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Brand Footprint 2015: Top 10 Brand Owners in Vietnam
Kantar Worldpanel’s Brand Footprint 2015
• Unilever is the No.1 brand owner in Rural Vietnam while Vinamilk leads in Urban 4 Key Cities
• Masan wins second place in Rural and third place in Urban
• Unilever brand Dove is the top riser in Health & Beauty Care sector
• In terms of Food manufacturers, Vinamilk holds the top brand in Urban market while Masan leads in Rural
• Jumping up 6 places and growing by 69% CRP*, Milo has registered its name in the Rural rankings for the first time
Kantar Worldpanel’s annual Brand Footprint report launches today, revealing the top 10 FMCG manufacturers and the top 10 brands in Health & Beauty, Homecare, Food and Beverages being bought by the most consumers, the most often in Urban 4 Key Cities (Ho Chi Minh City, Ha Noi, Da Nang and Can Tho) and Rural Vietnam.
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.
Unilever leads the ranking of the most chosen brand owners in Rural. The global giant FMCG manufacturer has its products chosen more than 388 million times annually in Rural Vietnam and shines brighter than any other brand owner with almost 100% market penetration. Unilever owns the top brands in both Health & Beauty and Home Care with P/S, Omo and Sunlight. In Urban, Unilever earns second place in the ranking, being purchased 57 million times in the past year.
Vinamilk leads the ranking of most chosen brand owners for the third year in Urban. The local dairy leader owns a wide range of food and beverage brands including Vinamilk, Ong Tho, Ngoi Sao Phuong Nam (Southern Star), etc., which were chosen over 70 million times in 2014 by 97% Urban households. In Rural, Vinamilk holds third place with its products purchased more than 215 million times by 84% Rural households.
Masan wins the second place in Rural and third place in Urban, mostly thanks to its widespread sauce brand – Nam Ngu. Masan also owns other powerful food and beverage brands including Wake-up Café Saigon and Kokomi, which enjoy impressive growth in Rural.
Suntory PepsiCo makes an impressive move, gaining 2 spots, to take 6th position in the Urban ranking – Its products were chosen more than 22 million times last year by 79% of Urban households, reporting a 10% growth in CRP, partly thanks to the successful launch of Mountain Dew in late 2013.
The top 10 manufacturers in Urban 4 Key Cities and Rural Vietnam revealed by Kantar Worldpanel’s Brand Footprint 2015 are:
* Consumer Reach Points: Consumer Reach Points measures how many households around the world a brand is reaching and how often they are being purchased, this gives a true representation of shopper choice.
Brand Footprint Methodology
Kantar Worldpanel’s Brand Footprint is based on research from 63% of the global population; a total of 956 million households across 35 countries, and 68% of the global GDP. The complete ranking analyses 11,000 brands and 250 billion shopping decisions. Kantar Worldpanel tracks 200 FMCG categories around the world across the beverages, food, health and beauty, homecare, alcoholic drinks, confectionery and nappies sectors.
The ranking is based on an innovative metric created by Kantar Worldpanel called Consumer Reach Points, which measures every time a consumer chooses a brand. The data for this year’s ranking was collected over the 52 week period between October 2013 and October 2014. All data relates to purchases that are brought into the home.