5 Vinamilk milk brands most chosen by consumers

According to the 2022 “Brand Footprint” report published by Kantar's Worldpanel division, Vinamilk received 3 outstanding results: (1) The most chosen milk brand by consumers; (2) Top 3 Fast Moving Consumer Goods (FMCG) manufacturers chosen by consumers; (3) Ong Tho and Ngoi Sao Phuong Nam - The most chosen condensed milk brand by consumers.

Mr. Nguyen Quang Tri - Vinamilk Marketing Executive Director (2nd from left) represented to receive the souvenir cup from Kantar Vietnam at the event celebrating the 10th anniversary of the publication of the "Brand Footprint" Report.

Since its first publication, the “Brand Footprint” Report has always received great attention from both businesses and consumers. Notably, for more than a decade, Vinamilk has always maintained the highest position in the Top 10 Milk and Dairy Products Brands most chosen by Vietnamese consumers with a CRP (Customer Reach Point) score far exceeding other brands.

The Top 10 Most Purchased Milk and Dairy Products Brands also include two other brands, Susu and Probi, which belong to the yogurt industry - one of Vinamilk's key product lines. Thus, in the 10 most prominent brands in the dairy industry in 2022, Vinamilk's names have taken up 5 positions.

2022 is also a year of great success for two brands from the condensed milk industry, Ong Tho and Ngoi Sao Phuong Nam. In particular, Ngoi Sao Phuong Nam is the brand with the fastest growth rate in the Top 5 in all 4 major cities and the entire rural area, and at the same time, it is also the brand that attracts the most new households to use the product in the 4 major cities in the Top 10, which shows a huge step forward for Ngoi Sao Phuong Nam in this area.

Kantar's 2022 Brand Footprint Report continues to name Vinamilk as the Top 1 milk and dairy product brand most chosen by consumers.

Over a decade with many economic and social fluctuations and most recently the Covid-19 pandemic lasting more than 2 years, Vinamilk still maintains a stable performance in the dairy industry and FMCG in general. Mr. Nguyen Quang Tri - Marketing Executive Director at Vinamilk shared:“It can be said that the most valuable position of a brand is in the shopping basket of every family. The milk brand that has been chosen by consumers the most for more than a decade, for Vinamilk, this is a great pride, when it has received the trust and love of consumers to become the priority choice for nutritional care for the family. This is the motivation for Vinamilk to continue to make more efforts to bring quality products that are suitable for all needs and conditions of the Vietnamese people.”

Vinamilk continues to be in the Top 3 most chosen manufacturers in the fast-moving consumer goods industry, leading in urban areas.

Embrace change and add value to win over consumers

Kantar experts say that in the FMCG industry, acquiring consumers is becoming more difficult, and retaining consumers is a real challenge. Over the past 10 years, the Vietnamese market has witnessed more dramatic changes than ever, with the increased coverage of the internet and smartphones, followed by the explosion of e-commerce. In addition, the trend of digitalization, personalization, and premiumization is also increasingly evident. The market is witnessing a major change in the main consumer force - Gen Z (the generation born from 1995) and gradually approaching Gen Alpha (born from 2010), a group that is having a significant impact on consumption.

High quality, reasonable price and being able to buy anywhere are what help Vinamilk always be present in the "shopping basket" of Vietnamese consumers.

9/10 households in Vietnam choose to buy at least one Vinamilk product.

Speaking more about Vinamilk's success in Vietnam during a turbulent decade, Mr. Peter Christou - General Director of Kantar Vietnam said: “Vinamilk has been possessing important advantages that help the company maintain its leading position in a volatile market context. These are brand reputation, diverse product portfolio, and widespread distribution channels. In particular, Vinamilk constantly creates new needs, new consumption occasions, new product lines and expands target customer groups to meet market demand and create opportunities for the company to develop sustainably."

Also according to a report from Kantar Worldpanel, in 2021, in urban areas, the percentage of households choosing to buy Vinamilk products reached 99%, while in rural areas, this figure was approximately 90%. The distribution channel with more than 250,000 points of sale nationwide, covering all 63 provinces and cities, is truly a strength that helps Vinamilk achieve this success. Combined with the development of an online shopping channel called Vietnamese Milk Dream in the past 5 years, it has effectively increased the value and shopping convenience of users, thereby contributing to increasing sales.

Vinamilk promotes online shopping channels to enhance shopping experience for consumers.

The reasonable price policy with the income and spending of Vietnamese people also helps this brand to appear regularly in the shopping baskets of households. In addition, Vinamilk owns a large and constantly innovated product portfolio to meet almost all nutritional needs of children, women, the elderly, teenagers, pregnant mothers... to "new" needs as life improves.

For example, the demand for a healthy, environmentally friendly lifestyle and sustainable values ​​has been met by Vinamilk for many years. Since launching the first European-standard organic fresh milk in 2016, the company has continued to develop product lines of nut milk, low-sugar milk or fresh milk products from Vinamilk Green Farm ecological farms, which are environmentally friendly and apply sustainable development practices.

Vinamilk Green Farm ecological farm system is a typical example of developing products with green, environmentally friendly production processes.