table 53 – NBO Company Shares of Retail Tissue: % Value 2020-2024
    • Table 54 – LBN Brand Shares of Retail Tissue: % Value 2021-2024
    • Table 55 – Forecast Retail Sales of Tissue by Category: Value 2024-2029
    • Table 56 – Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029

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The company offers detailed reports, statistics, and expert insights across more than 100 countries and 30 industries, with a strong focus on consumer markets. Its flagship platform, Passport, is widely used by business professionals, analysts, and academic institutions for market sizing, forecasting, competitive analysis, and consumer trends.

Euromonitor’s research methodology combines in-depth primary research, expert analysis, and robust data modeling, ensuring comprehensive and reliable information. The firm also provides custom consulting services to help organizations identify growth opportunities, understand market dynamics, and make informed strategic decisions.

With a strong global network of analysts and a reputation for high-quality data, Euromonitor is a trusted partner for companies aiming to navigate the complexities of global markets and stay ahead of trends.

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