|Vinamilk, the leading local dairy company, is the most popular fast-moving consumer goods (FMCG) brand in Viet Nam.— VNS File Photo
HA NOI (VNS)— Vinamilk, the leading local dairy company, is the most popular fast-moving consumer goods (FMCG) brand in Viet Nam, although Coca Cola still dominates the global market.
Up to 94 per cent of the country's households purchased Vinamilk products, with an average frequency of 27 times per year, according to the Kantar Worldpanel Brand Footprint Ranking issued last week.
Vinamilk products were chosen 57 million times per year for household consumption in four major cities: Ha Noi, Da Nang, Can Tho and HCM City.
Other products in the top ten included Chin-Su sauce, Hao Hao instant noodles, Dutch Lady milk and Tuong An cooking oil.
The study showed that consumers in emerging markets like Viet Nam tended to buy "faster food," reflecting the increasing trend of investments in the sector.
In the global market, Coca Cola topped the Brand Footprint Ranking with 5.3 billion purchases. Coca Cola products reached 44 per cent of world households and were bought 15 times per year.
Fabrice Carrasco, managing director of Kantar Worldpanel Viet Nam, the Philippines and Indonesia, a global company in consumer knowledge, explained to online newspaper Viet Nam Investment Review that the ranking measured the popularity of brands in 32 countries in four continents.
Consumer Reach Points were used to measure the percentage of households buying a brand and how frequently the products were chosen. — VNS