Kantar’s “Brand Footprint” report, leveraging data from Worldpanel and its proprietary Consumer Reach Point (CRP) index, is one of the most reputable and anticipated publications in the fast-moving consumer goods (FMCG) industry. According to Kantar, the CRP index is measured based on the number of households reached and the purchase frequency of a product, making it a very realistic metric of a brand’s “chosen” status.
The 2024 report reaffirms Vinamilk’s position in the dairy industry, as brands under the Vinamilk umbrella continue to dominate with 3 out of the top 5 spots in the most-chosen dairy brands. Specifically, Vinamilk has maintained its rank as the number one dairy and dairy products brand for 12 consecutive years since the report’s initial publication in Vietnam. Notably, Vinamilk’s CRP score is almost double that of the second-ranked brand in both rural and urban areas.
Additionally, Vinamilk’s condensed milk remains a favorite among households, with two well-known brands, Nam Vang and Ong Tho, ranking in the Top 5 in both urban and rural areas for the fourth consecutive year. This year, Probi, another Vinamilk brand, entered the rankings of the most-chosen dairy brands in urban areas.
Kantar Vietnam representative (right) presenting the certificates to Mr. Nguyen Quang Tri, Vinamilk’s Executive Director of Marketing.
On a broader scale, when considering the entire FMCG sector, Vinamilk remains at the top in urban areas, with a CRP score twice as high as the next two brands. Notably, it is the only dairy brand to appear in both the rural and urban rankings. Vinamilk has firmly established itself in all markets and segments, earning the title of a “national brand” present in every household.
With multiple brands in the top-chosen list, Vinamilk has successfully maintained its position in the Top 3 most-chosen fast-moving consumer goods manufacturers in Vietnam for the 12th year. Sharing his thoughts on this achievement, Mr. Nguyen Quang Tri, Vinamilk’s Executive Director of Marketing, stated: “As a nutrition company, Vinamilk understands that the decision to choose our products is a testament to the trust that consumers place in us to care for their health, their families, and their loved ones. We will continuously build upon our brand’s heritage, enhance user experiences across all touchpoints, and focus on sustainable development to bring even more value to our consumers.”
Innovation and Creativity: The Keys to Competitive Advantage
Commenting on Vinamilk’s achievements, Mr. Peter Christou, General Director of Kantar Vietnam, attributed their sustained high ranking in consumers’ shopping carts in 2024 to two main factors. Firstly, their brand repositioning strategy has effectively showcased the brand’s heritage in a more appealing light to younger consumers. More importantly, according to Kantar, Vinamilk’s unwavering commitment to innovation and creativity has been the key to their nearly 50-year market leadership.
“I want to emphasize innovation. Vinamilk consistently introduces new products that cater to diverse consumer profiles and needs and suggests multiple ways to use their products. This is especially important as consumers now have more options than ever. Attracting them to try your product is challenging enough, but getting them to come back for a second or third purchase is even harder. Vinamilk has been excelling at this for many years,” added Mr. Peter.
Vinamilk’s new image, post-rebrand, conveys a bold, confident, and authentic message.
A prime example of their innovation is Vinamilk Green Farm fresh milk, which marks a technological breakthrough for the company with the successful application of dual vacuum technology, preserving the milk’s natural fragrance, hinting at grassy notes, and a sweet aftertaste. More recently, Vinamilk launched a new line of high-protein dairy-free nut milk, combining seven premium types of nuts, a first in the Vietnamese market.
Ong Tho condensed milk’s new flavors have been well-received by consumers.
The high-protein nut milk is Vinamilk’s latest “warrior” in the Vietnamese nut milk market.
For Ong Tho condensed milk, one of the Top 5 most-chosen dairy brands, Vinamilk scored points with consumers by introducing two entirely new flavors: chocolate and strawberry. These new flavors offer a novel and distinct experience for younger consumers, along with a breakthrough screw-top box packaging for convenient family use and storage. Additionally, their communication campaigns have guided consumers to use familiar products like fresh milk, condensed milk, and yogurt in creative cooking and mixing, sparking a trend and attracting the attention of young people.
Creative mixing and cooking with Vinamilk products is a new strategy to engage Gen Z and Gen Alpha consumers.
According to Kantar’s report, in 2023, Vietnam saw the launch of 11,662 new products, approximately 32 new products per day, double the number from a decade ago. However, of the over 10,000 products introduced, only about 2.2% (roughly 220 products) managed to achieve a consumer reach of once per year, let alone convince them to “choose” their product. This highlights the importance of continuous innovation for a product to stand out and make an impression. By embracing innovation, Vinamilk has not only expanded its customer base but also forged closer connections with the next generation of consumers.
“Vinamilk Elevates Vietnamese Dairy’s Competitive Edge with Quality Assurance for Global Exports.”
Vinamilk’s international business ventures are not just positively contributing to its business performance, but are also taking the pride of Vietnamese brands to the global stage. With a continuous expansion into new export markets and an increasingly diverse range of products that meet the highest global standards, Vinamilk is firmly establishing “Made in Vietnam” dairy products on the world map.
“Vinamilk’s Heartwarming Back-to-School Gift: 200,000 Boxes of Nutrition for Children.”
On the joyous occasion of the ‘National Back to School Festival’ on September 5, 2024, Vinamilk, the leading Vietnamese dairy company, partnered with the Vietnam Children’s Fund to donate nearly 200,000 boxes of fresh milk to students as part of their 2024 initiative. This heartwarming gesture is a testament to Vinamilk’s commitment to nurturing the future generations of Vietnam and ensuring their healthy development.
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Vinamilk – Vietnam’s Premier FMCG Company: 12 Consecutive Years in Forbes Vietnam’s Top 50 Listed Companies.
For 12 consecutive years, Vinamilk has consistently ranked among the top 50 best-listed companies, and it stands alone as the only representative from the dairy industry and the fast-moving consumer goods (FMCG) sector to boast such an impressive record. This remarkable achievement offers a compelling insight into why Vinamilk continues to be a magnet for investors.
