“Cool,” “lit,” and “awesome” are just some of the enthusiastic comments that flood social media platforms such as Threads, TikTok, and Facebook when users search for “Vinamilk.” The beloved dairy brand is undergoing a remarkable transformation, especially in the way it engages younger generations like Gen Z and Gen Alpha.
From intriguing designs featuring cute dairy cows on its 100% fresh banana milk boxes to constantly launching unique flavors for familiar products such as matcha-flavored Ong Tho tube yogurt, apple and goji berry yogurt, and peach-flavored Probi drinking yogurt, Vinamilk is proving its ability to capture trends and spark curiosity among consumers.
IMPRESSIVE INNOVATION SPEED CAPTURES THE HEARTS OF YOUNG CONSUMERS
But that’s not all; the brand also introduces products never seen before in the Vietnamese market, such as the Greek yogurt with Vinamilk Green Farm cereals and its unique “flip cup” experience, or high-protein, low-fat, and lactose-free fresh milk. These products quickly became must-haves, constantly selling out and highly sought after by the online community.
As a result, despite noticeable shifts in consumption trends, Vinamilk has firmly maintained its position as the “Most Purchased Dairy Brand” for 13 consecutive years. This is a clear testament to the effectiveness of their innovation strategy and their strong connection with modern consumers.
Specifically, according to the Brand Footprint report published by Kantar, Vinamilk tops the list of the top 10 most purchased dairy brands in both rural and urban areas, with a Consumer Reach Point (CRP) almost double that of the second-ranked brand.
Fellow brands under the Vinamilk umbrella, such as Ong Tho, Ngoi Sao Phuong Nam, Susu, and Probi, also made their mark on this list. Despite generational shifts in consumer behavior and increased competition, this billion-dollar brand remains firmly entrenched in its position.
STANDING OUT WHEN ONLY 2.2% OF NEW PRODUCTS ARE CHOSEN BY CONSUMERS
Vinamilk’s performance this year is especially commendable considering the challenges in the FMCG market and the dairy industry. 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 significantly to just 2.2% for products introduced between 2020-2022. Moreover, only about 34% of these new products remained on shelves after two years. This indicates that novelty alone is insufficient for a product’s market success.
In 2024, Vinamilk impressed with its pace of innovation, introducing a new product to the shelves every two working days. Beyond this impressive speed, the brand also possesses other key factors that keep consumers engaged and ensure their products remain in shoppers’ carts.
In urban areas, nine out of ten households purchase at least one Vinamilk product, and each household, on average, buys their products up to 14 times a year, which is more than once a month. This is an enviable frequency for any FMCG product.
The 2025 Brand Footprint report highlights that “innovation and creativity” are no longer added values but have become core factors influencing consumers’ purchasing decisions, especially for Gen Z and Gen Alpha. These factors have also played a pivotal role in maintaining Vinamilk’s leading position for 13 consecutive 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, unprecedented in the market, to meet the specific and increasingly sophisticated needs of consumers, such as the trends towards less or no sugar, plant-based proteins, and the use of ingredients that offer health benefits and meet international standards,” shared Peter Christou, General Director of Kantar Vietnam, Worldpanel Division.
A PARADIGM OF “INNOVATION BASED ON CONSUMER INSIGHTS”
Kantar chose the Vinamilk Green Farm product line as a prime example to decipher the brand’s formula for launching successful new products. Beyond novelty and differentiation, this product line is refined based on a deep understanding of consumers, creating an attractive ‘combo’ that combines quality, delicious flavors, and an exceptional usage experience.
“The key to Vinamilk’s success lies in its profound understanding of consumers, from the smallest changes in behavior and preferences to the most specific and sophisticated nutritional needs,” Kantar representatives asserted.
Sharing insights into the cutting-edge science and technology applied by the company, 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 essential nutrients and natural grass flavor; intelligent nutrition: high-protein, low-fat, lactose-free fresh milk made possible by Swedish ultra-microfiltration technology; and Green Farm drinking yogurt combining six strains of live and beneficial bacteria from Europe, a first in Vietnam.
In fact, in 2024, this Green Farm label recorded a remarkable 109% growth compared to 2023, with 96% of Green Farm consumers being loyal customers, giving the products an impressive overall satisfaction score of 9.53 out of 10. According to Kantar’s measurements, the household penetration rate of Vinamilk Green Farm increased by two points within just one year.
“This is an astonishing achievement, especially in the highly competitive Vietnamese dairy market,” Mr. Peter expressed. This success reflects not only the quality and appeal of the products but also the brand’s customer-centric spirit, constantly innovating and striving to bring world-class standards and technology to Vietnam.
Consumer trust is the foundation that enables Vinamilk to sustain its growth even amid slow recovery in purchasing power. According to the Fortune 500 Southeast Asia 2025 list recently released by the renowned American business magazine Fortune on June 17, 2025, Vinamilk remains the only Vietnamese dairy company on this prestigious list for the second consecutive year. Notably, the Vietnamese dairy giant is ranked among the first 140 enterprises based on revenue scale, climbing six places compared to 2024.
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