Increase year-end purchasing power from the race to launch new products

After a period of slow growth due to cautious purchasing power, many consumer goods businesses are restarting the market with a new product launch strategy, combining experiences and emotions to attract consumers.

Consumers experience new products at an event - Photo: HK

Instead of relying on existing product lines that have reached saturation, international corporations and domestic enterprises have shifted to growth through product innovation and exploiting new markets . This trend is evident in the last months of the year.

Growth through new products

The director of a large supermarket said that in the fourth quarter of 2025, the supermarket received many new product launch plans from brands and new product introduction activities, especially in the fast-moving consumer goods sector.

"This is quite strange, because up to now, brands will launch products near Tet, or launch Tet models. Brands are no longer "satisfied" in their segments, but are looking for new customer groups," he commented.

In October, two major consumer brands, Pantene (part of P&G Vietnam) and Lactacyd (part of Opella Vietnam, a member of Sanofi), simultaneously launched new products with multi-sensory experience campaigns, showing that the innovation race in the personal care industry is becoming more exciting.

The shampoo company's sales campaign was held at Thiso Mall (HCMC), combining product experience, expert advice, interactive artists and direct sales. The "shoppertainment" model is being applied by many brands to stimulate actual consumption.

Similarly, Lactacyd launched a new shower gel line organized as an interactive art-technology exhibition " What the skin wants to say ", turning the product introduction into an emotional journey where "the skin becomes the voice of science and art".

The two campaigns demonstrate the common point of the FMCG industry today, growth comes from product innovation and experience, rather than competing on price or discounts.

Finding new growth drivers

Artists are invited to interact with consumers at a new product launch - Photo: HK

According to Kantar Worldpanel's second quarter report, personal care, hair care and beauty product groups in Vietnam have entered a mild saturation phase in urban areas, where consumers tend to tighten spending, reduce unplanned shopping and pay more attention to the scientific safety of products.

To sustain growth, businesses are forced to explore new markets, both geographically and in the “emotional” sense. The race to launch new products in the consumer goods sector also reflects a deeper movement in the market economy , which is the shift from growth through output to growth through new product expansion.

Vietnam Report experts believe that the Vietnamese retail market is increasingly vibrant with a group of businesses accelerating their strategies to gain market share in a domestic market worth hundreds of billions of USD. The second half of 2025 will be a pivotal time, determining not only the speed of recovery but also shaping the competitive structure of the entire industry in the coming period.

"We noted that the strategy "Enhancing brand image, promoting marketing" has grown significantly from 41.7% to 55.6% of businesses choosing it as a priority strategy," Vietnam Report noted.

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HAI KIM

Source: https://tuoitre.vn/tang-suc-mua-cuoi-nam-tu-cuoc-dua-ra-mat-san-pham-moi-20251020155549159.htm