Not until 1920 when the French brought foreign dairy cows to Vietnam that the local people here got to know about cow milk. In 1924, Longevity & Dutch Lady products were first traded in Saigon (later renamed Ho Chi Minh City) and became the first player in the longtime dairy industry. Since then, the Vietnam dairy industry has developed dramatically. According to Euromonitor, the total size of Vietnam’s dairy market in 2019 has reached over USD 5.2 billion and a report from Vietnam Dairy Association also pointed out that the dairy market’s revenue already reached USD 4.7 billion in 2018, an increase of 9% compared to 2017, and made the CAGR of 12.7% 2010年から2018年にかけて。

The year 2020 with its COVID-19 pandemic has witnessed the struggle of many industries and FMCG in particular. Increased employment rate and dropped consumer confidence index have made consumers cut down their expense budget on many categories. However, the dairy industry only lost a little with a slight drop of 4% in market value (SSI Research). Based on recent Nielsen’s data, milk consumption still accounts for 12% of FMCG consumption in Vietnam in the first half of 2020, remained unchanged from 2019 statistics.

消費者の購買行動

Results from the “Dairy consumption behaviors” survey conducted by BEAN Survey (11/2020) with 399 respondents have proofed the essential role of dairy products in Vietnamese daily life with 100% of respondents stated that they have used milk and other dairy products for the past three months. Especially, 64% used milk daily and 55% used other dairy products sometimes per week. As we are in the middle of the pandemic, consumers start seeking products that boost their health and milk has been believed to be a good product for the immune system. According to Ho Chi Minh Securities Corporation, demand for dairy products during the COVID-19 pandemic increased, most in yogurt. Besides habit-related and convenient reasons, 87.5% of respondents of BEAN Survey chose to use dairy products because “It’s good for health”, 42% consumed for “Nutritious” and 32% for “Safety”.

外国企業にとっての市場の可能性

商工省が2010年に計画したように、国内企業が2020年までに10億リットルの生乳生産を達成したとしても、輸出要素は言うまでもなく、国内需要の38%をカバーするだけです。外国の牛乳ブランドはチャンスをつかみ、現在市場には300以上の牛乳ブランドがあります（商工省：2017年）。日本からは、森永が2010年に、明治が2019年に現地法人を設立し、和光堂（アサヒグループ食品）はNutifoodとの合弁事業提携を通じて市場に参入しました。

As the longest-term player, Dutch Lady has been catching with the domestic ones in terms of awareness and usage. The 2nd one – Meiji, even though has a 33% awareness but only 8% of customers have bought their products in the last 3 months. We believe that to make an entrance to Vietnam’s market, considerable promotional programs is essential. In fact, the top 4 reasons for choosing a brand already include “Promotion (78.4%)” and “Wide distribution system, easy to buy (76.2%)” (BEAN Survey – Dairy consumption behaviors). In 2019, the import value of milk and dairy products reached USD 1,048 billion, up 8.7% from 2018.

結論

もちろん、製品の品質は依然として最も重要です。現在、現地市場では約70%の牛乳が、ビタミンやミネラルの点で生乳よりも栄養価が低い還元乳と認識されています。CPTPPの結果、日本、シンガポール、ニュージーランドの乳製品は輸入関税の対象ではなくなり、牛乳の価格が下がり、競争が激化する可能性があります。しかし、消費者は「無添加（89.5%）」と「品質（73.4%）」を理由に、牛乳ブランドに何を求めているかを明確にしています。低価格の製品とは明確に区別する必要があり、国内企業の中にはすでにオーガニックや栄養価の高い製品を提供しているところもあります。外国企業はこれを勝ち筋にするしかありません。彼らが市場に食い込むことができるかどうかが興味深いです。

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リー・グエン

参考文献:

1. BEAN Survey
2. バオダウトゥ
3. ベトナム酪農協会
4. SSIリサーチ
5. ニールセン