A recent Kantar Worldpanel study revealed the Vietnamese personal care sector registered growth of 7% a year on average (2018 vs 2017). This is higher than the F.M.C.G. market (+2.3%). Growth was driven by skincare (+9%) and make-up segments (+5%). Kantar said 40% of Vietnamese households have never bought beauty products.
However, higher living standards are changing their lifestyles. Right now, 80% of spending on beauty products is via online shopping. In terms of products, Korean
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