Impressive innovation speed, "catching the wave" of young consumers
Exciting, delicious, beautiful... are popular commentary nuances of the online community when searching for the keyword Vinamilk on platforms such as Threads, TikTok or Facebook. The national milk brand is showing a strong transformation, especially in the approach of the young consumer generation such as Gen Z and Gen Alpha.
From interesting designs such as " funny dairy cows" on 100% banana fresh milk boxes, to continuously launching new flavors for familiar products such as Ong Tho matcha sauce, yogurt eaten with goji berries or yogurt for drinking Probi diced, Vinamilk is proving its ability to grasp trends and create curiosity and excitement in the consumer community.
Not stopping there, the company also impressed with a series of "unprecedented" products on the Vietnamese market such as Greek yogurt with Vinamilk Green Farm cereal with a unique "turning around" experience, or high-protein - low-fat - lactose-free fresh milk. These products quickly became "hot items", continuously sold out and sought after by the online community.
Thanks to that, despite increasingly obvious changes in consumer trends, Vinamilk has remained firmly in the position of "Most Choice Milk Brand" for the past 13 years. This is a clear demonstration of the effectiveness of the innovation strategy and the ability to strongly connect with modern consumers.
Specifically, according to the Brand fountain Report published by Kantar, Vinamilk leads the list of top 10 milk brands most chosen to buy in both rural and urban areas with a consumer access point (CRP) nearly double that of the second brand. The same "house" brands are Ong Tho, Ngoi Sao Phuong Nam, Susu and Probi, respectively, also dominated this list. It can be seen that, despite the transition between generations of consumers, increased shopping and competition behavior, this billion-dollar brand still has a very difficult position to "dethron".
Notable as only 2.2% of new products are selected for purchase
Vinamilk's results this year are especially highly appreciated as the FMCG market in general and milk in particular are increasingly challenging. Kantar's report shows that if about 5.6% of products launched in the 2017-2019 period can reach the 1% mark of households choosing to buy; then in the 2020-2022 period, this number has decreased by half: to only 2.2%. Moreover, only about 34% of them still appear on the shelves after 2 years. This means that new ideas are not enough for a product to gain a foothold in the market.
In 2024, Vinamilk made an impression when on average, a new product was put on the shelves every 2 working days. In addition to the impressive "new build" speed, this brand also has many other factors to retain consumers and their "posit in the basket". In the city, 9 out of 10 households buy at least one Vinamilk product and each household buys an average of 14 times/year, or more than once/month. This is a dreamless figure for express-end consumer goods (FMCG).
The Brand footprint 2025 report shows that innovation and creativity are no longer added value but have become a core factor when consumers choose products, especially Gen Z or Gen Alpha customers. These are also the main factors that have helped Vinamilk maintain its position over the past 13 years, according to Kantar.
Vinamilk constantly innovates products to catch up and even lead consumer trends. They not only focus on improving existing products but also boldly launch completely new, unprecedented product lines on the market, meeting specific and increasingly sophisticated needs of consumers, such as the trend of no sugar, less sugar, low-sugar, vegetable protein as well as the use of healthy ingredients, meeting international standards, Mr. Peter Christou, General Director of Kantar Vietnam, Worldpanel Division shared.
A typical example of Innovation based on understanding
In his sharing, Kantar chose the Vinamilk Green Farm product line as a typical example to solve the secret to helping a new product gain a foothold on the shelves. Not only bringing novelty and difference, the product line has also been improved based on deep consumer understanding, to create an attractive 'combo' combining quality, delicious flavors and superior user experience.
The key to Vinamilks success is its ability to deeply understand consumers, from the smallest changes in behavior and preferences to increasingly specific and sophisticated nutritional needs, said Kantar representative.
Sharing more about the "unprecedented" applications of science and technology in Vietnam that have been successfully applied by businesses, Mr. Nguyen Quang Tri, Executive Director of Marketing emphasized that this is Vinamilk's way to "unlock" nutritional values from nature, raising quality standards. Typically, Fresh Milk applies double-stewed vacuum-packed technology to retain all nutrients and natural flower aftertaste; Smart nutrition: High-altitude, low-fat, low-lactose fresh milk thanks to the application of super-filtration technology from Sweden or Green Farm yogurt combined with the first 6 European strains of raw enzymes and probiotics in Vietnam.
In reality, in 2024, this Vinamilk brand recorded a growth of up to 109% compared to 2023, 96% of Green Farm consumers were "loyal" users with an overall product likes score of up to 9.53/10 points. According to Kantar's measurement, the household buyership rate of Vinamilk Green Farm has increased by 2 points in just one year.
This is an incredible number, especially in a fiercely competitive market like the dairy industry in Vietnam, said Mr. Peter. This success not only reflects the quality and attractiveness of the product; but also shows the "for-customer" spirit of the national milk brand, when constantly innovating and striving to bring world standards and technology to Vietnam./.
