Analysis of Consumer Behavior in the Vietnam Hair Care Market

The Hair Care market in Vietnam is characterized by various consumer segments based on age, gender, income, and consumption habits. The largest customer group consists of women, especially those aged 18-45, who dominate the demand for shampoos, conditioners, hair care treatments, and products aimed at restoring damaged hair. Women over 30 years old tend to focus on hair loss prevention and repairing dyed hair due to aesthetic needs and the effects of aging (Euromonitor). Men are also showing increasing interest in hair care, particularly in products that prevent hair loss and nourish the scalp. This segment includes men aged 25-40, who are impacted by stressful lifestyles and environmental pollution. Their preferences lean towards convenient and fast-acting products (IMARC)(StrategyH).

Teenagers aged 15-24 are another significant group in the Vietnam Hair Care market. They are particularly interested in styling and hair dye products, driven by the influence of social media and beauty culture. This group tends to experiment with new products, focusing on creating a unique personal style (StrategyH). Meanwhile, middle-aged consumers, particularly those aged 45 and above, prioritize hair loss prevention, dry scalp treatments, and products that restore damaged hair. They often look for products with natural ingredients that are safe and non-irritating (Euromonitor). Each of these consumer segments represents unique needs that businesses must cater to in order to succeed in the Vietnamese market.

The primary demand of consumers revolves around hair loss prevention, a growing concern due to environmental pollution and stress. Products that prevent hair loss, stimulate hair growth, and nourish hair from within are highly sought after (Euromonitor). Additionally, moisturizing and repairing damaged hair are also key consumer needs, especially among those who regularly dye, perm, or style their hair. Intensive hair restoration products and herbal hair care treatments are gaining popularity due to their perceived benefits in restoring hair health (IMARC)(StrategyH).

Natural ingredients are becoming an increasingly important factor in consumer purchase decisions in Vietnam, particularly among women and middle-aged consumers. Products containing natural ingredients such as coconut oil, soapberry, aloe vera, and those free of chemicals like sulfate and paraben are highly preferred (StrategyH). At the same time, price sensitivity remains a significant factor, especially among middle-income consumers. Affordable products with good quality continue to be favored in this price-sensitive market.

Brand reputation also plays a crucial role in purchasing decisions. Major international brands like Unilever, L’Oréal, and P&G dominate the market due to their reputation, quality, and widespread availability. However, local brands that emphasize the use of herbal ingredients, such as Sao Thái Dương, are also gaining popularity due to their focus on natural, traditional Vietnamese remedies (IMARC)(StrategyH). As a result, both international and local brands are competing to capture the attention of Vietnamese consumers.

Regarding consumer habits, customers typically use shampoos and conditioners daily, while incorporating hair care or restoration products on a weekly basis. Popular items include hair serums, hair masks, and herbal oils, which are often used for restoring hair after coloring or styling (Euromonitor)(StrategyH). These products play a vital role in maintaining hair health, especially for consumers who frequently undergo beauty treatments like hair dyeing and perming.

Online shopping platforms and convenience stores are becoming the preferred channels for purchasing Hair Care products. The convenience of e-commerce, along with the rapid development of online shopping in Vietnam, has led to a significant shift in how consumers find and buy hair care products. Consumers are increasingly turning to online platforms for fast, convenient purchases, a trend that is expected to continue as digital commerce becomes even more ingrained in everyday life (StrategyH).