The Ultimate Guide to Vinamilk: Unveiling the Secrets Behind Vietnam’s Most-Loved Dairy Brand for 13 Consecutive Years.

Impressive Innovation Speed, Connecting with Young Consumers

Vinamilk has been making waves among the younger generation, with comments like “cool”, “awesome”, and “delicious” flooding social media platforms such as Threads, TikTok, and Facebook. The national dairy brand is undergoing a remarkable transformation, especially in how it engages with younger consumers like Gen Z and Gen Alpha.

From intriguing designs featuring cute dairy cows on their 100% fresh milk with banana flavor to constantly launching new flavors for familiar products like Ong Tho matcha-flavored tubes, red date and goji berry yogurt, or Probi peach-flavored drinking yogurt, Vinamilk is proving its ability to capture trends and spark curiosity and excitement among consumers.

But they didn’t stop there. Vinamilk also impressed with unique products in the Vietnamese market, such as Vinamilk Green Farm Greek-style high-protein yogurt with a unique “flip cup” experience and fresh milk with high protein, low fat, and no lactose. These products quickly became must-haves, constantly selling out and highly sought after by the online community.

As a result, despite the noticeable shifts in consumption trends, Vinamilk has remained the “Most Purchased Dairy Brand” for 13 consecutive years. This solidifies the effectiveness of their innovation strategy and their strong connection with modern consumers.

Mr. Nguyen Quang Tri (left) representing Vinamilk receives the award for the Most Purchased Dairy Brand for the 13th consecutive year (Photo: Nguyen Phuong)

Specifically, according to the Brand Footprint report published by Kantar, Vinamilk tops the list of the top 10 dairy brands purchased in both rural and urban areas, with a Consumer Reach Point (CRP) almost double that of the second-ranked brand. Other brands under the Vinamilk umbrella, such as Ong Tho, Ngoi Sao Phuong Nam, Susu, and Probi, also made it to this list.

Besides leading the dairy industry, when considering all fast-moving consumer goods, Vinamilk remains the only dairy brand in the Top 3 purchased brands in both urban and rural areas, despite the different shopping habits and basket compositions of these two regions. This indicates that despite generational shifts in consumers, shopping behaviors, and increased competition, this billion-dollar brand maintains a strong position.

Standing Out in a Market Where Only 2.2% of New Products Are Purchased

Vinamilk’s performance this year is especially commendable considering the challenges in the FMCG market, including the dairy sector. Kantar’s report reveals that while 5.6% of products launched between 2017-2019 managed to reach the milestone of being purchased by 1% of households, this number dropped by half to only 2.2% for products introduced between 2020-2022. Moreover, only about 34% of these products remained on shelves after two years. This highlights that novelty alone is insufficient for a product’s market success.

Mr. Peter Christou, CEO of Kantar Vietnam, Worldpanel Division, shares insights from the Brand Footprint report (Photo: Nguyen Phuong)

In 2024, Vinamilk impressed by introducing new products at a remarkable pace, with an average of one new product launched every two working days. Beyond this impressive innovation speed, the brand has other compelling factors to retain consumers and their “basket space.” In urban areas, nine out of ten households purchase at least one Vinamilk product, and each household buys an average of 14 times a year, which is more than once a month. This is an enviable frequency for a fast-moving consumer good (FMCG) product.

Vinamilk’s impressive innovation and connection with young consumers have caught the attention and won the hearts of the younger generation (Photo: Nguyen Phuong)

The 2025 Brand Footprint report indicates that “innovation and creativity” are no longer optional add-ons but have become core factors influencing consumers’ purchasing decisions, especially for Gen Z and Gen Alpha. These factors have also been instrumental in Vinamilk’s sustained leadership over the past 13 years, according to Kantar.

“Vinamilk continuously innovates its products to keep up with and even lead consumption trends. They not only focus on improving existing products but also boldly launch entirely new product lines, unseen in the market, to meet consumers’ specific and increasingly sophisticated needs, such as the trends toward less or no sugar, plant-based proteins, and the use of ingredients beneficial to health and meeting international standards,” shared Mr. Peter Christou, CEO of Kantar Vietnam, Worldpanel Division.

A Prime Example of “Innovation Based on Consumer Understanding”

In their analysis, Kantar chose the Vinamilk Green Farm product line as a prime example to decipher the recipe for a new product’s success. Besides bringing novelty and differentiation, this product line is also improved based on a deep understanding of consumers, creating an attractive ‘combo’ of quality, delicious flavors, and superior usage experience.

“The key to Vinamilk’s success lies in their profound understanding of consumers, from the slightest changes in behavior and preferences to increasingly specific and sophisticated nutritional requirements,” Kantar representatives asserted.

Vinamilk Green Farm appeals to the new generation of consumers through innovation and creativity in branding, products, and consumer engagement (Photo: An Minh)

Sharing insights on pioneering science and technology applications in Vietnam, Mr. Nguyen Quang Tri, Executive Director of Marketing, emphasized that this is how Vinamilk “unlocks” the nutritional values from nature and elevates quality standards. Notable examples include fresh milk utilizing dual vacuum technology to preserve natural grass-fed flavor; intelligent nutrition: fresh milk with high protein, low fat, and no lactose achieved through Swedish ultra-microfiltration technology; and Green Farm drinking yogurt combining six strains of live and beneficial bacteria from Europe, a pioneer in Vietnam.

Along with product quality and flavor, Vinamilk’s youthful and innovative designs and consumer engagement approaches are increasingly appealing to Gen Z and Gen Alpha (Photo: An Minh)

In practice, this Vinamilk brand recorded a growth of 109% in 2024 compared to 2023, with 96% of Green Farm consumers being “loyal” customers, giving the product an overall satisfaction score of 9.53 out of 10. According to Kantar’s measurements, the purchase rate for Vinamilk Green Farm increased by two points within just one year.

“This is an astonishing number, especially in Vietnam’s highly competitive dairy industry,” Mr. Peter expressed. This success reflects not only the quality and appeal of the product but also the customer-centric spirit of the national dairy brand, constantly innovating and striving to bring world-class standards and technology to Vietnam.

Consumer trust forms the solid foundation for Vinamilk’s sustained growth, even amid slow consumption recovery. According to the Fortune 500 Southeast Asia 2025 list recently published by the leading American economic magazine Fortune on June 17, 2025, Vinamilk remains the only Vietnamese dairy company on this list for the second consecutive year. Notably, the Vietnamese dairy giant ranked among the first 140 enterprises based on revenue scale, climbing six places compared to 2024.