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Country Report

Cheese in

Cheese in Vietnam

Aug 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Westernisation generates demand but growth is contingent upon tailoring marketing to Vietnamese interests and customs

Cheese is not a traditional food in Vietnam; it has only appeared in conjunction with increased interest amongst Vietnamese in Western lifestyles and Western food. Westernisation, which is linked by many with a free spirit and personal independence, is significantly attractive to Vietnamese people, especially the youth.

Online promotion of ways of using cheese with traditional Vietnamese food attracts attention, especially of younger consumers

Using spreadable processed cheese and other processed cheese on crackers as a snack has become very popular in Vietnam. However, in the absence of major efforts on the part of manufacturers to promote the use of other types of cheese, it has also become common to see new ways of using cheese with traditional Vietnamese food, with this covered by bloggers on social media and on various websites devoted to food lovers.

Spreadable processed cheese remains most popular, particularly among children

Spreadable processed cheese continued to account for the majority of value sales of cheese Vietnam, and international players such as Bel Vietnam and Groupe Lactalis and the local player Vinamilk maintained their lead in this category in 2019. The fact that consumer awareness cheese in general is not strong challenges the expansion of other types of cheese in retailing channels.

COMPETITIVE LANDSCAPE

Manufacturers must invest in marketing to grow in awareness and demand

Within Vietnam, there has been a lack of marketing activity to build consumer awareness of cheese in general. Indeed, Vietnamese people know cheese as a Western food, but they do not know much about its nutritional content and have had little opportunity to taste food that has been prepared with cheese.

Marketing efforts in support of processed cheese see positive results

Only the manufacturers of processed cheese have been investing much in marketing cheese in Vietnam, in 2019 the efforts of all three leading players in spreadable processed cheese seem to have paid off as all of them increased their value sales, in both processed and spreadable processed cheese by double digits over the year. Bel Vietnam promoted La Vache Qui Rit in television commercial, visible on YouTube, which showed consumers enjoying the cheese on crackers and with fruit in various settings and Vinamilk has various promotion programmes including online support of its Phô Mai processed cheese.

With emphasis on Western food, foodservice remains main distribution channel

Except for spreadable processed cheese, which is predominantly sold in independent small grocers and supermarkets, respectively, the foodservice channel is still the key channel for cheese. The foodservice channel also saw the highest value growth over the review period, as currently, cheese is most popular in Western food restaurants, cafés and bars and bakeries.

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Cheese Market Sample Report Cheese Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cheese industry in Vietnam with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cheese industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cheese in Vietnam market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Cheese in Vietnam?
What are the major brands in Vietnam?
Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?
Are consumers moving from unpackaged to packaged cheese?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

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Cheese in Vietnam - Category analysis

HEADLINES

PROSPECTS

Westernisation generates demand but growth is contingent upon tailoring marketing to Vietnamese interests and customs

Online promotion of ways of using cheese with traditional Vietnamese food attracts attention, especially of younger consumers

Spreadable processed cheese remains most popular, particularly among children

COMPETITIVE LANDSCAPE

Manufacturers must invest in marketing to grow in awareness and demand

Marketing efforts in support of processed cheese see positive results

With emphasis on Western food, foodservice remains main distribution channel

CATEGORY DATA

Table 1 Sales of Cheese by Category: Volume 2014-2019
Table 2 Sales of Cheese by Category: Value 2014-2019
Table 3 Sales of Cheese by Category: % Volume Growth 2014-2019
Table 4 Sales of Cheese by Category: % Value Growth 2014-2019
Table 5 Sales of Spreadable Processed Cheese by Type: % Value 2014-2019
Table 6 Sales of Unprocessed Cheese by Type: % Value 2014-2019
Table 7 NBO Company Shares of Cheese: % Value 2015-2019
Table 8 LBN Brand Shares of Cheese: % Value 2016-2019
Table 9 Distribution of Cheese by Format: % Value 2014-2019
Table 10 Forecast Sales of Cheese by Category: Volume 2019-2024
Table 11 Forecast Sales of Cheese by Category: Value 2019-2024
Table 12 Forecast Sales of Cheese by Category: % Volume Growth 2019-2024
Table 13 Forecast Sales of Cheese by Category: % Value Growth 2019-2024

Packaged Food in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Food safety concerns, expanded distribution, and improved disposable income are among a host of reasons why packaged food sales were thriving in 2019

Premium products not only perform well, but often drive growth of entire categories

In a highly fragmented market, the top 15 players and the artisanal value shares account for the lion’s share of market value sales

Convenience store expansion beyond major urban areas continues to boost demand for packaged food brands and products given more exposure

There are myriad reasons to be optimistic about continued strong value growth

FOODSERVICE

Sales to Foodservice

In an intensely competitive environment packaged food players strive to increase volume sales and brand image
International packaged food providers to foodservice, especially to major chains, have advantages by having global partnerships and in view of concerns over food safety and demand for higher-quality ingredients
Smaller independent foodservice players such as street stall operators tend to purchase their cooking ingredients from retailers/wholesalers rather than from manufacturers

Consumer Foodservice

Improved economy and societal/lifestyle changes drive Vietnamese to eat out more often
Street food is a popular tradition that continues to attract locals as well as tourists, driven by articles on the internet touting its many delights and delicacies
Foodservice restaurants entice younger, more adventurous consumers with various decorations and themes

Category Data

Table 14 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 15 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 16 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 17 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 18 Sales of Packaged Food by Category: Volume 2014-2019
Table 19 Sales of Packaged Food by Category: Value 2014-2019
Table 20 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 21 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 22 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 24 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 25 Penetration of Private Label by Category: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format: % Value 2014-2019
Table 27 Distribution of Packaged Food by Format and Category: % Value 2019
Table 28 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 31 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

Megatrends

Country Report

Cheese in Vietnam

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Westernisation generates demand but growth is contingent upon tailoring marketing to Vietnamese interests and customs

Online promotion of ways of using cheese with traditional Vietnamese food attracts attention, especially of younger consumers

Spreadable processed cheese remains most popular, particularly among children

COMPETITIVE LANDSCAPE

Manufacturers must invest in marketing to grow in awareness and demand

Marketing efforts in support of processed cheese see positive results

With emphasis on Western food, foodservice remains main distribution channel

Samples

Overview

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Table of Contents

Cheese in Vietnam - Category analysis

HEADLINES

PROSPECTS

Westernisation generates demand but growth is contingent upon tailoring marketing to Vietnamese interests and customs

Online promotion of ways of using cheese with traditional Vietnamese food attracts attention, especially of younger consumers

Spreadable processed cheese remains most popular, particularly among children

COMPETITIVE LANDSCAPE

Manufacturers must invest in marketing to grow in awareness and demand

Marketing efforts in support of processed cheese see positive results

With emphasis on Western food, foodservice remains main distribution channel

CATEGORY DATA

Packaged Food in Vietnam - Industry Overview

EXECUTIVE SUMMARY

Food safety concerns, expanded distribution, and improved disposable income are among a host of reasons why packaged food sales were thriving in 2019

Premium products not only perform well, but often drive growth of entire categories

In a highly fragmented market, the top 15 players and the artisanal value shares account for the lion’s share of market value sales

Convenience store expansion beyond major urban areas continues to boost demand for packaged food brands and products given more exposure

There are myriad reasons to be optimistic about continued strong value growth

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

Category Data

MARKET DATA

SOURCES

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