Vietnam Flexible Packaging Market

Vietnam Personal Care Market 2025: Why Flexible Packaging is the Key to Growth and Accessibility

“The Vietnam personal care market is undergoing a significant transformation, driven by the increasing adoption of flexible packaging solutions across various product categories, including skincare, hair care, oral care, deodorants, and cosmetics. Flexible packaging, which encompasses pouches, sachets, tubes, and refill packs, has become the preferred choice for both manufacturers and consumers in Vietnam due to its cost-efficiency, portability, and sustainability benefits. For manufacturers, flexible packaging offers enhanced design freedom, lightweight logistics, and reduced production costs compared to traditional rigid formats like glass jars or metal tins.

Consumers appreciate the convenience, resealability, and affordability of these products, particularly in rural areas and among low-income demographics, where single-use sachets are prevalent. The sachet culture is ingrained in Vietnam, with items such as shampoos, conditioners, and face creams often sold in single-use packs at prices as low as a few thousand Vietnamese Dong, allowing personal care products to be accessible to a vast number of rural consumers who prefer small, frequent purchases.”

The flexible packaging market in Vietnam was valued at USD 1.25 billion in 2023 and is projected to reach nearly USD 1.87 billion by 2030, reflecting a compound annual growth rate (CAGR) of 5.9%. This underscores the segment’s importance within the personal care industry. The flexible plastic packaging segment alone is anticipated to grow from 0.25 million tonnes in 2025 to 0.34 million tonnes by 2030, at a CAGR of 6.83%, driven by robust demand for sachets, pouches, and tubes. In the global personal care packaging landscape, flexible formats accounted for 42.3% of revenue in 2022 and are predicted to expand at an impressive CAGR of 11.2%, marking them as the fastest-growing category. This dual demand scenario in Vietnam presents a unique opportunity for packaging manufacturers to diversify their offerings, combining affordability with environmental responsibility.

Multinational companies such as Unilever, P&G, and L’Oréal have made significant investments in Vietnam’s flexible packaging ecosystem, introducing refill stations and recyclable pouch formats for shampoos, body washes, and lotions to reduce plastic waste while maintaining consumer loyalty. Local and regional brands leverage flexible packaging to differentiate themselves through cultural authenticity and the use of localized ingredients, creating packaging that emphasizes herbal, organic, and natural elements to appeal to eco-conscious consumers in Vietnam. Additionally, the surge of e-commerce, which constitutes over 20% of beauty and personal care sales in urban areas, has intensified the demand for durable, lightweight, and visually appealing packaging that can handle logistical challenges while providing high shelf appeal online.

On the regulatory side, the Vietnamese government has tightened restrictions on single-use plastics, prompting the personal care industry to adopt recyclable and biodegradable flexible packaging solutions, thus fostering innovation and research and development investments. Refillable pouches are gaining popularity as companies strive to minimize carbon footprints and enhance their sustainability profiles. Furthermore, 70% of Gen Z consumers in Vietnam indicate a preference for brands utilizing eco-friendly packaging, compelling companies to balance cost-effectiveness with environmental stewardship. This trend is particularly significant as the younger demographic represents a growing share of Vietnam’s consumer base, heavily influencing purchasing behaviors through social media and online reviews.

Flexible packaging also facilitates premiumization trends within skincare and cosmetics by enabling smaller trial packs, travel-size versions, and limited-edition designs that attract aspirational buyers without substantial upfront costs. In rural markets, sachets remain essential, aligning with cash-based economies, high price sensitivity, and limited storage space. Conversely, urban consumers are drawn to refill pouches and resealable bags that offer both convenience and sustainability.

These developments position flexible packaging as a core component of Vietnam’s personal care supply chain. The market for flexible packaging in the personal care sector is expected to continue expanding steadily, supported by rising disposable incomes (expected to grow at 7–8% annually), increased hygiene awareness, rapid e-commerce adoption, and government policies promoting circular economy practices. Companies that can innovate in flexible packaging balancing affordability, functionality, aesthetics, and eco-friendliness are likely to gain a competitive advantage. Overall, flexible packaging serves as a strategic driver of growth and accessibility in Vietnam’s personal care market, enabling brands to reach diverse consumer segments, address sustainability demands, and thrive in one of Southeast Asia’s most rapidly growing beauty and personal care landscapes.