Vinamilk has captivated the Vietnamese market with its innovative and captivating approach, especially when it comes to engaging younger generations like Gen Z and Gen Alpha. The brand has been making waves with its fun and intriguing designs, such as the “charming milk cows” on their 100% fresh banana milk boxes, and the introduction of intriguing new flavors for familiar products like the matcha-flavored Ong Tho yogurt tubes, jujube and apple-flavored yogurt, and Probi peach-flavored drinking yogurt.
Vinamilk’s new products have sparked excitement among consumers, as shared on social media.
The company doesn’t stop there; they’ve also introduced groundbreaking products to the Vietnamese market, such as Vinamilk Green Farm Greek-style high-protein yogurt with a unique “flip cup” experience, and fresh milk that’s high in protein, low in fat, and lactose-free. These products have quickly become must-haves, consistently selling out and gaining a dedicated following among consumers.
As a result, Vinamilk has maintained its position as the “Most Purchased Dairy Brand” for 13 consecutive years, despite the evolving trends in consumer behavior. This is a testament to the effectiveness of their innovation strategy and their strong connection with modern consumers.
Vinamilk products dominate the Top 10 most purchased dairy brands in 2025 (Photo: Nguyen Phuong)
Specifically, according to the Brand Footprint report by Kantar, Vinamilk tops the list of the top 10 most purchased dairy brands in both rural and urban areas, with a Consumer Reach Point (CRP) almost double that of the second-ranked brand. Other brands under the Vinamilk umbrella, such as Ong Tho, Ngoi Sao Phuong Nam, Susu, and Probi, also made it to this prestigious list. This demonstrates the brand’s unwavering popularity across generations, shopping behaviors, and increasing competition.
Moreover, when considering the entire fast-moving consumer goods (FMCG) sector, Vinamilk remains the only dairy brand in the Top 3 most purchased brands in both urban and rural areas, despite the differing preferences and shopping baskets between these regions. Additionally, the Vinamilk Green Farm brand was highlighted in the 2025 Brand Footprint report as a notable brand of the year.
Standing Out in a Challenging Market
Vinamilk’s performance this year is especially commendable given the challenges in the FMCG and dairy markets. Kantar’s report reveals that while 5.6% of products launched between 2017-2019 managed to achieve a 1% household penetration rate, this number dropped to just 2.2% for products introduced between 2020-2022. Furthermore, only about 34% of these products remained on shelves after two years, indicating that novelty alone is not enough for long-term market success.
Vinamilk continues to be the only dairy brand in the Top 3 most purchased FMCG brands in both urban and rural areas, despite differing preferences and shopping baskets.
In 2024, Vinamilk impressed with its pace of innovation, introducing new products at a rate of one every two working days. Beyond this impressive pace, the brand has also excelled at retaining consumers and securing a place in their shopping baskets. In urban areas, 9 out of 10 households purchase at least one Vinamilk product, and each household makes purchases an average of 14 times per year, which is an exceptional frequency for an FMCG product.
Vinamilk’s innovative and captivating approach has successfully attracted the attention and loyalty of younger consumers like Gen Z and Gen Alpha (Photo: Nguyen Phuong)
The Brand Footprint 2025 report highlights that “innovation and creativity” are no longer optional but have become core factors in consumer decision-making, especially for Gen Z and Gen Alpha. These factors have also been instrumental in Vinamilk’s sustained success over the past 13 years, according to Kantar.
“Vinamilk continuously innovates to keep up with and even lead consumer trends. They not only focus on improving existing products but also boldly launch entirely new product lines that meet the specific and increasingly sophisticated needs of consumers, such as the trends towards less or no sugar, plant-based proteins, and the use of ingredients that offer health benefits and meet international standards,” shared Peter Christou, General Director of Kantar Vietnam, Worldpanel Division.
A Testament to “Innovation Based on Understanding”
Kantar highlights Vinamilk Green Farm as an exemplary case study in understanding how new products can find a place on store shelves. Beyond novelty and differentiation, the product line is a testament to Vinamilk’s deep understanding of consumer needs, creating an attractive ‘combo’ of quality, delicious flavors, and superior user experience.
“The key to Vinamilk’s success lies in their profound understanding of consumers, from the smallest changes in behavior and preferences to the increasingly specific and sophisticated nutritional requirements,” Kantar representatives asserted.
Vinamilk Green Farm appeals to new generations of consumers through innovation and creativity in branding, products, and consumer engagement (Photo: An Minh)
Sharing insights into the cutting-edge science and technology applied by Vinamilk, Nguyen Quang Tri, Executive Director of Marketing, emphasized how the company “unlocks” the nutritional values of natural ingredients and elevates quality standards. Notable examples include fresh milk utilizing dual vacuum technology to preserve nutrients and natural grass flavor; intelligent nutrition with high-protein, low-fat, lactose-free fresh milk employing Swedish ultra-microfiltration technology; and Green Farm drinking yogurt combining six strains of live and beneficial bacteria from Europe, a first in Vietnam.
Vinamilk’s appeal to Gen Z and Gen Alpha lies not only in product quality and flavor but also in its youthful and innovative designs and consumer engagement strategies (Photo: An Minh)
“This is an astonishing achievement, especially in the highly competitive Vietnamese dairy market,” expressed Peter. This success reflects not only the quality and appeal of the products but also the brand’s dedication to its customers, constantly innovating and striving to bring world-class standards and technology to Vietnam.
