Vinamilk and Masan dominate leadership positions in Kantar Worldpanel latest rankings

July 08, 2014 | 15:10

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The latest study of the most chosen FMCG brands by Kantar Worldpanel shows that some leading Vietnamese food and beverage companies are far ahead in Vietnamese consumers’ preferences.

This leadership of local Vietnamese brands in the foods category is reflected in the fact that eight out of top 10 food brands in Vietnam are from local manufacturers.

Two companies- Vinamilk and Masan- dominate the leadership positions in the rankings.

Vinamilk holds the top position in the urban market while Masan holds the top position in the rural market.

Masan has three brands in the top ten ranking for the rural market, including the number 1 position for its fish sauce brand Nam Ngu, as well as rankings for instant noodle brand Kokomi and seasonings brand Tam Thai Tu.

In the urban market, Vinamilk has three brands in the top ten, while Masan has the number 2 position for its fish sauce brands Chin-su and Nam Ngu.

“In Vietnam, global brands perform strongly and lead the ranking of health, beauty and home care sectors in both urban and rural Vietnam. Yet, when it comes to food, local brands have more advantages,” said David Anjoubault, general manager, Kantar Worldpanel Vietnam.

“Indeed, local consumers feel enormous pride towards local brands and their heritage, particularly in food, and local brands can also be more flexible and responsive to local consumer needs. This liking for local means global manufacturers must react to cultural differences and spend time understanding local consumers’ needs and wants to win shoppers’ hearts,” he added.

Kantar Worldpanel is part of the WPP group, which is the world’s leading advertising group, and is considered a global leader in consumer knowledge and insights.

By By Mai Thuy

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