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% 2010년부터 2018년까지.

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.

소비자의 구매 행동

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”.

외국 기업의 시장 잠재력

산업통상부가 2010년에 계획했듯이, 국내 기업이 2020년까지 10억 리터의 신선한 우유 생산을 달성하더라도, 수출 요인은 말할 것도 없고 국내 수요의 38%만 충당할 수 있을 뿐입니다. 외국 우유 브랜드는 기회를 잡았고 현재 시장에는 300개가 넘는 우유 브랜드가 있습니다(MOIT: 2017). 일본에서는 모리나가가 2010년에 현지 자회사를 설립했고, 메이지가 2019년에 설립했으며, 와코도(아사히 그룹 식품)는 Nutifood와의 합작 투자를 통해 시장에 진출했습니다.

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.

결론

물론, 여전히 가장 중요한 것은 제품의 품질입니다. 현재 국내 시장에서 약 70%의 우유는 비타민과 미네랄 측면에서 신선한 우유보다 영양가가 낮은 재구성 우유로 인식됩니다. CPTPP의 결과로 일본, 싱가포르, 뉴질랜드의 유제품은 더 이상 수입 관세가 부과되지 않으며 우유 가격이 인하되어 경쟁이 치열해질 수 있습니다. 그러나 소비자는 "첨가제 없음(89.5%)"과 "품질(73.4%)"을 이유로 우유 브랜드에 대해 원하는 것이 무엇인지 분명히 알고 있습니다. 저렴한 제품과의 명확한 구별이 필요하며 일부 국내 회사는 이미 유기농 및 고영양 제품을 제공했습니다. 외국 회사는 이것을 승부 포인트로 삼을 수밖에 없습니다. 그들이 시장에 움푹 들어갈 수 있는지 보는 것은 흥미로울 것입니다.

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참고문헌:

1. BEAN 조사
2. 바오 다우 투
3. 베트남 유제품 협회
4. SSI 연구
5. 닐슨