The Vietnam detergent market consists of three main segments: laundry care, dishwashing, and household cleaners, with laundry detergent dominating at approximately 55% of the total market size in 2017. Unilever leads the sector with a 70% market share in laundry care, heavily supported by a strong distribution network and tailored marketing strategies. Growth is projected to continue in the coming years, particularly in the liquid detergent segment, driven by rising incomes and changing consumer preferences.

1. INDUSTRY PREVIEW
Vietnam Detergent Market 2018

2. Page 2
Table of Contents
No Contents Page
1 Vietnam Home Care Market Preview 2018 2 – 10
1.1 Market Structure & Description 3
1.2 Size & Segmentation 4
1.3 Competition Dynamics 5
1.4 Development Trends 6
1.5 Financial Indicators 7
1.7 Appendix – Key Players’ Profile 8 – 10
2 StoxPlus Introduction 11 – 21

3. Page 3
Market Structure & Description
Source: StoxPlus
Home Care market in Vietnam is divided into 03 main segments: Laundry detergent,
Dishwashing, Household cleaner and Bleach
Figure 1: Vietnam detergent market structure, 2017
VIETNAM
HOME CARE
MARKET
Laundry Care
Dishwashing
Detergent
Household cleaner
Bleach
Surface care
Toilet care
• Detergent market occupied approx. 55% of total market size in 2017.
While powder detergent remained the key product with over 91%
detergent’s market size, liquid ones experienced high growth from low
base with CAGR 2012-2017 of 32.8%, which is much higher than powder
detergent’s figure (12.4%).
• Unilever continued the lead with it flagship product, Omo (51.5% market
share), followed by Ariel (4.7%) of P&G. Meanwhile, local players such as
LIX only occupied about 1.5% market share.
• In 2017, the market size of dishwashing segment reached VND2,854bn,
equivalent to 8% of total market size.
• Sunlight and My Hao are two most favorable brands with the market
share of 55.9% and 31.2% respectively, in 2017.
• This segment has been expanding at CAGR 2012-2017 of above 13% over
the reviewed period, driven by income growth and improved living
standards.
• In the surface care segment, together Gift and Sunlight occupied 40%
market share in 2017. Meanwhile, in the toilet care segment, Duck
ranked the first place with 44% market share, followed by Gift (22%).
Fabric
softener
• Fabric softener is gaining popularity in Vietnam in recent years
• Comfort (Unilever) and Downy (P&G) dominated fabric softener market
with total market share of 80% in 2017.
• Bleach is the niche market with relatively small size of approx.
VND115bn. Bleach faces fierce competition from laundry care products
with strong stain removal ability, thus, the development of bleach is
constrained in Vietnam.
• Javel brand dominated the market with over 50% market share in 2017.
Others

4. Page 4
Size & Segmentation
Source: StoxPlus Compilation
Laundry care remained its dominating position, contributing approx. 80% to the total market
value
Figure 2: Market size breakdown by segmentation, 2012-2017
Scale of
2017
(VND bn)
Growth
2016-2017
CAGR
2012-2017
Laundry care 31,852 21.3% 16.7%
Powder detergent 21,447 17.9% 12.4%
Liquid detergent 2,353 24.5% 32.8%
Fabric softener 8,532 30.3% 29.5%
Dishwashing 2,854 9.8% 11.8%
Toilet cleaner 770 12.2% 14.3%
Floor cleaner 2,362 9.4% 12.7%
Others 2,980 7.8% 9.2%
TOTAL 40,819 18.5% 15.4%
0%
20%
40%
60%
80%
100%
2012 2013 2014 2015 2016 2017
Laundry care Dishwashing Toilet care Surface care Others
• The value of the laundry detergent segment takes up around 78% of the home care industry in Vietnam. In the coming years, the laundry
detergent segment is expected to prolong its dominating position with growth rate of 7.8% during the period 2017-2022. Notable trends in the
laundry care segment include:
➢ Liquid detergent segment is expected to be the key growth driver with the highest CAGR 2012-2017 of over 30%, which was also
recorded in other countries in Asia area such as China, Indonesia, Malaysia or Singapore. This could be explained by liquid detergent’s
convenience and efficiency. In addition, consumers also prefer products, which is good for skin.
➢ Big pack size is preferred in rural area due to its relatively cheap price.

5. Page 5
Competition dynamics
Unilever remained its dominant position throughout years thanks to its wide distribution
network, marketing tactics, financial capabilities and management experience
Figure 3: Market share by sales value in laundry care sector, 2017
• In 2017, Unilever still dominates Vietnam laundry care industry with 70%
market share thanks to its wide distribution network, marketing strategies,
financial capabilities and management experience. The company has over
150 distributors with a pool of more than 300,000 retailers nationwide. By
localizing the management team as well as marketing strategies, the
company has tailored made messages and campaigns suited for Vietnam
consumers. Being the largest FMCG manufacturer, the strategy of Unilever
is not only to adapt with the changes of consumers behavior but also to set
new trends for the market.
• It’s challenging for local companies to compete directly with two giants of
detergent market as Unilever and P&G. To survive, there are 02 main
strategies being applied by local firms:
➢ Becoming a contractor of Unilever and P&G
➢ Developing their own brand and distribution network.
• In 2015, Unilever invested in a new factory in Bac Ninh to increase their
own production capacity as Vietnam is seen as a promising market. Due to
the low margin of manufacturing contract, local firms put effort to develop
their own brand and distribution network, especially in rural areas with big
pack size products. For instance, ABA brand (Dai Viet Huong company)
concentratedly taps the economic class in rural areas, making it rank 5th in
Consumer Reach Points index in this area. Additionally, the revolution of e-
commerce players such as Shopee or Tiki assist local brands to penetrate
niche market.
Unilever
P&G
Vico
Kao
Viet Huong
Lix
Others
Source: StoxPlus Compilation

6. Page 6
Development Trends
Development trends of Detergents sector in terms of consumer behaviors, potential market
and product development trend
CONSUMER
BEHAVIORS
✓ Working women: Women still do the majority of housework, even though the number of women working outside the home
continues to grow. With busier lifestyles and rising income, consumers are willing to pay for premium products with
convenient and effective feature, creating opportunities for concentrated products. Consumers are more concerned about
how products protect their fabric and colors
✓ Bright lights, big cities: The proportion of urban population has been on the upward momentum from 28.9% (2008) to 35.5%
(9M2018). For many consumers, urbanization means smaller storage space, which may increase demand for smaller package
sizes, concentrated and multi-purpose products.
POTENTIAL
MARKET
• In long term, rural areas are still the promising land for detergent products due to:
✓ Historical performance: In 2015, the detergent nominal value growth in rural area reached 6%, outperformed
urban area’s figure with modest growth rate of 1%.
✓ Low penetration: The penetration rate of washing machines continues to increase over the forecast period thanks
to increasing disposable income and higher coverage of consumer appliance retailers to rural areas. Therefore,
demand for in-wash laundry care such as laundry detergents and liquid fabric softeners will remain consistent,
while bar detergents (hand washing) will continue to experience decline.
PRODUCT
DEVELOPMENT
• Premium products: As of 2016, premium detergent products contributed less than 30% of total category value. Consumers
are willing to pay for premium products with additional feature (safe, organic, environment-friendly, hypoallergenic, etc.)
• Packaging: Big packaging with relatively low price is preferred in rural area, which can be used for refilling purpose

7. Page 7
Financial Indicators
Our Biinform portal provides ~ 1 million available company reports ready to purchase
Figure 6: Selected financial indicators (US$ mn) of key players in detergent sector, 2015
Source: StoxPlus
Note: The sales revenue takes into account all the business lines
COMPANY KEY BUSINESS LINE TYPE
SALES
REVENUE
COGS NPAT
TOTAL
ASSET
OWNER’S
EQUITY
Unilever Vietnam
International
• Home care: Omo, Viso, Comfort, Surf, Sunlight, Cif,
VIM
• Personal care: Axe, Closeup, Dove, Lifeboy, Lux,
Pond’s, etc.
Foreign-owned >500 471.7 106.1 409.3 145.2
Saigon Co-op • Diversified Private >500 516.2 41.6 375.3 185.1
LIX Detergent
• Home care: Laundry care, dishwashing liquid, floor
cleaner, toilet cleaner
• Personal care: Shower gel
SOEs 50-100 61.4 8.1 35.1 20.1
Vico
• Home care: Laundry care, dishwashing liquid, floor
cleaner, toilet cleaner, bleach, glass cleaner,
multipurpose cleaner, mostly branded “Vi Dan” and
“Vico”
• Personal care: Shampoo, shower gel, hand wash,
soap branded “Orian”, “Waha”, and “Luson”
Private 25-50 36.0 1.5 28.3 5.2
Kao Vietnam
• Personal care: Cleansing products, Shower gel, &
sunscreen named “Bioré”
• Home care: Powder & Liquid detergent branded
“Attack”
• Tampon and diaper branded “ Laurier” & “Merries”
Foreign-owned 25-50 26.7 -3.5 19.3 12.3
My Hao Chemical
Cosmetics
• Home care: Laundry care, dishwashing liquid,
bleach, glass cleaner branded “My Hao”, “Siusop”,
and “Ring”
• Personal care: Shower gel, shampoo, perfume, soap
Private 25-50 31.3 3.3 10.7 8.9
S.C. Johnson & Son
(Vietnam)
• Household cleansing brands: Pledge, Duck, MrMuscle Foreign-owned 25-50 13.0 -1.2 6.3 -2.0
Saraya Greentek • Diversified Private <25 0.7 0.1 0.5 0.3

8. Appendix| Key Players’ Profiles
• Registered name: Unilever Vietnam Company Limited
• Head office: Lot A2-3, Tay Bac Cu Chi Industrial Zone, Tan An Hoi
Commune, Cu Chi District, Ho Chi Minh City, Vietnam
• Establishment Year: 1995
• Principal businesses: Unilever is the leading FMCG company in
Vietnam. The company’s business focuses on 03 main segments
including home care, personal care, and food & beverage. Some of
Unilever’s most well-known brands in home care sector include
Ome, Comfort, Viso, Sunlight, Cif, Surf, and Vim.
COMPANY PROFILING
FINANCIAL PERFORMANCE COMPANY POSITION
KEY PRODUCTS & BUSINESS STRATEGY
Unit: US$mn
2014 2015 2016 2017
Net sales 1,004.4
CoGS 490.5
Gross Profit 513.8
% Gross Profit(*) 47.3%
NPAT 92.7
% NPAT (*) 8.5%
Total Assets 403.0
Total Liabilities 133.8
ROA (*) 23.0%
ROE (*) 69.2%
HOME CARE
• Omo
• Comfort
• Sunlight
• VIM
PERSONAL CARE
• Sunsilk
• Dove
• Pond
• P/S
OTHERS
• Real estate
• Chemicals
• Livestock
The company have a widespread contribution network of over 150
distributors and 300,000 retail stores. With regard to laundry
detergent, Unilever offers customized products for different customer
classes: OMO – premium product; Viso and Surf – economic product.
No Plant Location Products
1 HCMC plant HCMC • Home care
• Personal care
• Food
2 Bac Ninh plant Bac Ninh Province • Home care
3 Cu Chi plant Cu Chi North West
Industrial Zone, Cu Chi
• Home care
• Personal care
Content to be
removed for
demo purpose

9. Appendix| Key Players’ Profiles
• Registered name: Dai Viet Huong Joint Stock Company
• Head office: 111 Nguyen Trai Street, Ben Thanh Ward, District 1,
Ho Chi Minh City, Vietnam
• Establishment Year: 1992
• Principal businesses: Dai Viet Huong Company (formerly known as
Viet Huong Cosmetics) was established in 1992 as a cosmetics
company. IIn 2012, the company marked its entry into the
detergent sector by launching a brand new laundry powder
product named Aba, directly compete with the 2 industry giants
namely Omo and Ariel. Despite being a relatively new brand, Aba
quickly ranks at No. 3 in the market, and became the core
business of Dai Viet Huong.
COMPANY PROFILING
FINANCIAL PERFORMANCE PRODUCTION SITES
KEY PRODUCTS & BUSINESS STRATEGY
Unit: US$mn
2014 2015 2016 2017
Net sales 77.08
CoGS 68.31
Gross Profit 8.64
% Gross Profit(*) 11.23%
NPAT 3.61
% NPAT (*) 4.69%
Total Assets 27.73
Total Liabilities 16.05
ROA (*) N/A
ROE (*) N/A
No Plant Location Products
1 Vinh Long Plant Vinh Long Province • Personal care
• Home care
LAUNDRY CARE
• Aba
• Junco
PERSONAL CARE
• E100
• Biona
• Doreen
• Ramus
OTHERS
• N/A
Dai Viet Huong position its Aba brand in high price segment. In
addition, the company often offer attractive discount policies such as
15-20% discounts while multinational rivals only offer 10% limit . With
the advantage of low production cost, high selling price, the company
has a large profit margin which is reinvested in distribution systems
and promotion to to gain market share.
Content to be
removed for
demo purpose

10. Appendix| Key Players’ Profiles
• Registered name: Daso Company Limited
• Head office: No. 35 Binh Duong Boulevard, Thuan Giao Ward,
Thuan An Town, Binh Duong Province, Vietnam
• Establishment Year: 1988
• Principal businesses: Daso Group, initially Nha Rong cosmetics
JSC, is a 7-member corporation, operating in many fields such as
chemicals, cosmetics, food & beverage, livestock and real estate.
In the The company chemical segment, the company is mostly
known for its detergent product line namely Daso Laundry Powder.
COMPANY PROFILING
FINANCIAL PERFORMANCE PRODUCTION SITES
KEY PRODUCTS & BUSINESS STRATEGY
Unit: US$mn
2014 2015 2016 2017
Net sales 0.23
CoGS 0.24
Gross Profit (0.01)
% Gross Profit(*) (6.98%)
NPAT (0.04)
% NPAT (*) (18.92%)
Total Assets 11.72
Total Liabilities 10.67
ROA (*) N/A
ROE (*) N/A
No Plant Location Products
1 Daso Co., Ltd Binh Duong • Detergent
• Home care
• Personal care
2 Daso JSC Hai Phong • Sodium silicate
Laundry care
• Detergent
• Home care
3 Delta Beverages
Co., Ltd
Long An • Milk
• Fruit juice
4 Binh An Vegetable
Oil JSC
Binh Duong • Cooking oil
DETERGENT
• Daso (Laundry
powder, fabric
softener &
dishwashing)
• Javel
JUICE
• Delta
OTHERS
• Real estate
• Chemicals
• Livestock
Daso company positioned its Daso detergent brand in the low to
middle income segment. Its supermarket partners are Co.op mart,
Maximark and Metro. Although it was one of the well-known domestic
brands, after foreign brands such as Omo and P & G entered the
market and as the living standard increased , the company lost ground
and failed to catch up with its giant rivals’ financial and strategic
resources as well as to have an appropriate image change.
Content to be
removed for
demo purpose

11. Page 11
Table of Contents
No Contents Page
1 Vietnam Detergent Market Preview 2018 2 – 13
1.1 Market Structure & Description 3
1.2 Size & Segmentation 4
1.3 Competition Dynamics 5 – 7
1.4 Financial Indicators 8
1.5 Development Trends 9
1.6 SWOT Analysis 10
1.7 Appendix – Key Players’ Profile 11 – 13
2 StoxPlus Introduction 14 – 24

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