Executive Summary

Aug 2019
PROSPECTS
Increased domestic consumption of coffee and tea boosts sales

Growth of domestic consumption of tea and coffee in Vietnam has positively affected the “other” dairy category. Indeed, coffee whitener, condensed milk or cream is mainly used for making drinks and food related to tea and coffee.

Traditional use, high awareness and wide distribution account for significantly high volume share of condensed milk

Strong consumer awareness, wide distribution and long tradition account for the significant consumption of condensed milk in Vietnam. Condensed milk has long attracted Vietnamese people, and it is a product that older generations, particularly, have loved since childhood.

Lack of competition and familiarity constrains growth of cream and coffee whiteners

Beyond the fact that cream and coffee whiteners have not traditionally been consumed in Vietnam, the main reason why these two categories remain so small is partially due to a lack of competition. Anchor cream by Fonterra Brands (Vietnam) and Coffee-mate coffee whiteners by Nestlé Vietnam are amongst the few products available in their respective categories.

COMPETITIVE LANDSCAPE
Vinamilk benefits from ability to adapt and change

Vinamilk continued to dominate ““other” dairy in 2019 on the strength of its leading position in condensed milk, by far the best-selling “other” dairy product in Vietnam. Having offered little by way of product innovation over the year other than introducing a wider variety of pack types and sizes, the company can easily rely on its strong brand awareness, robust distribution network and numerous marketing activities to maintain its lead in this category.

Lacking competition in coffee whiteners, Nestlé expands its distribution rather than investing in innovation

There has been a lack of momentum in developing sales of coffee whiteners in Vietnam, and over the review period volume growth of the category has remained moderate and stable. Moreover, until recently it was hard to find many brands in this category except for Coffee-mate (Nestlé Vietnam Ltd).

While traditional retailers lead, modern grocery retailers are rapidly gaining ground

Independent small grocers and other grocery retailers in the traditional channel continue to account for the large majority of “other” dairy sales, although modern grocery retailers – supermarkets, hypermarkets and convenience stores – expanded throughout the review period and all of these channels increased their value share of “other” dairy by double digits between 2014 and 2019. Condensed milk is carried everywhere, with coffee whiteners available to a lesser extent and cream presence largely restricted to modern retailers that have refrigerated display compartments.

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Other Dairy in Vietnam

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Overview

Discover the latest market trends and uncover sources of future market growth for the Other dairy products 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 Other dairy products industry in Vietnam, our research will save you time and money while empowering you to make informed, profitable decisions.

The Other dairy products 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 Other dairy products in Vietnam?
  • What are the major brands in Vietnam?
  • How are volatile farmgate prices for milk impacting retail prices and sales performance?
  • Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?
  • How are soy-based products performing against traditional dairy items?

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.

Other Dairy in Vietnam - Category analysis

HEADLINES

PROSPECTS

Increased domestic consumption of coffee and tea boosts sales
Traditional use, high awareness and wide distribution account for significantly high volume share of condensed milk
Lack of competition and familiarity constrains growth of cream and coffee whiteners

COMPETITIVE LANDSCAPE

Vinamilk benefits from ability to adapt and change
Lacking competition in coffee whiteners, Nestlé expands its distribution rather than investing in innovation
While traditional retailers lead, modern grocery retailers are rapidly gaining ground

CATEGORY DATA

Table 1 Sales of Other Dairy by Category: Volume 2014-2019
Table 2 Sales of Other Dairy by Category: Value 2014-2019
Table 3 Sales of Other Dairy by Category: % Volume Growth 2014-2019
Table 4 Sales of Other Dairy by Category: % Value Growth 2014-2019
Table 5 Sales of Cream by Type: % Value 2014-2019
Table 6 NBO Company Shares of Other Dairy: % Value 2015-2019
Table 7 LBN Brand Shares of Other Dairy: % Value 2016-2019
Table 8 Distribution of Other Dairy by Format: % Value 2014-2019
Table 9 Forecast Sales of Other Dairy by Category: Volume 2019-2024
Table 10 Forecast Sales of Other Dairy by Category: Value 2019-2024
Table 11 Forecast Sales of Other Dairy by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Other Dairy 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 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources