Unshakable position in consumer shopping basket for 12 consecutive years
Using data from Worldpanel and the exclusive Consumer Reach Index (CRP) worldwide, Kantar's "Brand Footprint" is one of the most prestigious and sought-after reports in the fast-moving consumer goods (FMCG) industry. According to Kantar, the CRP index is measured based on the number of households that reach and the number of times a product is purchased. Therefore, it is a very realistic measure of a brand's "choice".
According to the 2024 report, Vinamilk's position in the dairy industry was once again affirmed, when Vinamilk's brands continued to "dominate" with 3 out of the top 5 positions in the list of most purchased milk brands. Specifically, Vinamilk continued to maintain the No. 1 position in the dairy and dairy products industry for 12 consecutive years since the report was first published in Vietnam.
Notably, Vinamilk's consumer reach score is nearly double that of the second brand in both rural and urban areas.
In addition, Vinamilk condensed milk is still the favorite choice of households, when for the fourth consecutive year, two familiar brands, Ngoi Sao Phuong Nam and Ong Tho, are in the Top 5 in both urban and rural areas. This year, Probi, another Vinamilk brand, appeared in the ranking of the most purchased milk brands in urban areas.
“ I want to emphasize innovation. Vinamilk constantly launches new products to serve all consumers and all needs, or suggests different ways to use the product. This is especially important in the context of consumers having more and more choices. Attracting them to try your product is difficult, keeping them coming back to buy the product a second or third time is even more difficult. Vinamilk has been doing this very well for many years, ” Mr. Peter added.
A typical example is Vinamilk Green Farm fresh milk product - a product that marks a breakthrough in technology for Vinamilk, when successfully applying dual vacuum technology, helping fresh milk products retain their natural aroma, a hint of grass and flowers, and a sweet aftertaste.
Or most recently, the domestic dairy giant launched a new soy-free high-protein nut milk product line Vinamilk, combining 7 premium nuts for the first time in Vietnam.
For Ông Thọ condensed milk, a brand in the Top 5 most purchased milk brands, Vinamilk also “scored” with consumers when launching 2 completely new flavors: chocolate and strawberry, bringing a new and different experience to young users; along with innovative packaging in a box with a screw cap, helping the whole family to use and preserve more conveniently.
In addition, media campaigns instructing buyers to use familiar products such as fresh milk, condensed milk, yogurt, etc. in cooking or making creative dishes and drinks also create trends, attracting special attention from young people.
According to Kantar's report, in 2023, Vietnam will have 11,662 new products launched on the market, or about 32 new products per day - double the number 10 years ago. However, out of more than 10,000 products launched, only about 2.2% (equivalent to more than 220 products) can reach consumers once a year, not to mention convincing them to "choose to buy".
That shows that continuous innovation plays an important role in helping a product stand out and create its own mark. From there, it attracts more buyers and increases its presence in consumers' shopping carts. Obviously, Vinamilk's innovative approach not only helps the brand expand its customer base but also gets closer to its core consumer group in the future.
Source: https://baodantoc.vn/12-nam-lien-tiep-vi-tri-thuong-hieu-sua-duoc-chon-mua-nhieu-nhat-khong-doi-ngoi-1719922867884.htm
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