Chin-su ranked Vietnam’s second most chosen FMCG brand

The Kantar Worldpanel report reveals that Chin-su reached nearly every Vietnamese household (93 per cent penetration) with the frequency of purchase at 14 times per year on average, and it was chosen a total of 29.7 million times a year for in-home consumption, by consumers in four key urban cities of Vietnam - Ho Chi Minh City, Hanoi, Danang and Can Tho.

The report also observes that as shoppers across the fast growth markets become wealthier, they are changing their shopping and cultural habits. Consumers are increasingly driven by an overwhelming need for convenience in key growth markets including Vietnam.

Kantar Worldpanel’s Brand Footprint Ranking reveals the strength of brands in 32 countries around the world across the food, beverage, health and beauty and homecare sectors.

It uses a metric called Consumer Reach Points which measures how many households around the world are buying a brand (its penetration) and how often (the number of times shoppers acquire the brand).

The calculation of penetration and frequency for this metric helps FMCG manufacturers clearly understand their global reach in terms of actual basket reach and provides a vital guide on which regions present the biggest opportunities.

Kantar Worldpanel is among 13 specialist operating companies of the Kantar group, which is a wholly-owned subsidiary of WPP Group plc., a world leader in marketing communications.

Masan Group is one of Vietnam’s largest private sector companies focused on building market-leading businesses that capitalise on Vietnam’s structural consumption and resources stories.

The group is committed to meeting the consumers’ changing needs and aspirations by providing Vietnamese consumers with taste and convenience, while adhering to the best standards of quality and safety.