TH true Malt - "Newcomer" opens its own path in the Vietnamese beverage market

Fierce competition

Statistics from the Ministry of Industry and Trade show that Vietnam currently has more than 1,800 enterprises operating in the beverage sector and this number continues to increase. Beverage products are diverse, from purified water, carbonated soft drinks, fruit juices, instant tea/coffee... According to the Vietnam Beer, Alcohol and Beverage Association, on average, a Vietnamese person consumes over 23 liters of soft drinks per year and this number will continue to increase in the coming years.

With a market size of up to 2 billion USD/year (equivalent to 50,000 billion VND/year), a growth rate of 5 - 6%, the Vietnamese beverage market has long been considered a "delicious cake" for many domestic and foreign enterprises.

Barley grains, raw material for TH true Malt products. Photo: Phu Huong

For nearly two decades, the Vietnamese beverage market has always witnessed fierce competition between domestic and foreign enterprises. If foreign enterprises absolutely dominate the carbonated beverage segment, domestic enterprises, by finding a niche in natural, healthy beverage products, have changed everything. The map of the beverage industry was quickly redrawn, and consumption trends have since then turned in a different direction.

At the seminar on "Vietnam Beverage Market in 2017 - Forecasting Trends in 2018" held at the end of 2017, experts commented: Vietnamese consumers are now particularly concerned about health, especially families with average incomes and above, who are willing to pay for non-alcoholic drinks. Therefore, the sales of these drinks are double that of carbonated water and this trend will continue in the future.

Market share of Vietnam's beverage industry. Photo: Internet

Make your own way

Recently, another domestic enterprise has joined the race of natural, healthy soft drinks with a completely new product, never before seen on the Vietnamese market. That is TH Group with the product TH true Malt - a soft drink naturally fermented from barley sprouts.

In the past, consumers often thought that carbonated drinks were harmful to health and digestion, but the TH true Malt product line is an exception. Thanks to the natural fermentation process, TH true Malt retains the natural vitamins B1, B6, B12 and minerals (magnesium, phosphorus, ...), along with many amino acids from barley germ, supporting digestion, food metabolism and better appetite.

TH true Malt products retain the advantages of both traditional soft drinks: carbonated soft drinks and natural soft drinks. Photo: Phu Huong

In Europe, fermented soft drinks made from barley and rye sprouts have been used for thousands of years, confirming the thirst-quenching, digestive and health benefits of this beverage.

With a completely natural origin, good for health and carbonated from the fermentation process, TH true Malt is considered a "hybrid" that retains the advantages of both traditional soft drinks: carbonated soft drinks and soft drinks of natural origin. Thanks to that, TH true Malt not only makes its mark as the first barley germ drink in Vietnam, TH true Malt is also expected to open up "a blue ocean in the red sea" - exploring new paths.