The milk market in Vietnam is now rather exciting and is predicted to remain vibrant in the coming time due to the increasing consumer demand for this product and the fierce competition among enterprises engaged in the sector, especially in urban markets. The factors that promote the growth of the enterprises in the meantime include their ability to capture and best meet the needs and tastes of the consumer; the expansion of their distribution network; trademark building with the strong support of marketing activities, and a heavier emphasis on revenue growth. However, most of the domestic enterprises are facing a lack of market information: supply - demand, prices and especially habits and tastes of milk consumers in the short term, in the face of common effects of the overall economic downturn, brief changes and the fierce competition in the market. In 2009, AGROINFO continues to promote research that is linked to market through a series of up-to-date reports on commodity sectors. “Consumer behavior towards Fresh and Sterilized Milk in 2009” is intended to be a bridge between the businesses and consumers. The report focuses on three major milk commodities: fresh/sterilized milk, yogurt and liquid yogurt in these following aspects: - Habits and tastes of milk consumers - Important criteria set by the consumer for the purchase of milk products - Market share of manufacturers determined on the basis of major milk commodities - Milk brands favored most by the consumer - Providers favored most by the consumer - Assessment of consumer satisfaction. - Future consumption patterns

Based on the survey data, along with “Milk consumption pattern in Vietnam”, AGROINFO also made the report “Pasteurized fresh milk consumption pattern in Vietnam” which provides an insight into fresh and sterilized milk products. Apart from consumer behavior patterns towards milk products, the report also presents an in-depth analysis of current consumption of fresh and sterilized milk brands such as Dutch Lady, Vinamilk, Hanoimilk, Nestle, Moc Chau, etc. Assessments of strengths and weaknesses for each brand made by the consumer will provide useful information for enterprises.

With the publication of this report, we hope to strongly assist enterprises in working out their business strategies; meeting the consumer’s tastes and demand to the greatest degree; and effectively identifying their products, business and marketing strategies.

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