In this article, we will discuss the market size of stain remover consumed in Vietnam, the market size of each segment within the stain remover industry, the search trends based on keywords related to stain remover in Google search, and three companies that appear to be actively engaged in marketing stain remover online. We will also present the findings from our research on each company’s web communication strategy. The research was conducted in October 2024.

Vietnam’s Stain Remover Market Overview 

There is currently no specific data available on the stain remover consumer market in Vietnam. However, the overall laundry care consumption data for Vietnam is provided below.

Overview of the Laundry Care Market in Vietnam

The laundry care consumption in Vietnam has shown consistent growth over the past decade, reflecting increasing consumer demand. From 2015 to 2020, the market expanded steadily from $29.17 million to $77.93 million, driven by urbanization and rising living standards. This growth continued more sharply from 2021 onward, reaching $103.40 million and peaking at $119.60 million in 2023. Forecasts predict even stronger growth, with the market expected to hit $170.50 million in 2025 and $201.60 million in 2026. This upward trend underscores the rising popularity of laundry care products and suggests a thriving market fueled by expanding disposable incomes and consumer preferences for convenience.

Year	Annual market size by revenue (million USD)
2026 (Forecast)	201.60
2025 (Forecast)	170.50
2024	142.40
2023	119.60
2022	109.50
2021	103.40
2020	77.93
2019	59.54
2018	45.92
2017	34.47
2016	31.86
2015	29.17

Laundry Care Market in Vietnam by segmentations

Vietnam’s laundry care segmentation by Product Types

The data shows a rapid growth in the sales of both laundry detergents and fabric softeners in Vietnam from 2015 to 2023. Laundry detergent sales increased from $22.24 million in 2015 to $83.06 million in 2023, reflecting rising consumer demand and expanding market reach. Similarly, fabric softener revenues grew from $6.93 million in 2015 to $36.54 million in 2023, indicating a growing preference for products that enhance fabric care. Although specific data for 2024-2026 is unavailable, general market predictions suggest that consumption for both product categories will continue to rise, driven by urbanization, increased disposable income, and consumer preferences for convenience and quality. 

Segmentation by Sales channels market data

Year	Laundry detergents (million USD)	Fabric softeners (million USD)
2026 (forecast)	Data not available
2025 (forecast)
2024
2023	83.06	36.54
2022	76.78	32.72
2021	73.37	30.03
2020	56.65	21.28
2019	43.46	10.08
2018	33.73	12.19
2017	25.59	8.88
2016	23.99	7.87
2015	22.24	6.93

Vietnam’s laundry care segmentation by Sales Channels 

The data shows a steady rise in both offline and online laundry care sales in Vietnam, with offline channels dominating the market. Offline sales have grown from $33.19 million in 2017 to $107.88 million in 2023, reflecting consumer preference for in-store purchases, particularly in rural and traditional markets. Projections indicate continued growth, with sales expected to reach $172.57 million by 2026. Online sales, though smaller, have increased significantly from $1.28 million in 2017 to $11.72 million in 2023. This growth is driven by the rise of e-commerce, convenience, and promotions, with forecasts showing online revenue reaching $29.03 million by 2026.

Segmentation by Sales channels market data

Year	Offline channels (million USD)	Online channels (million USD)
2026 (forecast)	172.57	29.03
2025 (forecast)	148.85	21.65
2024	126.59	15.81
2023	107.88	11.72
2022	99.32	10.18
2021	93.99	9.41
2020	72.32	5.61
2019	55.97	3.57
2018	43.72	2.20
2017	33.19	1.28
2016	Data not available
2015

Search Trends for Stain remover in Vietnam

In this section, we analyze the search trends for the following keywords

Keyword

Tẩy vết bẩn: Remove stains

Nước tẩy vết bẩn quần áo: Stain remover

Keyword explanation 

Tẩy vết bẩn: This term refers to the action of eliminating unwanted marks or spots from fabrics or surfaces.

Nước tẩy vết bẩn quần áo: This term specifically refers to a product designed to remove stains from clothing, helping to restore fabrics to their original appearance.

Top 50 monthly keywords searched

Based on the keywords above, this list also includes keywords that Google has determined to be related.

Keyword	Monthly search volume
cách tẩy vết bẩn trên áo trắng	260
cách tẩy vết dầu mỡ trên quần áo	260
cách tẩy vết bẩn lâu ngày trên quần áo màu	210
cách tẩy vết máu trên quần áo	210
tẩy vết dầu mỡ trên quần áo	210
tẩy vết ố vàng trên áo màu	210
cách tẩy vết bẩn cứng đầu trên áo trắng	170
tẩy vết máu trên quần áo	170
quần áo để lâu bị ố vàng	140
quần áo ố vàng	140
cách tẩy những vết bẩn cứng đầu trên quần áo	110
cách tẩy vết bẩn trên áo màu	110
cách tẩy vết nước hoa trên áo	110
dung dịch tẩy mực bút bi trên giấy	110
dung dịch tẩy mực in trên giấy	110
quần áo dính dầu nhớt	110
quần áo dính sơn lâu ngày	110
tẩy vết bẩn lâu ngày trên quần áo	110
tẩy vết bẩn trên áo trắng	110
tẩy vết máu trên vải	110
áo dính mực bút bi	110
áo trắng ngâm thuốc tẩy bị ố vàng	110
cách tẩy vết bẩn trên giày da trắng	90
cách tẩy vết máu khô trên vải	90
tẩy vết dầu mỡ lâu ngày trên quần áo	90
tẩy vết máu khô trên vải	90
xử lý quần áo bị dính thuốc tẩy	90
tẩy vết bẩn	70
cách tẩy vết bút chì trên vải	70
cách tẩy vết máu trên áo trắng	70
cách tẩy vết tương ớt trên áo trắng	70
quần áo dính dầu mỡ	70
tẩy mực bút bi trên da	70
tẩy quần áo dính màu	70
tẩy vết cafe trên áo trắng	70
tẩy vết dầu nhớt lâu ngày trên quần áo	70
tẩy vết máu	70
tẩy vết nhớt trên quần áo	70
áo dính nhớt	70
cách tẩy quần áo bị dính phèn	50
cách tẩy vết bùn đất trên quần áo	50
cách tẩy vết bẩn trên túi da trắng	50
cách tẩy vết dầu mỡ trên quần áo trắng	50
cách tẩy vết dầu mỡ trên áo phao lông vũ	50
cách tẩy vết dầu nhot trên quần áo	50
cách tẩy vết dầu xe trên quần áo	50
cổ áo bị ố vàng	50
dung dịch tẩy vết máu	50
mẹo giặt áo trắng bị ố vàng	50
mực bút bi dính vào áo	50

Overall keyword trends, including related keywords

The keywords being searched are categorized as follows:

1. Stain removing methods: Keywords that include “cách” (how to), such as “cách làm trắng cổ áo bị ố vàng” (how to whiten yellowed collars), “cách tẩy máu dính trên quần áo” (how to remove blood stains from clothes), and “cách tẩy vết bùn đất trên quần áo” (how to remove mud stains from clothes)
2. Types of stain removers: Keywords that include specific types of stain removers, such as “bút tẩy vết bẩn” (stain remover pen), “nước tẩy ố vàng” (liquid yellow stain remover), and “tẩy vết ố bằng baking soda” (remove stains with baking soda)
3. Types of clothes: Keywords that include “áo sơ mi” (shirt), “quần jeans” (jeans), “áo len” (sweater), “áo phao” (down jacket), and “giày” (shoes), etc. 
4. Types of stains: Keywords that include specific types of dirts, such as “cà phê” (coffee), “dầu ăn” (cooking oil), “dầu nhớt” (motor oil), and “bùn đất” (mud), etc. 

Each keyword category’s number of keywords, total monthly search, top 3 most searched keywords in each category and their monthly search volume are as follows: 

Keyword category	Number of keywords	Top 3 searched keywords	Total monthly searches
Stain removing methods	15	cách tẩy vết bẩn trên giày da trắng (90); cách tẩy vết máu khô trên vải (90); cách tẩy vết bẩn (70)	930
Types of stain removers	5	dung dịch tẩy mực bút bi trên giấy (110); dung dịch tẩy vết máu (50); bút tẩy vết bẩn quần áo (40)	330
Types of clothes	32	cách tẩy vết bẩn trên giày da trắng (90); cách tẩy vết bẩn trên túi da trắng (50); áo dính nhớt (70)	1980
Types of stains	24	cách tẩy vết máu khô trên vải (90); tẩy vết dầu mỡ lâu ngày trên quần áo (90); tẩy vết bùn đất trên quần áo (50)	1,480

Key points

• The category “Types of Stains” has a substantial search volume, totaling 1,480 monthly searches. This indicates a significant interest in solutions for removing specific stains, such as blood, oil, and mud, suggesting that consumers often seek guidance on targeted stain removal methods.
• “Types of Clothes” is the highest category in terms of search volume at 1,980 monthly searches, with keywords focused on stains on various clothing materials like leather and fabrics. This trend implies that users are particularly concerned about preserving specific types of clothing and accessories, like shoes, bags, and jackets, when they are stained.
• While “Types of Stain Removers” has fewer keywords, it consistently attracts searches for products like ink removers and multi-purpose cleaners, totaling 330 monthly searches. This shows a demand for reliable stain-removal products, specifically those that can address tougher stains on various surfaces.

Brands with high brand awareness through search keywords

Below are the searched brand names, the number of related keywords, and the total monthly search volume:

Brand name	Total monthly searches	Number of related keywords
Tide	50	3
Hando	20	1
Essence	10	1
Ximo	10	1
X5000	90	11

About Tide

Tide is a well-known global laundry detergent brand owned by Procter & Gamble, offering a range of high-performance products designed to tackle tough stains and maintain fabric quality. Tide’s product line includes liquid detergents, stain removers, and fabric care solutions, often recognized for their effective cleaning power and innovative formulas. With a strong reputation for reliability, Tide remains a trusted choice for households around the world.

About Hando

Hando is a Vietnamese brand known for producing various cleaning and hygiene products, including specialized stain removers for fabrics. The brand focuses on delivering affordable and effective solutions for household cleaning, catering to a local market with products that address common household stains, odors, and sanitation needs.

About X5000

X5000 is a specialized cleaning brand, particularly noted for its stain-removing solutions and whitening agents for fabrics. The brand’s products are formulated to remove tough stains and are popular for reviving whites and light-colored garments. X5000’s products cater to consumers looking for powerful, targeted stain-removal solutions.

Digital communication strategies of major web players

Definition and target of major web players

Here, major web players are companies that rank highly on Shopee (marketplace) & Bach Hoa Xanh (retailer) and have their own official websites.

The target companies are the following three companies.

Green Cross Vietnam

Mori Vietnam

Mifan

Green Cross Vietnam’s digital communication strategy

What is Green Cross Vietnam? 

Green Cross is a Philippine company founded in 1952 that offers products in the following areas: health and hygiene, personal care, and textiles and family care. It entered the Vietnamese market in 2005.

Pages where Green Cross Vietnam uses advertising

Green Cross Vietnam operates a website, but it is currently not set up for Google Ads.

First view

The website features a clean design with a dominant green color scheme that aligns with the branding of Green Cross, a company specializing in household and personal hygiene products. The key visual prominently displays a variety of Green Cross disinfectants and cleaning products, emphasizing their germ-killing effectiveness of 99.99%. The top section is followed by a brief introduction to the company’s mission and commitment to quality.

Global menu

The global menu on the Green Cross Vietnam homepage includes the following main sections:

• Home (Trang Chủ)
• About Us (Giới Thiệu)
• Consumer Products (Sản Phẩm Tiêu Dùng) – includes various product lines like disinfectants, detergents, and cleaning supplies.
• Horeca Products – aimed at hospitality, restaurant, and café industries.
• News (Tin Tức)
• Contact (Liên Hệ)

The menu is structured to provide easy navigation, highlighting their focus on hygiene and household care products.

Product introduction

The product line page features Zonrox, the stain remover subbrand of Green Cross, with two main product lines: Nước tẩy trắng diệt khuẩn (Disinfecting Bleach) and Nước lau bếp đa năng diệt khuẩn (Multipurpose Disinfecting Kitchen Cleaner). Clicking on the detailed page for Disinfecting Bleach, which is relevant to our target product, displays a wide range of information, including the product’s strengths, usage instructions, and warnings. In general, the page focuses on educating users on the product’s multi-functionality, including suggestions for disinfecting, odor removal, and rust removal. The information is presented in bullet points, making it easy for users to quickly grasp the product’s key features.

Web user’s goal

The page does not feature many CTAs. However, customers can reach out to the customer service team by clicking the message bubbles on the left side of the page, which offer two contact options: Zalo and Facebook. Additionally, customers can leave their message and wait for support by clicking the button on the right side of the page, which features a prominent line that says, ‘Chat with us.’

Simplified UX diagram from the relevant page on the Green Cross site

Users can explore various products and learn about their specific functions on the product line page. They can send inquiries to the company via chat or by submitting a contact form.

Mori Vietnam’s digital communication strategy

What is Mori Vietnam? 

Founded in 2017, Mori Vietnam manufactures and supplies key product lines, including Mori laundry detergent and fabric softener, household products, fabric stain removers, leather care products, and laundry accessories. The company operates a multi-channel business model with a wide network of retailers and distributors across the country, as well as their own online e-commerce channels.

Pages where Mori Vietnam uses advertising

Mori Vietnam operates a website, but it is currently not set up for Google Ads.

First view

The website features various main banners, one of which showcases Mori Vietnam’s diverse products, primarily cleaning and household care items. With the slogan “Sản phẩm thiên nhiên, Chất lượng Nhật Bản” (Natural products, Japanese quality), the brand emphasizes its focus on natural and high-quality products. There is a prominent button for contacting or purchasing products directly. Below the main banners, various product categories are displayed in a clear layout: each product includes an image, name, price, and options to add to a cart or “Mua Ngay” (Buy Now).

Global menu

The global menu is arranged in the following order: Home, About Us, Products, News, Customer Support, and Support Policies. Users can find all the necessary information to purchase suitable products. The navigation bar is clean, simple, and easy to follow, ensuring a positive user experience.

Product introduction

The product page features a variety of stain removers. It showcases items like mold removers, iron rust removers, multi-purpose stain cleaners, and specialized products like a collar whitening spray. Prices range from 18,000₫ to 460,000₫, with options for different sizes and types of fabric treatments. The page is user-friendly with sorting options and clear product descriptions, enabling customers to select the most appropriate stain treatment for their needs.

Web user’s goal

The product page includes clear CTAs (Call-to-Actions), such as “Add to Cart” buttons for each item, enabling users to purchase directly. The automatic chatbot and the company’s hotline are also displayed, encouraging customers to reach out for assistance. Additionally, customers can sign up for newsletters by submitting their emails in the section at the bottom of the page.

Simplified UX diagram from the relevant page on the Mori Vietnam site

Users can explore various products and learn about their specific functions on the product line page. They can add items to their cart and proceed to payment. For support, they can reach out via chat or phone.

Mifan’s digital communication strategy

What is Mifan? 

Mifan is a Chinese brand primarily focused on smart household products for families. In addition, the company offers a variety of products in diverse fields, including home care, personal hygiene, drain cleaning powder, insecticides, adhesives, and pet care solutions. In Vietnam, the official Mifan store not only imports its branded products but also serves as an authorized distributor for several other brands that provide household products and cleaning solutions at affordable prices.

Pages where Mifan uses advertising

Mifan operates a website, but it is currently not set up for Google Ads.

First view

The key visual of this webpage showcases various drain cleaning products from Yuhao and highlights My Hao’s role as the authorized distributor of Yuhao in Vietnam. The banner may lead some to mistakenly believe that My Hao only focuses on distributing drain cleaning products. However, below the banner, various product categories are displayed, such as electronics, home care products, and stain removers, allowing customers to quickly find what they are looking for.

Global menu

The global menu of the webpage is minimal and functional, featuring key navigation links like Home, Products, News, About Us, and Contact. It also includes a search bar for quick product lookup, as well as options for account management and shopping cart access on the right.

Product introduction

The product page features a wide range of cleaning products, including stain removers, surface sanitizers, and cleaning tools. However, since various products are grouped under the “Cleaning Products” category without sub-categorization, it may take users some time to find what they need. Users can filter products by price or relevance (such as lowest to highest price, alphabetical order, or newest to oldest) to streamline their search.

Web user’s goal

Notable CTAs include “Add to Cart” buttons for each product, encouraging immediate purchase. There’s also an option to filter products by price or relevance, along with a clear “Proceed to Checkout” button to guide users towards completing a purchase. Additionally, customer support links like phone numbers and chat options are present to assist users.

Simplified UX diagram from the relevant page on the Mifan site

Users can explore a variety of products and learn about their specific functions on the product line page. The website provides options to purchase items through online marketplaces, or customers can add products to their cart and proceed to payment directly on the site. For support, they can reach out via chat, phone, email, or by submitting a contact form.

Summary

All three websites effectively showcase their diverse cleaning products. They feature clear and intuitive design layouts that streamline user searches. On the product detail pages, users can find comprehensive information, allowing them to quickly understand the key features, usage instructions, and advantages of each product compared to typical offerings in the market.

Of the three websites, Green Cross Vietnam is the only one that lacks e-commerce functions. Its primary focus is to educate customers about their products. On the contact page, they provide their hotline for those interested in distributing their products, highlighting that the website primarily targets retailers and distributors rather than individual buyers. In contrast, the other two websites have e-commerce features that allow consumers to make direct purchases. Mifan even provides options for shopping on popular marketplaces in Vietnam, indicating that they generate a significant portion of their revenue from these platforms.

These 3 companies do not  have store locations to guide users to go to the specific stores, and focus on promoting products and selling online for consumers, and acquiring inquiries through chat or phone calling for retailers.