Industry intelligence liquid milk

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Industry intelligence liquid milk

  1. 1. IMAS Communication INDUSTRY INTELLIGENCE Liquid Milk Oct 2013
  2. 2. Market Overview 2
  3. 3. Vietnam Market LARGE POPULATION: Over 92 Millions Global Ranking: No.14 Potential Young Dynamic Over 70% women agree to buy what children want YOUNG AGE 50% under 30 Over 1 Million Newborns each year ON-GOING URBANIZATION Urban: 32% Rate: 3% CIVETS Member GDP Ranking: No.57
  4. 4. Vietnam Target Consumer Target Over 1 Million Newborns each year Group 1: BABY < 5 YO Over 70% women agrees to buy what children want Group 2: KID 05 – 14 YO Buyer Target We want fun We are young We like trendy The main base in the next 10 years Good Quality than Expensive price Group 3: TEEN Group 4: YOUNG ADULT Group 5: MID-AGE & SENIOR 4
  5. 5. Consumption Litter of Milk Consumption/ Person Volume Per Buyer 60 50 40 30 20 10 0 2010 2013 Rural Urban 0 5 10 2012 2010 15 2009 20 1995 Consumption in Vietnam highly increases year by year, especially in rural areas. 5
  6. 6. Supplier Growth Prediction 1200000 16% 14% 1000000 12% 800000 10% 600000 8% 6% 400000 4% 200000 2% 0 0% 2013 2014 2015 No. of Milk Cow 2016 2017 Capacity (ton) 2018 2019 Increase Rate 2020 Supplier capacity is predicted to increase from 10 -15% per year. But it still does not meet the demand
  7. 7. Market share Early 2013 Market Share 2012 Market share 18% Vinamilk 8% 27% Vinamilk 46% Friesland Campina Nestlé 7% 49% 25% Others 20% • Both Vinamilk and Friesland Campina’s market share increases • Vinamilk still leads the market with about 50% market share. • TH True Milk positions itself as a potential competitor Friesland Campina TH True Milk Others
  8. 8. Opportunity Milk Consumption Comparison 30 NOT ONLY BY PRICE VIETNAM DAIRY MARKET IS ALSO DRIVEN BY REAL DEMAND INCREASE 27 600 RURAL URBAN 4 CITIES 25 Monthly Spend/buyer (‘000 VND) 21 400 20 15 15 26 16 10 15 6 0 2012 Viet Nam Thailand 2010 2012 217 260 0 22 15 10 2011 200 100 15 28 25 5 432 300 31 29 540 500 2010 2011 2012 China Volume change % (units) Value change % Vietnamese Liquid milk market still has many opportunities. - Consumption is increasing but still lower than other countries in region - Demand increases in both urban and rural areas - Consumers are willing to spend more in future Dairy in the next 3 years
  9. 9. Vinamilk – Market Leader 9
  10. 10. Vinamilk Growth Market Share Revenue (Billion VND) 60 30000 50 25000 40 20000 30 15000 20 10000 10 5000 0 2009 2010 2011 2012 Vinamilk Vinamilk reigns the Liquid Market for years Early 2013 0 2006 2007 2008 2009 2010 Revenue (Billion VND) 2011 2012
  11. 11. Vinamilk Brands & Products Vinamilk Dielac Fresh milk Milk powder for mother Yoghurt Milk powder for baby Ridielac Cereal powder for kid Vfresh Soybean Milk Longevity Fruit juice Southern star Drinking Yoghurt Smoothie Fermented Yoghurt Atiso tea Ice-Cream Vfresh Aloe Vera Cheese Milk powder for elder Condense milk - Diverse in products, Vinamilk brands present in all dairy segments - 3 main liquid milk products: - Fresh Milk – Leader of market - Drinking yoghurt - Soybean Milk – Having a limited number of competitors
  12. 12. Fresh milk: Vinamilk also reign market in the diversity of products •100% Fresh milk - UHT, plain •100% Fresh milk - UHT, sweetened •100% Fresh milk - UHT, strawberry •100% Fresh milk - UHT, chocolate •100% Fresh milk - UHT, reduced fat, plain •100% Fresh milk - UHT, reduced fat, sweetened •100% Fresh milk - Pasteurized, plain •100% Fresh milk - Pasteurized, sweetened •100% Fresh milk - Pasteurized, reduced fat, plain •Vinamilk UHT milk (ADM), sweetened •Vinamilk UHT milk (ADM), strawberry •Vinamilk UHT milk (ADM), chocolate •Vinamilk UHT milk, plain (pouch) •Vinamilk UHT milk, sweetened (pouch) •Vinamilk UHT milk, strawberry (pouch) •Vinamilk UHT milk, chocolate (pouch) •Unsweetened, high-calcium and low-fat UHT Milk Flex
  13. 13. Vfresh soy Milk – High protein – no sugar Vfresh soy Milk – High protein – low sugar Gold soy Milk – 100% natural soy Vinamilk is one of the limited companies playing in Soybean milk market
  14. 14. Friesland Campina A strong Competitor 14
  15. 15. Market competition Market Share Competition Vinamilk Friesland Campina 60 50 • Friesland campina lost its market share gradually till 2012. • In the early 2013, Friesland campina’ s market share started to raise again 40 30 20 10 0 2009 2010 2011 2012 Early 2013
  16. 16. Products Not as diverse as Vinamilk products, Friesland Campina focus on fresh milk under the Dutch Lady brand This year, Dutch Lady releases a new product – “Sữa Chọn”. Friesland Campina position “Sữa Chọn” as a different milk in Vietnam Market.
  17. 17. Quang Ngai Sugar Soybean Milk Leader 17
  18. 18. Soybean Milk Position Soybean milk, step by step, plays an important role in product structure of Quang Ngai Sugar Soybean Growth compares with Sugar Product structure 2000 1800 1600 Sugar 1400 Soybean Milk 1200 Confectionery 1000 Other Beverage 800 Beer 600 Others 400 200 0 2010 2011 Sugar Soybean Milk 2012 Series 3
  19. 19. Soybean Milk Products With 3 lines of product, Vinasoy is the leading brand in Soybean Market. 19
  20. 20. Thanks for reading! Sources: www.kantarworldpanel.com & www.dairyvietnam.com Made by Feniceb HT – Account Executive of IMAS Communication

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