In Vietnam, toothpaste has long been a staple of every household, deeply tied to health, hygiene, and even cultural habits of daily care. Over the past decade, the category has grown beyond its basic function of cavity protection to become a highly competitive FMCG segment that reflects shifting lifestyles, income growth, and consumer awareness.
The Vietnamese toothpaste market is dominated by a few key players, with Unilever’s P/S and Colgate-Palmolive leading the way. P/S, a household name in Vietnam for decades, has cemented its position not only through wide distribution in both urban and rural areas but also through educational campaigns that promote dental hygiene in schools. Colgate, on the other hand, has leveraged its global reputation to target middle and upper-income consumers who associate international brands with quality and safety. Sensodyne, by GSK, has also carved out a growing niche with sensitivity-focused products that resonate with Vietnam’s rising middle class, where oral health awareness is climbing steadily.
Local competition has not disappeared either. Brands such as Dạ Lan, which once had a strong legacy before being acquired, have been making a modest comeback in recent years, appealing to consumers who appreciate nostalgia or who are drawn to products with Vietnamese roots. Alongside these traditional players, new eco-friendly and herbal toothpaste brands are emerging. With more consumers concerned about sustainability and natural ingredients, bamboo salt, herbal extracts, and even activated charcoal toothpaste varieties are increasingly visible on supermarket shelves and e-commerce platforms.
Vietnamese consumers are becoming more segmented in their purchasing choices. While rural areas still prioritize affordability and availability, urban consumers—particularly younger generations—are showing greater willingness to pay for whitening, herbal, or premium imported toothpaste. This shift has created an opportunity for multinational companies and local startups to diversify offerings, from fluoride-free formulas to products marketed as “natural and safe” for children. E-commerce has also reshaped the landscape: platforms such as Shopee, Lazada, and Tiki are no longer just convenient channels but have become spaces where consumers actively discover, compare, and purchase toothpaste, often influenced by online reviews and influencer recommendations.
Pricing remains a key battleground. Mainstream toothpaste tubes can be found for as little as 10,000–15,000 VND in traditional trade outlets, making them accessible to low-income households. At the same time, premium toothpaste priced at 100,000 VND or more is increasingly visible, reflecting a widening spectrum of consumer needs and willingness to spend. Promotional bundling, family packs, and value-for-money strategies continue to be important, especially in Vietnam’s price-sensitive market, but brand loyalty is slowly being influenced by perceived innovation and health benefits rather than price alone.
Looking ahead, the toothpaste market in Vietnam is expected to keep evolving in line with global oral care trends. Personalization, eco-friendly packaging, and functional benefits beyond cavity protection are areas likely to attract consumer interest. For brands, building trust through dentist endorsements, CSR-driven hygiene campaigns, and sustainability-focused messaging will be crucial. In many ways, toothpaste in Vietnam is no longer just about fresh breath and healthy teeth—it has become a product that embodies health, lifestyle, and identity in a rapidly modernizing society.
