Unilever and Vinamilk dominate Vietnam consumer market

02-Jun-2015 Intellasia | BizLive | 6:00 AM Print This Post

Kantar Worldpanel has announced the top 10 FMCG manufacturers and 10 top brands in the consumer sectors in Vietnam in the latest Footprint Brand report.

Of which, Unilever leads in the ranking of manufacturers with the most used brand in rural area with more than 388 million times per year. The degree of market penetration reached nearly 100 percent of the total households who choose to buy.

Unilever owns leading brands in both heath care and family care with P/S, Omo and Sunlight.

With products selected by consumers to purchase 57 million times last year in urban area, Unilever ranks the second in the ranking, only after Vinamilk who is the manufacturer with top buyers in Vietnam’s urban area.

Vinamilk owns a series of food and dairy brands including Vinamilk, Ong Tho, Ngoc Sao Phuong Nam, Susu, etc. These products reach 97 percent of urban households and were selected to purchase 70 million times in 2014.

In the rural area, Vinamilk ranks the third, reaching 84 percent of rural households and is selected to purchase 215 million times.

The second position in the rural area is held by Masan. In the ranking of urban market, the brand that ranks the third, largely thanks to the sauce brand used widely in Vietnamese households, is Nam Ngu.

Masan also owns other strong food and drink brands such as Wake-up Cafe Saigon and Kokomi with the impressive growth in the rural market.

Suntory PepsiCo moved along way, up two grades and is holding the sixth position in the ranking of the urban area.

The product of Suntory PepsiCo was selected more than 22 million times last year, reaching 79 percent of the rural households and up 10 percent in Consumer Reach Point (CRP), partly thanks to the very successful launching of the new product of Mountain Dew at the end of 2013.

The ranking is built based on CRP. This is a measure of how many households in the world choose to purchase a brand and the level of purchase frequency.


Category: Business, Vietnam

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