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Men's grooming market in Vietnam

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Men's grooming market in Vietnam

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Men's grooming market in Vietnam

  1. 1. A review on Men’s grooming market Done by Tran Bich Ngoc & Chu Minh Thong Source: Kanta Worldwide Panel, Statista.com, Euromonitor
  2. 2. Status
  3. 3. 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.
  4. 4. Global 17.3 18.3 19.3 20.3 21.4 22.6 23.9 25.2 26.6 2012 2013 2014 2015 2016 2017 2018 2019 2020 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.
  5. 5. 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%) 84 64 0 10 20 30 40 50 60 70 80 90 To feel better about themselves "Because women like it" Drivers
  6. 6. Vietnam In 2013, the men’s grooming market grown 9%, almost twice the grow rate of the cosmetic market in general.
  7. 7. VietnamMost products are branded Other
  8. 8. Consumer profile
  9. 9. 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
  10. 10. “Caring about look is un-manly”
  11. 11. Retailer profile
  12. 12. 45% customers buy online - General store - Provision store - Ma & Pa - Cosmetics shop - Salons - Supermarket - Hypermarket - Minimarket - Private store - Online shop MT GT Channels
  13. 13. Supermarkets’ sales grow each year Most supermarkets have display racks exclusive for men’s products.  Body care, body lotion products are sold mostly online.  45% customers buy online.
  14. 14. Competitor profile
  15. 15. On category Hair care Shower Skin Deodorant Shaving Facials Imported Products Off category Female Products Unisex
  16. 16. Recommendation
  17. 17.  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
  18. 18. Thank you for your attention!

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