Vietnam Sanitary Ware and Bathroom Accessories Market By Product Type (Toilet/Water Closet, Wash basin, Cistern, Faucets, Showers, Others), By Material (Ceramic, Pressed Metal, Acrylic Plastic & Perspex, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Vietnam Sanitary Ware and Bathroom Accessories Market was valued at USD 625.91 Million in 2024 and is expected to reach USD 889.48 Million by 2030 with a CAGR of 6.09% during the forecast period. Vietnam's swift urbanization and continuous infrastructure growth have greatly increased the demand for modern housing and commercial developments. As new urban areas emerge, the requirement for advanced sanitary ware and bathroom accessories has risen sharply, especially in newly built residences, hotels, and business establishments. This trend has driven market growth, as demonstrated by Cotto—Thailand's top sanitary ware brand—which presented a range of sustainable products at Vietbuild 2023. Their offerings included eco-friendly toilets and water-saving faucets, highlighting the brand’s dedication to environmental sustainability through water conservation and reduced carbon emissions. In the fiscal year 2022, Japan’s TOTO experienced substantial growth in Vietnam, reporting a 38% increase in profits. This surge was fueled by a strong recovery in domestic demand and the expansion of its production facilities. The performance highlights a notable shift in the Vietnamese market toward premium sanitary products, as consumer preferences continue to evolve.

Key Market Drivers

Rapid Urbanization and Infrastructure Development

Vietnam's swift urbanization and continuous infrastructure growth have greatly increased the demand for modern housing and commercial developments. As new urban areas emerge, the requirement for advanced sanitary ware and bathroom accessories has risen sharply, especially in newly built residences, hotels, and business establishments. According to the General Statistics Office, Vietnam's urban population is growing steadily, which is driving the demand for improved housing and commercial infrastructure. New apartment complexes, hotels, office spaces, and shopping malls are being built at an accelerated pace, each requiring modern sanitary ware and bathroom fittings. Additionally, government-led initiatives to enhance urban infrastructure, such as smart city development and new housing schemes, are further boosting demand. This ongoing construction boom is a significant catalyst for the growth of the sanitary ware and bathroom accessories market. The total number of households in Vietnam exceeded 27 million, highlighting the country’s substantial rural population relative to urban areas. From 2002 to 2022, Vietnam’s GDP per capita increased 3.6 times, reaching USD 4,179, while the poverty rate declined from 14% in 2010 to 5.7% in 2023. According to the World Bank, per capita income in Vietnam rose to USD 4,346.8 in 2023, contributing to the growth of the sanitary ware and bathroom accessories market in the country.

Rising Standards of Living and Consumer Preferences

As Vietnam's economy continues to grow, the standard of living among its population is improving. With higher disposable incomes, Vietnamese consumers are increasingly prioritizing home aesthetics, comfort, and hygiene. Bathrooms are no longer viewed as purely functional spaces but are now considered essential parts of interior design and lifestyle. This shift is creating strong demand for modern, sleek, and premium-quality sanitary ware and accessories. Consumers are showing growing interest in stylish wash basins, wall-mounted toilets, touchless faucets, and designer bathroom fittings that reflect personal taste and status. The influence of social media, interior design trends, and exposure to international lifestyles through travel and digital platforms have also heightened consumer expectations. According to the General Statistics Office (GSO), Vietnam’s GDP grew by 7.09% in 2024, surpassing the National Assembly’s target range of 6-6.5%. This growth pushed the country’s nominal GDP beyond USD476.3 billion, exceeding the USD450 billion forecast by the UK-based Center for Economics and Business Research (CEBR). CEBR had predicted Vietnam’s GDP would each $USD450 billion in 2024, placing it 34th globally and expecting it to surpass Singapore’s GDP by 2029. However, with actual GDP figures surpassing estimates by $26 billion and growth projected to hit 8% or even double digits in 2025, Vietnam could overtake Singapore’s economy much sooner than anticipated.

Growth of the Hospitality and Tourism Industry

Vietnam’s booming tourism and hospitality industry is another significant driver of the sanitary ware and bathroom accessories market. The country has become a top destination in Southeast Asia, attracting millions of domestic and international tourists each year. To support this growth, the Vietnamese government and private sector have invested heavily in building new hotels, resorts, and serviced apartments, especially in popular tourist hubs like Nha Trang, Da Nang, and Phu Quoc. These hospitality establishments require large quantities of high-quality, durable, and elegant sanitary ware and accessories to meet guest expectations and international standards. In 2024, Vietnam attracted more than 17.5 million international visitors, representing a 39.5% rise compared to the previous year. Additionally, domestic tourism saw significant growth, with 110 million local travelers, bringing the total number of tourists across the country to 127.5 million. Luxury hotels, in particular, demand premium bathroom fittings that offer both comfort and sophistication. Furthermore, the rise in budget and mid-tier hotels catering to mass tourism also boosts the volume demand for affordable yet reliable sanitary products. The hospitality sector’s demand not only stimulates domestic manufacturing but also attracts international sanitary ware brands to enter the Vietnamese market.

Download Free Sample Report

Key Market Challenges

Intense Market Competition and Price Pressure

One of the most significant challenges in Vietnam's sanitary ware and bathroom accessories market is the increasingly intense competition among both domestic and international brands. With the market’s expansion and growth prospects, numerous foreign players from countries such as China, Japan, Thailand, and Europe have entered, offering a wide range of products across price segments. Local manufacturers often struggle to compete with these brands in terms of product innovation, design, and technology. As a result, there is a price war that forces companies to lower margins to stay competitive. Many consumers in the mid and low-income brackets remain highly price-sensitive, pushing companies to prioritize cost over quality or innovation. This focus on affordability often affects brand differentiation and long-term sustainability. Moreover, some imported products—particularly from low-cost manufacturing hubs—undercut prices, leading to challenges in maintaining profitability for domestic brands. For manufacturers and retailers, striking the right balance between affordability, quality, and innovation remains a persistent obstacle.

Supply Chain Disruptions and Dependence on Imported Raw Materials

The industry also grapples with supply chain vulnerabilities, especially related to the import of raw materials and components. Many sanitary ware manufacturers in Vietnam depend heavily on imported materials like ceramic clay, advanced plastic composites, faucet valves, and other essential fittings, primarily sourced from China, India, and Europe. Any geopolitical tension, currency fluctuation, or global logistic disruption can directly impact cost structures and production schedules. The COVID-19 pandemic exposed this weakness, with delayed shipments, increased freight costs, and raw material shortages that affected delivery timelines and product availability. In addition, Vietnam’s domestic supply base for high-tech components used in smart bathroom fittings is still underdeveloped, increasing reliance on foreign suppliers. These dependencies raise the cost of production, reduce flexibility in pricing, and limit scalability, especially for smaller and mid-sized manufacturers. Companies must consider investing in local sourcing, supply chain diversification, or vertical integration to mitigate these risks in the future.

Limited Awareness and Adoption of Smart and Sustainable Products

While demand for modern sanitary ware is growing, consumer awareness and adoption of smart and eco-friendly bathroom solutions remain limited, particularly in rural and semi-urban areas. Many households are still unfamiliar with features like touchless faucets, dual-flush toilets, water-saving showers, or antibacterial surface treatments. The lack of education and marketing outreach has slowed down the adoption of innovative and sustainable options. Moreover, smart sanitary ware tends to be more expensive, which restricts their appeal to a relatively small upper-income demographic. This limits the overall market penetration of advanced products. Additionally, developers and contractors of affordable housing projects often opt for basic sanitary solutions to keep construction costs low. The absence of incentives or regulations encouraging green building practices and water-saving installations further impedes the shift toward sustainable products. For the market to evolve, greater consumer education, government initiatives, and cost reduction strategies for sustainable technologies are essential to drive widespread adoption.

Key Market Trends

Rising Demand for Smart and Touchless Bathroom Fixtures

One of the most prominent trends in Vietnam’s sanitary ware market is the increased adoption of smart and touchless bathroom fixtures. Products such as sensor-activated faucets, touchless toilets, and automated hand dryers are gaining popularity, particularly in urban households, commercial buildings, and hospitality sectors. This trend has been accelerated by heightened hygiene awareness in the post-COVID era, where minimizing physical contact with surfaces has become essential. Urban consumers are becoming more conscious of convenience and health safety, driving demand for these advanced solutions. Furthermore, many high-end residential and office projects now integrate smart sanitary ware as a standard feature, helping normalize their use. However, the higher cost of these smart fixtures limits adoption in mid-to-low income segments. Additionally, lack of technical expertise for maintenance and repairs may deter some consumers. Still, as production becomes more localized and economies of scale improve, prices are expected to fall, further boosting adoption.

Growth in Eco-Friendly and Water-Saving Products

Sustainability is emerging as a key driver in consumer decision-making, and the sanitary ware industry is no exception. There is a growing preference for eco-friendly and water-saving bathroom accessories such as dual-flush toilets, low-flow faucets, and water-efficient showerheads. Government efforts to promote green construction practices and LEED-certified buildings are further encouraging this trend. Environmental awareness campaigns and rising utility costs are also pushing homeowners and builders to consider resource-efficient alternatives. This shift is particularly evident in new urban developments, smart cities, and eco-resorts. However, challenges persist. Many consumers in rural and budget-conscious segments are unaware of the long-term benefits of water-efficient products and instead focus on upfront costs. Furthermore, the availability of standardized, certified eco-friendly options remains inconsistent, and enforcement of environmental building codes is still weak. To maintain this momentum, stronger policy support, public awareness initiatives, and subsidies may be needed to make sustainable bathroom products more mainstream across Vietnam.

Preference for Modern Aesthetics and Customization

Vietnamese consumers, particularly younger generations and middle-to-high income urbanites are increasingly valuing modern design aesthetics and personalized bathroom spaces. This trend reflects a broader cultural shift towards lifestyle enhancement and home beautification. Minimalist designs, sleek ceramic finishes, matte black or brushed gold faucets, and floating vanities are becoming popular. Consumers also seek bathroom accessories that complement interior design themes, such as Scandinavian, industrial, or Japanese styles. Retailers and brands are responding with expanded product lines that offer greater flexibility in color, material, and layout configurations. Online and in-store customization tools are also gaining traction, allowing customers to visualize their bathroom designs. However, this trend also creates challenges, especially for local manufacturers and retailers who must keep up with fast-changing design trends, maintain inventory diversity, and manage increased production complexity. It also puts pressure on supply chains to offer broader choices in finishes and components. For long-term success, companies must invest in design innovation, trend research, and digital tools that enhance the customer experience.

Segmental Insights

Product Type Insights

In the Vietnam Sanitary Ware and Bathroom Accessories Market, the Toilet/Water Closet segment holds the dominant position in terms of market share. This segment’s prominence is primarily driven by the consistent demand across residential, commercial, and institutional sectors. As urbanization accelerates and real estate development surges in Vietnam, there is a growing need for essential sanitary fixtures, with toilets being a fundamental requirement in every bathroom setting. Additionally, the push for improved sanitation standards in both public and private infrastructure projects further boosts this segment’s dominance. Modern toilet designs offering features like dual flush systems, water-saving capabilities, soft-close lids, and compact wall-mounted models are gaining popularity among Vietnamese consumers. These not only provide enhanced comfort but also align with growing environmental concerns and the need to conserve water. International brands introducing smart toilets with automatic flushing, seat warmers, and self-cleaning functions are also attracting attention in high-end developments. Moreover, government housing initiatives, increasing disposable income, and greater awareness of hygiene contribute to the rising replacement and installation rates of toilets across the country. The segment’s continued innovation, essential functionality, and broad applicability ensure that it remains the most in-demand product category within Vietnam’s evolving sanitary ware market. 

Download Free Sample Report

Regional Insights

The Northern Region of Vietnam, particularly around Hanoi and nearby provinces, holds a dominant position in the Vietnam Sanitary Ware and Bathroom Accessories Market. This leadership is driven by rapid urbanization, growing population density, and significant infrastructure development in the region. As the political and administrative center of the country, Hanoi attracts considerable investment in real estate, including residential complexes, commercial buildings, and hospitality projects. These developments consistently generate strong demand for bathroom fixtures and accessories, including toilets, basins, faucets, and showers. Additionally, the northern region is home to several key industrial zones and manufacturing hubs, making it a strategic location for both production and distribution of sanitary ware. The presence of global and domestic sanitary ware brands has further strengthened the market’s depth in the region. Moreover, rising income levels and shifting lifestyle preferences in urban centers like Hanoi have led to a greater focus on home improvement and modern bathroom design, boosting the uptake of premium and customized sanitary products. Government initiatives to develop urban infrastructure and improve public sanitation also contribute to market growth. With ongoing urban expansion and continued economic growth, the Northern Region is expected to maintain its leading role in Vietnam’s sanitary ware and bathroom accessories market in the coming years.

Recent Developments

• In 2023, Chinese electronics manufacturer Solex High-Tech revealed plans to invest USD 50 million in its first overseas facility in Vietnam. The move aims to enhance production capacity, improve competitiveness, and increase international orders, capitalizing on the country's growing industrial momentum.
• Cotto Thailand's top sanitary ware brand presented a range of sustainable products at Vietbuild, Vietnam in 2023. Their offerings included eco-friendly toilets and water-saving faucets, highlighting the brand’s dedication to environmental sustainability through water conservation and reduced carbon emissions.
• In 2025, TOTO Vietnam has officially introduced two new products: the MS857 one-piece toilet, an enhanced model designed for the mid-range market, and the Spa Mist Shower, promoting the slogan “TOTO Quality within your reach.” Featuring advanced designs and cutting-edge integrated technologies, these products aim to cater to the varied preferences of Vietnamese consumers.
• In 2024., German bathroom products brand Duravit has launched its first store in Vietnam, marking its debut in Southeast Asia. The opening features a collaboration with Vietnamese fashion designer Ly Qui Khanh, inspired by the five elements of pottery and ceramics—fire, water, metal, earth, and wood. These themes are reflected in installation art within Duravit’s Artisan Line bathroom spaces.

Key Market Players

• Caesar bathroom
• Gessi SpA
• Innoci Vietnam
• Jaquar Group
• LIXIL Group
• Roca Sanitario, S.A
• TOTO Ltd.
• Viglacera Corporation
• Italisa (Vietnam) Co. Ltd.
• Thien Thanh Sanitaryware Joint Stock Company (Thien Thanh)

Report Scope:

In this report, the Vietnam Sanitary Ware and Bathroom Accessories Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Vietnam Sanitary Ware and Bathroom Accessories Market, By Product Type:

o   Toilet/Water Closet

o   Wash basin

o   Cistern

o   Faucets

o   Showers

o   Others

• Vietnam Sanitary Ware and Bathroom Accessories Market, By Material:

o   Ceramic

o   Pressed Metal

o   Acrylic Plastic & Perspex

o   Others  

• Vietnam Sanitary Ware and Bathroom Accessories Market, By Region:

o   Northern

o   Southern

o   Central

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Vietnam Sanitary Ware and Bathroom Accessories Market.

Available Customizations:

Vietnam Sanitary Ware and Bathroom Accessories Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Vietnam Sanitary Ware and Bathroom Accessories Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]