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Consumer appliances experienced robust retail volume growth in 2025, driven by rising incomes and urbanisation. The industry was also marked by a steady shift towards energy-efficient and smart appliances, driven by increasing environmental awareness, reinforced by government regulations and the rising cost of energy. The competitive landscape remained moderately concentrated, with the top players retaining their lead despite the expansion of smaller brands. To succeed, manufacturers are betting...

Euromonitor International's Consumer Appliances in Vietnam report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, format trends or distribution issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Home HVAC, Major Appliances, Small Appliances.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Consumer Appliances market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

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

COUNTRY REPORTS DISCLAIMER

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 Hausgerate 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

COUNTRY REPORTS DISCLAIMER

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

COUNTRY REPORTS DISCLAIMER

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

COUNTRY REPORTS DISCLAIMER

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

COUNTRY REPORTS DISCLAIMER

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

COUNTRY REPORTS DISCLAIMER

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

COUNTRY REPORTS DISCLAIMER

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

COUNTRY REPORTS DISCLAIMER

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

COUNTRY REPORTS DISCLAIMER

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
• CHART 48 I-Driven Smart Cooking with Philips Airfryer 5000 Series XXL Connected

WHAT'S NEXT?

• Increasing disposable incomes to fuel demand for small cooking appliances
• CHART 49 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

COUNTRY REPORTS DISCLAIMER

VACUUM CLEANERS IN VIETNAM

KEY DATA FINDINGS

2025 DEVELOPMENTS

• Demand for vacuum cleaners continues to rise from a small base
• CHART 50 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 51 Duy Luan D? Thuong, a Famous KOL, Boosts Sales of Vacuum Cleaners
• Smart vacuum cleaners shaped by AI-powered models
• CHART 52 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 53 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 54 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

COUNTRY REPORTS DISCLAIMER