Kantar Worldpanel: Vinamilk the most chosen FMCG brand in Vietnam

Kantar Worldpanel Brand Footprint Ranking, issued on May 10, showed Vinamilk reaches almost every Vietnamese household, up to 94 per cent of the population, with the frequency of purchase at 27 times per year on average. This means it is chosen a total of 57 million times a year for in-home consumption, by consumers in the four key cities of Hanoi, Ho Chi Minh, Danang and Can Tho.

Brands ranking from second to 10th are Chinsu sauce, Hao Hao instant noodle, Dutch Lady dairy products, Tuong An cooking oil, Ngoi Sao Phuong Nam sweetened condensed milk, Oishi, Ajinomoto, Omo, and Ong Tho sweetened condensed milk.

Globally, emerging markets Asia, Latin America and Saudi Arabia are driving growth for most of the top 50 FMCG brands in the report.

It also showed that consumers in emerging markets are buying ‘faster foods’. As shoppers across these fast growth markets become wealthier they are changing their cultural and shopping habits. Driven by an overwhelming need for convenience the Western ‘ready meal’ culture is gaining a foothold in markets like China, Colombia, the Philippines and Vietnam. Not ready to lose the home made taste, people are still cooking at home but are using ingredients that save them time.

The ranking revealed the strength of brands in 32 countries and four regions around the world, across the food, beverage, health and beauty and homecare sectors. It used a new metric called Consumer Reach Points which measures, for the first time, how many households around the world are buying a brand and how often.

Fabrice Carrasco, managing director of Kantar Worldpanel Vietnam, the Philippines and Indonesia, said, “Now brands demand more in-depth analysis of their current basket reach compared to their competitors and opportunities for growth around the world. The Brand Footprint report provides this.”

Kantar Worldpanel is a global company in consumer knowledge and insights based on continuous consumer panels.