Many reports of international market research companies share the same opinion that Vietnam is now emerging as a promising consumer goods market. According to market research firm Nielsen, this is thanks to a young population with 56% of the population under 30 years old. Other survey figures of Euromonitor International, a market research group, also show that the total spending of consumers in Vietnam is expected to double and reach approximately USD 173 billion in 2020.
Because the market is too promising, it is inevitable that there will be fierce competition between domestic and foreign enterprises to gain market share. Notably, in a 2016 survey, Kantar Worldpanel, a market research company, also pointed out that domestic brands are a positive factor to promote the growth of consumer goods in the countryside with outstanding market share.
According to Ms. Dang Thuy Ha - Director of Nielsen Vietnam: "Currently, 80 - 90% of Vietnamese say that origin of goods (made in) is important when shopping". Many years ago, Vietnamese products did not have enough value to meet the needs of consumers due to poor quality and unclear origin of raw materials. Therefore, consumers had to choose products based on their origin, and their favorite products were those made in Thailand or Singapore.
However, in the last few years, that has changed. Origin of goods is a factor that influences purchasing decisions, however, it is not decisive. Foreign products are longer dominant. Vietnam's economy has improved and Vietnamese manufacturers have given due attention to the needs of consumers. Therefore, domestic companies have made products that truly conquer consumers with the value of their products. Many Vietnamese brands have become the first choice of consumers instead of foreign ones.
Vietnamese consumers need to buy products that meet their needs and desires. The top 5 most traded consumer commodities brands below are proof of the view that Vietnamese people are not interested in foreign products but they buy products that bring the value they want.
According to Nielsen Vietnam, a market research company, as of July 2013, the current market share for liquid milk is mainly in the hands of domestic dairy enterprises. In particular, Vinamilk holds 48.7% market share.
Vinamilk continuously ranked in the Top 3 manufacturers owning the most chosen brands, in both urban and rural areas of Vietnam over the past 5 years (Brand Footprint Ranking).
At the end of 2016, Vietnam officially entered the Top 10 largest markets in the world in terms of beer consumption.
Although there have been many famous beer brands in the market, Saigon Beer is still the Vietnamese brand leading the Vietnamese beer market and is on the way to conquer highly demanding markets such as Germany, USA, Japan, the Netherlands, etc.
The Nielsen retail measurement results show that Saigon Beer maintains its leading position in the beer industry with a market share of 39.8% in 2015. In addition, Saigon Beer also ranked fourth in the top 40 most valuable company brands in Vietnam announced by Forbes with a value of USD 254 million (July 3, 2017).
Data from the World Instant Noodle Association (WINA) shows that currently, an average Vietnamese person consumes 50 - 55 packs of instant noodles per year. Vietnam is currently ranked fourth in the world in terms of instant noodles consumption, after China (40 billion packs / year), Indonesia (13 billion packs), Japan (5 billion packs).
There are dozens of small and large enterprises, both domestic and foreign, are participating in the instant noodles market. However, the majority of market share belongs to the three leading enterprises, Acecook, Masan Consumer and Asia Foods. In particular, Acecook's market share is the largest, accounting for 38.9%; Masan holds 24.6% of market share while Asia Food and other brands have the rest.
Currently, Acecook ranks 4th in the list of the most chosen brands in urban and rural markets (Brand Footprint Ranking). Main brands of Acecook are Hao Hao, Vina Acecook, Hao 100.
Vietnam has the advantage of being the largest exporter of Robusta coffee in the world - the material used to make instant coffee. If in the past, this market had the participation of many foreign names such as Nescafe (Nestle) or Maccoffee (Food Empire - Singapore), in recent years, only Vincafe Bien Hoa - Nestle - Trung Nguyen have been competing with each other. In this market, Vietnamese brands completely prevailed, "crushing" imported products. Currently, Vinacafe Bien Hoa is the number one instant coffee manufacturer in Vietnam, accounting for 41% market share, followed by Nestle with 26% market share and Trung Nguyen with 16% market share.
Mamamy is an interesting case. This is the only brand of 100% pure Vietnamese, dominating the fierce wet tissue market. There are hundreds of different wet tissue brands including those from Japan, Korea, Singapore, USA (Happykid, Goon, Merries, Pigeon, Dunamex Baby, etc). In this race, Mamamy won with a 33.8% market share. This figure is provided by market research firm Nielsen. This brand covers over 80% of the traditional market, accounting for a large proportion of the supermarket shelf area in the wet tissue section. It is an outsourcing company, exporting directly to major markets in the world such as Singapore, Taiwan, Japan, etc.
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Source: Kantar Worldpanel, Nielsen Vietnam, Euromonitor International
Compiled by VietnamCredit