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