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

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. The brand has been receiving enthusiastic responses from consumers, with comments such as “interesting,” “cool,” and “delicious” flooding social media platforms like Threads, TikTok, and Facebook.

Vinamilk has captivated consumers with its intriguing designs, such as the playful illustration of cows on its 100% fresh banana milk boxes, and the continuous launch of new flavors for familiar products. For instance, the well-known Ong Tho yogurt now comes in matcha flavor, while the Probi drinking yogurt offers a unique peach twist. These innovations spark curiosity and excitement among consumers, proving Vinamilk’s ability to stay on top of trends.

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 the Vinamilk Green Farm Greek-style high-protein yogurt with a distinctive “cup-flipping” experience and fresh milk that’s high in protein, low in fat, and lactose-free. These products have quickly become must-haves, frequently selling out and gaining a dedicated following online.

Despite shifting consumption trends, Vinamilk has maintained its position as the “Most Purchased Dairy Brand” for 13 consecutive years, as evidenced by Kantar’s Brand Footprint report. This report also revealed that Vinamilk’s CRP (Consumer Reach Points) was almost double that of the second-ranked brand, solidifying its dominance in the dairy industry.

Vinamilk products dominate the Top 10 most purchased dairy brands in 2025 (Photo: Nguyen Phuong)

Kantar’s report further highlighted that Vinamilk, along with its sister brands Ong Tho, Ngoi Sao Phuong Nam, Susu, and Probi, dominated the top 10 list in both urban and rural areas. This consistent performance, despite generational shifts in consumer behavior and increased competition, showcases the brand’s unwavering appeal.

Additionally, Vinamilk was the only dairy brand in the Top 3 most purchased FMCG brands in both urban and rural areas, demonstrating its ability to cater to diverse tastes and shopping baskets. The Vinamilk Green Farm brand was also recognized in the 2025 Brand Footprint report as a standout performer.

Standing Out in a Challenging Market

Vinamilk’s achievements are even more remarkable considering the challenges faced by the FMCG and dairy industries. According to Kantar, only 2.2% of new products launched between 2020 and 2022 managed to capture 1% of household purchases, a significant drop from the 5.6% success rate of 2017-2019. Moreover, only 34% of these new products remained on shelves after two years, underscoring the difficulty of establishing a presence in the market.

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, 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 prominent place in their shopping baskets. In urban areas, 9 out of 10 households purchased at least one Vinamilk product, with an average purchase frequency of 14 times per year, or more than once a month. This is an exceptional achievement for an FMCG product.

Vinamilk’s innovative and youthful appeal has captured the attention and loyalty of younger generations like Gen Z and Gen Alpha (Photo: Nguyen Phuong)

The Brand Footprint 2025 report emphasizes that “innovation and creativity” are no longer optional but essential factors in consumer decision-making, especially for Gen Z and Gen Alpha. This is a key reason why Vinamilk has maintained its leading position for 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 reduced sugar, plant-based proteins, and the use of health-beneficial ingredients that meet international standards,” shared Mr. Peter Christou, Managing Director of Kantar Vietnam, Worldpanel Division.

A Testament to “Innovation Based on Understanding”

Kantar highlights Vinamilk Green Farm as an exemplary case study of how a new product can succeed in a competitive market. Beyond mere novelty, the product line embodies Vinamilk’s deep understanding of its consumers, offering a compelling combination of quality, delicious flavors, and an exceptional usage experience.

“The key to Vinamilk’s success lies in its profound understanding of consumers, from subtle changes in behavior and preferences to increasingly specific and sophisticated nutritional needs,” 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)

Mr. Nguyen Quang Tri, Vinamilk’s Executive Director of Marketing, emphasized the brand’s application of cutting-edge science and technology, unlocking the nutritional values of natural ingredients and elevating quality standards. Examples include fresh milk processed with double vacuum technology to preserve nutrients and natural grass flavor, high-protein and low-fat fresh milk with Swedish ultrafiltration technology, and Green Farm drinking yogurt with a combination of six live and probiotic strains from Europe, a first in Vietnam.

Vinamilk’s youthful and innovative designs, along with its consumer engagement strategies, have won the hearts of Gen Z and Gen Alpha (Photo: An Minh)

In practice, the Green Farm brand recorded impressive growth of 109% in 2024 compared to 2023, with 96% of its consumers being loyal customers. The overall product satisfaction score reached an impressive 9.53 out of 10 points. Kantar’s measurements also showed a 2-point increase in the brand’s purchase rate within just one year.

“This is an astonishing achievement, especially in Vietnam’s highly competitive dairy industry,” Mr. Peter remarked. This success not only reflects the quality and appeal of Vinamilk’s products but also demonstrates the brand’s commitment to its customers, continuously innovating and bringing world-class standards and technology to Vietnam.

The Brand Footprint 2025 report underscores that “innovation and creativity” are no longer optional but essential for brands aiming to connect with consumers, especially the younger generations. This has been a key factor in Vinamilk’s sustained success over the past 13 years, as recognized by Kantar.

“Vinamilk constantly innovates to stay ahead of consumer trends. They not only improve existing products but also introduce entirely new product lines that meet consumers’ evolving and sophisticated needs, such as reduced sugar, plant-based proteins, and the inclusion of health-beneficial ingredients that meet international standards,” shared Mr. Peter Christou, Managing Director of Kantar Vietnam, Worldpanel Division.

A Testament to “Innovation Based on Understanding”

“The key to Vinamilk’s success lies in its profound understanding of consumers, from subtle shifts in behavior and preferences to their increasingly specific and sophisticated nutritional needs,” Kantar representatives remarked.