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Brand Footprint 2015: Top 10 Brand Rankings by Sector

21/05/2015

Kantar Worldpanel’s annual Brand Footprint report launches on 19th May 2015, revealing the top 10 FMCG manufacturers and the top 10 brands in Health & Beauty, Homecare, Food and Beverages being bought by the most consumers, the most often in Urban 4 Key Cities (Ho Chi Minh City, Ha Noi, Da Nang and Can Tho) and Rural Vietnam.

Brand Footprint is set apart from other brand rankings by providing information on real consumer behavior 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.

BRAND RANKINGS BY SECTOR

HEALTH AND BEAUTY

P/S remains the number one Health & Beauty brand in both Urban and Rural Vietnam – The oral care leader reached the largest consumer base in Health & Beauty sector, being purchased 9 million times by 83% of Urban households and 66 million times by 88% Rural consumers.

 Global brands lead the Health & Beauty market – almost all top 10 brands in this sector are global brands, with 5 of them owned by Unilever. Each growing brand is demonstrating a healthy appetite to explore new markets and adapt their brands to meet the needs of local cultures. Those with a social or community function have performed well, such as Unilever brand Dove, whose crusading campaign for real beauty is connecting with consumers emotionally and encouraging purchase across the world and in Vietnam.

 Dove is actually the top riser in Health & Beauty Care sector, growing its CRPs by 25%, pushing it one place higher to number 8. With the launch of Real Beauty Campaign, Dove has won the heart of Vietnamese women. The campaign seeds the confidence in Vietnamese women about their own beauty through many activities, including a Guiness biggest photo album in Vietnam featuring more than 100,000 photos of Vietnamese women.

 New comers enter the top 10 - For the first time, Huggies rises into the Urban top 10 most chosen Health & Beauty brands. Huggies has earned its place among the top 10 in Urban by increasing 37% in terms of CRP and jumped up 4 positions. The dynamic baby diaper brand had a strong focus on the pant segment and gain a big win as it catches the consumer need for more convenience. In Rural, Diana has gained more and more buyers by focusing on product quality with continuous improvements throughout the year. Diana made its first entry into the Top 10 by increasing 32% CRPs and jumps up 3 positions.

URBAN 4 KEY CITIES

RURAL

2014 Rank

Brand

CRP (M)

 

2014 Rank

Brands

CRP (M)

 

1

P/S

8.7

 

1

P/S

65.9

 

2

Kotex

6.9

 

2

Clear

62.3

 

3

Diana

6.8

 

3

Sunsilk

42.0

 

4

Lifebuoy

6.7

 

4

Lifebuoy

40.5

 

5

Sunsilk

5.0

 

5

Rejoice

34.4

 

6

Clear

5.0

 

6

Dove

27.0

 

7

Colgate

4.8

 

7

Colgate

24.5

 

8

Dove

3.7

 

8

Kotex

22.5

 

9

Pantene

2.8

 

9

Thach Thao

18.1

 

10

Huggies

2.8

 

10

Diana

13.1

 

HOME CARE

Sunlight replaces Omo to become the most chosen Home Care brand in Urban, purchased nearly 9 million times by ¾ of Urban households.

 In Rural, Omo continues to be the most chosen Home Care brand, purchased nearly 66 million times. The leader in laundry detergent is the only Home Care brand reaching more than 70% households in Rural.

 Lix is the brand among the top 10 home care brands which is recruiting the greatest number of additional new shoppers in Urban– The brand has managed to penetrate into 85,000 new Urban families by focusing on distribution channels, providing big packs at low price and promotions.

 Aba posts soaring growth in Rural at 3-digit pace – The local laundry detergent brand has doubled its buyer base in the past year by expanding its reach to Central and Northern areas, being purchased 22 million times by nearly half of all Rural families.

URBAN 4 KEY CITIES

RURAL

2014 Rank

Brand

CRP (M)

 

2014 Rank

Brands

CRP (M)

 

1

Sunlight

8.6

 

1

Omo

65.9

 

2

Omo

8.6

 

2

Sunlight

46.9

 

3

Comfort

6.5

 

3

Comfort

40.0

 

4

Downy

6.2

 

4

Lix

27.8

 

5

An An

3.5

 

5

My Hao

24.3

 

6

My Hao

3.3

 

6

Downy

23.9

 

7

Lix

2.3

 

7

Aba

22.1

 

8

Gift

1.9

 

8

Sai Gon

12.9

 

9

Sai Gon

1.7

 

9

Surf

10.5

 

10

Tide

1.7

 

10

Thanh Ha

9.8

 

FOOD

URBAN 4 KEY CITIES

RURAL

2014 Rank

Brand

CRP (M)

 

2014 Rank

Brands

CRP (M)

 

1

Vinamilk

22.6

 

1

Nam Ngu(Chin Su)

159.9

 

2

Nam Ngu (Chin Su)

16.0

 

2

Gau Do

106.6

 

3

Hao Hao

15.1

 

3

Hao Hao

83.8

 

4

Ajinomoto

10.6

 

4

Kokomi

80.7

 

5

Ngoi Sao Phuong Nam

10.6

 

5

Oishi

68.6

 

6

Tuong An

10.0

 

6

Ajinomoto

67.2

 

7

Ong Tho

8.8

 

7

3 Mien

67.0

 

8

Oishi

8.5

 

8

A One

60.6

 

9

Tam Thai Tu (Chin Su)

7.8

 

9

Tam Thai Tu (Chin Su)

45.9

 

10

Gau Do

7.6

 

10

Vinamilk

41.2

 

Food brands have extremely high CRP’s with a big gap in comparison to top brands in other sectors. Local brands continue to dominate the Food sector ranking with 8 out of 10 top brands are owned by local manufacturers.

 Vinamilk is the most chosen Food brand in Urban – The local dairy brand owns a wide range of food and beverage products. Up to now, Vinamilk is the only food brand purchased by more than 80% Urban households. Its food products were chosen nearly 23 million times by Urban households in the last year.

 Nam Ngu is the most chosen Food brand in Rural, being purchased 160 million times by Rural consumers. In Urban, the local brand of fish sauce from Masan continues to hold strong at the second place, being purchased 16 million times by ¾ Urban households.

 In terms of Food manufacturers, Vinamilk holds the top brands in Urban market while Masan leads in Rural – In Urban, Vinamilk has three brands listed in the top 10 Food ranking including Vinamilk, Ngoi Sao Phuong Nam (Southern Star) and Ong Tho, which earn 42 million CRPs in total. Similarly, in Rural, Masan has three brands listed in the ranking – Nam Ngu, Kokomi and Tam Thai Tu – earning totally 287 million CRPs.

BEVERAGES (INCLUDING LIQUID DAIRY)

URBAN 4 KEY CITIES

RURAL

2014 Rank

Brand

CRP (M)

 

2014 Rank

Brands

CRP (M)

 

1

Vinamilk

27.7

 

1

Vinamilk

89.8

 

2

Dutch Lady

11.3

 

2

Fami

42.5

 

3

Coca-Cola

8.9

 

3

Dutch Lady

41.5

 

4

Nescafe

6.8

 

4

Ha Noi

30.1

 

5

Sting

6.8

 

5

Nescafe

30.0

 

6

C2

6.5

 

6

C2

24.7

 

7

Th True Milk

6.5

 

7

Wake-Up Cafe Sai Gon

22.8

 

8

Milo

6.4

 

8

Milo

20.7

 

9

333

5.9

 

9

Moc Chau

20.0

 

10

G7

4.5

 

10

Sai Gon Lager

18.5

 

Vinamilk earns its place as the most chosen Beverage brand in both Urban and Rural Vietnam. Its wide range of liquid milk was purchased nearly 28 million times by Urban households and 90 million times in Rural, marking a huge distance for any other brand to beat its current level of CRPs. Its nearest competitor in the ranking of the Most Chosen Beverage Brands in Urban is Dutch Lady, which was purchased more than 11 million times. Vinamilk, Dutch Lady, and Coca-Cola are the only 3 giant beverage brands purchased by more than half of Urban households for in-home consumption.

 TH True Milk are leading the CRP growth among the top 10 in Urban, growing by 27% last year and moving up 3 position among the ranking – Consumers are increasingly responsive to brands that show a social purpose through their marketing and offer a gateway to healthier lifestyles. With differentiated focus on “Fresh and clean milk”, TH True Milk aims for the leading position in Vietnam dairy market. The young and ambitious player starts to expand their portfolio with continuous innovation in the past few years: the launch of TH True Yoghurt in 2013, new variant TH True Milk Top Kid focusing on kids, and the pasteurized milk in early 2015.

 Jumping up 6 places and growing by 69% CRP, Milo has registered its name in the Rural rankings for the first time – With the opening of a new manufacturing firm, Milo is now bringing further growth to the market. Milo has launched many activities for further growth like Milo Activ-Go focusing on energy & health and the Sensory Straw that attract kids to try. Milo also focused its efforts on introducing video clips and sharing tips for recipes to combine Milo into delicious drinks, and even foods! It can now be seen not only as an on-the-go beverage, or sports energy boost for kids, but now as a drink which can be enjoyed as a relaxing and tasteful beverage especially when combined with other ingredients.

 * Consumer Reach Points: Consumer Reach Points measures how many households around the world a brand is reaching and how often they are being purchased, this gives a true representation of shopper choice.

Brand Footprint Methodology

 Kantar Worldpanel’s Brand Footprint is based on research from 63% of the global population; a total of 956 million households across 35 countries, and 68% of the global GDP. The complete ranking analyses 11,000 brands and 250 billion shopping decisions.  Kantar Worldpanel tracks 200 FMCG categories around the world across the beverages, food, health and beauty, homecare, alcoholic drinks, confectionery and nappies sectors.

 The ranking is based on an innovative metric created by Kantar Worldpanel called Consumer Reach Points, which measures every time a consumer chooses a brand. The data for this year’s ranking was collected over the 52 week period between October 2013 and October 2014. All data relates to purchases that are brought into the home.

 To access the full global, regional, country and sector rankings and a complete index of the brands included in the Global Top 50, please visit www.brandfootprint-ranking.com


Brand Footprint 2015 reveals the Top 10 Most Chosen FMCG Brands by Sector in Urban and Rural Vietnam

Brand Footprint 2015 reveals the Top 10 Most Chosen FMCG Brands by Sector in Urban and Rural Vietnam

Get in touch

Mr. David Anjoubault
General Manager - Kantar Worldpanel Vietnam

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