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Kantar Worldpanel releases fifth annual Brand Footprint report

Released at: 16:09, 24/05/2017

Kantar Worldpanel releases fifth annual Brand Footprint report

Photo: Viet Tuan

Report identifies Vietnam's most chosen brand owners in 2017.

by Doanh Doanh

Kantar Worldpanel’s fifth annual Brand Footprint report was released on May 24, revealing the Top 10 FMCG brand owners and the Top 10 brands in Health & Beauty, Homecare, and Food and Beverages being purchased by the most consumers most often in Urban 4 Cities (Ho Chi Minh City, Hanoi, Da Nang, and Can Tho) and Rural Vietnam.

Unilever, Masan Consumer, and Vinamilk continued to be the Top 3 brand owners in both Urban 4 Cities and Rural Vietnam, for the fifth year running. Unilever retained its lead ranking as the most chosen brand owner in the Non-Food sector, where international players dominate over 80 per cent of value share. Meanwhile, in the Food sector, where over 50 per cent of total value comes from local players, Masan Consumer and Vinamilk preserved their positions as two local FMCG giants owning top Food brands.

Staying fourth in the Urban rankings, Nestlé achieved the highest growth, of 8 per cent, in Consumer Reach Points (CRPs) among the Top 10 Urban 4 Cities and gained one place to ninth in the Rural rankings. The global manufacturer has made a lot of effort in innovation and marketing activities to expand its consumer base, especially in Rural Vietnam. As a result, Nestlé was able to reach nearly 600,000 additional Rural households and increase its CRPs by 4 million times in the Rural market.

Climbing two places, Calofic took eighth position in the Urban rankings and fifth in the Rural rankings, with healthy growth of 6 per cent. Its products (mainly cooking oil) were chosen more than 15 million times by 84 per cent of Urban households and over 100 million times by 83 per cent of Rural households last year.

By recruiting approximately 1.3 million Rural households and growing 14.5 per cent in CRPs, Uniben saw impressive performance and continued rising, up two positions to sixth in the Top 10 Rural rankings. The local player has focused on Rural Vietnam (68 per cent of Vietnam’s population and 60 per cent of its GDP) with good product quality at competitive prices, with innovation and aggressive distribution that helped its products win over more Rural consumers.

The Top 10 brand owners in the Urban 4 Cities and Rural Vietnam revealed by Kantar Worldpanel’s Brand Footprint 2017 are:

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