베트남의 티슈 및 위생용품 시장

Vietnam's tissue and hygiene market demonstrated robust momentum in 2025, with retail sales rising 6% year-on-year to VND58,562.6 billion in current terms, underpinned by a stable inflation rate of 3%, 8% GDP growth, and increased consumer spending power. The market remains highly attractive for investors, with leading players leveraging local manufacturing improvements, digital channels, and sustainability-led innovation to capture expanding demand among both younger and ageing demographics. Su...

Euromonitor International's Tissue and Hygiene 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, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

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

Why buy this report?

• Get a detailed picture of the Tissue and Hygiene 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

Diana Unicharm Leverages Eco-Friendly Innovation to Drive Growth

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Tissue and Hygiene

Industry Performance

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

Country Reports Disclaimer

MENSTRUAL CARE IN VIETNAM

• Key Data Insights
• 2025 Developments
• Kotex and Diana Use E-Commerce to Drive Consumer Engagement
• Key Industry Trends
• CHART 20 Key Industry Trends for Menstrual Care
• Industry Performance
• Diana Sensi for Nature Reduces Packaging Waste and Lifts Premium Appeal
• CHART 21 Diana Sensi For Nature cuts plastic packaging by 56%
• Eveda Organic Launches Innovative Herbal Antibacterial Products for Sensitive Skin
• CHART 22 Eveda introduces innovative range
• CHART 23 Value Sales 2020-2030
• CHART 24 Volume Sales 2020-2030
• CHART 25 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 26 Forecast Value Sales 2020-2030
• CHART 27 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 28 Company Shares 2025
• CHART 29 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 30 Retail Channels 2020-2025
• Economic Context
• CHART 31 Economic Context for Menstrual Care
• CHART 32 Real Gdp Growth 2020-2030
• CHART 33 Inflation 2020-2030
• Consumer Context
• CHART 34 Consumer Context for Menstrual Care
• CHART 35 Population 2020-2030
• CHART 36 Consumer Expenditure 2020-2030
• CHART 37 Population by Generation 2025
• Country Reports Disclaimer

NAPPIES/DIAPERS/PANTS IN VIETNAM

• Key Data Insights
• 2025 Developments
• Premium Innovation on the Rise as Digital Sales Surge
• Key Industry Trends
• CHART 38 Key Industry Trends for Nappies/Diapers/Pants
• Industry Performance
• CHART 39 MamyPoko Turns to TikTok Shop
• Momo Rabbit and Tre Vi?t Win Share with Innovation and Eco Credentials
• CHART 40 Momo Rabbit Night Diapers Offer Overnight Comfort
• Online-First Strategies Offer Future Growth Potential
• CHART 41 Value Sales 2020-2030
• CHART 42 Volume Sales 2020-2030
• CHART 43 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 44 Analyst Insight for Nappies/Diapers/Pants
• CHART 45 Forecast Value Sales 2020-2030
• CHART 46 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 47 Company Shares 2025
• CHART 48 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 49 Retail Channels 2020-2025
• Economic Context
• CHART 50 Economic Context for Nappies/Diapers/Pants
• CHART 51 Real Gdp Growth 2020-2030
• CHART 52 Inflation 2020-2030
• Consumer Context
• CHART 53 Consumer Context for Nappies/Diapers/Pants
• CHART 54 Population 2020-2030
• CHART 55 Consumer Expenditure 2020-2030
• CHART 56 Population by Generation 2025
• Country Reports Disclaimer

RETAIL ADULT INCONTINENCE IN VIETNAM

• Key Data Insights
• 2025 Developments
• Caryn Launches Affordable Day & Night Pants, Boosting Access for Older Users
• Key Industry Trends
• CHART 57 Key Industry Trends for Retail Adult Incontinence
• Industry Performance
• CHART 58 Caryn Launches Day & Night Range
• Moderate/Heavy Adult Incontinence Benefits From Expanding Distribution Reach
• High-Income Households Fuel Premiumisation Trend
• CHART 59 Lifree Launches Thin & Light Range
• CHART 60 Value Sales 2020-2030
• CHART 61 Volume Sales 2020-2030
• CHART 62 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 63 Forecast Value Sales 2020-2030
• CHART 64 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Competitors Chip Away at Diana Jsc'S Lead
• CHART 65 Analyst Insight for Retail Adult Incontinence
• CHART 66 Company Shares 2025
• CHART 67 Brand Shares 2025
• Channels
• E-Commerce Drives Omnichannel Strategies as Modern Trade Adapts
• Brand Livestreams and Daily Deals Accelerate Digital Channel Growth
• CHART 68 Retail Channels 2020-2025
• Economic Context
• CHART 69 Economic Context for Retail Adult Incontinence
• CHART 70 Real Gdp Growth 2020-2030
• CHART 71 Inflation 2020-2030
• Consumer Context
• CHART 72 Consumer Context for Retail Adult Incontinence
• CHART 73 Population 2020-2030
• CHART 74 Consumer Expenditure 2020-2030
• CHART 75 Population by Generation 2025
• Country Reports Disclaimer

WIPES IN VIETNAM

• Key Data Insights
• 2025 Developments
• Ecowipes Invests in a More Sustainable Future
• Key Industry Trends
• CHART 76 Key Industry Trends for Wipes
• Industry Performance
• Mamamy Boosts Sales through E-Commerce and the Launch of Portable Packs
• Urbanisation and Digital Adoption Drive Sustained Value and Volume Growth
• CHART 77 Mamamy Introduces Handy-sized Packs
• CHART 78 Value Sales 2020-2030
• CHART 79 Value Sales by Category 2025
• What's Next?
• CHART 80 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 81 Forecast Value Sales 2020-2030
• CHART 82 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 83 Company Shares 2025
• CHART 84 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 85 Retail Channels 2020-2025
• Economic Context
• CHART 86 Economic Context for Wipes
• CHART 87 Real Gdp Growth 2020-2030
• CHART 88 Inflation 2020-2030
• Consumer Context
• CHART 89 Consumer Context for Wipes
• CHART 90 Population 2020-2030
• CHART 91 Consumer Expenditure 2020-2030
• CHART 92 Population by Generation 2025
• Country Reports Disclaimer

RETAIL TISSUE IN VIETNAM

• Key Data Insights
• 2025 Developments
• Saigon Paper Redefines Convenience with Viral Handy Packs
• Key Industry Trends
• CHART 93 Key Industry Trends for Retail Tissue
• Industry Performance
• CHART 94 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 95 Value Sales 2020-2030
• CHART 96 Volume Sales 2020-2030
• CHART 97 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 98 Forecast Value Sales 2020-2030
• CHART 99 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• CHART 100 Analyst Insight for Retail Tissue
• Saigon Paper Leverages Product Innovation to Consolidate Its Position
• Saigon Winning over Young Shoppers with Clever Packaging
• CHART 101 Company Shares 2025
• CHART 102 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 103 Top Gia & Golden Lotus Finds Success on Shopee
• CHART 104 Retail Channels 2020-2025
• Economic Context
• CHART 105 Economic Context for Retail Tissue
• CHART 106 Real Gdp Growth 2020-2030
• CHART 107 Inflation 2020-2030
• Consumer Context
• CHART 108 Consumer Context for Retail Tissue
• CHART 109 Population 2020-2030
• CHART 110 Consumer Expenditure 2020-2030
• CHART 111 Population by Generation 2025
• Country Reports Disclaimer

AWAY-FROM-HOME TISSUE AND HYGIENE IN VIETNAM

• Key Data Insights
• 2025 Developments
• Top Gia Leverages Tiktok to Drive Bulk Tissue Sales
• Key Industry Trends
• CHART 112 Key Industry Trends for Away-From-Home Tissue and Hygiene
• Industry Performance
• CHART 113 Top Gia Delivers Affordable Options
• Unicharm Capitalises on Demand for Affordable Multi-Packs
• Diana Boosts Multi-Pack Menstrual Pants through Tiktok Promotions
• CHART 114 Diana Promotes Larger Packs on TikTok
• CHART 115 Value Sales 2020-2030
• CHART 116 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 117 Forecast Value Sales 2020-2030
• CHART 118 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 119 Retail Channels 2020-2025
• Economic Context
• CHART 120 Economic Context for Away-From-Home Tissue and Hygiene
• CHART 121 Real Gdp Growth 2020-2030
• CHART 122 Inflation 2020-2030
• Consumer Context
• CHART 123 Consumer Context for Away-From-Home Tissue and Hygiene
• CHART 124 Population 2020-2030
• CHART 125 Consumer Expenditure 2020-2030
• CHART 126 Population by Generation 2025
• Country Reports Disclaimer