BlueWeave Consulting, a leading strategic consulting and market research firm, in its recent study, estimated that the Vietnam water purifier market size at USD 131.25 Million in 2022. BlueWeave expects the Vietnam water purifier market size to reach USD 254.30 million by 2029 by expanding at a significant CAGR of 9.53% during the forecast period between 2023 and 2029. There is an increasing demand for water purifiers in the industrial sector. Vietnam’s burgeoning industrial sectors, including construction, manufacturing, and real estate, are driving significant investments and growth. However, these industries, while vital for the economy, also contribute to water pollution in rivers. To mitigate this, they employ water purification techniques, increasing demand for water purifiers. Water-related diseases like cholera, typhoid, and diarrhea, stemming from contaminated water, are a growing concern in Vietnam. Industries, susceptible to waterborne diseases, invest in industrial water purifiers to protect product quality, prevent shutdowns, and reduce legal liabilities. Additionally, the country faces challenges with wastewater use in agriculture, particularly in rice farming, posing health risks to both farmers and consumers. The COVID-19 pandemic has increased awareness of the importance of maintaining hygiene and cleanliness, including the need for clean and safe drinking water in industries. Many industries have stepped up their efforts to ensure that their workers have access to safe and clean drinking water, which has further increased the demand for water purifiers in the industrial sector.
Opportunity: Government’s initiatives to improve access to safe drinking water
The Results-Based Rural Water Supply and Sanitation under the National Target Program Project by the Vietnamese government aims to increase access to water supply and sanitation, raise awareness of the need to change personal hygiene practices, and reduce environmental pollution in order to improve the living conditions of the rural population. Negative consequences include those on waste, especially hazardous waste, management of dust, noise pollution, vibration, worker safety, and sanitation. The Ministry of Construction (MoC), the Government Portal, and the Hanoi People’s Committee are the event’s sponsors. Leaders of the National Assembly, the government, and many departments and agencies have also given their support to the biggest event in Vietnam’s water industry in 2022. Leaders of the National Assembly, the government, and many departments and agencies have also given their support to the biggest event in Vietnam’s water industry in 2022. More than 700 attendees, including officials of state management organizations, international organizations operating in Vietnam, scientists from home and abroad, and industry leaders from the Vietnamese sectors of water supply, sewerage treatment, and environmental sanitation. According to the most recent information from the Vietnam Water Supply and Sewerage Association, more than 700 delegates, including representatives of state management agencies, foreign agencies in Vietnam, domestic and foreign scientists, business leaders in the sectors of water supply, wastewater treatment, and environmental sanitation in Vietnam, as well as water industry organizations from various countries, have registered to attend and speak at the event (WWSA). In recent years, the issue of clean water and rural environmental sanitation has consistently been a priority of the government, and local authorities and the general populace have actively and favorably responded to the implementation. The National Target Program on New Rural Building, as well as approved national target programs on clean water and the rural environment for the years 2000–2015, have mostly met their objectives. 90% of rural residents continued to utilize hygienic water as of the end of 2021, 54% of the water used met QCVN; 76% of rural homes have sanitary latrines, while 96% of schools and health centers have water supply and sanitation systems.
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Retail Segment Held Largest Market Share by Sales Channel
Based on the sales channels, the Vietnam water purifier market is segmented into distributor, direct, retail, wholesale, and online. The retail segment holds the largest market share owing to the extensive range of brands and products available through retail stores. Consumers have the opportunity to explore diverse options and choose the water purifier that best suits their needs. Moreover, both retail stores and water purifier brands employ a plethora of offline marketing strategies to bolster their product sales.
One notable tactic is the setup of kiosks and display units in prominent locations. These eye-catching displays not only raise brand visibility but also provide consumers with hands-on experiences, helping them make informed decisions about their purchases. These offline marketing strategies are pivotal in driving market growth by creating brand awareness and enticing potential customers. As health and water quality awareness continues to rise in Vietnam, the retail segment’s prominence in the water purifier market is likely to persist, further propelling industry expansion. However, the online sales channels are anticipated to grow during the forecast period, especially after the COVID-19 pandemic. The growth of this segment can be attributed to the increasing penetration of smartphones and the convenience of online payments and door-step delivery.
Impact of COVID-19 on the Water Purifier Market
The COVID-19 pandemic had a significant impact on the Vietnam water purifier market. As like many companies in Vietnam, Kangaroo, a leading manufacturer and distributor of water purifiers, was affected by the COVID-19 pandemic. The pandemic has had both positive and negative impacts on the company’s operations and sales. On the positive side, the pandemic has led to increased demand for Kangaroo’s home-based water purifiers as people become more health-conscious and concerned about the safety of tap water. The company has reported increased sales of its domestic water purifiers, particularly those that use RO (reverse osmosis) technology. Additionally, the closure of commercial establishments has shifted demand towards residential water purifiers, which has further benefited Kangaroo’s sales in this segment. However, the pandemic also disrupted Kangaroo’s supply chain and manufacturing operations, leading to delays in production and product delivery. The company had to deal with shortages of raw materials and components, which affected its ability to meet customer demand and led to increased costs. Coway also had to adapt its sales and marketing strategies in response to the pandemic. The COVID-19 pandemic had both positive and negative impacts on Coway’s water purifier business in Vietnam. While the increased demand for residential water purifiers benefited the company’s sales, disruptions in the supply chain and changes in customer behavior presented challenges that the company had to navigate to maintain its market position. Coway responded to these challenges by adapting its products and sales strategies to meet the changing needs of customers during the COVID-19 pandemic.
Competitive Landscape
The Vietnam water purifier market is fragmented, with numerous players serving the market. The key players dominating the Vietnam water purifier market include Kangaroo Vietnam, Coway Vietnam, Karofi Vietnam Joint Stock Company, SUNHOUSE Vietnam Co., Ltd, A.O. Smith Vietnam, Tan A Dai Thanh Group, CUCKOOVINA, Panasonic Corporation, and Toshiba Lifestyle Products and Services Corporation. The key marketing strategies adopted by the players are facility expansion, product diversification, alliances, collaborations, partnerships, and acquisitions to expand their customer reach and gain a competitive edge in the overall market.
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