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[Vietnam] Predicting demand for prenatal & postnatal innerwear – The number of births per year is 1.57 million, more than double that of Japan

According to Statista, a German market research firm, Vietnam's nightwear and underwear market revenue in 2022 is expected to be USD 105.2 million (approximately 15.4 billion yen), with a compound annual growth rate of 7% from 2022 to 2026. Even from a macro perspective, 48.31 million of Vietnam's population of 96.46 million in 2019 are women, with the younger generation (0-29 years old) accounting for 21.49 million, or 44% of all women. Many of them become pregnant and give birth within a year after marriage.


Compared to Japan, the annual number of births in Vietnam in 2021 will be 1.57 million compared to 810,000 in Japan, almost twice as many as in Japan. The total fertility rate is also 2.0 in Vietnam, compared to 1.3 in Japan, which can predict the growth of demand for maternity products in Vietnam.


Innerwear sizes change significantly before and after childbirth, but in Vietnam, women continue to use the same undergarments after childbirth that they purchased before pregnancy, and in many cases, the undergarments are still cutting into the back. This shows the low level of interest in "appropriate innerwear.


Many Vietnamese women are slender, and most of them wear A or B cup innerwear. They tend to wear clothes that show the lines of their bodies, such as the ao dai, a traditional Vietnamese costume, and they prefer thickly padded undergarments. The mainstream is for "the type that can make your figure look good.


In the future, however, the demand for "a type that fits one's body and allows one to relax" is expected to grow. With the nation's high health and beauty consciousness, coupled with the recent increase in the fitness population, and the accelerated development of wireless products, the number of women seeking comfort and beauty in prenatal and postpartum innerwear is expected to increase.


Since innerwear is a product that directly touches the skin, there is ample room for high-quality Japanese products to enter the market.

“Predicting demand for prenatal & postnatal innerwear – The number of births per year is 1.57 million, more than double that of Japan” from ACCESS (Nov. 2022)

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  • Intage Inc

    Author profile
    (Mrs.) Yuki Makino

    INTAGE VIETNAM Customer Support Representative.
    After working for 4.5 years as a Japanese teacher and secretary to the principal at Dong Du Japanese Language School, she is now a research assistant. She provides analysis results and improvement measures using various data to clients in various industries.
    For other columns by Vietnamese expatriates click here

  • Intage Inc

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    Intage Inc.

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  • Nov 25, 2022
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