Latest Asia Brand Footprint 2019 report released.
Kantar has revealed the top 10 fast-moving consumer goods (FMCG) brand owners and the top 10 FMCG brands in Health & Beauty, Homecare, Food, Beverages, and Dairy and Dairy Substitutes being bought by the most consumers the most often in Urban 4 Cities (Ho Chi Minh City, Hanoi, Da Nang, and Can Tho) and Rural Vietnam, in its recently released Asia Brand Footprint 2019 report.
Brand Footprint is set apart from other brand rankings by providing information on real consumer behavior 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.
According to the report, the top 3 most chosen brand owners in 2018 were Unilever, Vinamilk, and Masan Consumer, which maintained their standings in both Urban 4 cities and Rural Vietnam for the seventh year running. The key factor behind their success is strategically diversifying their product portfolio to meet the fast-changing needs of Vietnamese consumers.
Unilever held its leading position in Rural, where more than 60 per cent of Vietnamese consumers live, and secured second place in the Urban ranking.
Vinamilk locked up its stronghold as first and third in Urban and Rural, respectively, partly driven by strong brands such as Vinamilk, Ong Tho, and Ngoi Sao Phuong Nam (Southern Star). The local dairy giant was again bought more than 6.5 million times by rural consumers last year.
Among the top 10 most chosen brand owners, Suntory PepsiCo and Calofic were the leading risers with the highest growth rate in CRPs in Urban 4 key cities and Rural, respectively.
Nestlé continued to be the outstanding performer as the only brand owner sustaining healthy growth in terms of CRPs in both the Urban and Rural rankings. Its success is attributable to the continued growth of Milo – its core brand – through many communications and marketing activities in 2018.
Coca-Cola Vietnam showed impressive movement, gaining two ranks to enter the top 10 Urban ranking for the first time.
In Health and Beauty, P/S was the number one brand in terms of CRPs in both Urban 4 cities and Rural Vietnam. In the top 10 ranking in this sector, five out of the ten brands belong to Unilever, demonstrating its leading position in the Personal Care market.
Diana saw remarkable achievements in 2018. It was not only the fastest growing brand among the top 10 in Urban but also acquired the greatest number of additional households in Rural areas. Moving from tenth to sixth, the brand enjoys soaring CRP growth of 26 per cent in Rural Vietnam.
Close-up made its first entry into the top 10 most chosen Health and Beauty brands in Rural. Sensodyne – one of the fastest growing brands in Health and Beauty in Urban 4 cities – continued to record impressive performance by posting robust growth of 41 per cent in CRPs and gaining more than 97,000 new households.
In Homecare, Unilever reinforced its dominance with three brands – Sunlight, Omo, and Comfort – being bought most often by consumers in both Urban 4 cities and Rural. Gaining two spots, Vim joins the top 10 club for the first time in Urban 4 key cities. Unilever now owns four out of the ten most chosen Home Care brands in the Urban ranking.
In the Food sector, Hao Hao and Nam Ngu were the most chosen brands again in Urban 4 cities and Rural, respectively. In addition to strong brand awareness and nationwide distribution networks, the two brands also keep engaging consumers by capturing the latest trends.
In Urban 4 cities, Cholimex was a star among the top 10 in terms of CRP growth. By climbing five ranks, the brand registered its name in the top 10 Urban ranking for the first time. Its growth is mainly driven by building a wide product range of sauces and spices with several new launches.
Chin-su saw impressive performance in 2018, being the fastest growing brand in Rural with a CRP growth of 23 per cent and it also posted strong growth of 10 per cent in Urban 4 key cities. The key driver of its success was the rapid expansion of its chili sauce, tomato sauce, and oyster sauce.
Coca-Cola remained the most chosen brand in the Beverage sector, selected 10 million times by 70 per cent of households in Urban 4 cities. Moreover, the world’s most chosen brand significantly widened its reach in Rural Vietnam, recording double-digit growth in CRPs in 2018.
Vinamilk continued to shine as the leader in Dairy and Dairy Substitutes, with its CRP numbers leaving other brands behind in both Urban 4 cities and Rural.