Consumer appliances maintained solid retail volume growth in Vietnam in 2020, with a growth rate only marginally lower than that seen in the previous year. However, the performances of major appliances and small appliances widely diverged. Despite the strong performance of the Vietnamese government in terms of controlling COVID-19, and the need for only short lockdowns, many consumers still hesitated to purchase big-ticket items such as major appliances, and only purchased products if absolutely...
Euromonitor International's Consumer Appliances 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 2016-2020, 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, format trends or distribution issues. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Major Appliances, Small Appliances.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
* Get a detailed picture of the Consumer Appliances 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 40 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 and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Consumer Appliances in Vietnam
Euromonitor International
January 2021
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on consumer appliances
COVID-19 country impact
Company response
Retailing shift
What next for consumer appliances?
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020
Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025
MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020
Table 6 Sales of Consumer Appliances by Category: Value 2015-2020
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020
Table 13 Sales of Small Appliances by Category: Volume 2015-2020
Table 14 Sales of Small Appliances by Category: Value 2015-2020
Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020
Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020
Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020
Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020
Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020
Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020
Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020
Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025
Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025
Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025
DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Volume decline due to consumer caution, and a move towards cheaper products
Some consumers choose larger products to store more food during lockdowns
Some new product launches continue despite COVID-19
RECOVERY AND OPPORTUNITIES
After a rebound in 2021, a slowing rate of growth expected in the forecast period
Larger capacity products and smart products set to gain share
The continued rise of e-commerce expected
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020
Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020
Table 39 Sales of Fridge Freezers by Format: % Volume 2015-2020
Table 40 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020
Table 41 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020
Table 42 Sales of Fridges by Volume Capacity: % Volume 2015-2020
Table 43 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020
Table 44 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020
Table 45 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020
Table 46 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020
Table 47 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020
Table 48 Production of Refrigeration Appliances: Total Volume 2015-2020
Table 49 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025
Table 50 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025
Table 51 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025
Table 52 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Decline due to consumers' budgetary concerns
More regular cleaning of household items boosts demand for larger capacities
Battle at the top, with both the leaders extending their volume shares
RECOVERY AND OPPORTUNITIES
A return to growth, although maturity will lead to a slowing rate of increase
Front-loading models set to continue to rise as consumer awareness increases
E-commerce expected to continue to see distribution share growth
CATEGORY DATA
Table 53 Sales of Home Laundry Appliances by Category: Volume 2015-2020
Table 54 Sales of Home Laundry Appliances by Category: Value 2015-2020
Table 55 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020
Table 56 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020
Table 57 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020
Table 58 Sales of Automatic Washing Machines by Format: % Volume 2015-2020
Table 59 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020
Table 60 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020
Table 61 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020
Table 62 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020
Table 63 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020
Table 64 Production of Home Laundry Appliances: Total Volume 2015-2020
Table 65 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025
Table 66 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025
Table 67 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025
Table 68 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Sales of dishwashers remain low due to lack of necessity
A continued move towards smaller, cheaper, freestanding models
Price dictates the performances of the leading players
RECOVERY AND OPPORTUNITIES
Slower growth than in the review period, with little increase in penetration
Potential remains if affordable products are available and marketed correctly
Consumers are educated by online marketing and also search for deals online
CATEGORY DATA
Table 69 Sales of Dishwashers by Category: Volume 2015-2020
Table 70 Sales of Dishwashers by Category: Value 2015-2020
Table 71 Sales of Dishwashers by Category: % Volume Growth 2015-2020
Table 72 Sales of Dishwashers by Category: % Value Growth 2015-2020
Table 73 Sales of Dishwashers by Format: % Volume 2015-2020
Table 74 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020
Table 75 NBO Company Shares of Dishwashers: % Volume 2016-2020
Table 76 LBN Brand Shares of Dishwashers: % Volume 2017-2020
Table 77 Distribution of Dishwashers by Format: % Volume 2015-2020
Table 78 Production of Dishwashers: Total Volume 2015-2020
Table 79 Forecast Sales of Dishwashers by Category: Volume 2020-2025
Table 80 Forecast Sales of Dishwashers by Category: Value 2020-2025
Table 81 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025
Table 82 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers' financial concerns limit growth of built-in hobs
A switch away from gas hobs is seen for safety and cost reasons
Rinnai and Goldsun extend their volume shares thanks to reasonable prices
RECOVERY AND OPPORTUNITIES
Maturity and price-consciousness set to hamper growth
Clear segmentation by brand and price segment
Stronger move from kitchen specialists to e-commerce
CATEGORY DATA
Table 83 Sales of Large Cooking Appliances by Category: Volume 2015-2020
Table 84 Sales of Large Cooking Appliances by Category: Value 2015-2020
Table 85 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020
Table 86 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020
Table 87 Sales of Built-in Hobs by Format: % Volume 2015-2020
Table 88 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020
Table 89 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020
Table 90 NBO Company Shares of Built-in Hobs: % Volume 2016-2020
Table 91 NBO Company Shares of Cooker Hoods: % Volume 2016-2020
Table 92 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020
Table 93 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020
Table 94 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020
Table 95 Production of Large Cooking Appliances: Total Volume 2015-2020
Table 96 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025
Table 97 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025
Table 98 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025
Table 99 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Slowdown in growth due to maturity and price-consciousness in rural areas
A new use highlighted for microwaves to help combat COVID-19
Discounts and offers help increase the shares of the leading players
RECOVERY AND OPPORTUNITIES
Opportunities for growth in rural areas, although the rate of increase is set to slow
Consumers will increasingly focus on design, capacity and health
Discounts and gift with purchase set to help maintain growth
CATEGORY DATA
Table 100 Sales of Microwaves by Category: Volume 2015-2020
Table 101 Sales of Microwaves by Category: Value 2015-2020
Table 102 Sales of Microwaves by Category: % Volume Growth 2015-2020
Table 103 Sales of Microwaves by Category: % Value Growth 2015-2020
Table 104 Sales of Microwaves by Connected Appliances: % Volume 2016-2020
Table 105 NBO Company Shares of Microwaves: % Volume 2016-2020
Table 106 LBN Brand Shares of Microwaves: % Volume 2017-2020
Table 107 Distribution of Microwaves by Format: % Volume 2015-2020
Table 108 Production of Microwaves: Total Volume 2015-2020
Table 109 Forecast Sales of Microwaves by Category: Volume 2020-2025
Table 110 Forecast Sales of Microwaves by Category: Value 2020-2025
Table 111 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025
Table 112 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
More cooking at home due to COVID-19 maintains strong volume growth
Promotions, marketing and discounts aim to attract consumers
Although Philips extends its share, local players are keeping up
RECOVERY AND OPPORTUNITIES
Slower growth forecast due to a return to faster-paced lives and price-consciousness
Local knowledge set to increase sales of local brands
Store closures lead consumers to try e-commerce, with growth set to continue
CATEGORY DATA
Table 113 Sales of Food Preparation Appliances by Category: Volume 2015-2020
Table 114 Sales of Food Preparation Appliances by Category: Value 2015-2020
Table 115 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020
Table 116 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020
Table 117 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020
Table 118 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020
Table 119 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020
Table 120 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025
Table 121 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025
Table 122 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025
Table 123 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
More home cooking maintains growth for small cooking appliances
Promotions and innovations drive growth
Sharp's strength in rice cookers maintains its lead but challengers emerge
RECOVERY AND OPPORTUNITIES
Growth forecast to continue, although at a slower rate
Local brands set to perform well as they incorporate the latest global trends
Move to online shopping expected to continue
CATEGORY DATA
Table 124 Sales of Small Cooking Appliances by Category: Volume 2015-2020
Table 125 Sales of Small Cooking Appliances by Category: Value 2015-2020
Table 126 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020
Table 127 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020
Table 128 Sales of Freestanding Hobs by Format: % Volume 2015-2020
Table 129 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020
Table 130 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020
Table 131 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020
Table 132 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025
Table 133 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025
Table 134 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025
Table 135 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
The closure of beauty businesses leads to self-care at home
Online marketing contributes to the growth of electric facial cleansers
Philips maintains its lead, although players in electric facial cleansers perform better
RECOVERY AND OPPORTUNITIES
Dynamic but slowing growth forecast, with e-commerce set to fare well
Oral care appliances expected to see rising demand
Rising unit prices expected due to continued innovation
CATEGORY DATA
Table 136 Sales of Personal Care Appliances by Category: Volume 2015-2020
Table 137 Sales of Personal Care Appliances by Category: Value 2015-2020
Table 138 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020
Table 139 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020
Table 140 Sales of Body Shavers by Format: % Volume 2015-2020
Table 141 Sales of Hair Care Appliances by Format: % Volume 2015-2020
Table 142 NBO Company Shares of Personal Care Appliances 2016-2020
Table 143 LBN Brand Shares of Personal Care Appliances 2017-2020
Table 144 Distribution of Personal Care Appliances by Format: % Volume 2015-2020
Table 145 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025
Table 146 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025
Table 147 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025
Table 148 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Continued growth thanks to hot summer and greater hygiene concerns
Promotions and services contribute to growth, especially for e-commerce
Tan Tien SENKO takes the lead from Vietnam Fan
RECOVERY AND OPPORTUNITIES
Continued although slowing performance, with air conditioners hampering growth
Concerns about air quality set to maintain dynamism for air purifiers
Innovation set to lead to stronger competition in the forecast period
CATEGORY DATA
Table 149 Sales of Air Treatment Products by Category: Volume 2015-2020
Table 150 Sales of Air Treatment Products by Category: Value 2015-2020
Table 151 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020
Table 152 Sales of Air Treatment Products by Category: % Value Growth 2015-2020
Table 153 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020
Table 154 NBO Company Shares of Air Treatment Products: % Volume 2016-2020
Table 155 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020
Table 156 Distribution of Air Treatment Products by Format: % Volume 2015-2020
Table 157 Production of Air Conditioners: Total Volume 2015-2020
Table 158 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025
Table 159 Forecast Sales of Air Treatment Products by Category: Value 2020-2025
Table 160 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025
Table 161 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Growth sees a strong slowdown due to consumer caution
Cylinder vacuum cleaners is the only notable category
Hitachi maintains its lead despite its higher prices due to consumer trust
RECOVERY AND OPPORTUNITIES
Slowing growth due to maturity and a focus on essentials
Online advertising will aim to attract younger consumers to robotic vacuum cleaners
Continued move towards e-commerce due to promotions
CATEGORY DATA
Table 162 Sales of Vacuum Cleaners by Category: Volume 2015-2020
Table 163 Sales of Vacuum Cleaners by Category: Value 2015-2020
Table 164 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020
Table 165 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020
Table 166 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020
Table 167 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020
Table 168 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020
Table 169 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025
Table 170 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025
Table 171 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025
Table 172 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025
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