Impressive speed of innovation, "catching the wave" of young consumers
“Exciting”, “luxurious”, “delicious”… are popular comments from 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 its approach to young consumer generations such as Gen Z and Gen Alpha.
From interesting designs such as the “cute cows” on 100% banana fresh milk boxes, to the continuous launch of new flavors for familiar products such as Ong Tho matcha flavored tube, red apple goji berry yogurt or Probi peach flavored drinking yogurt, Vinamilk is demonstrating its ability to grasp trends and create curiosity and interest in the consumer community.
Social media users' sharing about Vinamilk's new products.
Not stopping there, the company also impressed with a series of "unprecedented" products in the Vietnamese market such as Vinamilk Green Farm Greek yogurt with cereal with a unique "flipping cup" experience, or high-protein - low-fat - lactose-free fresh milk. These products quickly became "hot items", constantly sold out and were sought after by the online community.
Thanks to that, despite the increasingly obvious changes in consumer trends, Vinamilk has remained firmly in the position of “Most chosen milk brand” for the past 13 years. This is a clear demonstration of the effectiveness of its innovation strategy and its ability to connect strongly with modern consumers.
Mr. Nguyen Quang Tri (left) representing Vinamilk received the title of Most Purchased Milk Brand for the 13th consecutive year (Photo: Nguyen Phuong).
 In addition to its leading position in the dairy industry, across the entire FMCG industry, Vinamilk continues to be the only dairy brand in the Top 3 chosen by both urban and rural consumers, despite the very different tastes and shopping baskets of these two regions. In addition, the Vinamilk Green Farm brand is also analyzed in the Brand Footprint 2025 report as a prominent brand of the year. |
Specifically, according to the Brand Footprint Report published by Kantar, Vinamilk leads the list of top 10 most chosen milk brands in both rural and urban areas with consumer reach points (CRP) nearly double that of the second-ranked brand. The brands of the same "house" are Ong Tho, Ngoi Sao Phuong Nam, Susu and Probi also take turns to dominate this list. It can be seen that despite the transition between consumer generations, increased shopping behavior and competition, this billion-dollar brand still has a very difficult position to "usurp".
Stand out as only 2.2% of new products are purchased
Vinamilk's results this year are particularly appreciated when the FMCG market in general and milk in particular are increasingly challenging. Kantar's report shows that while about 5.6% of products launched in the 2017-2019 period could reach the 1% mark of households choosing to buy them, in the 2020-2022 period, this number has decreased by half: only 2.2%. Moreover, only about 34% of them are still on the shelves after 2 years. This means that new ideas are not enough for a product to gain a foothold in the market.
Mr. Peter Christou - General Director of Kantar Vietnam, Worldpanel Division - shared the results of the Brand Footprint report (Photo: Nguyen Phuong).
In 2024, Vinamilk made an impression when, on average, every 2 working days, a new product was added to the shelves. In addition to the impressive "renewal" speed, this brand also has many other factors to retain consumers and their "position in the shopping basket". In urban areas, 9 out of 10 households buy at least one Vinamilk product and each household buys an average of 14 times/year, that is, more than once/month. This is a "dream" number for a product in the fast-moving consumer goods (FMCG) industry.
With impressive innovation and catching the youth wave, Vinamilk has been noticed and loved by young customers (Photo: Nguyen Phuong).
The Brand Footprint 2025 report shows that “innovation and creativity” are no longer added values – but have become core factors when consumers choose products, especially Gen Z or Gen Alpha customers. These are also the key factors that have helped Vinamilk maintain its position for the past 13 years, according to Kantar.
“Vinamilk constantly innovates its products to keep up with and even lead consumer trends. They not only focus on improving existing products but also boldly launch completely new product lines that have never been seen before in the market, meeting specific and increasingly sophisticated consumer needs, such as the trend of no sugar, low sugar, plant protein as well as the use of healthy ingredients that meet international standards,” said Mr. Peter Christou, General Director of Kantar Vietnam, Worldpanel Division.
An example of “Innovation based on understanding”
In its sharing, Kantar chose the Vinamilk Green Farm product line as a typical example to decode the secret to helping a new product gain a foothold on the shelves. Not only bringing newness and difference, the product line is also improved based on a deep understanding of consumers, to create an attractive "combo" combining quality, delicious taste and superior user experience.
“The key to Vinamilk's success is its ability to deeply understand consumers, from the smallest changes in behavior and preferences to increasingly specific and sophisticated nutritional needs,” said a Kantar representative.
Vinamilk Green Farm attracts new generation consumers thanks to innovation in brand, products and user approach (Photo: An Minh).
Sharing more about the "unprecedented" scientific and technological applications in Vietnam that have been successfully applied by businesses, Mr. Nguyen Quang Tri, Marketing Executive Director, emphasized that this is how Vinamilk "unlocks" the nutritional values from nature, raising quality standards. Typically, Fresh milk applies dual vacuum technology to preserve nutrients and natural floral aftertaste; Smart nutrition: High-protein, low-fat, lactose-free fresh milk thanks to the application of ultra-microfiltration technology from Sweden or Green Farm drinking yogurt combines 6 strains of live yeast and European probiotics, the first in Vietnam.
Along with product quality and flavor, Vinamilk's youthful and fresh design and consumer approach are increasingly popular with Gen Z and Gen Alpha (Photo: An Minh).
In fact, in 2024, this Vinamilk brand recorded a growth of 109% compared to 2023, 96% of Green Farm consumers are "loyal" users with an overall product liking score of up to 9.53/10 points. According to Kantar's measurement, the percentage of households buying Vinamilk Green Farm has increased by 2 points in just one year.
“This is an incredible number, especially in a highly 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 demonstrates the “customer-oriented” spirit of the national milk brand, when it constantly innovates and strives to bring world standards and technology to Vietnam.
Consumer trust is the solid foundation that helps Vinamilk maintain growth even in the context of slow recovery in purchasing power. According to the Fortune 500 Southeast Asia 2025 list recently announced by the leading US economic magazine - Fortune - on June 17, 2025, Vinamilk continues to be the only Vietnamese dairy company in this ranking for the second consecutive year. Accordingly, the "giant" of the Vietnamese dairy industry is ranked in the first group of 140 enterprises based on revenue scale, up 6 places compared to 2024. |
NL
Source: https://baothanhhoa.vn/top-10-thuong-hieu-sua-duoc-chon-mua-nhieu-nhat-viet-nam-co-den-5-nhan-hieu-cung-nha-vinamilk-252570.htm
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