Dairy consumption in Vietnam has witnessed a significant surge in recent years, with a wide range of dairy products finding their place in Vietnamese households. Among them, five dairy products have gained particular popularity among Vietnamese consumers. These products include fresh milk, condensed milk, yogurt, cheese, and butter. Each product offers its unique taste, versatility, and nutritional benefits, catering to the diverse preferences and culinary traditions of the Vietnamese people. 

I. Fresh Milk

Fresh milk is one of the most consumed dairy products in Vietnam, cherished for its rich taste and nutritional benefits. Vietnamese households often include fresh cow’s milk as a regular part of their diet. One prominent brand in the Vietnamese market is Vinamilk Fresh Milk, which offers high-quality milk products.

Production volume of fresh milk in Vietnam from 2016 to 2021 (in million liters), Statista

Many brands of dairy companies are known by many consumers such as Vinamilk, Nutifood, TH truemilk, IDP, Moc Chau Milk.

Vinamilk Fresh Milk is known for its purity and freshness, sourced directly from local dairy farms. It undergoes stringent quality control measures to ensure that consumers receive the best possible product. The milk is pasteurized to maintain its nutritional value while ensuring safety.

In Vietnamese households, fresh milk is enjoyed in various ways. It is commonly consumed as a refreshing beverage, either chilled or at room temperature. Many individuals find delight in starting their day with a glass of fresh milk, appreciating its creamy texture and natural flavor. Families often incorporate fresh milk into their cooking and baking, using it to prepare traditional Vietnamese dishes, such as sweet soups or rice-based desserts.

The popularity of fresh milk can be attributed to its numerous health benefits. It is a rich source of essential nutrients, including calcium, protein, and vitamins. Vietnamese consumers value fresh milk for its contribution to bone health, especially for children and the elderly. Additionally, it is appreciated as a nutritious option for individuals looking to maintain a balanced diet and a healthy lifestyle.

II. Condensed Milk

Condensed milk holds a significant position in Vietnamese culture and cuisine, being widely consumed and cherished for its unique characteristics. This sweet and thick dairy product has become an integral part of Vietnamese households and is commonly used in various culinary delights. A popular brand in Vietnam is Longevity Sweetened Condensed Milk.

Longevity Sweetened Condensed Milk is renowned for its rich and creamy texture, which adds a distinct sweetness to many Vietnamese beverages and desserts. The brand takes pride in producing condensed milk that perfectly balances sweetness and consistency, catering to the discerning taste buds of Vietnamese consumers.

In Vietnam, condensed milk is most commonly associated with the country’s iconic coffee culture. Vietnamese iced coffee, known as ca phe sua da, features a delightful blend of strong coffee and condensed milk poured over ice. The sweetness of the condensed milk complements the bold flavor of the coffee, resulting in a unique and indulgent beverage that is enjoyed throughout the day.

Apart from coffee, condensed milk is a key ingredient in a wide array of traditional Vietnamese desserts. From the beloved che, a sweet soup with various ingredients like beans, jelly, and fruits, to the popular flan or custard-like desserts, condensed milk adds a rich and creamy element that enhances the overall taste and texture of these sweet treats.

Condensed milk’s versatility extends beyond beverages and desserts. It is also used as a topping for toast, pancakes, and waffles, adding a touch of sweetness and richness to these breakfast staples. Its thick consistency makes it ideal for drizzling or spreading, transforming ordinary dishes into delightful indulgences.

III. Yogurt

Yogurt has gained immense popularity in Vietnam as a healthy and delicious dairy product. It has become a go-to snack option for many Vietnamese consumers, thanks to its refreshing taste and numerous health benefits. One notable brand that has captured the market is TH True Yogurt.

TH True Yogurt is known for its high-quality ingredients and commitment to delivering a wide range of yogurt products to cater to different preferences. From traditional plain yogurt to flavored varieties and fruit and yogurt drinks, TH True Yogurt offers an assortment of options to satisfy the diverse tastes of Vietnamese consumers.

Vietnamese consumers have embraced yogurt as a convenient and nutritious snack. It is often enjoyed on its own, providing a refreshing and cooling experience, especially during hot weather. Yogurt’s creamy and smooth texture, coupled with its tangy flavor, makes it a delightful treat for both children and adults.

To meet the increasing demand, many cafes, supermarkets, and convenience stores in Vietnam now offer a wide selection of yogurt products. The accessibility and variety of flavors have further fueled the popularity of yogurt among Vietnamese consumers.

TH True Yogurt and other brands have played a significant role in promoting the consumption of yogurt in Vietnam. Through marketing campaigns, product innovation, and collaborations with influencers, they have successfully created awareness and educated consumers about the benefits of incorporating yogurt into their diets.

IV. Cheese

Cheese consumption is on the rise in Vietnam, with an increasing number of Vietnamese consumers developing a taste for this delectable dairy product. While still relatively new to the Vietnamese culinary scene, cheese has gained popularity, particularly among younger generations. Several brands, such as Laughing Cow and Dutch Lady, have played a significant role in introducing and establishing cheese in the Vietnamese market.

Laughing Cow, a well-known brand globally, offers a variety of cheese products that have captured the attention of Vietnamese consumers. Their spreadable cheese wedges have become a favorite choice for snacks and as a complement to sandwiches. The brand’s commitment to quality and taste has contributed to the growing acceptance and appreciation of cheese among Vietnamese consumers.

Another brand making its mark in Vietnam is Dutch Lady, which offers a range of cheese products that cater to different tastes and preferences. From creamy mozzarella to rich cheddar, Dutch Lady provides Vietnamese consumers with options to explore and enjoy the diverse flavors and textures of cheese. This brand has contributed to the increasing presence of cheese in Vietnamese households, as it offers products suitable for cooking, snacking, and incorporating into various dishes.

V. Butter

Butter holds a significant place in Vietnamese cooking and baking, adding a rich and creamy touch to various dishes. It is commonly used in households across Vietnam, and brands like Vinamilk Butter have become go-to choices for consumers seeking high-quality butter products.

Vinamilk Butter, known for its consistent quality and flavor, has established itself as a trusted brand in the Vietnamese market. The butter is made from high-quality cream, churned to perfection to achieve a smooth and velvety texture. Vietnamese consumers appreciate the rich taste and versatility of Vinamilk Butter, making it a staple ingredient in their kitchens.

In Vietnamese households, butter is widely used in baking, especially for making pastries, cakes, and cookies. Its creamy texture and unique flavor contribute to the richness and tenderness of baked goods, enhancing their taste and appearance. From flaky croissants to decadent layer cakes, butter plays a vital role in creating delightful treats for special occasions and everyday indulgence.

Apart from baking, butter is enjoyed on its own, spread on bread or toast, especially during breakfast. Its creamy and savory qualities make it a satisfying addition to a morning meal, providing a touch of richness and flavor. Vietnamese consumers appreciate the comforting and nostalgic feeling that butter brings to their breakfast rituals.

VI. HOW TO SELL IN DAIRY PRODUCTS TO VIETNAMESE CONSUMERS

1. Distribution, distribution, and distribution

The system of supermarkets, mini-marts, convenience store chains… are modern retail models that are thriving in urban areas, big cities, and provincial cities, typically chain stores. Vinmart+ with nearly 2,000 stores, etc. Thanks to that, within a few days after a successful agreement with the chain, the product was able to appear in all stores nationwide.

There are more and more foreign dairy brands coming to Vietnam. So the competition is harsh to be distributed by big chains of stores. We can connect you to prestigious distributors thanks to our network. Contact us today! 

2. Strong online presence and branding 

a) Localized website

Before buying milk, customers tend to look up product and brand information online. They often visit e-commerce channels and brands’ websites to find out information, reviews… about products. With clear, convincing information, brands can stimulate them to try the product.

When designing a website selling milk,  brands need to pay attention to the following functions to ensure the website is full of necessary and more professional features:

• Introduction: Give the most general information about the business such as industry, field, history, and achievements,…
• Products: Provide complete, detailed, and specific information in Vietnamese language related to dairy products such as the most popular, best-selling, newest,…
• Home page: Design a website to sell fresh milk, powdered milk with a beautiful interface and full of necessary categories. The layout is streamlined, and scientific with colors and logos that match the style of the business.
• Shopping cart: Customers can add, remove, edit, and delete dairy products on the web before ordering and paying for products.
• News: A must-have feature when designing a website to sell milk to help regularly update the latest news about products or businesses so that customers can follow up promptly.
• Search: This feature supports the ability to search for products according to the needs and desires of customers simply and quickly through the keyword category or product classification.

b) Events and PR

Develop PR activities with many models and methods such as organizing in-depth seminars, writing articles in newspapers and e-magazines to promote product brand images, and in-depth articles about products and services. product quality, the role and effects of dairy products on consumers’ health, and the benefits of the product… will help dairy businesses easily spread the values that the product brings to customers. 

Prestigious, high-following online newspapers that can effectively publish articles, such as Afamilly, Soha News, Giadinh.net.vn, Dan Tri, VnEconomy, Cafe F, VietnamNet, Tuoi Tre Online, Lao newspaper, Life and law, VnExpress… will help increase the ability to certify product quality, thereby building trust with customers, attracting and “enticing” customers to use the product.

For example, VitaDairy cooperates with the Ministry of Health to organize Scientific Workshops on Immunonutrition, and some systems such as BiboMart, and Kids Plaza organize Q&A programs with nutritionists or guides. taking care of children to gain weight scientifically… Approaching customers from such a scientific perspective will help increase confidence in the product. At the same time, they also deploy many free trial programs, trials with preferential prices. Thereby, the brand can convince shoppers to buy again based on their own experiences instead of listening to reviews from others.

c) Social media marketing 

Besides, social media marketing is also the utmost way for international brands to have a steady position in Vietnam. This is the key point in the marketing strategy that companies need to do when invading the Vietnamese market:

• Create customer-oriented content: Through creating user-centric content, brands can foster consumer engagement and build a strong community. Combining content with SEO (Search Engine Optimization is also important because it directs consumers to the brand’s website, giving them a better understanding of what they will be offered. can find your brands when they have a need to buy a certain product, thereby bringing your products closer to consumers.

For example, when the natural and health-friendly elements of customers are put at the heart of each strategy. Dutch Lady’s slogan is “ready for a life”, the company has affirmed its business philosophy towards the community, and with strong promotional communication tactics, media channels such as Youtube or Facebook are taken advantage of. radically, the number of potential customers of the company is increasing day by day, and has a solid “leg” in the Vietnamese dairy market.

• Building images on social networking platforms: Social media can help dairy brands extend their reach to target audiences through advertising campaigns. Each social networking platform meets different needs and appeals to different audiences. While Instagram appeals to young people, Facebook is highly effective for marketing to all age groups, and YouTube is a great platform to run long-form video content.

d) Attract customers with Influencer Marketing

Through influencer marketing, FMCG brands can increase their brand awareness and reach. This strategy helps to quickly build trust as consumers will gain more trust in the brand when they are introduced to the brand by their favorite influencer.

3. E-commerce is a growing sales channel

Currently, the demand for online shopping tends to increase, and the number of people using the internet, Facebook, and Zalo is increasing, especially focusing on young people of the better income class in urban areas. convenience. This is a consumer trend and an opportunity for domestic dairy businesses to develop e-commerce distribution channels (online sales) and home delivery services.

E-commerce channels (Shopee, Lazada, Tiki…) and chain of mother and baby stores (Con Cung, Kids Plaza, BiboMart…).

VII. Conclusion

Foreign businesses in the dairy industry have a significant opportunity to thrive in the Vietnamese market by capitalizing on the consumption of the five most popular dairy products. Fresh milk, condensed milk, yogurt, cheese, and butter have all found a place in Vietnamese households, and international companies can leverage their expertise to provide high-quality, diverse, and innovative dairy products. By entering the Vietnamese market with a focus on these popular dairy products, foreign businesses can contribute to the growth of the dairy industry, satisfy the evolving needs of Vietnamese consumers, and establish a strong foothold in this dynamic and promising market.

Promoting your dairy product brand in Vietnam will definitely need proper advertising strategies. Learn with us here: