"Dominating" the rankings of the most purchased brands

Using data from Worldpanel and the exclusive Consumer Reach Index (CRP) worldwide, Kantar's "Brand Footprint" is one of the most prestigious and sought-after reports in the fast-moving consumer goods (FMCG) industry. According to Kantar, the CRP index is measured based on the number of households that reach and the number of times the product is purchased. Therefore, it is a very realistic measure of a brand's "choice".

According to the 2024 report, Vinamilk's position in the dairy industry was once again affirmed, when Vinamilk's brands continued to "dominate" with 3 out of the top 5 positions in the list of most purchased milk brands. Specifically, Vinamilk continued to maintain its No. 1 position in the dairy and dairy products industry for 12 consecutive years since the report was first published in Vietnam. Notably, Vinamilk's consumer reach score was nearly double that of the second brand in both rural and urban areas.

In addition, Vinamilk condensed milk is still the favorite choice of households, when for the fourth consecutive year, two familiar brands, Ngoi Sao Phuong Nam and Ong Tho, are in the Top 5 in both urban and rural areas. This year, Probi, another Vinamilk brand, appeared in the ranking of the most purchased milk brands in urban areas.

On a broader scale, when considering the entire FMCG industry, Vinamilk continues to lead in urban areas, with a CRP score twice as high as the next two brands. More specifically, this is the only milk brand appearing in both the rural and urban rankings. It can be seen that Vinamilk has a very solid position in all markets and segments, being a "national" brand that every household has.

Owning many brands in the top most purchased list, Vinamilk has also successfully defended its position in the Top 3 most purchased FMCG manufacturers in Vietnam for the 12th year. Sharing about this result, Mr. Nguyen Quang Tri - Vinamilk Marketing Executive Director - said: "As a nutrition company, Vinamilk understands that the decision to buy is also the trust of consumers so that we can take care of the health of themselves, their families and their loved ones. We will continuously promote the heritage values ​​of the brand, improve the user experience in all access channels and focus on sustainable development to bring more value to consumers".

Innovation and creativity - the decisive factor for competitiveness

Assessing Vinamilk's achievements, Mr. Peter Christou - General Director of Kantar Vietnam - said that there are two main factors that help Vinamilk maintain a high ranking in the consumer basket in 2024. The first is the repositioning strategy, which helps promote the brand's heritage values ​​in a more attractive way to the younger generation of consumers. But more importantly, according to Kantar's representative, it is the character of constant innovation and creativity that is the key to helping the nearly 50-year-old milk brand maintain its leading position.

"I want to emphasize innovation. Vinamilk continuously launches new products to serve all consumers and all needs, or suggests different ways to use the product. This is especially important in the context of consumers having more and more choices. Attracting them to try your product is difficult, keeping them coming back to buy the product a second or third time is even more difficult. Vinamilk has been doing this very well for many years," Mr. Peter added.

A typical example is Vinamilk Green Farm fresh milk - a product that marks a breakthrough in technology for Vinamilk, when successfully applying dual vacuum technology, helping fresh milk products retain their natural aroma, a hint of grass and flowers, and a sweet aftertaste. Or most recently, the domestic dairy giant launched a new line of Vinamilk high-protein soy-free nut milk products, combining 7 types of premium nuts for the first time in Vietnam.

High protein nut milk - "new warrior" from Vinamilk - is expected to create a highlight in the nut milk market in Vietnam.

For Ông Thọ condensed milk, a brand in the Top 5 most purchased milk brands, Vinamilk also "scored" with consumers when launching 2 completely new flavors: chocolate and strawberry, bringing a new and different experience to young users; along with innovative packaging in a box with a screw cap, helping the whole family to use and preserve more conveniently. In addition, communication campaigns instructing buyers to use familiar products such as fresh milk, condensed milk, yogurt... in cooking or mixing creative dishes and drinks also created a trend, attracting special attention from young people.

According to Kantar's report, in 2023, Vietnam will have 11,662 new products launched on the market, or about 32 new products per day - double the number 10 years ago. However, out of more than 10,000 products launched, only about 2.2% (equivalent to more than 220 products) can reach consumers once a year, not to mention convincing them to "choose to buy".

This shows that continuous innovation plays an important role in helping a product stand out and create its own mark. From there, it attracts more buyers and increases its presence in consumers' shopping baskets. Clearly, Vinamilk's innovative approach not only helps the brand expand its customer base but also becomes closer to its future core consumer group.