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VIETNAM
BRAND
FOOTPRINT
2023
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FOREWORD
Our data collection period for the
Vietnam Brand Footprint 2023
report began at a time when
Vietnam was emerging from the
toughest lockdown. We found
ourselves adjusting a new chapter
filled with hope, relief, yet still
uncertainty.
As we entered the first year post-
pandemic, we observed solid
recovery of several FMCG sectors,
such as beverages and non-food
sectors in both urban and rural
Vietnam, which had been impacted
during the two years of restrictions.
However, rising prices presented a
new challenge for consumers, who
are now looking for ways to save
costs. As early as Q1 2022, we
already saw the average price of
FMCG rising and consumers looking
to save costs in various ways. They
may react to the price pressure by
buying more or less of certain
products, switching shopping
products, switching shopping
channels, finding cheaper
alternatives, or simply absorbing
the price increases.
In times like this, winning consumer
loyalty is no easy feat. The winning
brands of 2023 shared common
traits, including understanding the
needs and desires of consumers
and quickly adapting their
strategies to the changing
environment, while maintaining a
connection with their audience.
This year's Brand Footprint explores
some of the success stories and
insights that can help brands grow
and thrive in the face of adversity.
We celebrate the brands that have
found their winning ways to reach
more consumers and look forward
to sharing their stories with you.
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LOCAL
RANKING
The most chosen FMCG brands
and brand owners in Vietnam
across sectors

Data in Urban 4 key cities and Rural Vietnam

1 year ending October 2022
There is a decision point in every
FMCG purchase; a point at which
the shopper decides to buy one
brand instead of another.
If you’re new to this report, we use
the unique and insightful Consumer
Reach Point (CRP) metric to gauge
brand success. CRP combines
population, penetration, and
consumer choice, allowing us to see
just how often shoppers choose any
particular brand. One CRP is one
choice.
With this metric, we can rank the The Brand Footprint ranking reveals
most successful brands across how consumers around the world
markets, giving you both a bird’s- today are buying FMCG brands, as
eye view and a detailed look at well as highlighting the
brand performance in terms of opportunities that remain for
finding new customers. We develop brands to increase their footprint.
global, regional, and local market
rankings, making it a breeze to
access the data you need and
evaluate your performance against
competitors.
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BRAND
STORY
TH
Although the Dairy sector cooled
down this year as people stopped
stockpiling, TH climbed two places
to secure the number two spot in
ranking for both FMCG and Dairy &
Dairy Substitutes sectors in Urban
4 Key cities.
TH's impressive growth is also
thanks to the brand's commitment
to innovation and continuous
expansion of its product portfolio.
By making the bold decision to
enter already highly penetrated
markets, such as liquid refreshment
beverages, and introducing new
products that address consumers’
specific health demands, TH
successfully recruited more buyers
and adapted to their new needs.
Furthermore, the brand expanded
beyond the Dairy sector while
retaining its authenticity by
consistently incorporating natural,
organic ingredients with health
benefits in its repertoire of new
launches and existing products.
TH's recipe for success lies in the
brand’s relentless efforts to
innovate, to deeply understand
consumer needs and to boldly
explore new flavour combinations.
This approach has helped the
brand to capture consumer
attention and establish itself as a
leading FMCG brand.
Diana
Diana, the Japanese-owned
hygiene and feminine care brand,
grabbed a stronghold in the
feminine care market in Vietnam,
rising one place from last year to
become the number one Health &
Beauty brand in urban 4 key cities.
Since the brand was established in
1997, Diana has never stopped
innovating to create products that
better meet the needs of its
increasingly sophisticated female
consumers. Diana also consciously
re-innovates, improves and tailors
its existing product lines for
different consumer demands and
expectations.
Diana consistently creates Future success for Diana will hinge
integrated marketing campaigns on its continued ability to leverage
that deliver empowering and consumer insights to inform
relatable messages to research and developments and
communicate its innovations in a create meaningful connections with
way that resonates with targeted consumers through all
Vietnamese consumers. It drives crucial communication and
conversations through genuinely distribution touchpoints.
authentic social media content and
collaboration with influencers and
celebrities.
Diana dominates the retail
landscape in Vietnam by
maintaining a strong presence
across all channels, while cleverly
integrating online and offline
touchpoints to engage with
consumers at every stage of their
coming-of-age journey.
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BRAND
INTERVIEW
Lay's
Lay's has experienced
significant growth in CRP in
2022 in both urban and
rural Vietnam. What key
strategies and initiatives
have contributed to this
success?
Lay's, one of PepsiCo's largest
brands, was introduced to
Vietnamese consumers in early
2019 with the goal of generating
billions of smiles and becoming the
most innovative and fastest-
growing snack company in
Vietnam. After three years, 2022
marked a successful milestone for
Lay's in Vietnam, with significant
growth in consumer awareness and
choice.
Our key strategic pillars are quality
product, and advantaged brand.
We focus on delivering the best
quality from farm to field, using
only selected fresh potatoes from
Lay's collaborated farmers, a
strictly global standard production
process, and a dedicated sales
force to distribute and display
products on market shelves.
Additionally, Lay's diversified
portfolio is also key to its worldwide
product success across value-tier,
mainstream, upper mainstream,
and premium segments. The Lay's
brand is the most valuable asset
that can be strengthened through
demand-centric innovations and
culturally relevant communication.
Lay's has managed to
stand out in the
competitive snacking
market in Vietnam. What
unique marketing
campaigns have been
campaigns have been
employed to differentiate
the brand and resonate
with consumers in 2022?
To bring the brand purpose "Spread
the joy to everyone" to life, our
marketing campaigns must be
relevant to the Vietnamese youth's
passion points and local
Vietnamese culture. Two of the
most successful campaigns in 2022
were Lay's Crispy Subtitles and
Lay's Tet.
People love to munch on snacks
while watching videos on their
laptops and so Lay's introduced an
Artificial Intelligence (AI) app -
Lay's Crispy Subtitles. The app used
machine learning algorithms to
automatically activate subtitles
when the "crunching" sound of
potato chips was detected. Over
170 hours of 17,512 different
"crunchy" sound samples were
played to perfect the AI machine
played to perfect the AI machine
learning. With thousands of
downloads, millions of earned
media, and billions of impressions -
not only in Vietnam but worldwide -
the campaign scooped the coveted
Bronze Lion in Entertainment at
Cannes Lions 2022.
Meanwhile, Lay's Tet 2023 was our
biggest Tet campaign ever, with
integrated activities across online
and offline touchpoints - from
traditional to breakthrough
channels. After several years of
Covid restrictions, the Tet season
was a good time to deliver a
message that helped to close the
family generational gap. Gen Z, as
the family’s joy master, were able
to connect all family members.
Using this insight, Lay's introduced
an extended music video featuring
memorable storytelling from the
singer Duc Phuc and rapper
GDucky. This big idea was also
leveraged and amplified on other
leveraged and amplified on other
media, including TV Commercials,
TikTok Hashtag Challenge and
Song 23 Performance. The
campaign led to many impressive
results for Lay’s, including gaining
significant market share, becoming
the #1 brand on Tiktok and ranking
third in Top 05 Tet TVCs with the
highest organic interactions during
the Tet 2023 period.
As consumer preferences
and market dynamics
continue to evolve in
Vietnam, how does Lay's
plan to stay ahead of the
curve and ensure its
continued growth and
success in the coming
years?
To maintain Lay’s sustainable
growth in Vietnam, we follow two
key PepsiCo concepts in everything
we do, which are Be Consumer
Centric and Focus & Get Thing
The year 2022 was a
breakthrough year for Lay’s
globally as it’s hailed as one
of the most resilient brands
in light of economic
challenges. Despite being a
relatively new player in
Vietnam, Lay’s also achieved
a remarkable feat to
grow CRPs by 14% and 20%
respectively in Urban 4 and
Rural, capturing over
354,000 new shoppers.
Centric and Focus & Get Thing
Done Fast. Being Consumer Centric
means we consider consumers in
every decision we make and
continually innovate to create more
value for them. Focus & Get Things
Done Fast is about simplifying the
way we work and staying
committed to what really matters
to the local market.
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LOCAL
INSIGHT
As consumers made the
shift from lockdowns to a
new normal in 2022, we
have seen coexisting yet
polarising trends driven by
heightened health and
hygiene concerns, the
return to ‘freedom’, and
rising commodity prices.
While embracing the “normal”
lifestyle, consumers have adopted
and sustained healthy habits, as
seen in the sustained momentum
of health improvement and
hygiene-related products, such as
home cleaning products.
Sectors that were heavily impacted
during lockdowns, such as
beverages, snacking and personal
care, have made a strong
comeback as people returned to
the outdoors. Coca Cola and Pepsi
are two brands that have benefited
from the recovery, notching up
double digit growth in their buyer
double digit growth in their buyer sector. As restrictions ease, usage
base. occasions for beauty categories
increase, prompting consumers to
As prices have continued to rise invest in new advanced formats,
throughout the year, Vietnamese premium brands or add more steps
shoppers have reacted in ways that to their routines.
are not the same for every
category. Some shoppers have What do these winning
started to purchase bigger pack brands have in common?
sizes to save money, such as in They’ve become
homecare and personal care omnipresent and have
categories. Leading brands like rapidly adapted their
Downy and Pantene have strategies in light of
successfully driven consumption changing consumer needs
volume by offering bigger pack in the evolving FMCG
sizes. In categories facing high landscape.
inflation, such as cooking oil,
shoppers are opting for more
affordable alternatives , as seen in
the growth of low-tier brands. In
other categories they are switching
to private labels, which has helped
to fuel the 23% volume growth of
private-label liquid laundry.
Conversely we have witness a trend
for trading up in the personal care
sector. As restrictions ease, usage
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To explore the full rankings, please visit:

https://www.kantar.com/campaigns /brand-
footprint/explore-the-data

For more information, please contact

Jane Ha
Senior Marketing Manager
Worldpanel Division, Kantar Vietnam jane.ha@kantar.com

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