(VAN) Vinamilk has maintained its position as the most purchased dairy brand in the Vietnamese market for 12 years, as reported by the Vietnam Brand Footprint 2024.
Vinamilk, a billion-dollar brand, has consistently maintained its position as one of the top three most frequently purchased fast-moving consumer goods (FMCG) manufacturers in Vietnam.
Holding the top position in the list of the most purchased brands
Using data from Worldpanel and the exclusive Consumer Reach Points (CRP) index worldwide, Kantar’s “Brand Footprint” is one of the most prestigious and anticipated reports in the FMCG sector. According to Kantar, the CRP index is measured based on the number of households reached and the frequency of product purchases, making it a very accurate measure of a brand’s “purchase choice.”
Vinamilk’s status in the dairy industry is once again confirmed by the 2024 report, as its brands hold three of the top five positions on the list of the most frequently purchased dairy brands. Vinamilk has maintained its dominant position in the dairy and dairy products sector for 12 consecutive years since the report was initially published in Vietnam. It is worth noting that Vinamilk’s consumer reach score is nearly twice as high as that of the second-ranked brand in both rural and urban areas.
Kantar Vietnam representative (right) presented certificates to Mr. Nguyen Quang Tri, Executive Director of Marketing Vinamilk.
Furthermore, Vinamilk’s condensed milk continues to be a household favorite, with two well-known varieties, Ngoi Sao Phuong Nam and Ong Tho, ranking in the Top 5 for the fourth year in a row in both urban and rural areas. This year, Probi, an additional Vinamilk brand, was included in the list of the most frequently purchased dairy brands in urban areas.
On a broader scale, Vinamilk remains the leading brand in urban areas within the entire FMCG sector, with a CRP score that is twice as high as the next two brands. It is worth noting that it is the sole dairy brand to be included in both urban and rural rankings.
Impressive, youthful new image of Vinamilk after ‘re-branding’ with the message ‘Bold, confident, always yourself’.
It is clear that Vinamilk occupies an exceptionally secure position in all markets and segments, as it is a “national” brand that is present in every household. Vinamilk has consistently maintained its position as one of the top three FMCG manufacturers in Vietnam for the past 12 years, in addition to owning numerous of the most frequently purchased brands.
In response to this outcome, Mr. Nguyen Quang Tri, Vinamilk’s Chief Marketing Officer, stated, “As a nutrition company, Vinamilk recognizes that consumers’ decision to purchase is also a reflection of their confidence in our ability to care for their health, their families, and their loved ones.
We will persist in our efforts to enhance the user experience across all access channels, prioritize sustainable development, and maintain the brand’s legacy values in order to provide consumers with greater value”.
The new flavor of Ong Tho condensed milk product received positive response from consumers.
The main factors in competitiveness: innovation and creativity
In 2024, Vinamilk’s high ranking in consumer baskets was sustained by two primary factors, as noted by Peter Christou, General Director of Kantar Vietnam, in his commentary on the company’s accomplishments. The first is the rebranding strategy, which capitalizes on the brand’s legacy values in a manner that is more appealing to the younger demographic of consumers. However, more importantly, according to the Kantar representative, the constant innovation and creativity of the nearly 50-year-old dairy brand is the key to maintaining its leading position.
“My objective is to underscore the significance of innovation. Vinamilk consistently introduces new products to the market that are tailored to the needs of all consumer segments or propose alternative methods of using the products. This is especially crucial in a situation where consumers are presented with an increasing number of options. It is difficult to entice them to test your product; however, it is even more difficult to encourage them to make a second or third purchase. Vinamilk has been performing exceptionally well in this regard for an extended period of time”, Peter noted.
Vinamilk Green Farm fresh milk is a prominent example of a technological breakthrough in Vinamilk’s product line. The successful implementation of dual vacuum technology has enabled fresh milk to maintain its natural aroma, which includes a subtle hint of grass and flowers, as well as a sweet aftertaste. Recently, the domestic dairy colossus introduced a novel high-protein nut milk product that does not contain soybeans. This product is the first of its kind to be available in Vietnam and is a combination of seven premium nuts.
High-protein nut milk, a “new warrior” from Vinamilk, is expected to create a highlight in the nut milk market in Vietnam.
Vinamilk’s introduction of two entirely new flavors (strawberry and chocolate) for Ong Tho condensed milk, a brand that ranks among the top five most frequently purchased dairy brands, was a success with consumers. This innovative packaging, which features a screw cap, provides a fresh and distinctive experience for young users, while also making it more convenient for the entire family to use and store.
Furthermore, marketing campaigns that instruct consumers on how to incorporate common products such as yogurt, condensed milk, and fresh milk into the preparation of innovative dishes and beverages have become popular, particularly among young people.
Vinamilk strengthens its approach to future consumer groups (GenZ, Gen Alpha) through special events such as Genfest, Taste Tour with Green Farm.
In 2023, Vietnam introduced 11,662 new products, which is equivalent to approximately 32 new products per day. This represents a twofold increase from ten years ago, as per Kantar’s report. Nevertheless, only approximately 2.2% of the more than 10,000 new products (equivalent to over 220 products) were able to attain a consumer reach score of at least once per year, let alone persuade them to “choose to buy.”
Mixing creative drinks is a new direction for Vinamilk to increase access to future consumer groups (GenZ, Gen Alpha), etc.
This underscores the essential role of ongoing innovation in defining a product and establishing its distinctive identity. In turn, this attracts additional purchasers and elevates its visibility in consumers’ baskets. It is evident that Vinamilk’s innovative strategy not only facilitates the brand’s expansion of its customer base but also brings it closer to the core consumer group of the future.
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