Vietnam cosmetics market 2020 Q&Me is online market research provided by Asia Plus Inc.
Overview The cosmetic market has grown steadily by the limitless diversity of consumer aspirations and by innovation To keep track of the habits and behaviors of Vietnamese cosmetics users, the annual survey about the Vietnam cosmetics market was run by Asia Plus in Jan. 2020, succeeded the two surveys of the same topic from Jan. 2019 and Jan. 2018. The survey was conducted among 458 females, from over 16 years old nationwide.
Summary
How often do they make up? 35% 34% Less 28% frequent 32% 6% 23% users 5% 16% 35% 10% 12% 23-29 23% 16-22 Frequent users 36% 30+ Every day Several times / week 1 / week or less Special occasions only Do not makeup Makeup frequency differs by age. More than half of 23 and above make up regularly Q. How often do you wear make up?
When do they make up Family gathering 6% Travel 34% 58% 27% Dating 68% 38% 89% Party 40% 79% Hang out with friends Office/School 81% 5% 84% Less frequent users Frequent users The major makeup occasions for less frequent users are party. but not for the occasions such as office / school Q. Please choose all the occasions that you usually make up
Popular cosmetic items (often use) Lipsticks Eyebrows Concealer Foundation Mascara 12% 27% 73% 33% 30% 28% 72% Lip gross 88% 67% 70% 19% Blush Makeup base Face powder BB/CC/DD cream 81% 25% 22% 22% 21% 75% 78% 78% 79% Lipsticks are the one that are used majority of makeup users. Other than lipsticks, the usage is less than 1/3. Q. Among those, which products do you use often? (Please pick up 5 products)
Reasons not to makeup Non-make up users are the youth who does not know how to do the good makeups, or who do not spare their time for makeup I do not want to spend money on makeup 15% products 17% 17% I do not have enough time to do make up 18% I do not know which products are suitable for me Makeup damages my skin I am lazy to put on makeup 30% 32% I do not like the feeling of having makeup 43% on my skin I do not know how to do makeup *Very important=33%, important=58% Q(o.uWQt uoheyfs4dtiocnrniotteitlreyiao(u)N=uXseX)skincare products?
How often do they skin care? 23% 9% 7% 19% 21% 11% 24% 61% 62% 38% 16-22 23-29 30+ Every day Several times / week 1 / week or less Only when I have issues Do not makeup 60% of above 23 years old do skin care daily Q. How often do you skin care?
Popular skin care items (often use) Facial cleaner Sunscreen Facial moisturiser Toner 23% 45% 37% 36% 77% 55% 63% 64% Facial oil or serum Facial mask Eye cream 28% 25% 13% 72% 75% 87% Facial cleanser (including makeup remover) is most commonly used followed by Sunscreen and moisturiser Q. Among those, which products do you use often?
Reasons not to skin care Lack of knowledge is the reasons why they do not do skin care I do not like the stickiness of skin care 11% products on my skin 13% 18% I do not want to spend money on skin care 20% products 30% I concern about skin care product quality 32% My skin is sensitive/ prone to allergy I am too busy for doing skin care I do not know which products are good for me Q. Why do not you use skincare products?
Information source Information source Popular online site for cosmetic 69% 49% 48% 37% 34% 36% 27% 30% 20% 23% 19% 19% 19% 14% Majority of the information source are online (Facebook, web, YouTube) Q. Where do you get the information about makeups? / Q. Please choose the online site that you use to update information about cosmetics?
Important factors in purchase Rely on country of origin, ingredient to ensure the product quality Country of origin Ingredient Good for skin 49% 44% 42% Effect Price Review 36% 35% 32% Q. Please choose up to 3 factors that are important when you purchase makeup items
Popular purchase locations 41% 39% 38% 38% 36% 24% 23% 15% 14% 13% 9% 9% Department stores and brand stores are the most popular places to shop for cosmetics. Q. Where do you buy cosmetic items? (N=399)
Higher usage of online shopping Those who use online shopping to buy Popular online channel 2019 cosmetic products 2020 59%61% 27% 43% 43% 41% 40% 29% 32% 37% 73% 17%17% 57% 2019 2020 Shopee Tiki Facebook Lazada Sendo 73% have used EC to buy cosmetic products due to good pricing and rich reviews. EC becomes one of the most popular channels for cosmetics
Celebrities with best makeup 1. Ho Ngoc Ha 2. Ninh Duong Lan 3. Ngoc Trinh 4. Hari Won Ngoc 5. My Tam 6. Chi Pu 7. Huong Giang 8. Sam
Summary - Trend changes Cosmetics users increase Spending increase among Higher Online reliance among the youth the regular makeup users Online becomes one of the Those who makeup regularly Spending among the regular popular location to buy cosmetic among the youth (16 - 22 years make upper (once / week and items as well as the main old) increased rapidly. The more) increase by more than information source. Shopee, Tiki makeup behavior increased 10%. They are willing to pay and Facebook are the 3 biggest among the younger audience extra for the better quality and online channel comfort. Daily makeup user ratio Online usage ratio among 16-22 years old Monthly makeup spending (K VND) for cosmetic shopping 27% 460 43% 27% 19% 400 57% 73% 2019 2020 2019 2020 2019 2020
Summary - Trend changes More attention to the quality Wider variety of makeup Rely on more commercial ownerships products for skin care Vietnamese consumer get more Vietnamese used to rely on Skin are product also has more quality oriented. Country of origin lipsticks only but they came to varieties. Vietnamese tends to or ingredients are the items that use the other products for their use commercial products more they pay attention to, while price is makeups for their skin care or sun still important but less than before protection Important factors Popular makeup items Popular skincare items 49% 2019 2020 33% 2019 2020 75% 66% 2019 2020 44% 26% 67% 60% 42% 30% 49% 41% 44% 35% 19% 28% 27% 38% 23% 22% Country of Ingredient Price Eye brows Concealer Foundation Mascara Sunscreen Facial mask Facial oil / origin serum
Detailed data
Makeup products usage
Makeup frequency Makeup frequency Makeup frequency by demographics 13% Everyday 35% 2% 3% 7% 13% 20% 27% 8% 3% 34% 28% 26% 32% 32% 20% 28% 4-6 times a week 32% 2% 5% 4% 4% 38% 43% 3% 6% 2% 27% 28% 33% 23% 1% 1% 26% 31% 32% 2-3 times a week 19% 17% 16% 12% 35% 36% 30% 28% 25% 13% 31% 40% 10% Once per week 11% Less than once/week 3%4% Only when I have something special 16-22 23-29 30+ HCM Hanoi Others <= 10M 10-20M > 20M I do not wear makeup Everyday Once/week or more often Less than once/week Special ocassions only 60% wear makeup at least once per week, in which 28% put makeup everyday. 30+ and higher income wear make up more often Q. How often do you wear make up?
Makeup occasions People wear makeup most often for party, hang out with friends and dating Exercising/ Fitness/ Gym 6% Family gathering Travel 22% Interview Office/School 44% Dating 47% 49% Hang out with friends 55% Party 63% *Very important=33%, important=58% 83% Q(o.uPtleoaf s4eccrhitoeorsiae)all the occasions that you usually make up?
Popular makeup items 93% 88% 61% 60% 58% 57% 56% 55% 52% 51% 50% 49% 47% 42% 33% 27% 28% 25% 22% 22% 30% 15% 28% 19% 16% 21% 24% 18% 17% 18% 2% 2% 3% 3% Own Use regularly People generally own a fair number of makeup items but lipsticks are used most regularly, followed by eyebrows, concealer and foundation. Q. Please choose all the makeup items that you have? Among those, which products do you use often? (Please pick up 5 products)
Popular makeup items by age 96% 93% 92% 63%65% 62%62% 61% 64% 63% 63% 57% 52% 58% 55% 61% 60% 53% 48% 46% 44%474%9% 52% 55% 45% 47%51% 51% 535%3%51%49%55% 49% 44% 36% 37% 31% 26% 22% 23% 21% 20%21% 16% 12% 16% 15% 16% 11% 16-22 23-29 30+ Except lipsticks widely used by all, 30+ years old generally use more makeup items. Concealer, cushion foundation are used popularly by 23-29 year-olds. Q. Please choose all the makeup items that you have?
Changes in popularity of makeup items 94%93% 61% 58%60% 59%58% 59%57% 54%56% 54%55% 56% 51%52% 49%51% 50% 51%49% 46%47% 43%42% 43% 24% 20% 19%18% 16%18% 16%17% Jan 2019 Jan 2020 Biggest changes are seen in eyebrows (+5%) and cushion foundation (+7%) Q. Please choose all the makeup items that you have
Monthly spending on makeup products Jan-18 Jan-19 Jan-20 5% 9% 4% 3% 7% 12% 9% 9% 8% 10% 12% 17% 23% 11% 432,000 300,000 277,000 23% VND VND 15% VND 20% 20% 18% 40% 18% The average monthly spending in 2020 is 432,000 VND, increasing from 300,000 VND in 2019. Q. How much do you spend on cosmetics on average a month?
Monthly spending on makeup products by demographics (Unit: VND) 590,380 432,807 531,454 258,196 492,816 451,625 427,462 412,817 353,649 238,217 Total 16-22 23-29 30-39 HCM Hanoi Others <= 10M 10 - 20M > 20M Jan 2020 Jan 2019 Average monthly spending for makeup of HCM is higher than other cities. Spending for makeup also increases with income. Q. How much do you spend on cosmetics on average a month?
Skincare products usage
Skincare frequency Skincare frequency Makeup frequency by demographics 12% Everyday 23% 8% 6% 9% 11% 17% 23% 7% 6% 4% 5% 4% 24%% 5% 4% 24%% 4% 51%% 4% 4-6 times a week 5% 4% 26% 4% 5% 4% 4% 5% 30% 28% 6% 24% 2-3 times a week 23% 25% 25% 26% 14% 28% Once per week 8% 53% Less than once/week 61% 62% 56% 54% 58% 64% Only when I have something special 49% I do not use skin care products 38% 39% 16-22 23-29 30+ HCM Hanoi Others <= 10 - > 20M 10M 20M Everyday Once/week or more often Less than once/week Special ocassions only I do not wear makeup 79% use skincare products once/week or more often, in which 53% do skincare everyday. 30+ years old and 20M+ VND income use skincare products more often. Q. How often do you use skin care products?
View of skincare non-users Skincare product usage Reasons for not using skincare products 12% 16% My skin looks good without 4% any skin care products 16% 88% 84% I do not like the stickiness of 11% skin care products on my skin 10% I do not want to spend money 13% on skin care products 9% I concern about skin care 18% product quality 16% My skin is sensitive/ prone to 20% allergy 18% I am too busy for doing skin 30% care 30% I do not know which products 32% are good for me 32% Jan 2020 Jan 2019 Jan 2020 Jan 2019 N=458 N=480 Yes No Skincare users have increased. Product knowledge and timing are reasons not to use skincare products Q. Why do not you use skincare products?
Popular skincare items Facial cleanser is the most popular bought and used skincare item, followed by sunscreen 89% 77% 75% 66% 63% 56% 45% 49% 37% 36% 25% 28% 31% 13% Facial Sunscreen Facial mask Facial Toner Facial oil or Eye cream cleanser moisturiser serum (including make up Own Use regularly remover) *Very important=33%, important=58% Q(o.uWt ohaf t4acrerittehreiait)ems that you have bought? Among those, which ones do you use most often?
Popular skincare items by age Facial cleanser is the most popular bought and used skincare item, followed by sunscreen 91%90% 86% 79% 75% 68% 70% 67%72% 62% 66% 67% 63% 45% 46% 53% 50% 39%39% 31% 10% Facial Sunscreen Facial mask Facial Toner Facial oil or Eye cream cleanser moisturiser 30+ serum (including make up remover) 16-22 23-29 Q. What are the items that you have bought? Among those, which ones do you use most often?
Monthly spending on skincare products The average monthly spending on skincare products is 436,000 VND 7% 8% Under 50,000 VND 9% 11% 50,000 VND - 100,000 VND 11% 16% 101,000 VND - 200,000 VND 436,000 VND 200,001 VND - 300,000 VND 17% 300,001 VND - 500,000 VND 21% 500,001 VND - 700,000 VND 700,001 VND - 1,000,000 VND More than 1,000,000 VND Q. How much do you spend on skin care on average a month?
Monthly spending on skincare products by demographics (Unit: VND) 609,253 436,538 527,555 531,774 263,261 486,500 407,090 411,614 341,667 244,467 Total 16-22 23-29 30-39 HCM Hanoi Others <= 10M 10 - 20M > 20M Jan 2020 Jan 2019 Average monthly spending for makeup of HCM is higher than other cities. Spending for makeup also increases with income. Q. How much do you spend on cosmetics on average a month?
Cosmetic products purchase
Brands in use 55% 51% 37% 37% 33% 32% 30% 30% 27% 26% 25% 23% 22% 20% 20% 19% 18% 14% 13% 10% 9% 8% 8% 8% 7% 6% 6% Top 3 most used brands are Nivea, Pond’s and The Face Shop Q. Please choose the beauty brands that you have used?
Brands in use 57% 54% 51% 49% 44% 37% 47% 35% 35% 39% 36% 34% 39% 33% 33% 38% 30% 31% 31% 28% 24% 24% 28% 20% 18% 29% 30% 23% 18% 18% High spending Low spending High spending users prefer using higher price brands such as TFS, Innisfree, Vichy and shiseido Q. Please choose all the makeup items that you have? Among those, which products do you use often?
Top 10 brands in use by demographics Nivea Pond's The Innisfree Acnes L'Oreal Maybelline Hada Labo Vichy 3CE FaceShop Paris 16-22 56% 49% 40% 28% 30% 18% 31% 13% 35% 23-29 59% 50% 20% 43% 39% 33% 36% 31% 32% 29% 30++ 48% 52% 43% 30% 28% 33% 33% 27% 32% 16% <= 10M 55% 48% 45% 31% 26% 24% 14% 25% 11% 22% 10 - 20M 57% 54% 24% 43% 35% 31% 36% 27% 30% 28% > 20M 53% 50% 43% 38% 36% 39% 38% 36% 36% 28% 43% Nivea is the most dominant. L’Oreal and Hada Labo especially popular among high incomers. Q. Please choose the beauty brands that you have used?
Favorite brand/ used most often Total Nivea Innisfree Pond's The Hada Labo L'Oreal Maybelline Vichy 3CE Acnes 16-22 FaceShop Paris 23-29 24% 23% 22% 14% 14% 12% 10% 10% 10% 30+ 29% 30% 18% 17% 17% 10% 8% 9% 14% 17% <= 10M 22% 24% 25% 10% 15% 17% 14% 10% 11% 9% 10 - 20M 21% 15% 22% 17% 11% 13% 13% 12% 7% 5% > 20M 22% 24% 25% 23% 14% 13% 8% 6% 10% 16% 29% 25% 24% 11% 14% 11% 10% 10% 13% 8% 20% 20% 18% 19% 15% 16% 16% 14% 9% 7% 19% Nivea is liked by 16-22 years old. 23-29 likes Pond’s, 30+ is keen on The Face Shop Q. Among those, which brand do you use most often?
Favorite brand/ used most often 24% 23% 22% 17% 14% 14% 12% 10% 10% 10% 10% 9% 8% 8% 7% 7% 6% 6% 4% 4% 3% 3% 3% 2% 2% 2% 1% Jan-20 Top 3 most used brands are Nivea, Pond’s and The Face Shop Q. Please choose the beauty brands that you have used?
Favorite brands- makeup 27% 28% 24% 25% 21% 21% 21% 13% 12% 18% 17% 14% 14% 15% 15% 13% 14% 11% 12% 9% 6% 6% 5% 11% 12% 12% 8% 6% 9% 5% High spending Low spending For those who have high spending on skincare, TFS and Innisfree are preferred. Q. Please choose all the makeup items that you have? Among those, which products do you use often?
Favorite brands- skincare 30% 25% 25% 24% 21% 20% 19% 20% 14% 14% 14%14% 11% 17% 7% 15% 14% 18% 10% 6% 14% 13% 11% 9%10% 9% 6% 5% 4% 7% High spending Low spending For those who have high spending on skincare, Innisfree is most favored. Q. Please choose all the makeup items that you have? Among those, which products do you use often?
Purchase places 41% 39% 38% 38% 36% 24% 23% 15% 14% 13% 9% 9% Department stores and brand stores are the most popular places to shop for cosmetics. Q. Where do you buy cosmetic items?
Popular purchase places by demographics Department Brand store Online Supermarke Cosmetic Overseas Facebook Drug stores, stores websites t shops shops Showrooms From friends beauty 24% 16% stores 27% Total 41% 39% 38% 38% 36% 26% 23% 15% 14% 13% 16-22 37% 42% 38% 27% 47% 15% 23-29 39% 38% 40% 36% 37% 27% 22% 12% 12% 16% 30+ 45% 38% 37% 48% 26% 28% <= 10M 23% 37% 30% 25% 37% 23% 16% 13% 11% 10 - 20M 37% 40% 37% 41% 37% > 20M 56% 39% 45% 44% 34% 24% 15% 15% 11% 23% 8% 13% 14% 19% 16% 16% 13% 25% 20% 12% 11% While 30+ often buy in supermarkets, 16-22 buy in cosmetic shops. High income people often shop at department stores Q. Where do you buy cosmetic items?
Important factors when buying cosmetic products 49% 44% 42% 36% 35% 32% 25% 11% 7% 5% 2% 2% 1% 1% 1% 1% COO, ingredients and safety are key factors Q. Please choose up to 3 factors that are important when you purchase makeup items
Important factors when buying cosmetic products 49% 44% 42% 36% 35% 32% 25% 11% 7% 5% 2% 2% Jan 2020 Jan 2019 COO, ingredients and safety are key factors Q. Please choose up to 3 factors that are important when you purchase makeup items
Important factors when buying cosmetic products 61% High spending Low spending 50% 41%42% 38% 45% 27% 42% 37% 35% 32% 24% 27%24% 11%11% 7%5% 7%6% 2%1% 0%2% 0%2% 1%1% 1%1% High spending users pay more attention on the country of origin and ingredients. Q. Please choose up to 3 factors that are important when you purchase makeup items
Top 10 factors by demographics Country of Do not Effect Price Product Brand Scent Friends origin Ingredients damage my reviews recommend Promotions 45% 42% 20% 10% 38% skin 36% 36% 39% 26% 11% ation 49% 28% 29% 34% 28% 12% 4% 4% 16-22 57% 40% 44% 30% 44% 24% 23% 13% 8% 8% 23-29 40% 38% 40% 37% 23% 9% 7% 4% 30++ 49% 44% 35% 37% 25% 31% 28% 12% 5% 5% <= 10M 56% 29% 6% 7% 10 - 20M 46% 48% 8% 4% > 20M 43% 46% 40% 48% 47% 34% High incomers and 30+ care about COO and ingredient. By contrast, lower income and younger people care safety and price Q. Please choose up to 3 factors that are important when you purchase makeup items
Sources of information Facebook Friends Website Youtube Web TVC Instagram Shop staff Magazine Newspaper Zalo community 36% 19% 12% Total 69% 48% 34% 30% 23% 15% 19% 18% 17% 15% 6% 16-22 70% 42% 37% 19% 34% 13% 10% 9% 15% 23-29 75% 51% 37% 39% 22% 23% 15% 21% 18% 13% 13% 30++ 61% 49% 30% 12% 12% 18% 20% 21% 9% <= 10M 76% 45% 33% 31% 23% 21% 18% 14% 9% 11% 7% 10 - 20M 67% 52% 43% 23% 17% 19% 15% 17% 19% > 20M 66% 48% 23% 25% 20% 20% 23% 16% 30% 16% 31% 28% 30% 25% Facebook, WOM and websites are sources to get information about cosmetics Q. Where do you get the information about makeups?
Online websites as a source of information Brand eva.vn Phunutoda kenh14.vn ngoisao.ne afamily.vn Elle.vn 24h.com.v vnexpress. Soha.vn ione.vn website y.vn t n net 37% 14% 4% Total 49% 27% 34% 27% 20% 19% 13% 12% 11% 8% 2% 16-22 59% 38% 17% 4% 23-29 51% 41% 23% 24% 11% 9% 13% 6% 11% 16% 7% 30++ 42% 29% 10% 1% <= 10M 53% 41% 39% 31% 13% 18% 13% 13% 10% 8% 6% 10 - 20M 48% 38% 19% 6% > 20M 48% 38% 26% 35% 26% 15% 13% 4% 23% 23% 8% 11% 7% 8% 10% 42% 29% 23% 16% 15% 13% 10% 36% 29% 28% 26% 14% 13% 6% Brand websites are used as No.1 online site for information, especially in 16-22 years old group Q. Please choose the online site that you use to update information about cosmetics?
Online cosmetics shopping
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