Vietnam Diaper Market: Competitive Landscape and Opportunities

New Trends in Vietnam's Baby Diaper Market

Population base: Vietnam, the third most populous country in Southeast Asia, boasts a substantial consumer base for the baby diaper market. By the end of 2023, Vietnam's total population surpassed 100 million, with approximately 2 million newborns annually. This demographic dividend fuels the demand for baby diapers.

Market growth: The Vietnamese baby diaper market is projected to maintain a stable annual growth rate of about 7.3% from 2021 to 2025. In 2023, the total revenue of the Vietnamese baby diaper market reached US560million.By2024,itisexpectedtogrowtoUS610 million, and further to US$802 million in 2028. This growth trend underscores the vibrant economic potential of Vietnam's baby and child industry in the coming years, with baby diapers being a key component.

Import dependence: Vietnam's baby and child products market, including baby diapers, is highly reliant on imports. China, as one of Vietnam's largest trading partners, has become a preferred source for baby diaper imports in the Vietnamese market, thanks to its robust production scale, diverse product lines, and stringent quality control.

Market Competition Pattern in Baby Diaper

Brand competition: The Vietnamese baby diaper market is crowded with numerous brands. Well-known multinational brands such as Huggies, Merries, Moony, and Pampers have secured a significant share of the market due to their brand influence and technical prowess. Local brands like Merzy and Winnie have also gained popularity among consumers through precise market positioning and competitive pricing.

Product differentiation: As market demand continues to fragment and consumers' quality expectations rise, baby diaper brands have adopted differentiated competition strategies. They launch products tailored to specific consumer groups and usage scenarios to meet personalized needs. For instance, Unicharm Vietnam introduced a pant-type baby diaper in 2023 that can be opened and fitted on one side, specifically designed for newborns, to capture market opportunities.

Consumer Behavior and Sales Channels for Baby Diaper

Consumer behavior: Vietnamese consumers exhibit diverse preferences when purchasing baby diapers. They prioritize product price, quality, and the convenience of the purchase channel. With rising education levels and incomes, Vietnamese consumers have become more health-conscious, particularly when selecting baby products. They now focus more on the quality and safety of baby diapers.

Sales channels: Online channels and maternal and child stores are the primary avenues for Vietnamese consumers to buy baby diapers. Vietnam's five major e-commerce platforms—Lazada, Shopee, Tiki, Sendo, and TikTok Shop—are favored by consumers for their transparent pricing, convenient shopping experience, and extensive product selections, including a wide range of baby diaper options.

Market Outlook and Opportunities for Baby Diaper

Market Outlook: The Vietnamese baby diaper market is poised to continue its vigorous growth in the next few years. With the steady increase in the number of newborns and consumer purchasing power, disposable baby diapers have become a staple for Vietnamese mothers.

Market Opportunities: For Chinese baby diaper brands, the Vietnamese market presents ample opportunities. Chinese export companies should seize this market opportunity by strengthening brand building, deepening product innovation, and enhancing their core competitiveness in the Vietnamese market with high-quality and differentiated baby diaper products. Given the Vietnamese government's emphasis on environmental protection and sustainable development, environmentally friendly and degradable baby diaper products are emerging as a new trend in the market, leading the way for new consumption patterns.

In summary, Vietnam's baby diaper market boasts a substantial consumer base, a stable growth trend, and a diversified competitive landscape. As consumer behavior evolves and market competition intensifies, Chinese baby diaper brands must stay attuned to market dynamics and shifts in consumer demand to effectively respond to market challenges and seize opportunities.