Vietnam’s most chosen brand owners 2017

Global players dominate the Non-Food sector while local players hold strong power in Food sector

Kantar Worldpanel reveals Vietnam’s most chosen brand owners 2017

Kantar Worldpanel’s Brand Footprint 2017

• Nestlé and Uniben are the top rising brand owners in Urban 4 cities and Rural respectively
• Tiger and Milo are the fastest growing brands within the Beverage ranking
• Within Food sector, 3 Miền is the greatest recruiter in Rural Vietnam
• Global brands hold their dominance against local counterparts in Health & Beauty market with Unilever’s strong performance, owning 5 out of Top 10 brands
• Sunlight – Unilever’s Home Care brand gains the lead in both Urban and Rural ranking for the first time

Kantar Worldpanel’s fifth annual Brand Footprint report is published today, revealing the top 10 FMCG brand owners and the top 10 brands in Health & Beauty, Homecare, Food and Beverages being bought by the most consumers, the most often in Urban 4 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 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.

Unilever, Masan Consumer and Vinamilk – continue to feature as the Top 3 brand owners in both Urban 4 cities and Rural Vietnam for the fifth year running. Unilever keep leading the ranking of the most chosen brand owners in Non-Food sector where international players dominate over 80% value share. Meanwhile, in Food sector where over 50% of total value comes from local players, Masan Consumer and Vinamilk preserve their positions as two local FMCG giants owning the top Food brands.

Staying number 4 in the Urban ranking, Nestlé achieves the highest growth of 8% in CRPs among Top 10 Urban 4 cities and gains one place to number 9 in the Rural ranking. The global manufacturer has made a lot of efforts in constant innovation and marketing activities to expand its consumer base especially in Rural Vietnam areas. As a result, Nestlé is able to reach nearly 600,000 additional Rural households and increases its CRPs more by 4 million times in Rural market.

Climbing 2 places, Calofic takes 8th position in the Urban ranking and holds its 5th place in the Rural ranking with a healthy growth of 6%. Its products (mainly cooking oil) were chosen more than 15 million times by 84% of Urban households and over 100 million times by 83% of Rural households last year.

By recruiting approximately 1.3 million Rural households and growing by 14.5% in CRPs, Uniben has an impressive performance and continues rising, up 2 positions to number 6 in the top 10 Rural ranking. The local player has focused on Rural Vietnam (68% Vietnam population, 60% Vietnam GDP) with good product quality at competitive price, innovations and aggressive distribution. That helps its products win more Rural consumers.

The top 10 brand owners in Urban 4 Cities and Rural Vietnam revealed by Kantar Worldpanel’s Brand Footprint 2017 are:

* CRPs: Consumer Reach Points / M: Million

TOP 10 MOST CHOSEN FMCG BRANDS BY SECTOR 2017

Brand Footprint Methodology and Scope

Kantar Worldpanel’s annual Brand Footprint study is based on research from 73 per cent of the global population; a total of one billion households in 43 countries across five continents—covering 75 per cent of the global GDP. As part of the study, Kantar Worldpanel tracks 200 FMCG categories around the world across Beverages, Food, Health and Beauty and Home Care. This year’s ranking analysed 15,300 brands in the 12 months to November 2016. 

It 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.

This unique calculation of penetration and frequency helps FMCG manufacturers to clearly understand their Vietnam and global reach in terms of actual basket reach and provides a vital guide on which regions present the biggest opportunities.

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.kantarworldpanel.com/brand-footprint-ranking.

*Key facts from the global full report Brand Footprint 2017

Most chosen brands

• Coca-Cola remains the world’s most chosen brand, and is the number one brand in nine countries. Shoppers purchased Colgate over 6 billion times in the last year
• Maggi is the number one Food brand
• Colgate is the top Health and Beauty brand
• Sunlight is the top Home Care brand

Top risers

• Dettol has entered the top 50 ranking and is the fastest grower
• Sunsilk has entered the top 10, climbing two places and is the fastest growth brand in the top 10
• Dove added the most shoppers to its portfolio, recruiting 14 million new households
• Barilla is the fastest growing Food brand

Global FMCG: a snapshot of 2016

• Total FMCG brand sales grew by 3% in value, slowing down from 4% last year
• Local brands grew by 3.9%, increasing share to 64%
• Global brands grew by 2.6%, dropping share to 36% but gaining $8 billion
• Spending on Home Care products grew the most, at 4%, while Health and Beauty experienced the lowest spend growth at 1%

Growth hotspots

• Emerging markets accounted for the vast majority of FMCG growth in 2016, with star performers including Russia (14%), Sri Lanka (9%), Indonesia (6%) and the Philippines (6%)
• Emerging markets grew by $34Bn in 2016 while developed markets were fairly flat, gaining $8 billion
• Revenue growth in emerging markets nearly halved in the last year, but continues to outshine developed markets where sales rose by 1.3 per cent
• FMCG value share in emerging markets has increased from 48 per cent to 51 per cent in just three years 

Credits
The Brand Footprint publication is a Kantar Worldpanel initiative, and the ranking is created in collaboration with IMRB in Bangladesh and Sri Lanka, with GFK in Germany, Poland, Russia, Italy and Turkey and with IRI in the US.