Tissue and Hygiene in Vietnam May 2026

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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
  • 2025 Developments
Key Industry Trends
  • Chart 1 Key Industry Trends for Tissue and Hygiene
Industry Performance
  • Diana Unicharm Leverages Eco-Friendly Innovation to Drive Growth
  • Bobby Engages Mothers through Tiktok to Drive Digital Sales
  • Sustainable Launches Target Eco-Conscious Consumers
  • Chart 2 MamyPoko Pants promoted via TikTok Shop livestreams
  • Chart 3 Value Sales 2020-2030
  • Chart 4 Value Sales by Category 2025
What's Next?
  • Increasing Focus on Sustainability, Health and Comfort Set to Shape the Market
  • Chart 5 Analyst Insight for Tissue and Hygiene
  • Market Being Shaped by Rapidly Ageing Population
  • Eco-Friendly Features and Premium Claims Redefine Brand Value
  • Chart 6 Forecast Value Sales 2020-2030
  • Chart 7 Forecast Value Sales by Category 2025-2030
Competitive Landscape
  • Diana Sustains Lead through Innovation and Targeted Marketing
  • Chart 8 Diana Sensi For Nature Cuts Plastic Packaging by 56%
  • Emerging Rivals Challenge Diana Jsc and Kimberly-Clark
  • Chart 9 Gumi Thriving Online
  • E-Commerce and Premiumisation Accelerate Value and Drive Consumer Loyalty
  • Chart 10 Company Shares 2025
  • Chart 11 Brand Shares 2025
Channels
  • Supermarkets and E-Commerce Capture Share as Shopping Shifts Online
  • Shopee and Tiktok Shop Win Shoppers with Bundle Deals and Livestreams
  • Con Cung and Winmart Expand Reach through Store Networks and Product Diversity
  • Chart 12 Retail Channels 2020-2025
Economic Context
  • Chart 13 Economic Context for Tissue and Hygiene
  • Chart 14 Real Gdp Growth 2020-2030
  • Chart 15 Inflation 2020-2030
Consumer Context
  • Chart 16 Consumer Context for Tissue and Hygiene
  • Chart 17 Population 2020-2030
  • Chart 18 Consumer Expenditure 2020-2030
  • Chart 19 Population by Generation 2025

Away-From-Home Tissue and Hygiene in Vietnam

2025 Developments
  • Away from Home Tissue and Hygiene Summary
Key Industry Trends
  • Chart 20 Key Industry Trends for Away-From-Home Tissue and Hygiene
Industry Performance
  • Top Gia Leverages Tiktok to Drive Bulk Tissue Sales
  • Chart 21 Top Gia Delivers Affordable Options
  • Unicharm Capitalises on Demand for Affordable Multi-Packs
  • Diana Boosts Multi-Pack Menstrual Pants through Tiktok Promotions
  • Chart 22 Diana Promotes Larger Packs on TikTok
  • Chart 23 Value Sales 2020-2030
  • Chart 24 Value Sales by Category 2025
What's Next?
  • Government Campaigns and Tourism Set to Fuel Growth
  • Low-Cost Brands and Digital Platforms Set to Shape Future Purchasing Behaviours
  • Tissue Products Retain Lead as Hygiene Innovations Create New Opportunities
  • Chart 25 Forecast Value Sales 2020-2030
  • Chart 26 Forecast Value Sales by Category 2025-2030
Channels
  • Horeca Channel Boosts Tissue Demand as Tourism Rebounds
  • Tourism Stimulus Programmes Drive Rapid Growth in Service Venues
  • Chart 27 Retail Channels 2020-2025
Economic Context
  • Chart 28 Economic Context for Away-From-Home Tissue and Hygiene
  • Chart 29 Real Gdp Growth 2020-2030
  • Chart 30 Inflation 2020-2030
Consumer Context
  • Chart 31 Consumer Context for Away-From-Home Tissue and Hygiene
  • Chart 32 Population 2020-2030
  • Chart 33 Consumer Expenditure 2020-2030
  • Chart 34 Population by Generation 2025

Retail Adult Incontinence in Vietnam

2025 Developments
  • Retail Adult Incontinence Summary
Key Industry Trends
  • Chart 35 Key Industry Trends for Retail Adult Incontinence
Industry Performance
  • Caryn Launches Affordable Day & Night Pants, Boosting Access for Older Users
  • Chart 36 Caryn Launches Day & Night Range
  • Moderate/Heavy Adult Incontinence Benefits From Expanding Distribution Reach
  • High-Income Households Fuel Premiumisation Trend
  • Chart 37 Lifree Launches Thin & Light Range
  • Chart 38 Value Sales 2020-2030
  • Chart 39 Volume Sales 2020-2030
  • Chart 40 Value Sales by Category 2025
What's Next?
  • Caryn and Sunmate Expand Online to Reach Cost-Conscious Households
  • Moderate/Heavy Adult Incontinence Set for Further Advancement but Light Products Offer Potential
  • Cost-Saving Innovations and Premium Features to Reshape Consumer Expectations
  • Chart 41 Forecast Value Sales 2020-2030
  • Chart 42 Forecast Value Sales by Category 2025-2030
Competitive Landscape
  • Competitors Chip Away at Diana Jsc’S Lead
  • Chart 43 Analyst Insight for Retail Adult Incontinence
  • Chart 44 Company Shares 2025
  • Chart 45 Brand Shares 2025
Channels
  • E-Commerce Drives Omnichannel Strategies as Modern Trade Adapts
  • Brand Livestreams and Daily Deals Accelerate Digital Channel Growth
  • Chart 46 Retail Channels 2020-2025
Economic Context
  • Chart 47 Economic Context for Retail Adult Incontinence
  • Chart 48 Real Gdp Growth 2020-2030
  • Chart 49 Inflation 2020-2030
Consumer Context
  • Chart 50 Consumer Context for Retail Adult Incontinence
  • Chart 51 Population 2020-2030
  • Chart 52 Consumer Expenditure 2020-2030
  • Chart 53 Population by Generation 2025

Nappies/Diapers/Pants in Vietnam

2025 Developments
  • Nappies/Diapers/Pants Summary
Key Industry Trends
  • Chart 54 Key Industry Trends for Nappies/Diapers/Pants
Industry Performance
  • Premium Innovation on the Rise as Digital Sales Surge
  • Chart 55 MamyPoko Turns to TikTok Shop
  • Momo Rabbit and Tre Vi?t Win Share with Innovation and Eco Credentials
  • Chart 56 Momo Rabbit Night Diapers Offer Overnight Comfort
  • Online-First Strategies Offer Future Growth Potential
  • Chart 57 Value Sales 2020-2030
  • Chart 58 Volume Sales 2020-2030
  • Chart 59 Value Sales by Category 2025
What's Next?
  • Rural Expansion and Digital-First Strategies Sustain Sales Momentum
  • Disposable Pants Set to Outpace Nappies/Diapers as Parents Seek Convenience
  • Sustainability and Digital Engagement Reshape Purchasing Decisions
  • Chart 60 Analyst Insight for Nappies/Diapers/Pants
  • Chart 61 Forecast Value Sales 2020-2030
  • Chart 62 Forecast Value Sales by Category 2025-2030
Competitive Landscape
  • Diana and Kimberly-Clark Defend Leadership as Innovation Narrows Share Gaps
  • Rivals Target Eco-Minded Consumers in Vietnam
  • Chart 63 Company Shares 2025
  • Chart 64 Brand Shares 2025
Channels
  • Con Cung and Kids Plaza Drive Premium Sales Growth with Tailored Services
  • Shopee, Lazada, and Tiktok Shop Accelerate Online Adoption through Digital Promotions
  • Con Cung and Mother and Baby Specialists Boost Premium and Natural Product Uptake
  • Chart 65 Retail Channels 2020-2025
Economic Context
  • Chart 66 Economic Context for Nappies/Diapers/Pants
  • Chart 67 Real Gdp Growth 2020-2030
  • Chart 68 Inflation 2020-2030
Consumer Context
  • Chart 69 Consumer Context for Nappies/Diapers/Pants
  • Chart 70 Population 2020-2030
  • Chart 71 Consumer Expenditure 2020-2030
  • Chart 72 Population by Generation 2025

Menstrual Care in Vietnam

2025 Developments
  • Menstrual Care Summary
Key Industry Trends
  • Chart 73 Key Industry Trends for Menstrual Care
Industry Performance
  • Kotex and Diana Use E-Commerce to Drive Consumer Engagement
  • Diana Sensi for Nature Reduces Packaging Waste and Lifts Premium Appeal
  • Chart 74 Diana Sensi For Nature cuts plastic packaging by 56%
  • Eveda Organic Launches Innovative Herbal Antibacterial Products for Sensitive Skin
  • Chart 75 Eveda introduces innovative range
  • Chart 76 Value Sales 2020-2030
  • Chart 77 Volume Sales 2020-2030
  • Chart 78 Value Sales by Category 2025
What's Next?
  • E-Commerce and Livestreams to Accelerate Trial of New Formats
  • Sustainability and Ingredient Transparency to Reshape Consumer Loyalty
  • Chart 79 Forecast Value Sales 2020-2030
  • Chart 80 Forecast Value Sales by Category 2025-2030
Competitive Landscape
  • Diana Expands Share through Local Innovation and Brand Engagement
  • Kotex and Diana Use Campaigns to Capture Attention From Younger Consumers
  • Chart 81 Company Shares 2025
  • Chart 82 Brand Shares 2025
Channels
  • Modern Trade Wins Share From Small Local Grocers as Consumers Look for More Choice
  • Shopee, Lazada and Tiktok Shop Accelerate E-Commerce Momentum
  • Livestreams and Digital Strategies Boost Trial of Premium Formats
  • Chart 83 Retail Channels 2020-2025
Economic Context
  • Chart 84 Economic Context for Menstrual Care
  • Chart 85 Real Gdp Growth 2020-2030
  • Chart 86 Inflation 2020-2030
Consumer Context
  • Chart 87 Consumer Context for Menstrual Care
  • Chart 88 Population 2020-2030
  • Chart 89 Consumer Expenditure 2020-2030
  • Chart 90 Population by Generation 2025

Wipes in Vietnam

2025 Developments
  • Wipes Summary
Key Industry Trends
  • Chart 91 Key Industry Trends for Wipes
Industry Performance
  • Ecowipes Invests in a More Sustainable Future
  • Mamamy Boosts Sales through E-Commerce and the Launch of Portable Packs
  • Urbanisation and Digital Adoption Drive Sustained Value and Volume Growth
  • Chart 92 Mamamy Introduces Handy-sized Packs
  • Chart 93 Value Sales 2020-2030
  • Chart 94 Value Sales by Category 2025
What's Next?
  • Chart 95 Analyst Insight for Wipes
  • E-Commerce Platforms Leverage Playful Packaging to Boost Daily Use and Attract New Users
  • Sustainable Innovation Reshaping Product Formulas Amid Shifting Consumer Priorities
  • Chart 96 Forecast Value Sales 2020-2030
  • Chart 97 Forecast Value Sales by Category 2025-2030
Competitive Landscape
  • Mamamy Leverages Digital Channels to Reinforce Its Leadership
  • Emerging Companies Actively Reshaping the Competitive Landscape
  • Chart 98 Company Shares 2025
  • Chart 99 Brand Shares 2025
Channels
  • Bach Hoa Xanh and Winmart Extend Reach as Modern Trade Channels Gain an Advantage
  • Mamamy Drives Digital Loyalty as Consumers Embrace Convenience and Bundled Deals
  • Chart 100 Retail Channels 2020-2025
Economic Context
  • Chart 101 Economic Context for Wipes
  • Chart 102 Real Gdp Growth 2020-2030
  • Chart 103 Inflation 2020-2030
Consumer Context
  • Chart 104 Consumer Context for Wipes
  • Chart 105 Population 2020-2030
  • Chart 106 Consumer Expenditure 2020-2030
  • Chart 107 Population by Generation 2025

Retail Tissue in Vietnam

2025 Developments
  • Retail Tissue Summary
Key Industry Trends
  • Chart 108 Key Industry Trends for Retail Tissue
Industry Performance
  • Saigon Paper Redefines Convenience with Viral Handy Packs
  • Chart 109 Saigon Launches Handy-Sized Packs
  • E-Commerce Platforms Fuel Growth of Bulk Napkin Formats
  • Toilet Paper Leads in Scale as Paper Tableware Outpaces in Growth
  • Chart 110 Value Sales 2020-2030
  • Chart 111 Volume Sales 2020-2030
  • Chart 112 Value Sales by Category 2025
What's Next?
  • Digital-First Brands Set to Win Loyalty as Incomes Rise and Preferences Shift
  • Toilet Paper to Remain Central to the Success of Retail Tissue
  • Sustainability and E-Commerce Transforming Business Models Amid Shifting Consumer Expectations
  • Chart 113 Forecast Value Sales 2020-2030
  • Chart 114 Forecast Value Sales by Category 2025-2030
Competitive Landscape
  • Chart 115 Analyst Insight for Retail Tissue
  • Saigon Paper Leverages Product Innovation to Consolidate Its Position
  • Saigon Winning over Young Shoppers with Clever Packaging
  • Chart 116 Company Shares 2025
  • Chart 117 Brand Shares 2025
Channels
  • Small Local Grocers Lose Ground as Supermarkets and E-Commerce Gain Ground
  • Tiktok and Shopee Accelerate Bulk Sales with Digital Engagement
  • Chart 118 Top Gia & Golden Lotus Finds Success on Shopee
  • Chart 119 Retail Channels 2020-2025
Economic Context
  • Chart 120 Economic Context for Retail Tissue
  • Chart 121 Real Gdp Growth 2020-2030
  • Chart 122 Inflation 2020-2030
Consumer Context
  • Chart 123 Consumer Context for Retail Tissue
  • Chart 124 Population 2020-2030
  • Chart 125 Consumer Expenditure 2020-2030
  • Chart 126 Population by Generation 2025

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