News Centre
Kantar Worldpanel -

Vietnam's top growing FMCG brand owners & brands 2020



Vietnam's top growing FMCG brand owners & brands 2020

Kantar reveals Vietnam’s fastest growing FMCG manufacturers & brands 2020

  • TH True Group, Orion Vietnam, Mondelez Kinh Do and Tan Hiep Phat sustain a healthy growth in both Urban 4 key cities and Rural areas
  • Chin-su is the No.1 recruiter adding the most shoppers among top 10 risers
  • Milo continues to shine bright in this year’s Rural ranking

Together with Asia Brand Footprint 2020 released last month, we also celebrate all the brand owners and brands that achieved outstanding growth last year. 

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.

The top 10 fastest growing FMCG manufacturers in Urban 4 key cities and Rural Vietnam:



Acquiring new consumers is the key driver of CRP growth for the majority of top 10 fastest growing brand owners. Yet, almost all players in the top 10 Urban and Rural ranking have just reached less than half of household population, promising room for further development.

Noticeably, TH True Group, Orion Vietnam, Mondelez Kinh Do and Tan Hiep Phat are those sustaining a healthy growth in both Urban 4 key cities and Rural areas.

Thanks to the increase in shopping frequency, TH True Group enjoys a double-digit growth of CRPs in both Urban 4 key cities and Rural areas. The growth is driven by constant innovation, relevant communications and strong distribution network. This local dairy manufacturer continuously expands its portfolio with new products, new variants and even new categories which helps capture prevailing trends such as TH True Nut, TH True Juice and TH True Rice. In support of its new launches, TH True group strongly invests in marketing activities including TVCs, promotional campaigns as well as develops a nationwide distribution network to bring their products to consumers, even in Rural areas.

Orion Vietnam is another player making outstanding performance last year in both Urban 4 key cities and Rural. The brand owner has acquired many new buyers thanks to its wide range of products and brands from biscuits, cakes to snacks including Chocopie, Custas, Goute, O’star, Marine, and recently C’est Bon. Beside leveraging festival seasons and gifting occasions, Orion Vietnam has focused more on the younger consumer group by capturing new usage occasions such as school time through various advertising and marketing communications. It is also increasingly embracing digital channels in order to reach this consumer group.

The top 10 fastest growing FMCG brands in Urban 4 key cities and Rural Vietnam:



The expansion in consumer base is also the key growth driver among top 10 rising brands with lots of new buyers added throughout the year.

Chin-su - one of Masan Consumer’s core brands performs well in both Urban 4 key cities and Rural Vietnam. Thanks to investing in innovation such as “Super spicy chili sauce” and extending its portfolio into granule category in addition to fish sauce, soy sauce, chili sauce, Chin-su is the No.1 recruiter adding the most shopper in both Urban 4 key cities and Rural areas. The brand has reached 205,000 new urban households and 870,000 rural households last year.

By attracting more than 100,000 new buyers, La Vie - a bottled water brand is the second recruiter among top 10 in Urban 4 key cities. To expand its consumer base, Lavie has diversified its offerings through packsize and packtype to target different consumer groups. La Vie Sparkling Water is one of its successful launches in 2019, which help the brand target to health-conscious consumers that prefer flavored water. Furthermore, this Nestlé brand also embraces corporate social responsibility by ending the use of plastic cap seals in all its product lines in support of plastic waste reduction and environment protection.

With a double-digit CRP growth, Omachi – another brand from Masan Consumer makes an outstanding achievement within instant noodle category which seems a mature market in Urban 4 key cities. The brand growth is mainly driven by its new launch “cup noodle with sausage” last year, targeting to premium segment. Additionally, the brand has been promptly capturing new trends through innovation, offering to consumers various flavors such as salted egg, beef bourguignon.

Milo continues to shine bright in this year’s Rural ranking. The Nestle core brand has successfully expanded its consumer base into Rural areas, achieving a robust CRP growth of 16%. There are two key drivers to Milo’s success, which are the expansion in consumer base and the increase in shopping frequency. Milo has tapped into the needs of nutrition among rural consumers and strengthens its brand awareness through many creative advertising campaigns, activation and marketing activities, which not only attract new consumers but also create new usage occasions.

Omo – a detergent brand from Unilever stands out as the only non-food brand being featured among Rural’s top 10 rising stars. Despite its leading position in terms of CRP in fabric care sector, the foreign brand maintains a healthy growth thanks to lots of marketing efforts and investment from online to offline across distribution channels. As a result, Omo has entered into two third of rural households, yet, there is still opportunity to win more rural consumers.

* CRPs: Consumer Reach Points  

Follow links on the right side of this page to download the press release in English and Vietnamese and explore the most chosen FMCG brands across Asian markets here!

Don't hesitate to contact us if you have any questions.

Get in touch

Fabrice Carrasco

Managing Director, Vietnam & Philippines | Asia Strategic Projects Director


+84-28 3930 6631

Contact the author

Get in touch

Subscribe to Vietnam mailing list



Print this page

Follow us

Our website uses cookies to improve the user experience.By continuing to use this site you agree to our use of cookies. [Cookies policy]