Two foreign brands dominate personal hygiene market in Vietnam

Among the 10 most popular personal care brands in the country, Diana and Kotex hold a whopping 80% of the domestic market share.

Unicharm, the Japanese company which owns the Diana brand, has been in Vietnam for 27 years. 

Diana brand products earned revenues of VND5 trillion (US$218 million) in 2016, up 10.6% over 2015, for a net profit of VND819 billion (US$35.7 million), making it the market leader by far. 

In second place is the Kotex brand, owned by the US based Kimberly-Clark Corporation, which reported revenues of VND4.9 trillion (US$214 million) in 2016, a year-on-year increase of 9%, for a net profit of VND485 billion (US$21 million).

With a large proportion of young people in its population of 93 million, both brands expect the Vietnamese market for personal sanitation products to grow significantly in the coming years.