Male Grooming Category Review - Vietnam

A review on

Men’s grooming market

Done by Tran Bich Ngoc & Chu Minh ThongSource: Kanta Worldwide Panel, Statista.com,

Euromonitor

Status

Global

52%48%

Are Looks and Appearance important to men?Important Not important

• 39% “Important” answers are from

teenagers (15-17 year old)

• 2 key user groups: Use for hygiene and

Use for improving appearance.

Global

2012 2013 2014 2015 2016 2017 2018 2019 2020

17.3 18.3 19.3 20.3 21.4 22.623.9

25.226.6

Size of the global market male grooming from 2012 to 2020

• Global male grooming is

estimated: grow nearly 1,3

billion every year from

2015-2020.

Asia

• 4 out of 5 men care about their

looks

• Top 5 grooming items:1. Blades/Razors (92%)

2. Shampoo (91%)

3. Bar soap (72%)

4. Skincare (70%)

5. Shower gel (55%)

To feel better about themselves "Because women like it"0

10

20

30

40

50

60

70

80

9084

64

Drivers

Vietnam

In 2013, the men’s grooming market grown 9%, almost twice

the grow rate of the cosmetic market in general.

VietnamMost products are branded

Other

Consumer profile

Vietnamese men

“Caring about look is embarrassing and un-manly”

Only 8% actually use face wash

Age: from 15 to 35

60% feel the need of using men’s grooming products

“Caring about look is

un-manly”

Retailer profile

45% customers buy online

- General store- Provision store- Ma & Pa- Cosmetics shop- Salons

- Supermarket- Hypermarket- Minimarket- Private store- Online shop

MT

GT

Channels

Supermarkets’ sales grow each yearMost supermarkets have display racks exclusive for men’s products.

Body care, body lotion products are sold mostly online.

45% customers buy online.

Competitor profile

On category

Hair care

Shower

Skin

Deodorant

Shaving

Facials

Imported Products

Off category

Female Products

Unisex ∞

Recommendation

Although Vietnamese men haven’t had the habit of

taking care of their skin but this is changing rapidly.

Many competitors in range of basic products but very

few of them are brand exclusively for men.

Very potential market, we recommend companies to:

1. Found a new brand which is exclusively for men

2. Extend a brand that has appropriate features for the extension

Thank you for your attention!