The Top 10 Dairy Brands in Vietnam: A Milk-Loving Nation’s Favorite Picks, Including 5 from the Renowned “Vinamilk”

Vinamilk has been making waves in the Vietnamese market, especially among the younger generations of Gen Z and Gen Alpha, with its innovative approach to dairy products.

From intriguing designs like the “charming milk cows” on its 100% fresh banana milk boxes to the continuous launch of new flavors for familiar products such as Ong Tho matcha-flavored tubes, Vinamilk has been capturing the curiosity and excitement of consumers.

Consumer feedback on Vinamilk’s new products on social media.

The brand doesn’t stop there; they’ve also introduced products that are unique 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, constantly selling out and sought after by the online community.

As a result, Vinamilk has maintained its position as the “Most Purchased Dairy Brand” for 13 consecutive years, despite the noticeable shifts in consumer trends. This is a testament to the effectiveness of their innovation strategy and their strong connection with modern consumers.

Vinamilk products dominate the list of Top 10 Most Purchased Dairy Brands in 2025 (Photo: Nguyen Phuong)

Specifically, according to the Brand Footprint report published 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 different generations of consumers, 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 diverse preferences and shopping baskets of these two 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 market, particularly in the dairy sector. Kantar’s report reveals that while 5.6% of products launched between 2017 and 2019 managed to achieve a 1% household penetration rate, this number dropped to just 2.2% for products introduced between 2020 and 2022. Furthermore, only about 34% of these products remained on shelves after two years, indicating that novelty alone is insufficient for market success.

Mr. Peter Christou, Managing Director of Kantar Vietnam, Worldpanel Division, shares insights from the Brand Footprint report (Photo: Nguyen Phuong)

In 2024, Vinamilk impressed with its rapid innovation pace, introducing new products at an average rate of one every two working days. Beyond this impressive speed, the brand has also mastered the art of retaining consumers and securing a place in their shopping baskets. In urban areas, nine out of ten households purchase at least one Vinamilk product, and each household, on average, buys Vinamilk products up to 14 times a year, which is more than once a month. This is an enviable frequency for any FMCG product.

Vinamilk’s innovative and youthful appeal captures the attention and loyalty of younger consumers (Photo: Nguyen Phuong)

The Brand Footprint 2025 report highlights that “innovation and creativity” are no longer optional but have become core factors influencing consumers’ purchasing decisions, 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 its products 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 consumers’ specific and increasingly sophisticated needs, 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 Mr. Peter Christou, Managing Director of Kantar Vietnam, Worldpanel Division.

A Prime Example of “Innovation Based on Consumer Understanding”

Kantar highlights Vinamilk Green Farm as an exemplary case study to decipher the formula for a new product’s success. Beyond novelty and differentiation, this product line has been refined based on a deep understanding of consumers, 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 most specific and nuanced nutritional needs,” Kantar representatives asserted.

Vinamilk Green Farm appeals to the new generation of consumers with its innovation and creativity in branding, products, and consumer engagement (Photo: An Minh)

Sharing insights into the cutting-edge science and technology applied by Vinamilk, Mr. 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 processed with dual vacuum technology to preserve nutrients and natural grass-flower aftertaste, intelligent nutrition like high-protein, low-fat, lactose-free fresh milk using 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 taste but also in its youthful and innovative designs and consumer engagement strategies (Photo: An Minh)

In practice, the Green Farm brand witnessed a remarkable 109% growth in 2024 compared to 2023, with 96% of its consumers being loyal customers, giving the products an impressive overall satisfaction score of 9.53/10. According to Kantar’s measurements, the household penetration rate of Vinamilk Green Farm increased by 2 points within just one year.

“This is an astonishing achievement, especially in the highly competitive Vietnamese dairy market,” expressed Mr. Peter. This success reflects not only the quality and appeal of the products but also the consumer-centric spirit of the national dairy brand, constantly innovating and striving to bring world-class standards and technology to Vietnam.