Kantar Worldpanel – Vietnam Brand Footprint Report 2023

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Kantar Worldpanel Vietnam Releases 2023 Brand Footprint Report, Revealing Top FMCG Brands in Vietnam

Kantar Worldpanel Vietnam has released its highly anticipated Brand Footprint 2023 report, which reveals the rankings of Vietnam’s most chosen FMCG (Fast-Moving Consumer Goods) brands. The report, which is part of Kantar’s 11th edition of the global Brand Footprint study, is a detailed analysis of the shopping habits of shoppers in 53 countries, representing 85% of the global population.

The Brand Footprint Vietnam report, which leverages Worldpanel’s household purchase data, highlights the top 10 FMCG brands in 5 sectors, including Health & Beauty, Home Care, Food, Beverages, and Dairy and Dairy Substitutes, as well as the top 5 Brand Owners that were purchased the most by consumers, in Urban 4 Key Cities (Ho Chi Minh City, Ha Noi, Da Nang and Can Tho) and Rural Vietnam.

The ranking employs the unique and insightful Consumer Reach Point (CRP) metric to assess brand success. CRP, a proprietary metric of Kantar, measures how many households around the world are buying a brand (penetration) and how often (frequency), thus providing a true representation of shopper choice.

Here are the top 10 FMCG brands in Vietnam in 2023:

  • Food: Hao Hao, Nam Ngu
  • Beverages: Coca-Cola, Tiger Beer, Sting, G7, Nescafé
  • Dairy & Dairy Substitutes: Vinamilk, TH True, Yakult, LiF-Kun, Ngoi Sao Phuong Nam, Ong Tho
  • Health & Beauty: Unilever brands (P/S toothpaste, Clear shampoo, Dove soap, Pond’s cream, Sunsilk shampoo), Diana, Pantene
  • Home Care: Unilever brands (Sunlight dishwashing liquid, Omo laundry detergent, Comfort fabric softener), Downy laundry detergent, Vim toilet cleaner, Gift floor cleaner, Surf laundry detergent

And here are the top 5 Brand Owners in Vietnam in 2023:

  • Vinamilk
  • Masan
  • Unilever
  • Suntory-PepsiCo
  • Nestle

The report also found that the FMCG sector in Vietnam experienced overall value growth in 2022, primarily driven by increased prices. However, volume consumption grew at a slower pace compared to price increases.

As consumers become more price-conscious, brands face heightened competition, especially from smaller and local brands. The 2023 edition of Vietnam Brand Footprint celebrates the brands that have found their ways to win consumers in a time of uncertainties.

Here are some of the key findings from the report:

  • Hao Hao and Nam Ngu continue to be the most chosen food brands in Vietnam, both in urban and rural areas.
  • Coca-Cola is the most chosen beverage brand in Vietnam, both in urban and rural areas.
  • Vinamilk is the most chosen dairy brand in Vietnam.
  • Unilever is the most chosen health & beauty brand owner in Vietnam.
  • Suntory-PepsiCo is the only brand owner to achieve incremental purchase occasions in urban 4 in 2022.

The report concludes that in order to win consumer choice in Vietnam, brands need to leverage growth drivers such as:

  • Increased presence: Brands need to ensure that their products are available in as many places as possible, both online and offline.
  • Expanded categories: Brands need to offer a wider range of products to meet the needs of different consumers.
  • Continuous innovation: Brands need to keep innovating to stay ahead of the competition.
  • Creating more meaningful moments for consumers: Brands need to create experiences that connect with consumers on a deeper level.

The 2023 Brand Footprint Vietnam report is a valuable resource for brands that are looking to succeed in the Vietnamese market. The report provides insights into the shopping habits of Vietnamese consumers and identifies the key growth drivers for FMCG brands in Vietnam. Brands that can leverage these insights will be well-positioned to win consumer choice in Vietnam in the years to come.

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