TH Milk: Highest growth in top 5 milk and milk substitute brands in terms of consumer reach index

According to the report "Vietnam Brand Imprint 2024" by Kantar Worldpanel Vietnam, TH milk brand has the highest growth in "Consumer Reach Index (CRP)" among the Top 5 Milk and Milk Substitute Brands in the Vietnamese market.

Mr. Truong Quoc Bao - Marketing Director of TH Group - representative to receive the certificate cup honoring TH, one of the top brands chosen by consumers, with the highest growth rate in consumer reach index among the top 5 brands of milk and milk substitutes in the Vietnamese market.

Impressive growth in consumer reach index

The Vietnam Brand Impression Report 2024 - conducted by Kantar Worldpanel, a world-renowned organization in data, research and consulting - shows that the TH brand continues to maintain its position in the top milk and milk substitute brands chosen the most by urban and rural consumers in the fast-moving consumer goods (FMCG) industry, ranked based on the consumer reach index (CRP).

Consumer Reach Index (CRP) is an exclusive index of Kantar, providing a comprehensive view of consumers' product and brand purchasing actions. The CRP growth rate of TH brand in 2023 compared to 2022, in urban areas, is 12.2%. Meanwhile, in rural areas, where there are up to 18 million households, the CRP growth of TH brand is even more impressive, increasing to 24.2%. This can be considered a bright spot of the Vietnamese dairy industry in 2023, because according to Kantar's report, the CRP growth rate of TH brand is the highest in the Top 5 Milk and Milk Substitute Brands.

In the context of the milk market facing many difficulties and fierce competition between domestic and international brands, TH milk continues to grow impressively.

Assessing the reason why TH Group has maintained its position in the Top brands chosen by consumers for many consecutive years from a market research perspective, Ms. Nguyen Phuong Nga - Director of Kantar Worldpanel Vietnam Business Division said: “There is an index that Kantar measures for brands in the Vietnamese market that TH is doing very well - that is the number of buyers increasing over time in both urban and rural areas. This is a brilliant success for TH. In the context of high competition, many new products are launched, many brands promote communication and promotions to attract customers, TH milk products are still chosen and purchased repeatedly by consumers, becoming familiar products in many Vietnamese households”.

After 15 years of development, TH Group (the owner of the TH true MILK brand) is considered a pioneer in laying the foundation for the fresh milk industry and creating a fresh milk revolution in Vietnam, bringing a milk line that contributes to improving and enhancing the stature, physical strength and intelligence of Vietnamese people. To date, TH true MILK fresh milk products account for nearly 45% of the fresh milk segment market share. In 2023, TH true MILK recorded double-digit growth - marking another milestone on the journey of sustainable development to make fresh, clean products, completely natural, for community health.

Continuously innovate and create "For community health"

One factor that helps TH true MILK maintain its top of mind position with consumers is that this brand has continuously innovated and launched healthy products, with all-natural ingredients and little or no refined sugar. These are the fastest growing segments in Vietnam today as consumers are increasingly paying more attention to their health and prioritizing healthy products for the whole family.

TH true NUT nut milk products do not use refined sugar but have the natural sweetness of dates, opening a revolution in sugar-free products, contributing to adjusting consumer habits and reducing chronic non-communicable diseases of the 21st century such as obesity, diabetes, cardiovascular disease, etc.

Sharing at the ceremony to award the Top brands most chosen by consumers, a representative of TH Group said that it will continue to maintain outstanding quality, focus investment resources on research and development to maintain its pioneering position in innovation, in order to meet the increasing needs of Vietnamese consumers in particular and consumers around the world.

2023 was the year that TH continued to invest heavily in research and development, expanding its product portfolio, meeting the increasingly diverse and specialized needs of consumers. TH Group currently has a diverse portfolio of nearly 200 products, including fresh dairy products, healthy drinks, processed foods, plant-based beverages, etc., serving a variety of needs at all stages of the human life cycle. This helps TH Group's products always maintain a wide presence at points of sale, not only in traditional sales channels but also on modern channels and e-commerce platforms, shortening the journey from production to consumers across the country.

With continuous innovation, creativity, experience and understanding of the nutritional situation and needs of Vietnamese people, TH Group is increasingly affirming its position as a "nutrition expert" for consumers on the map of brands in the dairy and healthy food industry.