(PLO)- The Vietnam Brand Footprint Report ranks a series of fast-moving consumer goods brands that were most purchased in 2023.

Kantar – a market research company in Vietnam has just released the report “Brand Footprint Vietnam”.

Through analyzing more than 1,000 FMCG brands, the report ranks the most purchased FMCG brands in Vietnam for 2023 across five sectors: food, beverages, dairy and dairy substitutes, health and beauty, and home care.

In the packaged food sector, the top 10 most purchased brands this year continue to affirm the position of “giants” such as Hao Hao, Chinsu, Nam Ngu.

Hao Hao instant noodles secured the leading position in urban areas and place in rural areas, with an impressive double-digit growth in consumer reach point (CRP).

In 2023, the national instant noodle brand Hao Hao attracted an additional 187,000 urban households and over one million rural households, reaching purchase rates of 78.9% and 65.7%, respectively.

This is the highest CRP growth rate and purchase rate among the top 10.

Chinsu and Nam Ngu maintain their top 5 positions in both urban and rural markets.

A series of Vietnamese brands in the fast-moving consumer goods industry were purchased the most in 2023. Photo: TU UYEN

Beverage industry, the top 10 most purchased Vietnamese brands in both urban and rural areas have changed positions, with half of the brands recording double-digit CRP growth.

Coca Cola maintained its leading position, attracting more than 105,000 and 388,000 new households, respectively.

In urban areas, Sting energy drink took second place, right after Coca Cola. For the first time, Aquafina bottled water entered the top 5.

Notably, Saigon beer climbed nine places to enter the top 10, with a rapid CRP growth of 57.5%.

In the dairy and dairy substitutes industry, the top 10 most purchased brands in both urban and rural areas are Vinamilk.

In the urban market, TH held the second position, followed by Ong Tho milk and Ngoi Sao Phuong Nam.

Top 10 most chosen brands in rural markets, Fami ranked second.

Top 5 FMCG brand owners chosen the most in both urban and rural areas. Photo: TU UYEN

The top 5 FMCG brand owners with the most purchases in both urban and rural areas remained the same as last year.

Vinamilk, Unilever, Masan dominated the FMCG market when appearing in both urban and rural markets.

In the rural market, Acecook Vietnam achieved an additional 20 million purchases thanks to the success of the Hao Hao brand.

Mr. Peter Christou, General Director of Kantar Worldpanel Vietnam, assessed that 2023 is a challenging year for the Vietnamese FMCG market. Macro factors caused a wave of financial anxiety in households, causing consumers to change their shopping behavior.

“Vietnam Brand Mark 2024 recognizes FMCG brands that have been successful in attracting shoppers, being present at consumer touchpoints and finding new spaces for development,” said Mr. Peter Christou.