Bleach in Vietnam
Euromonitor International
February 2025
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LIST OF CONTENTS AND TABLES
KEY DATA FINDINGS.................................................................................................................. 1
2024 DEVELOPMENTS ............................................................................................................... 1
Bleach volume sales show solid growth throughout the review period ..................................... 1
Eco-friendly ingredients and reduced consumer harm are key factors driving demand ............ 1
Bleach is widely available across various retail channels in vietnam ........................................ 1
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
The t?t holidays and floor care will continue to drive demand for bleach .................................. 2
Opportunities for plant-based brands with fragrances .............................................................. 2
Increased activity expected from local brands, particularly online ............................................ 2
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Bleach: Value 2019-2024 ............................................................... 3
Table 2 Sales of Bleach: % Value Growth 2019-2024 .............................................. 3
Table 3 NBO Company Shares of Bleach: % Value 2020-2024................................ 3
Table 4 LBN Brand Shares of Bleach: % Value 2021-2024 ...................................... 3
Table 5 Forecast Sales of Bleach: Value 2024-2029 ................................................ 4
Table 6 Forecast Sales of Bleach: % Value Growth 2024-2029................................ 4
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BLEACH IN VIETNAM
KEY DATA FINDINGS
▪ Retail value sales rise by 6% in current terms in 2024 to VND188 billion
▪ My Hao Cosmetics Co Ltd is the leading player in 2024, with a retail value share of 54%
▪ Retail sales are set to rise at a current value CAGR of 10% (2024 constant value CAGR of
7%) over the forecast period to VND306 billion
2024 DEVELOPMENTS
Bleach volume sales show solid growth throughout the review period
Despite its maturity, bleach in Vietnam maintained solid growth in retail volume terms in 2024,
along with slightly stronger retail current value growth. Not only is bleach considered affordable,
it is also regarded as a powerful multipurpose home care product. However, the rates of volume
growth saw a slowdown over the course of the review period. The Vietnamese market is already
saturated with a wide range of bleach products, alongside a growing presence of alternative
concentrated detergents and specialised surface care solutions. Unlike these alternatives,
bleach products have seen limited product innovation, resulting in challenges for driving more
substantial growth within this category over the review period.
In addition, some consumers have shifted away from bleach for daily cleaning, with many
households opting for multi-purpose and eco-friendly cleaners instead. However, traditional
cleaning habits persist amongst many, particularly the cultural practice of thoroughly cleaning
homes at the end of each year in preparation for T?t (Lunar New Year), which remains a peak
period for sales of bleach. During this time, sales of bleach experience a seasonal boost, as
families prioritise deep cleaning for the holiday; yet outside of this annual surge, growth remains
minimal.
Eco-friendly ingredients and reduced consumer harm are key factors
driving demand
Brands are increasingly investing in products that use non-chlorinated bleach instead of
synthetic chemicals, such as Charlie’s Soap Oxygen Bleach, which appeals to consumers
looking for environmentally safer cleaning products. However, such eco-friendly bleaches are
often sold online on Shopee, Lazada, or TikTok, which may not ensure product origin and
authenticity. These eco-friendly bleaches also tend to be priced higher than traditional options,
limiting mass market appeal.
Local brands, such as the dominant brand in bleach in Vietnam in retail value terms in 2024,
My Hao, remain top-of-mind in Vietnam. This is due to the brand’s extensive retail distribution,
affordability, and long-standing reputation for trustworthiness. My Hao is now focusing on
versatile, multifunctional bleach options that can clean various surfaces without harsh
chemicals, appealing to eco-conscious consumers, and those looking for safer, more
sustainable home cleaning solutions.
Bleach is widely available across various retail channels in vietnam
Local and smaller brands such as My Hao, which is known for products such as Javel bleach,
maintain strong popularity in small local grocers in Vietnam, as well as supermarkets and
hypermarkets. Their success is largely due to affordable pricing, typically under VND20,000 per
unit, and due to a variety of pack sizes, which cater to diverse consumer needs.
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In contrast, global brands, and imports from Thailand or Japan, focus on modern distribution
channels, including supermarkets, hypermarkets, and retail e-commerce. These brands
effectively use platforms such as TikTok and YouTube Shorts for content seeding, showcasing
products with direct purchase options to attract rural consumers. They also often provide
incentives such as free shipping and large combo packages, aiming to expand their reach and
appeal to a broader audience in Vietnam.
PROSPECTS AND OPPORTUNITIES
The t?t holidays and floor care will continue to drive demand for bleach
Bleach is projected to maintain moderate but slowing retail volume and current value growth
rates in Vietnam over the forecast period, partly driven by the rising population. In addition, with
rising incomes, higher hygiene standards, and ingrained cleaning habits, Vietnamese
consumers are expected to maintain demand for bleach. Demand will continue to spike
significantly each year as families prepare for the T?t holidays. During this time, it is customary
for family members to join together to clean the house, with bleach being essential for tackling
accumulated stains and tough to clean surfaces. This tradition of intensive holiday cleaning
reinforces the role of bleach in Vietnamese households.
Meanwhile, in some households, consumers have developed the habit of adding bleach to
their floor cleaning routine, believing it enhances cleanliness and helps kill bacteria. This
practice will also contribute to the growth of the category. The additional use of bleach for floor
care reflects a strong consumer focus on hygiene, further driven by rising standards of
cleanliness and awareness of germ control in the home environment.
However, while consumers will continue to clean their homes on a frequent basis, they have
access to an ever widening range of surface care products specifically designed for different
purposes. These may limit the once extensive use of bleach for cleaning. In addition, growing
concerns about the potential health and environmental risks associated with bleach could lead
people to seek out safer and more sustainable cleaning alternatives.
Opportunities for plant-based brands with fragrances
While the market currently offers premium bleach products which claim to use eco-friendly
ingredients, consumers are increasingly looking for affordable options which prioritise plant-
based ingredients, especially from local and small brands. Consumers expect that locally
produced bleach products can meet environmental standards without the high price tag, making
eco-conscious choices more accessible to a broader audience.
The traditional harsh chemical smell of bleach is a significant deterrent to purchase for many
people. Today’s consumers show a clear preference for bleach products enhanced with
pleasant, natural scents that can provide a more enjoyable and less overpowering cleaning
experience. Products imported from Thailand featuring added fragrances are now widely
available in supermarkets and online, and are setting a new standard and influencing consumer
preference. This trend suggests a growing opportunity for domestic brands to innovate by
offering bleach options that are both plant-based and scented, aligning with modern consumer
values of sustainability and sensory appeal.
Increased activity expected from local brands, particularly online
While there is currently limited brand activity in bleach, companies are expected to focus on
expanding their sales and raising consumer awareness by engaging in social media initiatives.
This will include regularly updating fan pages with fresh content, such as mini-games and
product introductions. In addition, showcasing before-and-after reviews on TikTok may be useful
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for brands launching new products, as this can significantly enhance their chances of reaching a
digital audience.
Moreover, online sales of local brands are currently constrained, partly because the lower unit
prices may not justify the shipping fees. To address this, brands are expected to consider
offering exclusive larger packaging options and free shipping vouchers for online purchases,
making it more appealing for consumers to buy online.
CATEGORY DATA
Table 1 Sales of Bleach: Value 2019-2024
VND billion
2019 2020 2021 2022 2023 2024
Bleach 131.5 144.1 155.3 167.0 177.7 187.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2 Sales of Bleach: % Value Growth 2019-2024
% current value growth
2023/24 2019-24 CAGR 2019/24 Total
Bleach 5.7 7.4 42.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 3 NBO Company Shares of Bleach: % Value 2020-2024
% retail value rsp
Company 2020 2021 2022 2023 2024
My Hao Cosmetics Co Ltd 54.5 55.1 55.3 54.8 53.5
Clorox Co, The 12.5 12.7 13.0 13.3 13.6
Vico Ltd Co 13.7 13.5 13.3 13.3 13.3
Goodmaid Chemicals Corp 9.5 9.4 9.2 9.1 9.0
Sdn Bhd
Chemical Laboratory 1.9 1.8 1.7 1.6 1.6
Products Inc
Casino Guichard-Perrachon - - - - -
SA
Others 7.9 7.6 7.5 7.9 9.0
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 4 LBN Brand Shares of Bleach: % Value 2021-2024
% retail value rsp
Brand (GBO) Company (NBO) 2021 2022 2023 2024
My Hao Javel My Hao Cosmetics Co Ltd 55.1 55.3 54.8 53.5
Clorox Clorox Co, The 12.7 13.0 13.3 13.6
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Vico Javel (VLC Group) Vico Ltd Co 13.5 13.3 13.3 13.3
Cocorex (Saraya Co Ltd) Goodmaid Chemicals Corp 9.4 9.2 9.1 9.0
Sdn Bhd
Artic White Chemical Laboratory 1.8 1.7 1.6 1.6
Products Inc
Wow! Gia Hap Dan Casino Guichard-Perrachon - - - -
(Private Label) SA
Others Others 7.6 7.5 7.9 9.0
Total 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 5 Forecast Sales of Bleach: Value 2024-2029
VND billion
2024 2025 2026 2027 2028 2029
Bleach 187.8 205.1 217.1 230.3 243.9 257.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 6 Forecast Sales of Bleach: % Value Growth 2024-2029
% constant value growth
2024/2025 2024-29 CAGR 2024/29 Total
Bleach 9.2 6.5 37.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
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