LAUNDRY CARE IN VIETNAM Euromonitor International July 2013 L A U N D R Y C A R E I N V I E T N A M P a s s p o r t I © E u r o m o n i t o r I n t e r n a t i o n a l LIST OF CONTENTS AND TABLES Headlines . 1 Trends 1 Competitive Landscape 2 Prospects . 3 Category Indicators 4 Table 1 Household Possession of Washing Machines 2007-2012 4 Category Data 4 Table 2 Sales of Laundry Care by Category: Value 2007-2012 4 Table 3 Sales of Laundry Care by Category: % Value Growth 2007-2012 . 5 Table 4 Sales of Laundry Aids by Category: Value 2007-2012 . 5 Table 5 Sales of Laundry Aids by Category: % Value Growth 2007-2012 5 Table 6 Sales of Laundry Detergents by Category: Value 2007-2012 6 Table 7 Sales of Laundry Detergents by Category: % Value Growth 2007- 2012 . 6 Table 8 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2007-2012 7 Table 9 Laundry Care Company Shares 2008-2012 . 7 Table 10 Laundry Care Brand Shares 2009-2012 . 8 Table 11 Laundry Aids Company Shares 2008-2012 8 Table 12 Laundry Aids Brand Shares 2009-2012 . 9 Table 13 Laundry Detergents Company Shares 2008-2012 . 10 Table 14 Laundry Detergents Brand Shares 2009-2012 . 10 Table 15 Forecast Sales of Laundry Care by Category: Value 2012-2017 . 11 Table 16 Forecast Sales of Laundry Care by Category: % Value Growth 2012- 2017 . 11 L A U N D R Y C A R E I N V I E T N A M P a s s p o r t 1 © E u r o m o n i t o r I n t e r n a t i o n a l LAUNDRY CARE IN VIETNAM HEADLINES  Laundry care witnesses retail value growth of 14% in 2012  Manufacturers focus on new product development and intensive promotional activities to boost consumption  Unit prices increase in most categories in 2012 due to rising input costs  Unilever Vietnam International Co Ltd continues to lead laundry care with a 57% retail value share in 2012  Laundry care is expected to witness a CAGR of 4% in constant value terms over the forecast period TRENDS  Laundry care enjoyed an exciting year in 2012, with new product developments and many promotional activities from both local and foreign manufacturers. The most prominent example was the marketing campaign to support the April 2012 launch of a new brand in fabric fresheners, Ambi Pur from Procter & Gamble. This marketing campaign was quite successful, featuring the family of the super model, Thuy Hanh. The campaign was called “Thach thuc Sofa khong lo” (“Challenge the big sofa”); in which Thuy Hanh used Ambi Pur to remove odour of a big sofa that was hard to wash. This product received a good response from customers and helped boost demand for fabric fresheners.  In 2012, although there were new product developments and marketing activities, the retail value growth of the whole laundry care category was still much lower than in 2011. This was mainly due to lower consumer spending as a result of the gloomy economic climate.  The unit price of laundry care continued to increase in 2012, mainly due to rising input costs. Besides research and development costs for new product development, the increase in the cost of raw materials, transportation and labour also contributed to the rise in unit prices.  In 2012, fabric fresheners registered the highest current value growth, while concentrated liquid detergents was in second place in terms of growth. Although fabric fresheners is not really new in Vietnam, it was only after the appearance of Ambi Pur that Vietnamese consumers began to notice the existence of this category and learn about its benefits. Hence, it was not unexpected when fabric fresheners witnessed the highest growth rates in volume and retail value terms in 2012. Concentrated liquid detergents also grew quickly thanks to its quality and convenience and manufacturers’ promotional activities.  Liquid fabric softeners also recorded high volume growth of 9% in 2012, slightly lower than in 2011. In general, fabric softeners sold well as consumers appreciated its benefits of making clothes easier to iron and smell pleasant. In 2012, concentrated liquid fabric softeners became more popular than standard ones. Liquid fabric softeners also saw the appearance of both new local and imported brands, which helped to maintain healthy growth for this category. For example, at the end of 2011, Unilever introduced its new product, Comfort Tinh Dau Thom. While in 2010 perfume-like fragrances Downy Passion and Downy Attraction from Procter & Gamble were introduced, in 2012 consumers were treated to the combination of essential-oil-like fragrances and a “1 Rinse” formula. Another example was Purex Crystals from Henkel, a new type of fabric softener in crystal form. With this product, Vietnamese higher-income consumers can enjoy an entirely new way to freshen and soften their laundry. L A U N D R Y C A R E I N V I E T N A M P a s s p o r t 2 © E u r o m o n i t o r I n t e r n a t i o n a l  Standard powder detergents remained the most popular laundry care product in Vietnam in 2012. Many of these products were advertised as suitable for both hand and machine washing. However, with the increasing demand for more sophisticated and specialised products, in 2012, more brands were aimed at machine washing.  Hand wash detergents remained negligible, because most players positioned their products as suitable for both hand and machine washing in order to win greater sales by addressing both categories. One popular example of powder detergents which is also commonly being used for hand washing is Vi Dan of Vico Ltd Co.  In 2012, with the exception of fabric freshener, other sub-categories of laundry aids did not see any major development. Among laundry aids, colour safe laundry bleach, starch/ironing aids, and spot and stain removers continued to be the most popular categories, while curtain care and water softener remained negligible in the country.  Washing machine penetration in the country especially in urban areas continued to improve in 2012 as a result of the increasing number of households, as well as promotional programmes to boost sales of electronics and appliances retailers, such as Nguyen Kim Trading JSC.  In 2012, consumers still washed their clothes at normal temperatures, as they have little knowledge about the effects of temperature on their clothes.  Fake or unbranded detergents remained a considerable problem in Vietnam in 2012. Most famous brands were the subject of counterfeiting, especially Omo, from Unilever and Tide from Procter & Gamble.  Present in Vietnam for nearly a year, launderettes remained negligible due to low demand. Indeed, this concept was still very new in Vietnam at the end of the review period, and even large cities, such as Ho Chi Minh City had only a few laundrettes, and not many people were aware of their presence. However, laundry services, which offer a full service laundry, from washing to ironing, were quite popular due to their affordable prices. Dry cleaning continued to remain insignificant in Vietnam over the review period. COMPETITIVE LANDSCAPE  Unilever Vietnam International Co Ltd continued to lead laundry care with a 57% retail value share in 2012. Its leading brands were Omo, Comfort, Surf and Viso. Being one of the oldest international companies established in the country, Unilever has a very strong understanding of Vietnamese consumer needs and behaviours. For example, it recognised that the main target customers for Comfort “1 Rinse” were students, workers or consumers who lived in rented rooms/houses. These groups appreciate this product because it allows them to save water, which is important to them because they normally have to pay for water at a much higher price than that charged by state-owned water utilities. Furthermore, these consumers also prefer very small bag sizes, of 24ml, due to its affordable price and the fact that smaller packages are more convenient when living in rented rooms/houses.  Procter & Gamble Vietnam Ltd ranked second in laundry care in Vietnam, with a 22% retail value share in 2012. The company continued to focus on promoting its fragranced fabric softeners, Downy Passion and Downy Attraction. At the same time, it successfully launched its new product, Ambi Pur fabric freshener. These products gained considerable consumer attention due to their attractive fragrances, as well as intensive marketing and advertising activities.  In 2012, Casino Guichard-Perrachon SA with its private label experienced the largest increase in value sales, at 86%, mainly thanks to the development of its private label, Big C. This range was only introduced in 2011 and its emergence from a low base was one of the key reasons for its rapid growth. Furthermore, the company owns a widespread and popular L A U N D R Y C A R E I N V I E T N A M P a s s p o r t 3 © E u r o m o n i t o r I n t e r n a t i o n a l supermarket network in the country, which helped Big C to become widely available to consumers. The company also implemented many promotional activities, especially discounts, in order to boost sales.  My Hao Cosmetics JSC enjoyed one of the highest growth in retail value sales in 2012. One of the main reasons was the emergence from a low base. Furthermore, the company launched intensive promotional programmes during the year in order to boost sales. In fact, in 2012, the company published many public relations articles in both online and offline newspapers to attract consumers. The company also invested in improving product quality, especially for its concentrated liquid detergents. Furthermore, in large cities, such as Ho Chi Minh City, the increasing trend of consumers preferring local brands also supported its growth. With its long history, good reputation, nationwide distribution network and efforts by the government to encourage the Vietnamese to use local products, the company enjoyed a healthy growth in 2012.  Besides Casino Guichard-Perrachon SA, other private labels also enjoyed a very healthy value growth in 2012 such as Co.opMart from Saigon Union of Trading Cooperatives. Private label products typically were positioned as budget, economy products at prices that were typically 20 to 30 percentage points lower than others. This became a very strong competitive advantage, especially in the on-going gloomy economic climate. Furthermore, private label products were usually displayed at more eye-catching spots. Consequently, private label value and volume growth was strong in 2012.  International manufacturers continued to characterise laundry care in 2012, with the first and second positions belonging to Unilever and Procter & Gamble, respectively. Their products typically enjoyed better shares than local ones, thanks to their active marketing campaigns, large investment in research and development and their well-established brand names. However, domestic players also witnessed strong development in 2012, due to the increasing awareness of Vietnamese brands. Moreover, domestic players focused on upgrading their packaging to attract more consumers.  Over the review period, with a strong financial budget for marketing, Unilever Vietnam International Co Ltd continued to invest in its advertising and promotional activities for laundry care, especially for its fabric softener, Comfort. “Andy and Lily” was one of the most successful marketing campaigns for the Comfort brand during the 2005-2010 period. This was a series about a “fabric” couple, from their first day through to when they had babies. Throughout the story, the company indirectly advertised its fabric softener, Comfort. The campaign encountered a setback in 2011, when Andy and Lily had three babies, which is not encouraged in Vietnam. Thus, in 2012, the new television advertisement to promote Comfort Tinh Dau Thom focused mainly on the couple, Andy and Lily, and only featured two children for a few seconds at the end of the clip.  Some “green” products were present in Vietnam over the review period. One example was Daso Lemon, a laundry detergent from Daso, which claims to be “environmentally friendly” on its packaging. Nevertheless, retail value sales of products, such as this, remained negligible due to a lack of consumer awareness. PROSPECTS  Over the forecast period, laundry care in Vietnam is expected to enjoy higher demand thanks to the growing awareness of hygiene and rising consumer incomes. Consequently, laundry care is likely to have a CAGR of 4% in constant value terms, which is much higher than the CAGR witnessed over the review period. Manufacturers will need to pay more attention to premium products, with more value-added functions, while simultaneously provide value-for- L A U N D R Y C A R E I N V I E T N A M P a s s p o r t 4 © E u r o m o n i t o r I n t e r n a t i o n a l money products to attract low-income consumers. Health concerns will be the key driver of product innovations.  In addition to counterfeit products, imported laundry care brands may pose a threat to the performance of local manufacturers. Products from Japan, Korea or Thailand, are examples. Some even carry the same brand name but are sold at higher prices than products which are made in Vietnam. In fact, consumers believe that imported products have higher production standards and are therefore of higher quality. As a result, consumers, especially middle- and high-income groups, are likely to choose imported brands, which could potentially have a negative impact on domestic production.  Fabric fresheners and concentrated liquid detergents are expected to record the fastest growth of 30% and 21%, respectively, in constant value terms over the forecast period. Although these categories are not really new, their penetration levels remained low at the end of the review period. One of the key reasons for this low base was that manufacturers only began to promote these types of products towards the end of the review period. Vietnamese consumers only began to notice the existence of fabric fresheners and learn about the benefits of these products after the appearance of Ambi Pur. Thus, large players, such as Unilever and Procter & Gamble, are likely to focus their investments on these categories in order to boost demand and drive sales.  Overall, unit prices in most categories of laundry care are expected to decrease slightly in constant terms as manufacturers try to maintain low prices in order to compete and to boost sales. Fabric fresheners in particular might see a stronger decline in price as more players enter the category.  New product launches, such as Ambi Pur fabric freshener or Comfort Tinh Dau Thom, are expected to perform well in the early part of the forecast period thanks to the intensive marketing activities to support them and their wide distribution networks.  It is expected that multinational players will exploit their strong financial capability to invest heavily in marketing campaigns to boost sales, whereas local players will focus more on improving their quality, along with strengthening their distribution network. Furthermore, with the efforts of the government, the media and local manufacturers, the “Vietnamese use Vietnamese goods” campaign will continue to have a positive impact on sales of local brands. CATEGORY INDICATORS Table 1 Household Possession of Washing Machines 2007-2012 % possession of washing machine 2007 2008 2009 2010 2011 2012 Urban 48.5 54.5 55.0 55.2 56.5 57.5 Rural 0.6 0.6 0.6 0.7 0.8 0.8 Total 13.9 15.9 16.3 16.7 17.4 18.0 Source: Euromonitor International from official statistics, trade associations, trade interviews CATEGORY DATA Table 2 Sales of Laundry Care by Category: Value 2007-2012 L A U N D R Y C A R E I N V I E T N A M P a s s p o r t 5 © E u r o m o n i t o r I n t e r n a t i o n a l VND billion 2007 2008 2009 2010 2011 2012 Carpet Cleaners - - - - - - Fabric Softeners 845.1 997.3 1,146.9 1,376.2 1,775.4 2,156.9 Laundry Aids 3.6 4.0 4.3 4.8 5.8 6.8 Laundry Detergents 3,353.8 3,580.7 3,845.2 4,514.7 5,426.8 6,048.7 Laundry Care 4,202.5 4,582.0 4,996.3 5,895.7 7,207.9 8,212.4 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 3 Sales of Laundry Care by Category: % Value Growth 2007-2012 % current value growth 2011/12 2007-12 CAGR 2007/12 Total Carpet Cleaners - - - Fabric Softeners 21.5 20.6 155.2 Laundry Aids 17.9 13.4 87.5 Laundry Detergents 11.5 12.5 80.4 Laundry Care 13.9 14.3 95.4 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 4 Sales of Laundry Aids by Category: Value 2007-2012 VND billion 2007 2008 2009 2010 2011 2012 Colour Safe Laundry 0.2 0.3 0.3 0.3 0.4 0.4 Bleach Curtain Care - - - - - - Fabric Fresheners 0.1 0.1 0.1 0.1 0.1 0.3 Home Dry Cleaning - - - - - - Spot and Stain Removers 1.8 2.0 2.1 2.4 2.8 3.3 - In-Wash Spot and - - - - - - Stain Removers - Pre-Wash Spot and 1.8 2.0 2.1 2.4 2.8 3.3 Stain Removers Starch/Ironing Aids 1.5 1.7 1.8 2.0 2.4 2.8 Water Softeners - - - - - - Other Laundry Boosters - - - - - - Laundry Aids 3.6 4.0 4.3 4.8 5.8 6.8 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 5 Sales of Laundry Aids by Category: % Value Growth 2007-2012 % current value growth 2011/12 2007-12 CAGR 2007/12 Total Colour Safe Laundry Bleach 12.0 11.7 73.9 Curtain Care - - - Fabric Fresheners 140.0 30.5 277.9 Home Dry Cleaning - - - L A U N D R Y C A R E I N V I E T N A M P a s s p o r t 6 © E u r o m o n i t o r I n t e r n a t i o n a l Spot and Stain Removers 14.7 12.5 80.5 - In-Wash Spot and Stain Removers - - - - Pre-Wash Spot and Stain Removers 14.7 12.5 80.5 Starch/Ironing Aids 16.6 13.5 88.6 Water Softeners - - - Other Laundry Boosters - - - Laundry Aids 17.9 13.4 87.5 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 6 Sales of Laundry Detergents by Category: Value 2007-2012 VND billion 2007 2008 2009 2010 2011 2012 Automatic Detergents 3,352.5 3,579.4 3,843.8 4,513.2 5,425.1 6,046.9 - Powder Detergents 3,349.9 3,576.3 3,840.3 4,508.1 5,418.0 6,037.3 -- Standard Powder 3,349.9 3,576.3 3,840.3 4,508.1 5,418.0 6,037.3 Detergents -- Concentrated Powder - - - - - - Detergents - Detergent Tablets - - - - - - -- Compact Powder - - - - - - Tablet Detergents -- Liquid Tablet - - - - - - Detergents - Liquid Detergents 2.7 3.1 3.5 5.0 7.0 9.5 -- Standard Liquid 0.6 0.7 0.8 1.0 1.3 1.5 Detergents -- Concentrated Liquid 2.1 2.4 2.6 4.0 5.8 8.0 Detergents - Standard Detergents 3,350.4 3,577.0 3,841.2 4,509.1 5,419.3 6,038.8 -- Standard Powder 3,349.9 3,576.3 3,840.3 4,508.1 5,418.0 6,037.3 Detergents -- Standard Liquid 0.6 0.7 0.8 1.0 1.3 1.5 Detergents - Concentrated Detergents 2.1 2.4 2.6 4.0 5.8 8.0 -- Concentrated Powder - - - - - - Detergents -- Concentrated Liquid 2.1 2.4 2.6 4.0 5.8 8.0 Detergents -- Compact Powder - - - - - - Tablet Detergents -- Liquid Tablet - - - - - - Detergents Other Detergents 1.2 1.3 1.4 1.5 1.7 1.9 - Bar Detergents - - - - - - - Hand Wash Detergents - - - - - - - Fine Fabric Detergents 1.2 1.3 1.4 1.5 1.7 1.9 Laundry Detergents 3,353.8 3,580.7 3,845.2 4,514.7 5,426.8 6,048.7 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 7 Sales of Laundry Detergents by Category: % Value Growth 2007-2012 % current value growth 2011/12 2007-12 CAGR 2007/12 Total L A U N D R Y C A R E I N V I E T N A M P a s s p o r t 7 © E u r o m o n i t o r I n t e r n a t i o n a l Automatic Detergents 11.5 12.5 80.4 - Powder Detergents 11.4 12.5 80.2 -- Standard Powder Detergents 11.4 12.5 80.2 -- Concentrated Powder Detergents - - - - Detergent Tablets - - - -- Compact Powder Tablet Detergents - - - -- Liquid Tablet Detergents - - - - Liquid Detergents 35.3 28.9 255.9 -- Standard Liquid Detergents 19.6 20.5 154.3 -- Concentrated Liquid Detergents 38.7 30.9 284.9 - Standard Detergents 11.4 12.5 80.2 -- Standard Powder Detergents 11.4 12.5 80.2 -- Standard Liquid Detergents 19.6 20.5 154.3 - Concentrated Detergents 38.7 30.9 284.9 -- Concentrated Powder Detergents - - - -- Concentrated Liquid Detergents 38.7 30.9 284.9 -- Compact Powder Tablet Detergents - - - -- Liquid Tablet Detergents - - - Other Detergents 9.1 9.0 54.1 - Bar Detergents - - - - Hand Wash Detergents - - - - Fine Fabric Detergents 9.1 9.0 54.1 Laundry Detergents 11.5 12.5 80.4 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 8 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2007- 2012 % retail value rsp 2007 2008 2009 2010 2011 2012 Concentrated 26.0 26.5 28.0 30.0 45.0 65.0 Standard 74.0 73.5 72.0 70.0 55.0 35.0 Total 100.0 100.0 100.0 100.0 100.0 100.0 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 9 Laundry Care Company Shares 2008-2012 % retail value rsp Company 2008 2009 2010 2011 2012 Unilever Vietnam 57.6 57.9 58.9 58.2 56.8 International Co Ltd Procter & Gamble 22.1 22.3 22.3 22.6 22.4 Vietnam Ltd Vico Ltd Co 4.7 4.8 4.9 4.8 5.9 Lion Corp 1.9 2.0 1.9 1.9 2.4 Lix Detergent JSC 2.2 2.2 2.0 2.0 2.1 Daso Co Ltd 2.4 2.1 1.9 1.7 1.8 Colgate Palmolive 1.4 1.6 1.5 1.6 1.4 Vietnam Co Ltd Saigon Union of Trading - - 0.4 0.8 1.0 Cooperatives Net Detergent JSC 0.5 0.5 0.4 0.3 0.4 L A U N D R Y C A R E I N V I E T N A M P a s s p o r t 8 © E u r o m o n i t o r I n t e r n a t i o n a l Casino Guichard- - - - 0.2 0.4 Perrachon SA My Hao Cosmetics Co Ltd 0.0 0.0 0.0 0.0 0.0 Others 7.2 6.6 5.7 5.8 5.5 Total 100.0 100.0 100.0 100.0 100.0 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 10 Laundry Care Brand Shares 2009-2012 % retail value rsp Brand Company 2009 2010 2011 2012 Omo Unilever Vietnam 44.7 45.3 44.0 41.6 International Co Ltd Tide Procter & Gamble 16.4 16.2 15.9 15.3 Vietnam Ltd Comfort Unilever Vietnam 10.7 11.2 11.9 12.8 International Co Ltd Downy Procter & Gamble 5.9 6.1 6.7 7.1 Vietnam Ltd Vi Dan Vico Ltd Co 3.2 3.2 3.2 4.0 Essence Lion Corp 2.0 1.9 1.9 2.4 Viso Unilever Vietnam 2.5 2.4 2.4 2.4 International Co Ltd Vico Vico Ltd Co 1.6 1.6 1.7 1.9 Lix Lix Detergent JSC 1.4 1.3 1.3 1.4 Softlan Colgate Palmolive 1.6 1.5 1.6 1.4 Vietnam Co Ltd Co.opMart Saigon Union of Trading - 0.4 0.8 1.0 Cooperatives Daso Daso Co Ltd 0.6 0.6 0.5 0.6 Daso Advance Daso Co Ltd 0.5 0.4 0.3 0.4 Net Plumeria Net Detergent JSC 0.4 0.4 0.3 0.4 Big C Casino Guichard- - - 0.2 0.4 Perrachon SA My Hao My Hao Cosmetics Co Ltd 0.0 0.0 0.0 0.0 Net Lemon Net Detergent JSC 0.1 0.1 - - Persil Unilever Vietnam - - - - International Co Ltd Others 8.4 7.4 7.4 7.1 Total 100.0 100.0 100.0 100.0 Source: Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 11 Laundry Aids Company Shares 2008-2012 % retail value rsp Company 2008 2009 2010 2011 2012 Goodmaid Chemicals Corp 13.9 13.9 15.6 17.3 21.1 Sdn Bhd Lion Corp 6.9 8.0 9.8 10.8 11.8 Lana Cosmetics 3.3 3.6 4.4 4.8 5.6 Reckitt Benckiser Plc 9.7 9.4 7.9 6.7 5.6 Nam Dinh Biological 6.6 6.9 7.0 6.3 5.1 Technology JSC [...]... associations, trade press, company research, store checks, trade interviews, trade sources © Euromonitor International 10 LAUNDRY CARE IN VIETNAM Table 15 Passport Forecast Sales of Laundry Care by Category: Value 2012-2017 VND billion 2012 Carpet Cleaners Fabric Softeners Laundry Aids Laundry Detergents Laundry Care Source: Table 16 2013 2014 2015 2016 2017 2,156.9 6.8 6,048.7 8,212.4 2,318.6 7.2 6,214.2 8,540.0... 6,985.6 9,907.7 Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Forecast Sales of Laundry Care by Category: % Value Growth 2012-2017 % constant value growth 2012-17 CAGR Carpet Cleaners Fabric Softeners Laundry Aids Laundry Detergents Laundry Care Source: 2012/17 TOTAL 6.2 6.0 2.9 3.8 35.1 33.8 15.5 20.6 Euromonitor International from trade.. .LAUNDRY CARE IN VIETNAM Passport IP Manufacturing Co Ltd Procter & Gamble Vietnam Ltd Faultless Starch/Bon Ami Co, The Clorox Co, The Green Cross Vietnam Co Ltd Thanh Tam Co Ltd Blue Cross Laboratories Ltd ST Corp Henkel AG & Co KGaA Sara Lee Corp Metro Cash & Carry Vietnam Ltd ST Chemical Co Ltd PVB Co Others Total Source: 3.7 - 3.7... 2009 2010 2011 2012 Unilever Vietnam International Co Ltd Procter & Gamble Vietnam Ltd Vico Ltd Co Unilever Vietnam International Co Ltd Vico Ltd Co Lix Detergent JSC Saigon Union of Trading Cooperatives Daso Co Ltd Daso Co Ltd Net Detergent JSC Casino GuichardPerrachon SA My Hao Cosmetics Co Ltd Net Detergent JSC Unilever Vietnam International Co Ltd 58.1 59.1 58.4 56.4 21.3 21.2 21.1 20.8 4.1 3.3 4.2... 60.9 Unilever Vietnam International Co Ltd Procter & Gamble Vietnam Ltd Vico Ltd Co Lix Detergent JSC Daso Co Ltd Saigon Union of Trading Cooperatives Net Detergent JSC Casino GuichardPerrachon SA My Hao Cosmetics Co Ltd Others Total 2009 6.0 100.0 6.2 100.0 6.0 100.0 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews,... 39.3 100.0 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 12 Laundry Aids Brand Shares 2009-2012 % retail value rsp Brand Stain-Off Essence Lissa Easy-On Tracatu Hygiene Ambi Pur Fautless Cocorex Clorox Axo Super Liquid Bleach Shaldan Saptic Spray 'n Wash Bio-tex Quality Care Magic PVB Shaldan... Care Magic PVB Shaldan Others Total © Euromonitor International Company 2009 2010 2011 2012 Goodmaid Chemicals Corp Sdn Bhd Lion Corp Lana Cosmetics Reckitt Benckiser Plc Nam Dinh Biological Technology JSC IP Manufacturing Co Ltd Procter & Gamble Vietnam Ltd Faultless Starch/Bon Ami Co, The Goodmaid Chemicals Corp Sdn Bhd Clorox Co, The Green Cross Vietnam Co Ltd Thanh Tam Co Ltd Blue Cross Laboratories... Metro Cash & Carry Vietnam Ltd Faultless Starch/Bon Ami Co, The PVB Co ST Chemical Co Ltd 13.9 15.2 16.2 19.1 8.0 3.6 8.5 6.9 9.8 4.4 7.9 7.0 10.8 4.8 6.7 6.3 11.8 5.6 5.6 5.1 3.7 - 3.4 - 3.2 - 3.2 2.9 1.1 1.0 1.7 2.1 - 0.4 1.1 2.0 2.7 6.9 2.8 2.7 0.3 7.4 2.3 2.1 0.9 4.9 1.4 1.9 1.3 - 0.7 2.0 0.9 0.7 0.5 0.9 - 0.5 - - 0.4 - - - 36.7 100.0 37.3 100.0 39.2 100.0 39.3 100.0 9 LAUNDRY CARE IN VIETNAM Source:... 100.0 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 14 Laundry Detergents Brand Shares 2009-2012 % retail value rsp Brand Tide Vi Dan Viso Vico Lix Co.opMart Daso Daso Advance Net Plumeria Big C My Hao Net Lemon Persil Others Total Company 2009 2010 2011 2012 Unilever Vietnam International Co... 0.5 0.9 - 0.5 - - 0.4 - - - 36.7 100.0 37.3 100.0 39.2 100.0 39.3 100.0 9 LAUNDRY CARE IN VIETNAM Source: Passport Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 13 Laundry Detergents Company Shares 2008-2012 % retail value rsp Company 2008 Source: 2011 2012 61.4 62.3 61.6 59.6 21.3 21.3 21.2