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Top 10 Most Chosen FMCG Brands by Sector in Urban and Rural

28/05/2014

The ranking of the most chosen Vietnamese FMCG brands launched by Kantar Worldpanel continues to reveal the top 10 brands in Health & Beauty, Homecare, Food and Beverages that are 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.

 

 HEALTH AND BEAUTY

P/S is the most chosen 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 79% of Urban households and 64 million times by 87% Rural consumers.

Global brands are leading Health & Beauty market – 9 out of 10 top brands in Health and Beauty sector are global brands with 5 of them are owned by Unilever. Sunsilk is the fastest growing Health & Beauty brand, increasing 19% in terms of Consumer Reach Points* (CRPs) in Urban and 27% in Rural. Meanwhile, with many effective marketing activities including the successful TV game show of The Voice Kid, Lifebuoy in Urban managed to gain up one rank in the Brand Footprint 2014 (CRP grows by 13%) and expand its reach to additionally 114,000 Urban households.

Diana is the only local brand (acquired by Unicharm in 2011) making its place among the top 10 in Urban – Diana increased its CRP by 11% and moved up by two positions in the ranking. Diana has gained more buyers in 2013 while trying much to keep their strength at Traditional Trade channels, which hold ¾ of total consumption, and catching the trend of switching from Hypermarkets and Supermarkets recently. The effort of competing with Kimberly Clark in every corner such as new launches, innovation, promotion, etc. as well as the Japanese quality equity (as being merged in to the famed Unicharm) are also factors making Diana’s success.

Thach Thao is the only local brand making its place among the top 10 in Rural Vietnam – The local brand of sanitary napkins was chosen 20 million times by 21% Rural households. However, Thach Thao would need more efforts to continue to be listed in the top 10 as its buyer base has been shrinking over the last year resulting in a 15% plunge in CRP.

URBAN 4 KEY CITIES

RURAL

Rank 2013

Brands

Consumer Reach Points 2013

Rank 2013

Brands

Consumer Reach Points 2013

1

P/S

8,608,173

1

P/S

64,399,121

2

Kotex

7,568,138

2

Clear

64,352,189

3

Lifebuoy

6,692,783

3

Lifebuoy

43,996,545

4

Diana

6,125,816

4

Rejoice

40,364,961

5

Colgate

5,626,056

5

Sunsilk

35,142,535

6

Clear

5,127,249

6

Dove

29,112,552

7

Sunsilk

4,919,671

7

Colgate

25,498,770

8

Pantene

3,469,723

8

Kotex

24,110,223

9

Dove

2,983,070

9

Thach Thao

20,443,035

10

Rejoice

2,767,628

10

Pantene

14,035,976

  

HOMECARE

Omo continues to be the most chosen Homecare brand, purchased nearly 10 million times by Urban households and 86 million times in Rural. The leader in laundry detergent is the only Homecare brand reaching more than 80% households in Rural.

Sunlight holds its second place in Home Care ranking and continues to grow very fast at 16% in Urban and 24% in Rural, thanks to both Lemon and Green Tea variants in its Dishwashing portfolio. This year, Sunlight has successfully launched a new pack type and invested more on TVCs.

In Urban, local Homecare brands are speeding up impressively. Three out of five local brands in the ranking are improving their positions with healthy growth of over 5% reported by An An, Lix and especially, Gift. However, My Hao – a local brand of dishwashing liquid and Sai Gon – the local brand of paper household products – are sliding down on the top 10 ranking.

Lower-price laundry detergent speeds up in Rural – Three out of 10 top Homecare brands in Rural are lower-price laundry detergent with Lix, Aba and Net reporting healthy growth of CRP in the last year.

Aba enjoys rocket growth in Rural by expanding its reach to additionally 3 million new households and improving frequency of purchase to 2.6 times annually. The local laundry detergent brand was chosen 10 million times in the last year and incredibly moved up 6 positions in the ranking.

URBAN 4 KEY CITIES

RURAL

Rank 2013

Brands

Consumer Reach Points 2013

Rank 2013

Brands

Consumer Reach Points 2013

1

Omo

9,631,048

1

Omo

86,356,934

2

Sunlight

9,218,752

2

Sunlight

49,756,263

3

Comfort

6,757,844

3

Comfort

40,517,086

4

Downy

6,077,198

4

My Hao

28,067,096

5

An An

3,632,020

5

Lix

26,063,575

6

My Hao

3,536,691

6

Downy

21,077,429

7

Lix

1,897,039

7

Surf

14,370,975

8

Tide

1,858,908

8

Aba

10,056,446

9

Sai Gon

1,778,832

9

Sai Gon

9,588,742

10

Gift

1,738,317

10

Net

8,523,865


FOOD

Food brands have extremely high CRP with a far 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. Its yoghurt and cheese appealed to kid’s as well as young adult’s emotions with excellent communications focused on how they helped improve the Vietnamese physical stature and healthy living. Up to now, Vinamilk is the only food brand purchased by more than 80% Urban households. Its food products were chosen nearly 27 million times by Urban households in the last year.

 Nam Ngu is the most chosen Food brand in Rural, being purchased 164 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 47 million CRPs and contribute 37% of total CRPs gained by all the top 10 Food brands. Similarly, in Rural, Masan has three brands listed in Rural ranking – Nam Ngu, Kokomi and Tam Thai Tu – earning totally 276 million CRPs and accounting for 36% of the CRP gained by all 10 Food brands in Rural.

URBAN 4 KEY CITIES

RURAL

Rank 2013

Brands

Consumer Reach Points 2013

Rank 2013

Brands

Consumer Reach Points 2013

1

Vinamilk

26,799,253

1

Nam Ngu (Chin Su)

164,489,399

2

Nam Ngu (Chin Su)

15,624,358

2

Gau Do

106,914,873

3

Hao Hao

14,848,383

3

Hao Hao

89,770,041

4

Tuong An

11,531,901

4

Oishi

77,739,205

5

Ngoi Sao Phuong Nam

10,707,308

5

Ajinomoto

70,943,740

6

Ajinomoto

10,541,437

6

A One

62,326,011

7

Oishi

9,852,926

7

Kokomi

61,957,026

8

Ong Tho

9,165,368

8

Vinamilk

53,862,025

9

Gau Do

8,862,462

9

Tam Thai Tu (Chin Su)

50,185,127

10

Tam Thai Tu (Chin Su)

8,320,757

10

Ong Tho

36,574,778

 

BEVERAGES (INCLUDING LIQUID DAIRY)

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 29 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 is Dutch Lady, which was purchased more than 13 million times in Urban and 51 million times in Rural. 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.

 Liquid milk has the highest penetration of all Beverages in Urban (around 90%). Three in the top 10 Beverage ranking in Urban are dairy brands, including Vinamilk, Dutch Lady and TH True Milk. These 3 brands account for half of the total CRPs earned by all the top 10 Beverage brands in Urban.

 Coca-Cola grew fastest in Urban market – With a 27% increase in CRP, Coca-Cola expanded its market penetration by adding 164,000 new buyers and increased the frequency of purchases to 5.1 times per household per year in Urban. The Coca-Cola Company owned brand was chosen nearly 8 million times in Urban Vietnam throughout the last year.

 Wake-up Café Saigon enjoys rocket growth in Rural by expanding its reach to additionally 1.7 million new households in the last year thanks to great efforts in pushing more on sachets and promotion. Aiming at low-price segment, the new launch by Masan in June 2012 was chosen 18 million times by Rural households in the last year and quickly earned its place among the top 10 Beverage brands.

URBAN 4 KEY CITIES

RURAL

Rank 2013

Brands

Consumer Reach Points 2013

Rank 2013

Brands

Consumer Reach Points 2013

1

Vinamilk

28,991,810

1

Vinamilk

90,420,619

2

Dutch Lady

12,968,979

2

Dutch Lady

50,735,367

3

Coca-Cola (Coke)

7,888,203

3

Fami

33,194,038

4

Nescafé

7,330,769

4

Nescafe

32,362,205

5

Sting

6,842,210

5

Hanoi

28,366,491

6

333

6,489,494

6

C2

21,815,398

7

C2

6,116,283

7

Moc Chau

21,184,241

8

Milo

5,915,616

8

Wake-Up Cafe Sai Gon

18,378,017

9

Number 1

5,354,846

9

Number 1

17,837,487

10

TH True Milk

5,065,047

10

Q Cafe

16,068,627

 

* 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. 


In Vietnam, global brands lead the ranking of Health & Beauty and Home care sectors while local brands have more advantages in Food

In Vietnam, global brands lead the ranking of Health & Beauty and Home care sectors while local brands have more advantages in Food

Get in touch

Mr. David Anjoubault
General Manager - Kantar Worldpanel Vietnam

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