Source: thitruongtaichinh.kinhtedothi.vn
Users are more alert
In recent days, information about fake milk products, advertising milk has been too much, even misleading the uncovered truth has made many consumers feel confused and worried. When beliefs are hurt, consumers begin to become wary, turning their backs on the names “floating like alcohol” on social networks thanks to flashy marketing tricks.
Nearly 600 types of fake milk have just been discovered by the authorities
However, in that “faith crisis”, many experts said that this is not only an expensive lesson for the whole industry, but also a golden opportunity for brands to do well, transparency, and quality as the foundation. “I bought milk for my children not because of advertising, but I have to look closely at the origin, safety certification, and most importantly, whether the child drinks is suitable. Before listening to his friends, now he has to find out more carefully. It is unbelievable on the acclaims on the internet anymore,” Thu Hang (35 years old, Hanoi) shared after a milk label that caused online fever was accused of quality.
Not only Ms. Hang, many other milk mothers now take the initiative to learn carefully about the ingredients, nutrition certification, origin … before choosing to buy milk for children. The trend of “trying, reviewing”, having helped many products “incense”, now becoming a double -edged sword when consumers return to question: “Is it really as good as rumors?”.
Over the past time, many newly launched dairy products have quickly become prominent thanks to the aggressive marketing campaign, hitting the psychology of parents such as: Increasing height, optimal brain development, …
However, when nutrition experts enter, verify the actual ingredients, many products have been peeled off on false advertising, not enough scientific evidence, even containing not suitable ingredients for young children.
Transparency, clear information
According to the lawyers, the gap makes the supervision and testing of fake milk difficult is that these products are mainly sold on e -commerce and social networks, where the control is almost open. Even to spleen gaps, businesses also hire some celebrities, movie actors, people with influence to advertise and sell directly to consumers through social networking channels such as YouTube, Facebook, Zalo …
The lawyer said that in the amendment of the upcoming advertisement law, it is necessary to have a joint responsibility if the celebrity advertises the truth or advertises the product of unknown origin, and has a stronger sanction (such as a ban on advertising, public apology, even criminal prosecution).
“If the celebrity is not aware of his role, and there is no alertness in business, then the person who suffers will be the public. Therefore, besides the more specific and strict legal sanctions to handle the responsibility of celebrities when promoting and trading dishes, the most important thing is still their own self-consciousness”- Lawyer Ha Huy Phong- Inteco Law Company.
The fierce battle in the Vietnamese dairy market
Vietnam’s dairy industry is witnessing fierce competition among businesses, including domestic and foreign enterprises. Currently, there are about 200 enterprises operating in this industry, including 40 enterprises specializing in manufacturing and distributing milk. The majority of the market share belongs to domestic enterprises (about 75%), while the rest belongs to foreign enterprises (about 25%).
The leading domestic businesses include Vinamilk, TH True Milk, Nutifood, IDP and Moc Chau Milk. Meanwhile, leading foreign businesses include FrieslandCampina (Netherlands), Nestlé (Switzerland), Abbott (USA), Mead Johnson (USA) and Fonterra (New Zealand).
Vietnam’s dairy industry is currently one of the fastest growing food and beverage markets in Southeast Asia, with a total market value estimated at US $ 4.2 billion by 2024, and expected to reach the annual double growth rate (CAGR) 8.65% to 2029.
Vietnam Dairy Joint Stock Company (Vinamilk) is still the “giant” dominating the market, accounting for nearly 50% of the market share of the whole industry by the end of 2024.
Vinamilk is present in most segments: fresh milk, powdered milk, yogurt, condensed milk and recently planted plant milk. In 2024, Vinamilk reached VND 61,824 billion in revenue – an increase of 2.2% compared to 2023 and profit after tax reached VND 9,453 billion – an increase of 4.8%. Vinamilk planned to grow in 2025, with a turnover of VND 64,505 billion – an increase of 4.3% and profit after tax 9.680 billion VND – an increase of 2.4%.
In addition to maintaining the domestic market share, Vinamilk also promotes exports to more than 50 countries and territories, increasing sales from international markets while still investing strongly in digital transformation and developing green and clean products.
TH True Milk currently accounts for about 30–45% of the market share of canned fresh milk in Vietnam. The company positioned the product in the segment of fresh, organic and high -class milk, focusing on the factors of the origin and international standards in breeding.
TH is also the first domestic brand to invest in a closed fresh milk production chain, with a farm system in Nghe An and other provinces. In addition to the domestic market, TH is strongly expanding to the international market such as China, Laos, Russia and ASEAN countries.
FrieslandCampina Vietnam – Dairy Company from the Netherlands, owns the Dutch Lady brand (Dutch girl), currently accounts for about 25% of the Vietnamese dairy industry market share. Despite being a foreign enterprise, Dutch Lady has been in Vietnam for more than 25 years and is one of the brands trusted by consumers.
Dutch Lady has strengths in the segment of powdered milk and pasteurized milk, focusing on groups of children, students and middle -aged people. This brand has recently invested in developing low sugar products, micronutrients supplements, suitable for modern consumption trends.
Nestlé Vietnam: Despite being a multinational corporation, Nestlé only accounts for about 7% of the dairy industry market share in Vietnam (mainly through Nestlé Nan and Milo brands), but it is strong in the segment of children’s nutrition and nutritious drinks.
NutiFood: A Vietnamese enterprise specializing in powdered milk and nutritious food, NutiFood has the advantage of a team of nutrition experts in the country. This company is promoting the market expansion with high -end and organic product lines.
IDP (LOF Milk): This is a brand that is emerging in the segment of fresh milk and drinks derived from young milk for young people, with a young and dynamic brand image.
