Vietnam's top growing FMCG brand owners & brands 2021

Together with Vietnam Brand Footprint 2021 released last month, we also celebrate all the brands and brand owners that achieved outstanding growth in 2020. 

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 brand owners in Urban 4 key cities and Rural Vietnam:
(Based on percentage growth in CRP within Top 50 Most Chosen Brands)

Yakult Vietnam, impressively, remains as the leader in the Top 10 fastest growing brand owners in Urban 4 key cities. Yakult’s CRP grew by double digits over the past year, mainly thanks to the strong performance of its drinking yogurt products in line with the surge of the whole category. The well-known Japanese manufacturer consistently emphasizes the nutritional and immune-boosting benefits that its products provide to consumers, helping them enhance their health amid the health crisis.

By tapping into the shift of consumers to in-home consumption, snacking players also soared in 2020. Orion Vietnam and Mondelez are, indeed, good examples. Their products have been bought more million times in both Urban and Rural areas, reaching thousands of new households, partly thanks to the investment in innovation with several successful launches such as C’est Bon (Orion) and Cosy Wonderfulls (Mondelez).

Among the Top 10 CRP gainers in Rural, IDP - a dairy player is ranked no.1. The key driver to IDP’s success is the outstanding performance of its core brand – Kun. Kun’s products which targets to kids has grown its CRP significantly by triple digit rate in Rural last year.

Being among the Top 10 most chosen brand owners, Calofic is a super star with a continued increase of 15% in CRP in Rural. The manafacturer keeps focusing on product development to suit different needs of different consumer groups. With a wide range of cooking oil products, Calofic has reached more than 85% of rural households and is still able to recruits nearly 300,000 additional households in 2020.

The top 10 fastest growing FMCG brands in Urban 4 key cities and Rural Vietnam:
(Based on percentage growth in CRP within Top 50 Most Chosen Brands)

The key factor that has driven growth among our top risers is the ability to attract as many consumers as possible. Overall, food sector which was the biggest winner in 2020 dominates the top 10 fastest growing brands, driven by the increased demand of foods for in-home occasions as a result of the impact of COVID-19.

Remarkably, half of the top risers are also ranked among the top 10 most chosen brands in respective sectors, demonstrating the giants still have room for growth, particularly in the COVID-19 time.

Not only achieving a robust growth of 33% in CRP, Vifon is also the no.1 recruiter among the top 10 risers in Urban 4 key cities. With a raft of new launches in 2020 offering consumers a wider range of variants and flavours, the brand has seen a significant expansion in consumer base. A quarter of Vifon’s consumers are indeed new to the brand.

Leaping up 18 spots in the ranking, C2 is honored as the 3^rd racer in Urban 4 key cities, up 30% in CRP thanks to constant innovation and marketing campaigns throughout 2020, successfully capturing consumers’ rising needs on in-home indulgence.

Among the top 10 fastest growing players in Rural Vietnam, Omachi holds a leading position in CRP growth. The brand now has reached almost one third of rural households, growing its consumer base by 17% in 2020. Omachi also performs well in Urban areas, staying in the 5^th place. This has been achieved partly thanks to the investment in new product development such as Bo Ham Xot Vang, Mi Tron Spaghetti, etc. which are welcome by Vietnamese consumers.

Lifebuoy from Unilever has grown its CRP in both Urban 4 key cities and Rural areas. Standing by the community against COVID-19, Lifebuoy not only highlights positive and encouraging messages via several marketing campaigns but also quickly extend its portfolio into new pack size, new category to keep up with the emerging consumer demand for hygiene and antibacterial products.

Another spotlight is Simply which has made an impressive movement by stepping up 5 paces in both the urban and rural rankings. The Calofic’s brand keeps the momentum through many marketing communications focusing on health benefits, attracting more than 1 million new households in Rural within a year.

* CRPs: Consumer Reach Points
**Total FMCG includes gifts
***Urban 4 key cities include: HCMC, Ha Noi, Da Nang and Can Tho

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