On June 21st, Kantar Worldpanel Vietnam announced the Brand Footprint 2023 report, ranking the most chosen FMCG brands in Vietnam.
Based on household buying data from Worldpanel, the Brand Footprint Vietnam study lists the top 10 FMCG brands in five categories: Health & Beauty, Home care, Food, Beverages, Milk, and Milk Alternatives.
The brand is typically purchased by people in Vietnam’s four largest cities (Ho Chi Minh City, Hanoi, Da Nang, and Can Tho) and the countryside.
The evaluation criteria utilize the unique and in-depth Consumer Reach Points (CRP) index to assess brand success. CRP, a Kantar-exclusive measure, quantifies the number of households worldwide buying a brand (penetration) and the frequency of purchase (frequency), providing representative information about consumer choices.
In fact, the top five brand owners in the list had their CRP fall as customers migrated from mostly home-based lives to a new normal in 2022. The change was accompanied by increasing competition from local companies, minor businesses, and other inexpensive choices that were appealing under budget limitations.
In this increasingly fierce competitive landscape, winning consumer choice requires brands to leverage growth drivers such as strengthening presence, expanding portfolios, continuous innovation, and creating more meaningful moments for consumers.
Cholimex Food is honored to be one of the top 5 most purchased Packaged Food brands.