Vietnam’s most chosen brand owners 2018

Unilever, Masan Consumer and Vinamilk are the Top 3 brand owners for the sixth year running

Kantar Worldpanel’s Brand Footprint 2018

• Unilever - the most chosen manufacturer globally - secures its stronghold in both Health & Beauty and Home Care sector locally
• Nestlé and Vinasoy are the top rising manufacturers in Urban 4 cities and Rural respectively
• The fastest growing star is Tiger in Urban 4 cities and One One in Rural Vietnam

• Within Dairy and Dairy substitutes sector, local brands hold their dominance, and Milo is the most chosen foreign brand

Kantar Worldpanel’s sixth annual Brand Footprint report is published today, revealing the top 10 FMCG brand owners and the top 10 brands in Health & Beauty, Homecare, Food, Beverages, Dairy and Dairy Substitutes 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.

The top 10 brand owners in Urban 4 Cities and Rural Vietnam revealed by Kantar Worldpanel’s Brand Footprint 2018 are:

The Top 5 brand owners have not changed since last year. Unilever, Masan Consumer and Vinamilk – are the Top 3 brand owners in both Urban 4 cities and Rural Vietnam for the sixth year running. In Food sector, Masan Consumer and Vinamilk are the two most chosen brand owners while Unilever secures its stronghold as the most chosen brand owner in non-Food sector. A simple rule that helps the Top 3 stay ahead is to retain the number of shoppers choosing their brands. The key drivers to promote their brands are diversified product portfolio, wide distribution network, smart pricing strategy, and constant communication and innovation.

Nestlé maintains its number one position in terms of CRP growth among Top 10 brand owners in Urban 4 cities while keeping up a strong CRP growth of 8% and moving up to number 8 in Rural. The global manufacturer’s success is driven by the good performances of its brands such as Milo, Maggi, and La Vie…

Ajinomoto jumps up 2 places in both Urban 4 cities and Rural. The manufacturer is expanding its reach, mainly thanks to its mayonnaise brand Aji-Mayo. Ajinomoto’s products now come into the kitchen of over 80% households in both Urban 4 key cities and Rural Vietnam, adding 42,500 urban households and 330,000 rural households last year. 

Gaining 2 spots and achieving the highest CRP growth among the Top 10 in Rural, Vinasoy – the leader in soya milk makes its 1^st entry into the Top 10 most chosen brand owners. Its products (mainly soya milk) were chosen more than 60 million times by a half of rural households in 2017.

BRAND RANKINGS BY SECTOR

* CRPs: Consumer Reach Points  

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 more than 18,000 brands around the world across Beverages, Food, Dairy, Health and Beauty and Home Care. This year’s ranking analysed more than 18,000 brands in the 12 months to November 2017. 

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.

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/brandfootprint.

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, Russia, Italy and South Africa, and with IRI in the US.

*Follow links on the right side of this page to download the full report and press release.