The most chosen brands by sectors are now revealed
Kantar Worldpanel Brand Footprint Ranking identifies the Top 5 Most Chosen FMCG Brands by 4 sectors in urban Vietnam (4 key cities)
The first ranking of the most chosen Vietnamese FMCG brands launched by Kantar Worldpanel continues to reveal the top 5 brands in Health & Beauty, Home care, Beverages and Food that are being bought by the most consumers, the most often.
Health & Beauty sector
Local brands dominate the food ranking in many countries including Vietnam, but the global giants often lead the way in the health and beauty category. The top 5 most chosen brands in Health & Beauty sector in Vietnam are P/S, Kotex, Clear, Lifebuoy and Colgate – all are from multinational players. Noticeably, in Vietnam, among the top 5 brands in health & beauty sector, 3 brands belong to Unilever Vietnam (P/S, Clear and Lifebuoy), proving that this manufacturer has been successful in gaining wide acceptance from Vietnamese consumers. Unilever, globally, is indeed the leading manufacturer placing 15 brands in the top 50 global brands. The number 1 brand in Health & Beauty sector in Vietnam is P/S, the leading brand in oral care categories (including toothpaste, toothbrush and mouth rinse products). P/S reaches 80% of Vietnamese households with the frequency of purchase at 5 times per year on average, meaning it is chosen a total of 8.3 million times a year for in-home consumption, by consumers in 4 key urban cities of Vietnam (Ho Chi Minh, Hanoi, Danang, Cantho). Playing in the same oral care segment with P/S, Colgate, despite the leading position in Health & Beauty sector globally, only stands at number 5 in Vietnam, which shows a huge room for further development in this market, to close the gap with P/S.
Please click the slide show on the right for a full view of the Top 5 FMCG Brands in Health & Beauty sector in Vietnam (4 key urban cities, in-home consumption)
Home Care sector
Indeed, non-food offers global manufacturers more opportunities in local markets. In home care sector, most of the brands are global, which creates a competitive market and encourages aggressive advertising activity. And again, in home care sector, Unilever Vietnam proves to be a leading manufacturer by owning the top 3 brands. Top brand is Unilever’s fabric detergent Omo (76% penetration) and its dishwashing detergent Sunlight (75%), followed by 2 fabric conditioner brands, Unilever’s Comfort and P&G’s Downy. Only one local brand gains access to the ranking, that is My Hao – a local player in dishwashing and fabric detergent categories.
Please click the slide show on the right for a full view of the Top 5 FMCG Brands in Home Care sector in Vietnam (4 key urban cities, in-home consumption)
With a strong coffee drinking habit among Vietnamese, the number 1 beverage brand in the ranking is Nescafé. It reaches 39% of Vietnamese households with the frequency of purchase at 9 times per year on average, meaning it is chosen a total of 7.5 million times a year for in-home consumption, by consumers in 4 key urban cities of Vietnam (Ho Chi Minh, Hanoi, Danang, Cantho). For Nescafé, 90% of its Consumer Reach Points are in emerging market – 60% of those in Asia. With the penetration at 39% in Vietnam, Nescafé still has room for further expansion in this market, in the benchmark with its higher penetration in some other countries in the region.
Coca-cola, despite the fact that it leads the global ranking, is only at number 4 in the beverage ranking in Vietnam. It actually owns the largest consumer base among top beverage brands (61%), meanwhile with a relatively lower frequency of purchase for in-home consumption (only 4 times per year on average). Other brands in the beverage top 5 ranking include Pepsico’s energy drink Sting, local Sabeco’s beer 333 and URC’s ready-to-drink tea C2.
Please click the slide show on the right for a full view of the Top 5 FMCG Brands in Beverage sector in Vietnam (4 key urban cities, in-home consumption)
Food brands have extremely high consumer reach points with a far gap in comparison to top brands in other sectors, because in most countries they are in a frequently purchased category or consumed by the majority. In many countries over the world in our study, local consumers feel enormous pride towards local brands and their heritage, particularly in food, and it could be argued that local brands can also be more flexible and responsive to local consumer needs. This liking for local means global manufacturers must react to cultural differences and spend time understanding local consumers’ needs and wants to win shoppers’ hearts.
The number 1 brand in Food sector in Vietnam is Vinamilk, from the local dairy giant with a long history in Vietnam. Vinamilk reaches nearly every Vietnamese household (94% population) with the frequency of purchase at 27 times per year on average, meaning it is chosen a total of 57 million times a year for in-home consumption, by consumers in 4 key urban cities of Vietnam (Ho Chi Minh, Hanoi, Danang, Cantho). Chinsu of Masan, with different different food product ranges such as Fish sauce, Soya sauce and Chilli sauce, plays the second position in food sector, followed by Hao Hao instant noodle of Vina Acecook, Dutch Lady of dairy manufacturer Friesland Campina, and Tuong An – the leading brand in cooking oil category.
Please click the slide show on the right for a full view of the Top 5 FMCG Brands in Food sector in Vietnam (4 key urban cities, in-home consumption)
Kantar Worldpanel’s Brand Footprint Ranking reveals the strength of brands in 32 countries (and four regions) around the world, across the food, beverage, health and beauty and homecare sectors. It uses an insightful new metric called Consumer Reach Points which measures – for the first time – how many households around the world are buying a brand (its penetration) and how often (the number of times shoppers acquire the brand).
The unique calculation of penetration and frequency for this metric helps FMCG manufacturers to clearly understand their global reach in terms of actual basket reach and provides a vital guide on which regions present the biggest opportunities.
David Anjoubault, General Manager of Kantar Worldpanel Vietnam says “Brands in the Brand Footprint ranking all have a consistent brand offer across the region. They have demonstrated their ability to understand and respond to local needs as well as build the best distribution networks that reach the most remote consumers. However all of the brands still have plenty of room to recruit more shoppers in new geographies, new targets, new segments or on new occasions.
Until now brands have lacked more in-depth analysis of their current basket reach compared to their competitors and opportunities for growth around the world. The Brand Footprint report provides this. It reveals which brands are already achieving regional and global success and provides insight that will help other FMCG brands in Vietnam and Asia with international ambitions to set global targets more accurately and improve their global business growth.”
BRAND FOOTPRINT FOOD FOR THOUGHT
Growing Brand reach: The four golden rules
The strongest global brands in the ranking excel at a combination of any of these four key areas.
- Be global – They have expanded their presence with a focus on penetration in larger, fast-developing countries – such as Indonesia and China. All have a consistent brand offer which brings economies of scale in production and marketing. There’s a new center of gravity for brands: their resources and focus are shifting to emerging regions.
- Be agile – They understand and respond quickly to local needs, innovating product content and packaging to appeal to different preferences, tastes, skin types, lifestyles, values, traditions, and demographics. They also adapt their portfolio to address the spectrum of consumers from those with lower incomes to those ready for a premium offer.
- Be available – They build the best distribution networks that reach the most remote shoppers in rural areas of countries like India and Vietnam. They also make their products accessible to new consumer segments and through new and alternative channels; often combining traditional, rural and digital.
- Be across categories – They diversify and extend their brand equity to new product ranges across categories and segments – a strategy which has proved successful for Dove in skincare and personal wash and Knorr in food, among others.
The detail lists of top 5 FMCG brands in each sector are included in the report on the right side of this page.
Brand Footprint ranking by Kantar Worldpanel (Please click the arrow for more details)
Top 5 FMCG brands in Health & Beauty sector in Vietnam
Top 5 FMCG brands in Home care sector in Vietnam
Top 5 FMCG brands in Beverage sector in Vietnam
Top 5 FMCG brands in Food sector in Vietnam
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Mr. David Anjoubault
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