Male grooming - Vietnam market- Category Review

1. MALE GROOMING CATEGORY REVIEW
Trends
• Global
• Asia
• Vietnam
Market & Consumer
• branded
• unbranded
Segmentation
• Price
• Packaging
• Penetration
• Retailer
Competition
Concluding
Source: Kanta Worldwide Panel, Statista.com, Euromonitor

2. 1. TRENDS
- Interest in their personal appearance (52%); 29% of men touch up
their looks throughout the day; 39% of men are teenage( 15-17y)
- Facial hair becomes the norm.
- New product launches are on the up.
- Growth in sales is outpacing; driven by sales in skincare, anti-aging
products and skin whitening as well as cosmetic surgery.
- 80% men concerned about their appearance.
- 62% of men disagree that a groomed appearance is 'just a woman
thing.
- Vietnam is 1 of 6 Asian countries in Men revolution
- 80% men concerned about their appearance
- 59% of men disagree that a groomed appearance is 'just a woman
thing.
- Skin care is under- development.
Source: Kanta Worldwide Panel, Statista.com, Euromonitor

3. Global
- Global male grooming is estimated: grow nearly 1,3 billion every
year from 2015-2020.
Source: Statista.com

4. Asia
- Male grooming growth outpaces the beauty sector in Asia.
- 2013, Asia dominates the market for men’s skin creams & lotions;
share of 65% in 3,3 billion of global grooming.
- Huge opportunities for brands to enter the market or grow their
share in Asia.
Source: Kanta Worldwide Panel, Euromonitor

5. Vietnam
- Vietnam, Thailand and Taiwan show the strongest growth.
- 5 most items in used:
Source: Kanta Worldwide Panel

6. Vietnam
- Most of Vietnamese men have not used skin care yet. Although
80% of men care about their appearance.

7. 2. MARKET AND CONSUMERS
- Most of products are branded.
Others

8. SEGMENTATION
Price
- Price of male grooming products is more expensive than female’s
ones : 10%-20%
- “Branded” is important to men.
- Prices:
Price Brands
Luxury
High
Average

9. Packaging
“Manly packaging” to connect with target consumers.

10. Penetration
- Range of products: basic items
Shave Shaver, tonerHair care
Range
Shampoo,
Stylist products
60%
Body
care
Skin
care
Facial cleaner
15%
Make up
Clean shower 12%
Deodorants 30%

11. Penetration
Target audiences:
- Vietnamese men, most of them live in 6 cities.
- Age: 15-35 years.
- Want to have products only for men.
=> Their demands are not different too much; there are not products
for men over 35 years as other markets.

12. Retailer
- Supermarkets sales grow each year. Most supermarket chains
have extended POP for male products.
- 45% of customers buy online. Most male lotions are sold on
website.
- Channels:
GT
- General store
- Provision store
- Ma & Pa
- Cosmetics shop
- Salons
MT
- Supermarket
- Hypermarket
- Minimarket
- Private store
- Online shop
Source: Google

13. On category
Hair care
Facials
Skin and
becauty
Deodorant
Shavings
Shower
Imported
products
v.v..
Off category
Female
products
Unisex
COMPETITORS
Hair care

14. CONCLUDING
Male grooming market in Vietnam:
- Potential development for companies
- Many competitors in range of basic products:
shampoos, clean showers, deodorants.
- Now companies are joining the market of skin care,
body care: facial cleaner, body spray,… There are not
products for specific skin as other segments in Asia.
- Vietnamese men concern about their looks but have
not had the habit of taking care of their skin and others
from top to toe.