The Top 10 Dairy Brands in Vietnam: A Vinamilk Quintet

Vinamilk has captivated the Vietnamese market, especially the younger generations, with its innovative and exciting product offerings. Comments such as “thú vị” (“interesting”), “xịn sò” (“cool”), and “ngon đẹp” (“delicious and beautiful”) flood social media platforms like Threads, TikTok, and Facebook when users search for the brand.

Vinamilk has undergone a remarkable transformation, especially in its approach to engaging younger consumers, such as Gen Z and Gen Alpha. From intriguing designs like the “charming milk cows” on its 100% banana fresh milk boxes to constantly launching new flavors for familiar products, such as Ông Thọ matcha-flavored tubes, Probi peach-flavored drinking yogurt, and more, Vinamilk is proving its ability to capture trends and spark curiosity among consumers.

User-generated content on social media showcasing Vinamilk’s new products.

The brand doesn’t stop there; it also impresses with its range of 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 is high in protein, low in fat, and lactose-free. These products quickly became must-haves, constantly selling out and sought after by the online community.

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 Point) was almost double that of the second-ranked brand, solidifying its strong connection with modern consumers.

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

Specifically, Vinamilk led the top 10 dairy brands in both rural and urban areas, with its sister brands, Ông Thọ, Ngôi sao Phương Nam, Susu, and Probi, also making the 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 of 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 indicates that only 2.2% of products launched between 2020 and 2022 achieved a 1% household penetration rate, compared to 5.6% for products introduced between 2017 and 2019. Furthermore, only about 34% of these new products remained on shelves after two years, underscoring the difficulty of establishing a market presence with novel ideas alone.

Alongside its leadership in the dairy sector, when considering the entire FMCG industry, Vinamilk remains the sole dairy brand in the Top 3 most purchased brands in both urban and rural areas, despite differing preferences and shopping baskets across these regions. The Vinamilk Green Farm brand also stood out in the 2025 Brand Footprint report as a notable brand of the year.

The Brand Footprint 2025 report highlights that “innovation and creativity” are no longer optional but essential factors in consumers’ purchasing decisions, especially for Gen Z and Gen Alpha. These elements have been pivotal 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 consumption trends. They focus not only on improving existing products but also on boldly launching entirely new product lines that meet consumers’ specific and increasingly sophisticated needs, such as the trends toward less or no sugar, plant-based proteins, and the use of health-beneficial ingredients that meet international standards,” shared 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 in deciphering the formula for new product success. Beyond novelty and differentiation, the product line is refined based on a profound understanding of consumers, resulting in an attractive ‘combo’ of quality, delicious flavors, and superior user experience.

“The key to Vinamilk’s success lies in its deep understanding of consumers, from the subtlest changes in behavior and preferences to increasingly specific and sophisticated nutritional needs,” Kantar representatives asserted.

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

Elaborating on the brand’s application of cutting-edge science and technology, Nguyen Quang Tri, Vinamilk’s Executive Director of Marketing, emphasized how the company “unlocks” nutritional values from nature and elevates quality standards. Notable examples include fresh milk utilizing dual vacuum technology to preserve natural grass-flower flavors, intelligent nutrition like high-protein, low-fat, lactose-free fresh milk employing Swedish ultra-microfiltration technology, and Green Farm drinking yogurt combining six strains of European live and probiotic bacteria, 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 staggering 109% growth in 2024 compared to 2023, with 96% of its consumers being “loyal” customers, giving the products an overall satisfaction score of 9.53/10. According to Kantar’s measurements, the purchase ratio for Vinamilk Green Farm increased by 2 points within just one year.

“This is an astonishing figure, especially in the highly competitive Vietnamese dairy market,” exclaimed Peter. This success reflects not only the quality and allure of the products but also the brand’s commitment to its customers, constantly innovating and striving to bring world-class standards and technology to Vietnam.