Chin-su continues to rise in the report "Brand Footprint in Vietnam 2023"

(Dan Tri) - Outstanding in the top 3 food brands in Kantar World Panel's "Brand Footprint" 2023 report, Chin-su reaped sweet fruit from the right, methodical strategy and steady steps on the journey to become the top choice of users.

Affirming the leading position in the packaged food industry

Recently, according to the results of the annual report Vietnam Brand Footprint 2023, the ranking of the top brands most chosen by consumers in Vietnam, the Chin-su brand has excellently risen to 2nd place in urban areas and 3rd place in rural areas according to the "Top 10 packaged food brands" ranking.

The ranking uses the Consumer Reach Point (CRP) index to evaluate brand success. CRP is a proprietary index from Kantar that measures the number of households that buy a brand (purchase share) and how often they buy it (purchase frequency), providing a comprehensive picture of consumer choice.

Masan Consumer representative received certificate from Kantar World Panel (Photo: Masan)

In addition to achieving high rankings in both regions, the Chin-su brand also achieved an additional 12 million purchases in 2022, moving up one spot in the rankings. Chin-su is the only brand in the top 5 packaged food brands in urban areas - 4 cities to grow CRP in 2022, after social distancing ends and shoppers do not need to stockpile food.

Chin-su brand representative (left) receives certificate from Kantar World Panel representative (Photo: Masan).

Continuously appearing in the rankings since 2016, starting from the top 10 position, Chin-su has gradually risen over the years to receive the "sweet fruit" of the top 3. These telling numbers once again affirm the position of the leading brand in the industry. Chin-su has flexibly grasped consumer tastes and constantly innovated in many aspects to conquer many different customer groups with superior quality products and premium flavors, becoming a brand chosen by the majority of users.

2023 - A "booming" year for Chin-su

Launched in 2002, Chin-su is a premium brand with the mission of bringing premium spices to the delicious daily meals of millions of Vietnamese families. Maintaining this motto for more than 20 years, Chin-su is currently serving Vietnamese consumers with a diverse range of spice products: fish sauce, soy sauce, chili sauce, tomato sauce, seasoning powder, seasoning sauces for dishes... All are developed with premium flavors and guaranteed quality with strict standards.

As the leading spice brand in Vietnam, in 2023, Chin-su will strongly move forward with a strategy of diversifying products on an international scale, reaching out to the world . 2023 is an explosive year for Chin-su when the brand is warmly welcomed by both domestic and foreign users.

Representatives of Masan Consumer and delegates at the Chin-su booth at Seoul Food 2023 (Photo: Masan).

Following the success of Chin-su chili sauce exported to Japan in August 2019; in March 2023, Chin-su boldly launched the impressive full set of Japanese Chin-su spices at the Foodex Japan 2023 International Food Exhibition and officially put it on shelves, paving the way for the journey to conquer the taste of Japanese consumers.

To conquer markets that require strict food quality standards like Japan, Chin-su has previously researched and understood Japanese culinary tastes and quality standards. From there, it has painstakingly researched and "designed" a separate product line, exclusively for the Japanese market.

Chin-su Japanese spice set, the culinary quintessence of Vietnam and Japan (Photo: Masan).

Chin-su Japanese seasoning set is a combination of the culinary quintessence of the two countries Vietnam and Japan including: Chin-su East Sea Anchovy fish sauce, Chin-su Wasabi chili sauce, Chin-su 100% naturally fermented soy sauce according to Japanese standards, Chin-su seasoning powder from shiitake mushrooms and kombu kelp. The product set has created a big surprise and has been well received by Japanese consumers.

Not only conquering the Japanese, Chin-su seasoning set also created a new impression on domestic consumers when the product was sold simultaneously in the Vietnam-Japan market. Having just been launched in Japan, at the same time, Chin-su's premium seasoning set also appeared on shelves in Vietnam.

For those who love Japanese flavors, Chin-su has brought an interesting experience when consumers can choose to buy Japanese-standard flavors of Vietnamese brands right in Vietnam.

Chin-su spice set is "on shelves" in Vietnam alongside the Japanese market (Photo: Masan).

For an industry with so much competition like fast-moving consumer goods, to become a choice for consumers, a brand must have a diverse product portfolio, a wide distribution network, smart strategies and continuous product innovation.

Chin-su has done this and demonstrated its position as a leading brand in the industry and the results just announced by Kantar Worldpanel are an affirmation of Masan Consumer's efforts in its journey to conquer consumers.

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