TH wins big thanks to anticipating healthy consumption trends

In 2024, TH Group will account for 51.9% of the fresh milk market share in urban areas, according to data from international measurement organizations. This is a testament to the company's ability to anticipate and shape consumption trends in the food and beverage industry.

Fresh milk - the foundation for sustainable success

According to the analysis of many economic experts, TH's success is the result of a strategy that has been built and steadfastly maintained for more than 15 years. That is to develop a clean fresh milk material area, invest in high technology and implement a closed model "from green pastures to clean glasses of milk".

While most of the Vietnamese milk market once depended on imported ingredients and reconstituted milk, TH pioneered the development of a line of clean, fresh milk, completely from nature.

This decision, at that time, was a bold and not easy step. It was this determination that created a solid foundation for TH to become a symbol of healthy consumption trends in Vietnam.

With the mindset of products for community health, TH builds a solid foundation with a modern and closed agricultural ecosystem.

The Group has invested systematically in developing domestic raw material areas, building high-tech farm clusters in many provinces and cities such as Nghe An, Lam Dong, Phu Yen , Thanh Hoa... with a total herd of nearly 70,000 cows.

The farms are operated according to international standards, applying modern science and technology and management science. In early 2024, TH true MILK's processing output will reach more than 1 million liters of milk/day - an impressive milestone in the global dairy industry.

"We started from the most basic things: developing a healthy dairy herd, choosing breeds suitable for Vietnam's climate, and proactively building raw material areas.

"Doing R&D (research and product development) at TH does not start from the laboratory but from the fields and barns, which determine the real quality of the product later on," said Mr. Pham The Quyen - Director of Research and Development of TH Group.

The organic dairy cows of TH Group's farm are raised according to the European organic standard "4 no - 1 good".

TH reshapes consumer habits

Based on the foundation of a high-tech closed production process, along with the national brand TH true MILK, TH has expanded its portfolio of nearly 200 products with a focus on health and environmental friendliness.

Products such as TH true NUT nut milk, TH true OAT oat milk, TH true RICE rice water… do not add refined sugar, using natural sweetness. Yogurt product lines, nutritional formula products from fresh milk are also constantly improved to balance nutrition and consumer taste.

TH true NUT nut milk does not add refined sugar, uses natural sweetness

"In 2023 alone, more than 50% of new product launches will be sugar-free or sugar-reduced.

In 2024, we introduce 36 new or improved products with healthy formulations.

Many products, although not mentioning "low sugar" on the packaging, still have lower sugar content than popular products on the market," said Mr. Pham The Quyen.

In the context of rapidly changing consumer trends, creating products towards healthy nutrition has helped TH Group grow quickly and sustainably.

TH's product innovation strategies aim to adjust food consumption habits, prevent chronic non-communicable diseases of the 21st century such as diabetes, obesity, cardiovascular disease, etc., and demonstrate its pioneering role as a "nutrition expert" in the industry.

In 2024, when the fresh milk industry experienced negative growth in urban areas, TH recorded positive growth of nearly double digits. Some products such as yogurt also grew twice as fast as the industry average.

TH's market share of 51.9% shows that TH brand products are trusted and chosen by consumers.

The first international conference on formula nutrition from fresh milk organized by TH Group

At the same time, TH actively carries out activities to guide consumers towards a healthy lifestyle such as international seminars, nutrition consultation series, long-term sponsorship of popular nutrition communication programs on VTV1, workshops at TH true mart system...

These activities contribute to spreading the message of corporate social responsibility and raising public awareness. It is the harmonious combination of product quality and market understanding that has helped TH not only stay ahead, but also lead the change in consumer behavior on a large scale.

TH's future strategy is to continue developing healthy products with natural ingredients and no preservatives.

"On the journey for community health, TH will promote research on trends such as reducing salt in processed products and prioritizing natural ingredients," said Mr. Pham The Quyen.

In addition to developing domestic products, TH is also actively expanding its influence in the international market. TH products are present in China, Korea, Japan, Singapore and most recently Russia with the inauguration of a milk processing plant in Kaluga.

Not only exporting products, TH also brings with it a high-tech agricultural model and a philosophy of sustainable development, demonstrating the desire for globalization and the competitiveness of Vietnamese brands on the world food industry map.

Source: https://tuoitre.vn/th-thang-lon-nho-don-dau-xu-huong-tieu-dung-lanh-manh-20250605114631292.htm