Yoko is one of many nutritional products of Vinamilk.

HÀ NỘI — Việt Nam dairy producer Vinamilk has been chosen as the Fast Moving Consumer Goods (FMCG) brand in four key cities for the 8th consecutive year.

This information was released by the Brand Footprint publication, which is a Kantar initiative and the ranking is created in collaboration with the GfK network in many European countries, IRI in the US, Intage in Japan and CTR in China.

Brand Footprint is set apart from other brand rankings by providing information on real consumer behaviour rather than attitude. Consumer Reach Points (CRPs) form the basis of the ranking. An innovative metric that measures how many households around the world are buying a brand (penetration) and how often (frequency), it provides a true representation of shopper choice.

“Vinamilk preserves its position as the brand owner being picked up the most in four key cities [HCM City, Hà Nội, Đà Nẵng and Cần Thơ] for the 8th consecutive year posting a healthy gap with other FMCG players in the ranking,” said the publication.

A production line of Vinamilk in Việt Nam.

This local manufacturer has reached more than 80 per cent of Vietnamese households in part due to several advertising activities highlighting its core value as well as an innovated brand image with new products launched to feed consumer demand.”

Vinamilk, the well-known local dairy brand is still being chosen the most in both cities and rural Viet Nam thanks to its wide consumer base, especially in urban areas where its penetration (92 per cent) is much higher than others in the top 10.

“The launch of organic products in recent times have further enhanced the brand’s image. Additionally, the brand attracted new households in rural areas by continuously emphasising its core fresh image.”

2019 was a breakthrough year for Vinamilk in terms of innovation when launching nearly 20 new products and grasping advanced nutrition trends, including Organic Gold, Zori rice milk, Power Energy drink, Happy Milk Tea and Yoko.

At the same time, Vinamilk also changed the image of its store chain introducing Vietnamese Milk Dream products to create new modern shopping experiences for consumers.

Phan Minh Tiến, Executive Director Marketing & Domestic Sales of Vinamilk, said the consumer tastes are always changing. In addition to meeting those needs, businesses also need to provide consumers with added-value such as introducing them to the world's advanced nutrition solutions.

“In 2019, Vinamilk rolled out high-class product lines including Organic baby milk powder, which applies HMO nutrients to product formulas. This is also part of our strategy to accomplish the goal of bringing to consumers nutritional products of international standard and high quality in Việt Nam,” Tiến said.

Leading domestic milk market

Surveys conducted by world-renowned market research firm Nielsen also provided results similar to the Brand Footprint.

With the dynamism and innovation in all major segments including liquid milk, baby formula, drinking yoghurt and condensed milk, Vinamilk's products are leading the domestic market in both volume and sales for many consecutive years. This result is especially meaningful for fresh milk products and infant formula, which are the two biggest and most competitive segments at present.

Vinamilk owns Asia's largest international standard farm system with 12 farms across the country.

As baby formula is invested in quality thanks to international cooperation and the application of advanced technology, one factor that helps Vinamilk persistently lead the fresh milk segment in the domestic market is its large and standard raw milk material area, which has adopted international standards.

Vinamilk owns Asia's largest international standard farm system with 12 farms across the country. In the beginning of 2020, Vinamilk acquired Mộc Châu Milk, bringing the total number of cows under Vinamilk's management to more than 150,000 heads, providing over one million litres of raw milk daily, meeting the need to develop various products and serving increasing consumer demand.

In recent years, Vinamilk’s strategy has focused on building a solid foundation in the domestic market, creating momentum to reach out to the world. The foothold in the country has helped Vinamilk not only overcome the difficult period due to the COVID-19 pandemic early this year, but also recorded the first-quarter business results in 2020 marking revenue growth of 7.3 per cent year-on-year and reaching VNĐ14.2 trillion (US$612.8 million).

Of the figures, revenue growth comes from both segments, including domestic sales with an increase of 7.9 per cent to reach more than VNĐ12 trillion in revenue and growth rate of 7.5 per cent to fetch more than VNĐ1 trillion in direct exports. — VNS