Consumer Appliances in Vietnam

January 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Dishwashers
  • Home Laundry Appliances
  • Large Cooking Appliances
  • Microwaves
  • Refrigeration Appliances
  • Air Treatment Products
  • Food Preparation Appliances
  • Personal Care Appliances
  • Small Cooking Appliances
  • Vacuum Cleaners

If you're in the Consumer Appliances industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Appliances in Vietnam report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Consumer Appliances in Vietnam?
  • Which are the leading brands in Vietnam?
  • How are products distributed in Vietnam?
  • To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
  • How are considerations such as urban development and the rise in single-person households determining sales growth?
  • Where is future growth expected to be most dynamic?
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Consumer Appliances in Vietnam

Consumer appliances in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2024
Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2024
Table 3 Sales of Consumer Appliances by Category: Volume 2018-2023
Table 4 Sales of Consumer Appliances by Category: Value 2018-2023
Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 6 Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 11 Sales of Small Appliances by Category: Volume 2018-2023
Table 12 Sales of Small Appliances by Category: Value 2018-2023
Table 13 Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 14 Sales of Small Appliances by Category: % Value Growth 2018-2023
Table 15 NBO Company Shares of Major Appliances: % Volume 2019-2023
Table 16 LBN Brand Shares of Major Appliances: % Volume 2020-2023
Table 17 NBO Company Shares of Small Appliances: % Volume 2019-2023
Table 18 LBN Brand Shares of Small Appliances: % Volume 2020-2023
Table 19 Distribution of Major Appliances by Format: % Volume 2018-2023
Table 20 Distribution of Small Appliances by Format: % Volume 2018-2023
Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2023-2028
Table 22 Forecast Sales of Consumer Appliances by Category: Value 2023-2028
Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2023-2028
Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2023-2028
Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2023-2028
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2023-2028
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2023-2028
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2023-2028
Table 29 Forecast Sales of Small Appliances by Category: Volume 2023-2028
Table 30 Forecast Sales of Small Appliances by Category: Value 2023-2028
Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2023-2028
Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Dishwashers in Vietnam

KEY DATA FINDINGS

Dishwashers see sluggish growth due to prevailing trends for handwashing dishes
German Bosch officially joins the Vietnamese territory
Ongoing growth supported by wider range of brands becoming available
Steady ongoing volume growth expected, as the category still has room to develop
Further developments expected in smart features and enhanced cleaning
Potential for omnichannel sales thanks to growth of retailers in Vietnam
Table 33 Sales of Dishwashers by Category: Volume 2018-2023
Table 34 Sales of Dishwashers by Category: Value 2018-2023
Table 35 Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 36 Sales of Dishwashers by Category: % Value Growth 2018-2023
Table 37 Sales of Dishwashers by Format: % Volume 2018-2023
Table 38 Sales of Dishwashers by Smart Appliances: % Volume 2019-2023
Table 39 NBO Company Shares of Dishwashers: % Volume 2019-2023
Table 40 LBN Brand Shares of Dishwashers: % Volume 2020-2023
Table 41 Distribution of Dishwashers by Format: % Volume 2018-2023
Table 42 Production of Dishwashers: Total Volume 2018-2023
Table 43 Forecast Sales of Dishwashers by Category: Volume 2023-2028
Table 44 Forecast Sales of Dishwashers by Category: Value 2023-2028
Table 45 Forecast Sales of Dishwashers by Category: % Volume Growth 2023-2028
Table 46 Forecast Sales of Dishwashers by Category: % Value Growth 2023-2028

Home Laundry Appliances in Vietnam

KEY DATA FINDINGS

Low demand continues, with a very small improvement in sales from last year
Players launch new high-tech models to attract the attention of affluent consumers
Front-loading and larger capacity washing machines are preferred
Further scope for growth over the forecast period, with volume expected to creep back into a positive performance
Consumption-saving features and specialised garment care expected to rise in popularity
Omnichannel options cater for a wider range of consumers’ needs
Table 47 Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 48 Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 49 Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 50 Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023
Table 51 Sales of Automatic Washer Dryers by Smart Appliances: % Volume 2018-2023
Table 52 Sales of Automatic Washing Machines by Format: % Volume 2018-2023
Table 53 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2018-2023
Table 54 Sales of Automatic Washing Machines by Smart Appliances: % Volume 2019-2023
Table 55 NBO Company Shares of Home Laundry Appliances: % Volume 2019-2023
Table 56 LBN Brand Shares of Home Laundry Appliances: % Volume 2020-2023
Table 57 Distribution of Home Laundry Appliances by Format: % Volume 2018-2023
Table 58 Production of Home Laundry Appliances: Total Volume 2018-2023
Table 59 Forecast Sales of Home Laundry Appliances by Category: Volume 2023-2028
Table 60 Forecast Sales of Home Laundry Appliances by Category: Value 2023-2028
Table 61 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2023-2028
Table 62 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2023-2028

Large Cooking Appliances in Vietnam

KEY DATA FINDINGS

Large cooking appliances remains in a negative slump due to long lifecycles and low interest in innovations
Brands vie for attention with new developments
Safety and energy-efficiency are key factors in consumers’ purchasing decisions
Large cooking appliances expected to return to positive volume growth
Local players to find the “value for money” sweet spot, while international brands focus on premium quality
Ongoing potential for sales thanks to cross-category growth trends
Table 63 Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 64 Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 65 Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 66 Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023
Table 67 Sales of Built-in Hobs by Format: % Volume 2018-2023
Table 68 NBO Company Shares of Large Cooking Appliances: % Volume 2019-2023
Table 69 LBN Brand Shares of Large Cooking Appliances: % Volume 2020-2023
Table 70 NBO Company Shares of Built-in Hobs: % Volume 2019-2023
Table 71 NBO Company Shares of Cooker Hoods: % Volume 2019-2023
Table 72 NBO Company Shares of Built-in Cooker Hoods: % Volume 2019-2023
Table 73 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2019-2023
Table 74 Distribution of Large Cooking Appliances by Format: % Volume 2018-2023
Table 75 Production of Large Cooking Appliances: Total Volume 2018-2023
Table 76 Forecast Sales of Large Cooking Appliances by Category: Volume 2023-2028
Table 77 Forecast Sales of Large Cooking Appliances by Category: Value 2023-2028
Table 78 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2023-2028
Table 79 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2023-2028

Microwaves in Vietnam

KEY DATA FINDINGS

Downwards trend continues for increasingly old-fashioned microwaves
Few innovations seen in microwaves, due to sluggish demand
Health-conscious consumers shun microwaves in favour of other cooking methods
Ongoing decline for microwaves, due to variety of negative factors
Players unlikely to invest in microwaves and focus on better-selling appliances
Less shelf space afforded to microwaves in stores
Table 80 Sales of Microwaves by Category: Volume 2018-2023
Table 81 Sales of Microwaves by Category: Value 2018-2023
Table 82 Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 83 Sales of Microwaves by Category: % Value Growth 2018-2023
Table 84 Sales of Microwaves by Smart Appliances: % Volume 2019-2023
Table 85 NBO Company Shares of Microwaves: % Volume 2019-2023
Table 86 LBN Brand Shares of Microwaves: % Volume 2020-2023
Table 87 Distribution of Microwaves by Format: % Volume 2018-2023
Table 88 Production of Microwaves: Total Volume 2018-2023
Table 89 Forecast Sales of Microwaves by Category: Volume 2023-2028
Table 90 Forecast Sales of Microwaves by Category: Value 2023-2028
Table 91 Forecast Sales of Microwaves by Category: % Volume Growth 2023-2028
Table 92 Forecast Sales of Microwaves by Category: % Value Growth 2023-2028

Refrigeration Appliances in Vietnam

KEY DATA FINDINGS

Refrigeration appliances creep back into positive volume growth, thanks to hot summer and improving lifestyles
Samsung and LG expand their local production capacities
Trendy designs and personalised appliances attract the attention of younger generations
Ongoing steady growth expected, thanks to upgrade trends and wider overall penetration into rural areas
Players expected to regularly launch new models and technological advancements
Omnichannel strategies grow in importance, as consumers opt for in-store inspection and then order online
Table 93 Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 94 Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 95 Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 96 Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023
Table 97 Sales of Fridge Freezers by Format: % Volume 2018-2023
Table 98 Sales of Fridge Freezers by Volume Capacity: % Volume 2018-2023
Table 99 Sales of Fridge Freezers by Smart Appliances: % Volume 2019-2023
Table 100 Sales of Fridges by Volume Capacity: % Volume 2018-2023
Table 101 NBO Company Shares of Refrigeration Appliances: % Volume 2019-2023
Table 102 LBN Brand Shares of Refrigeration Appliances: % Volume 2020-2023
Table 103 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2019-2023
Table 104 NBO Company Shares of Freestanding Fridges: % Volume 2019-2023
Table 105 Distribution of Refrigeration Appliances by Format: % Volume 2018-2023
Table 106 Production of Refrigeration Appliances: Total Volume 2018-2023
Table 107 Forecast Sales of Refrigeration Appliances by Category: Volume 2023-2028
Table 108 Forecast Sales of Refrigeration Appliances by Category: Value 2023-2028
Table 109 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2023-2028
Table 110 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2023-2028

Air Treatment Products in Vietnam

KEY DATA FINDINGS

Hot weather and wide range of options drive demand for air treatment products
Strong competition among local brands on quality-to-price and global brands on high-tech specs
Promotional programmes offered by brands across all platforms
Sales will continue to be supported by ongoing urbanisation and wider ranges of products available
Added features will attract consumers in the upper-mid to premium segments
Omnichannel remains important for air treatment products
Table 111 Sales of Air Treatment Products by Category: Volume 2018-2023
Table 112 Sales of Air Treatment Products by Category: Value 2018-2023
Table 113 Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 114 Sales of Air Treatment Products by Category: % Value Growth 2018-2023
Table 115 Sales of Air Conditioners by Smart Appliances: % Volume 2019-2023
Table 116 NBO Company Shares of Air Treatment Products: % Volume 2019-2023
Table 117 LBN Brand Shares of Air Treatment Products: % Volume 2020-2023
Table 118 Distribution of Air Treatment Products by Format: % Volume 2018-2023
Table 119 Production of Air Conditioners: Total Volume 2018-2023
Table 120 Forecast Sales of Air Treatment Products by Category: Volume 2023-2028
Table 121 Forecast Sales of Air Treatment Products by Category: Value 2023-2028
Table 122 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2023-2028
Table 123 Forecast Sales of Air Treatment Products by Category: % Value Growth 2023-2028

Food Preparation Appliances in Vietnam

KEY DATA FINDINGS

Growth continues for food preparation appliances, thanks to ongoing healthy eating trends and retailer expansion
Social media remains a key strategy for promotions through influencers and KOLs
Smart blenders attract consumers who follow high-tech trends
Ongoing growth expected, driven by urbanisation and social media trends
Innovations expected in multifunctional appliances and new technologies
E-commerce is well-suited to smaller appliances, with the omnichannel remaining relevant for high-end appliances
Table 124 Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 125 Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 126 Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 127 Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023
Table 128 NBO Company Shares of Food Preparation Appliances: % Volume 2019-2023
Table 129 LBN Brand Shares of Food Preparation Appliances: % Volume 2020-2023
Table 130 Distribution of Food Preparation Appliances by Format: % Volume 2018-2023
Table 131 Forecast Sales of Food Preparation Appliances by Category: Volume 2023-2028
Table 132 Forecast Sales of Food Preparation Appliances by Category: Value 2023-2028
Table 133 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2023-2028
Table 134 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2023-2028

Personal Care Appliances in Vietnam

KEY DATA FINDINGS

Rising standards of living support sales in personal care appliances
Players compete with new technologies and designs
Social media is key to promoting personal care appliances
Ongoing growth for personal care appliances, thanks to rising standards of living
Social media marketing will remain a major competitive strategy
Online channel works well for personal care appliances, especially linked to social media marketing
Table 135 Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 136 Sales of Personal Care Appliances by Category: Value 2018-2023
Table 137 Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 138 Sales of Personal Care Appliances by Category: % Value Growth 2018-2023
Table 139 Sales of Body Shavers by Format: % Volume 2018-2023
Table 140 Sales of Hair Care Appliances by Format: % Volume 2018-2023
Table 141 NBO Company Shares of Personal Care Appliances 2019-2023
Table 142 LBN Brand Shares of Personal Care Appliances 2020-2023
Table 143 Distribution of Personal Care Appliances by Format: % Volume 2018-2023
Table 144 Forecast Sales of Personal Care Appliances by Category: Volume 2023-2028
Table 145 Forecast Sales of Personal Care Appliances by Category: Value 2023-2028
Table 146 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2023-2028
Table 147 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2023-2028

Small Cooking Appliances in Vietnam

KEY DATA FINDINGS

Stable growth for small cooking appliances, with air-fryers remaining popular
Series of new developments seen in air-fryers
Multifunctional appliances continue to attract consumers
Ongoing growth expected, from cities to rural areas, as trendy products become more widespread
Smart features and appealing designs expected to lead developments
Small cooking appliances well-suited to online channels
Table 148 Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 149 Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 150 Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 151 Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023
Table 152 Sales of Freestanding Hobs by Format: % Volume 2018-2023
Table 153 NBO Company Shares of Small Cooking Appliances: % Volume 2019-2023
Table 154 LBN Brand Shares of Small Cooking Appliances: % Volume 2020-2023
Table 155 Distribution of Small Cooking Appliances by Format: % Volume 2018-2023
Table 156 Forecast Sales of Small Cooking Appliances by Category: Volume 2023-2028
Table 157 Forecast Sales of Small Cooking Appliances by Category: Value 2023-2028
Table 158 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2023-2028
Table 159 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2023-2028

Vacuum Cleaners in Vietnam

KEY DATA FINDINGS

Sales in vacuum cleaners supported by consumers’ rising standards of home hygiene
Players active in new high-tech product developments
Core cleaning features remain key to consumers’ demands
Healthy sales expected to continue over the forecast period
Ongoing developments in new technologies set to stimulate sales
Showrooms remain an important channel for vacuum cleaners
Table 160 Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 161 Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 162 Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 163 Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023
Table 164 NBO Company Shares of Vacuum Cleaners: % Volume 2019-2023
Table 165 LBN Brand Shares of Vacuum Cleaners: % Volume 2020-2023
Table 166 Distribution of Vacuum Cleaners by Format: % Volume 2018-2023
Table 167 Forecast Sales of Vacuum Cleaners by Category: Volume 2023-2028
Table 168 Forecast Sales of Vacuum Cleaners by Category: Value 2023-2028
Table 169 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2023-2028
Table 170 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Consumer Appliances

    • Built-In Major Appliances
    • Freestanding Major Appliances
      • Built-in Dishwashers
      • Freestanding Dishwashers
      • Built-in Home Laundry Appliances
      • Freestanding Home Laundry Appliances
        • Built-in Automatic Dryers
        • Freestanding Automatic Dryers
        • Built-in Automatic Washer Dryers
        • Freestanding Automatic Washer Dryers
        • Built-in Automatic Washing Machines
        • Freestanding Automatic Washing Machines
      • Semi-Automatic Washing Machines
      • Built-in Large Cooking Appliances
      • Freestanding Large Cooking Appliances
      • Built-in Hobs
      • Ovens
        • Built-in Cooker Hoods
        • Freestanding Cooker Hoods
      • Cookers
      • Range Cookers
      • Built-in Microwaves
      • Freestanding Microwaves
      • Built-in Refrigeration Appliances
      • Freestanding Refrigeration Appliances
        • Built-in Electric Wine Coolers/Chillers
        • Freestanding Electric Wine Coolers/Chillers
        • Built-in Freezers
        • Freestanding Freezers
        • Built-in Fridge Freezers
        • Freestanding Fridge Freezers
        • Built-in Fridges
        • Freestanding Fridges
      • Air Purifiers
          • Portable Room Air Conditioners
          • Split Air Conditioners
          • Window Air Conditioners
        • Air Coolers
        • Cooling Fans
      • Dehumidifiers
      • Humidifiers
      • Blenders
      • Food Processors
        • Centrifugal Juicers
        • Slow Juicers
      • Mixers
      • Other Food Preparation Appliances
    • Heating Appliances
    • Irons
      • Body Shavers
      • Electric Facial Cleansers
      • Hair Care Appliances
        • Battery Toothbrush Units
        • Electric Toothbrush Units
        • Other Oral Care Appliances
      • Other Personal Care Appliances
      • Breadmakers
          • Espresso Coffee Machines
          • Filter Coffee Machines
          • Other Standard Coffee Machines
          • Hard Pods
          • Soft Pods
      • Coffee Mills
        • Air Fryers
        • Oil Based Fryers
      • Electric Grills
      • Electric Steamers
      • Freestanding Hobs
      • Kettles
      • Rice Cookers
      • Slow Cookers
      • Other Small Cooking Appliances
        • Cylinder Vacuum Cleaners
        • Handheld Vacuum Cleaners
        • Stick Vacuum Cleaners
        • Upright Vacuum Cleaners
        • Steam Vacuum Cleaners
      • Robotic Vacuum Cleaners

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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