Welcome to our comprehensive report on the cosmetic products market in Vietnam for the year 2022 sourced from Q&Me – Online market research. In recent years, the beauty and personal care industry in Vietnam has experienced remarkable growth, fueled by changing beauty standards and increased consumer focus on personal appearance. This report aims to provide valuable insights into the popular cosmetic products used by Vietnamese consumers, based on various profile behaviors. By understanding customer segments and their specific needs, businesses can develop targeted strategies to effectively meet the demands of the Vietnamese cosmetic market.
I. Persona Analysis:
An in-depth analysis of the cosmetic habits and preferences of Vietnamese consumers reveals interesting trends. Makeup frequency is highest among individuals in their 20s and 30s, and it tends to increase with higher income levels. Among the plethora of cosmetic products available, lipstick, facial cleanser, and sunscreen emerge as the top three most popular choices, boasting high ownership and usage ratios. Specifically, a remarkable 89% of consumers regularly use lipstick, followed closely by 88% who use facial cleanser and 81% who use sunscreen.
Further analysis categorizes consumers into distinct groups based on age, income, and makeup frequency. The high cosmetic owners group, comprising 35% of consumers, is characterized by individuals in their 30s who have a monthly household income ranging from 20-30 million VND. Notably, 61% of this group engage in daily makeup routines. The mid cosmetic owners group, accounting for 36% of consumers, is predominantly composed of individuals in their 20s with similar income levels and makeup frequency. On the other hand, the low cosmetic owners group, representing 29% of consumers, consists mostly of teenagers in their 10s who limit makeup application to special occasions and have a household income of 20-30 million VND.
II. Cosmetic Item Popularity:
Delving into the popularity of specific cosmetic items, it becomes evident that lipstick, facial cleanser, and sunscreen/UV cream reign supreme. These products boast the highest ownership and usage rates among Vietnamese consumers. Among them, lipstick stands out as the most sought-after item, with consumers demonstrating a willingness to invest more money in this cosmetic essential. Moreover, non-users of certain products express interest in incorporating items such as eye cream, facial masks, and whitening products into their beauty routines, indicating potential growth in these categories.
III. Cosmetic Recognition & Ownership:
When examining cosmetic recognition and ownership across different age groups, it becomes apparent that facial cleanser and lipsticks are widely embraced among Vietnamese consumers, transcending generational boundaries. However, the popularity of certain products evolves as consumers age. For instance, eye cream, foundation, and concealer gain traction among older age groups, reflecting a shift in beauty concerns and needs. Conversely, products such as facial masks, lotion/serum, and sunscreen/UV cream exhibit higher usage rates among consumers in their 20s and 30s, gradually declining in the 40s age group.
IV. Cosmetic Products to Invest in the Future:
The cosmetic industry in Vietnam is experiencing a wave of diversity and significant growth potential. While lipsticks remain an essential product for every woman, other items are gaining prominence, including facial cleansers, sunscreen/UV cream, whitening products, and facial masks. These products show promising market potential and should be the focus of investment and innovation as the industry moves forward. Additionally, it is worth noting that facial cleansers and sunscreen products enjoy unwavering popularity across all age groups, emphasizing their significance in the Vietnamese cosmetic market.
In conclusion, the cosmetic products market in Vietnam is witnessing substantial growth and evolving consumer preferences. By understanding customer segments, recognizing popular products, and capitalizing on emerging trends and opportunities, cosmetic companies can effectively position themselves and meet the evolving needs of Vietnamese consumers.
Key Points:
- Vietnamese consumers in their 20s and 30s are the most frequent makeup users, with lipsticks, facial cleansers, and sunscreens being their preferred products.
- Facial cleansers and lipsticks are popular across all age groups, while certain products like eye cream and foundation gain popularity with age.
- The cosmetic industry in Vietnam offers immense potential for development and diversification, with products like facial cleansers, sunscreens, whitening products, and facial masks being on the rise.
To stay ahead of the ever-evolving cosmetic market in Vietnam and develop effective strategies, contact our agency today. Our team of experts is dedicated to helping your business succeed in this dynamic industry.
