In this article, we will discuss the market size of formula milk consumption in Vietnam, the market size of each segment within the formula milk industry, the search trends based on keywords related to formula milk in Google search, and three companies that appear to be actively engaged in marketing formula milk online. We will also present the findings from our research on each company’s web communication strategy. The research was conducted in December 2024.

Vietnam’s Formula Milk Market Overview 

There is currently no specific data available on the formula milk consumer market in Vietnam. However, the overall milk consumption data for Vietnam is provided below.

Overview of the Milk Market in Vietnam

The milk industry in Vietnam has shown remarkable growth, with annual market revenue increasing from $9.48M in 2017 to a forecasted $108.60M in 2026. This expansion reflects rising consumer demand, driven by a growing population, urbanization, and heightened health awareness. Revenue nearly doubled between 2020 and 2025, highlighting rapid industry development. The consistent upward trend indicates opportunities for domestic and international milk producers to capitalize on the Vietnamese market. Investments in product diversification, such as fortified and flavored milk, are likely to drive further growth, as consumers increasingly prioritize nutritional value and product variety in their purchasing decisions.

Year	Annual market size by revenue (million USD)
2026 (Forecast)	108.60
2025 (Forecast)	88.91
2024	70.21
2023	54.99
2022	46.81
2021	40.76
2020	24.70
2019	16.18
2018	12.54
2017	9.48
2016	Data not available
2015

Vietnam’s Formula Milk Market Segments

Vietnam’s Milk segmentation by Sales Channels

The milk industry in Vietnam is segmented into online channels and offline channels, reflecting diverse consumer preferences. Online channels, which include e-commerce platforms and digital marketplaces, have shown significant growth, increasing from $0.04M in 2017 to a forecasted $2.39M in 2026, driven by rising internet penetration and consumer preference for convenience. Offline channels, comprising traditional retail outlets like supermarkets and grocery stores, continue to dominate, with revenue projected to reach $106.21M in 2026, highlighting strong consumer reliance on physical stores. While offline remains the primary revenue driver, the steady rise of online sales offers promising opportunities in Vietnam’s growing digital market. 

Segmentation by Sales Channels market data

Year	Online channels (million USD)	Offline channels  (million USD)
2026 (Forecast)	2.39	106.21
2025 (Forecast)	1.69	87.22
2024	1.19	69.02
2023	0.77	54.22
2022	0.61	46.20
2021	0.53	40.23
2020	0.20	24.50
2019	0.10	16.08
2018	0.06	12.48
2017	0.04	9.44
2016	Data not available
2015

Vietnam’s Formula Milk segmentation by Format

The data highlights monthly search volumes for two primary formula milk formats in Vietnam: Powdered Formula, with 1,230 searches, and Ready-to-Drink Formula, leading with 4,310 searches. Powdered Formula refers to traditional milk formula sold as powder, requiring preparation by mixing with water, making it a cost-effective and flexible option for long-term use. In contrast, Ready-to-Drink Formula is pre-mixed in liquid form, offering unparalleled convenience for busy parents and on-the-go consumption. The higher search volume for Ready-to-Drink Formula reflects modern consumer preferences for practicality and ease, indicating its dominant position in Vietnam’s growing formula milk market.

Segmentation by Format market data

Milk format	Monthly search volume
Powdered Formula	1,230
Ready-to-Drink Formula	4,310

Search Trends for Formula Milk in Vietnam

In this section, we analyze the search trends for the following keywords

Keyword

Sữa công thức pha sẵn: pre-mixed formula milk

Sữa bột: powder milk

Sữa non: Colostrum

Keyword explanation

Sữa công thức pha sẵn: This keyword refers to milk formula that is pre-prepared in liquid form, ready for immediate consumption without the need for mixing or additional preparation.
Sữa bột: This keyword refers to milk has been dehydrated into powder form, designed to be reconstituted with water for drinking or used as an ingredient in food preparation.
Sữa non: This keyword refers to the first milk produced by mammals after giving birth, rich in nutrients and antibodies essential for boosting immunity and supporting growth in newborns.

Top 50 monthly keywords searched

Based on the keywords above, this list also includes keywords that Google has determined to be related. 

Keyword	Monthly search volume
suabotchinhhang	2,400
sữa công thức pha sẵn	1,900
sữa friso gold cho trẻ 0 6 tháng 380g	590
sữa công thức pha sẵn cho bé 1 tuổi	590
top sữa tốt nhất cho trẻ sơ sinh	320
sữa cho trẻ sơ sinh tốt nhất hiện nay	320
sữa bột vinamilk cho trẻ 0 6 tháng	320
sữa non cho trẻ sơ sinh tốt nhất hiện nay	170
sữa công thức pha sẵn cho bé dưới 1 tuổi	170
sua xo cho be 0 6 thang	170
sữa bột tốt cho trẻ sơ sinh	140
dòng sữa tốt nhất cho trẻ sơ sinh	140
sua abbott grow 0 6 thang 400g	140
sữa công thức pha sẵn grow plus đỏ	140
sữa công thức pha sẵn ít ngọt	140
sữa optimum gold cho trẻ 0 6 tháng	140
sữa công thức tốt nhất hiện nay	110
optimum gold 0 6 thang	110
so sánh sữa tươi và sữa công thức pha sẵn	110
sữa công thức pha sẵn cho be dưới 1 tuổi	90
sữa grow 0 6	90
sữa công thức pha sẵn cho bé 2 tuổi	70
sữa bột pha sẵn cho bé 2 tuổi	70
các loại sữa công thức pha sẵn	70
sữa công thức pha sẵn cho bé trên 1 tuổi	70
sữa hộp pha sẵn cho bé 2 tuổi	50
những dòng sữa tốt nhất cho trẻ sơ sinh	50
các dòng sữa công thức tốt nhất hiện nay	50
sua hipp tu 0 den 6 thang tuoi	50
sữa blemil 0 6	50
sữa bột vinamilk 0 6 tháng	50
sữa công thức pha sẵn cho bé	50
sữa công thức pha sẵn cho bé 3 tuổi	50
sữa công thức pha sẵn colosbaby	50
sữa công thức pha sẵn grow plus	50
sữa công thức pha sẵn loại nào tốt	50
sữa công thức pha sẵn vinamilk	50
sữa bột 0 6 tháng	40
loại sữa tốt nhất cho trẻ sơ sinh	40
sữa bột nào tốt cho trẻ sơ sinh	40
top sữa công thức tốt nhất cho trẻ sơ sinh	40
sua enfamil 0 6 thang	40
sữa calokid 0 6 tháng	40
sữa công thức pha sẵn abbott grow	40
sữa công thức pha sẵn cho trẻ 1 tuổi	40
sữa công thức pha sẵn cho trẻ dưới 1 tuổi	40
sữa công thức pha sẵn optimum	40
sữa công thức pha sẵn pediasure	40
sữa công thức pha sẵn tăng chiều cao	40
sữa hagukumi 0 1	40

Overall keyword trends, including related keywords

The keywords being searched are categorized as follows:

1. Convenience-focused products: Keywords that highlight products designed for ease of use and time-saving benefits, such as “sữa công thức pha sẵn cho bé 1 tuổi”. 
2. Brand names: Keywords referring to specific brands within the milk or formula industry, such as “enfamil”, “similac”, and “abbott grow”. 
3. Age-specific needs: Keywords describing products tailored for specific age groups, such as “sữa bột cho bé 0 6 tháng tuổi” and “sữa bột 0 6 tháng”. 
4. Health-conscious choices: Keywords highlighting products designed to meet health and wellness trends, such as “sữa bột dễ tiêu hoá cho trẻ sơ sinh” and “sữa bột tăng cân cho trẻ 0 6 tháng”. 
5. Comparison between brands: Keywords related to comparing products from different brands, such as “so sánh similac và enfamil” and “so sánh các loại sữa bột cho trẻ sơ sinh”. 

Each keyword category’s number of keywords, total monthly search, top 3 most searched keywords in each category and their monthly search volume are as follows: 

Keyword category	Number of keywords	Top 3 searched keywords	Total monthly searches
Convenience-focused products	30	sữa công thức pha sẵn (1,900); sữa công thức pha sẵn cho bé 1 tuổi (590); sữa công thức pha sẵn cho bé dưới 1 tuổi (170)	4,090
Brand names	9	sữa friso gold cho trẻ 0 6 tháng 380g (590); sữa công thức pha sẵn grow plus đỏ (140); sữa công thức pha sẵn grow plus (50)	1,000
Age-specific needs	12	sữa friso gold cho trẻ 0 6 tháng 380g (590); sữa công thức pha sẵn cho bé 1 tuổi (590); sữa công thức pha sẵn cho bé dưới 1 tuổi (170)	1,830
Health-conscious choices	5	sữa công thức pha sẵn ít ngọt (140); sữa công thức pha sẵn tăng chiều cao (40); sữa bột tốt cho hệ tiêu hoá trẻ sơ sinh (30)	230
Comparison between brands	10	so sánh sữa similac và aptamil (30); so sánh enfamil và similac (20); so sánh similac và enfamil (20)	2,270

Key points:

• Keywords related to ready-to-mix formulas such as “sữa công thức pha sẵn” show significant interest, with a total of 4,090 monthly searches. This reflects the growing demand for convenient feeding solutions, particularly for busy parents seeking fast, easy-to-prepare products for infants under 1 year old.
• The prominence of brand-specific keywords, like “sữa friso gold” and “grow plus,” indicates that consumers are looking for trusted, established brands when choosing baby formula. With a total search volume of 1,000, it shows that brand reputation and recognition play a key role in purchase decisions.
• Age-appropriate formulas, such as those for 0-6 months and 1-year-olds, account for 1,830 searches. This highlights that parents prioritize nutrition based on developmental needs, with specific formulations designed to meet the nutritional requirements of different age groups being a key focus for consumers.

Brands with high brand awareness through search keywords

Below is the searched brand name, the number of related keywords, and the total monthly search volume. 

Brand name	Total monthly searches	Number of related keywords
Friso	600	6
Vinamilk	440	4
Optimum Gold	290	4
Abbott	230	6
Grow Plus	220	4
Similac	160	8
Enfamil	110	4
Dielac	80	6
Hipp	60	2
Colosbaby	50	1
Blemil	50	1
Pediasure	50	2
Meiji	50	2
Hagukumi	40	1
Calokid	40	1
Alpha IQ	20	2
Milo	10	1
Nestlé	10	1
S26	10	1
Nestilac	10	1
Frisolac Gold	0	2

About Friso

Friso, a renowned global brand under FrieslandCampina, is committed to providing high-quality nutrition solutions for children and mothers. Leveraging over 150 years of dairy expertise, Friso products are crafted from naturally-sourced milk, ensuring essential nutrients are preserved for optimal growth and development. Known for its advanced LockNutri™ technology, Friso maintains the natural structure of proteins, supporting easy digestion and nutrient absorption. With a strong focus on safety, quality, and innovation, Friso is trusted by parents worldwide as a reliable partner in nurturing healthy, happy children from infancy to early childhood.

About Vinamilk

Vinamilk, Vietnam’s leading dairy brand, has built a reputation for excellence in delivering nutritious, high-quality dairy products for over 45 years. As a pioneer in the dairy industry, Vinamilk offers a diverse range of products, including fresh milk, yogurt, condensed milk, and powdered milk, catering to the nutritional needs of all ages. With a commitment to sustainability and innovation, the brand sources premium ingredients and employs cutting-edge technology to ensure superior quality. Trusted by millions of consumers, Vinamilk has become a household name, embodying the essence of health, trust, and Vietnamese pride.

About Optimum Gold

Optimum Gold, a premium formula milk brand by Vinamilk, is tailored to meet the nutritional demands of children for optimal growth and cognitive development. Featuring DHA, Lutein, and a balanced blend of essential vitamins and minerals, Optimum Gold supports brain development, immunity, and physical health. Designed for easy digestion with added probiotics and fiber, it ensures children absorb nutrients effectively. Backed by advanced research and trusted by parents, Optimum Gold represents Vinamilk’s dedication to providing premium-quality products that lay the foundation for children to thrive during their critical early years.

Digital communication strategies of major web players

Definition and target of major web players

Here, major web players are companies that rank highly in Google search results for the keyword ‘sữa bột tốt cho trẻ sơ sinh’.

The target companies are the following three companies.

• VitaDairy
• Nutifood Sweden
• Vinamilk

Smartlog’s digital communication strategy

What is VitaDairy? 

Established on January 27, 2005, VitaDairy operates a large factory equipped with advanced production lines and technology that meet European standards. In just three years (2017-2020), VitaDairy tripled its revenue and became one of the most recognized dairy companies in Vietnam. Notably, VitaDairy has pioneered the Immunity Nutrition segment, conducting research and developing products tailored to children living in Vietnam’s tropical monsoon climate, which is prone to viruses and bacteria.

Pages where VitaDairy uses advertising

The landing page that VitaDairy uses for advertising is as follows

First view

The homepage for VitaDairy prominently highlights the company’s achievement as the second-largest baby formula manufacturer in Vietnam, based on a NielsenIQ report from May 2024. The design features bold, glowing text and visuals, including a dynamic, futuristic blue theme with swirling light elements to emphasize innovation and quality. The lower section introduces VitaDairy’s mission of enhancing lives with a focus on kindness, science, and creativity, complemented by a word cloud in the shape of a milk drop displaying related keywords like “Tử Tế,” “Khoa học,” and product names. The layout emphasizes the brand’s values and achievements with a clean, professional aesthetic.

Global menu

The VitaDairy homepage features a well-organized navigation system with two menu bars. The top gray bar includes options like “Life Enrichment Journey,” “Reward App,” “VitaDairy,” “Partners and Distribution,” “Careers,” and “Contact,” plus a language toggle. Below, the blue bar offers quick links to “Mom’s Health Tips,” “Caring for Your Baby,” “Elderly Care,” “Nutrition Advice,” “Products,” and “Media.” These menus provide clear and accessible navigation for both general and specific user needs.

Product introduction

The product page for VitaDairy highlights its “ColosBaby” line with a vibrant header featuring a smiling child and promotional text. Below, the page introduces “Sản phẩm dinh dưỡng cho bé yêu” (Nutritional products for children) with a mix of descriptive text and supportive visuals, including a strong child flexing. A detailed grid layout showcases various products, each with a card that includes the product name, benefits (e.g., immune support, bone health, digestion), and a “Tìm hiểu thêm” (Learn more) button for additional information. The page concludes with a section for educational articles and promotional information under headings like “Kiến thức dinh dưỡng” (Nutritional knowledge), featuring clickable tiles with summaries and images. 

Clicking on a specific product (ColosBaby Gold Mới), the page features detailed nutritional information, product variants for different age groups, and packaging sizes. The page includes a product introduction video, related articles, and links to similar products.

Web user’s goal

The page includes multiple CTAs, such as “Tìm hiểu thêm” (Learn More) buttons under product cards, and additional CTAs in the “Nutritional Knowledge” and “Promotional Information” sections. Contact details in the footer feature office addresses, phone numbers, and email links, along with social media icons for Facebook, YouTube, and Zalo. A QR code for downloading the app and a live chat icon are available for direct engagement.

Simplified UX diagram from the relevant page on the VitaDairy site

The UX diagram outlines a user flow starting from the Main Page, which features the brand message “Top 2 Largest Dairy Brand in Vietnam” and includes a floating cart button for online purchases. Global Navigation links to sections like Mom’s Health Tips, Baby Care, Elderly Care, Nutrition Advice, Products, and Media. Users can explore the Product Page for detailed info or access engagement tools such as live chat, a QR code for app downloads, and social media links. The Contact Page offers options to connect via phone, email, or office address.

Nutifood Sweden’s digital communication strategy

What is Nutifood Sweden? 

Founded in 1975 in Bjuv, Sweden, the company produced infant formula, porridge, and baby cereals. By 2016, it held 40% of the Nordic market and expanded into Europe, Asia, the Middle East, and Africa. In 2019, NutiFood Sweden was established through a partnership with NutiFood, Backahill Group, and Skånemejerier Ekonomisk Förening. In 2020, the NutiFood Sweden Nutrition Research Institute was launched to bring European-standard nutrition to improve the health of future generations in Vietnam.

Pages where Nutifood Sweden uses advertising

The landing page that Nutifood Sweden uses for advertising is as follows

First view

The webpage promotes “Nutifood GrowPLUS+,” a nutritional product for children. It emphasizes key features such as height growth support, FDI certification, and ingredients like Vitamin D3 and Arginine. The design features a bright, clinical theme with images of professionals and product packaging, conveying trustworthiness and health benefits. Prominent call-to-action buttons encourage users to register or purchase immediately. The page also highlights the product’s Swedish origin and high-quality standards.

Global menu

The global menu is located at the top of the webpage and includes links to key sections:

• Câu chuyện của chúng tôi (Our Story)
• Viện nghiên cứu dinh dưỡng (Nutrition Research Institute)
• Sản phẩm (Products)
• Góc chuyên gia (Expert’s Corner)
• Chuẩn mực chất lượng (Quality Standards)
• Liên hệ (Contact Us)

It also provides language selection options (Vietnamese & English) and contact details, including phone numbers for customer support and export inquiries.

Product introduction

Under the “Product” tab, various product lines are featured, including Nuvi Grow, Grow Plus, and Varna. Clicking on the specific GrowPLUS+ Immunel link directs users to a page dedicated to “Nutifood GrowPLUS+ Colos Immune,” a nutritional product designed to support immunity and growth in children. The layout emphasizes key benefits such as enhanced immunity (IgG), digestive health, weight gain, and height growth. The page provides detailed product descriptions, features, nutritional information, and packaging options for different age groups. It also highlights the product’s 100% imported Swedish quality and certifications. Nutritional knowledge articles are also featured in the bottom part of the page.

Web user’s goal

The notable calls-to-action (CTAs) on the page include:

• “Đăng ký mua hàng” (Register to Buy) – Prominently displayed to encourage users to purchase the product.
• “Khám phá ngay” (Discover Now) – Directs users to learn more about the product’s features and benefits.
• “Mua ngay” (Buy Now) – Directs users to a separate page dedicated to ecommerce.
• “Xem chi tiết” (View Details) – Featured under the nutritional knowledge sections to engage users with related content.

These CTAs are strategically placed throughout the page to drive user interaction and conversions.

Simplified UX diagram from the relevant page on the Nutifood Sweden site

The UX diagram outlines a user flow starting from the Main Page, featuring Nutifood’s GrowPLUS+ products with product showcases and informational banners. The Global Navigation links to sections like Our Story, Nutrition Research Institute, Products, Expert’s Corner, Quality Standards, and Contact Us. Users can explore detailed product info on the GrowPLUS+ Immune Page or purchase via the E-commerce Page. Contact options include phone numbers for Vietnam and Sweden, physical addresses, and an online support form.

Vinamilk’s digital communication strategy

What is Vinamilk? 

Vinamilk was founded in 1976. According to the United Nations Development Program, it was the 15th largest company in Vietnam in 2007. Today, Vinamilk is a leader in the dairy processing industry. With a strong domestic presence, it operates a network of over 220,000 sales points across all 63 provinces. Vinamilk products are also exported to 43 countries, including the USA, France, Canada, Poland, Germany, Japan, the Middle East, and Southeast Asia. In 2018, Vinamilk ranked among the Top 200 companies in the Asia-Pacific region with annual revenues exceeding 1 billion USD.

Pages where Vinamilk uses advertising

The landing page that Vinamilk uses for advertising is as follows

First view

The key visual on the page combines vibrant holiday-themed graphics at the top, featuring gifts, festive icons, and a bold headline promoting a Christmas sale (“Quà No-End, Đón Noel”). Below, there’s a contrasting section showcasing Vinamilk’s Green Farm product with bright, fresh imagery of milk being poured, fresh herbs, and greens. The page emphasizes festive cheer and product freshness, while highlighting awards and achievements in a blue ribbon-like section, creating a balance between seasonal marketing and brand prestige.

Global menu

The global menu at the top of the page includes the following categories:

• Products (Sản phẩm): Showcasing Vinamilk’s product range.
• Trẻ nhỏ (Children): Nutritional products designed for young children.
• Thiếu niên (Teenagers): Nutritional products designed for teenagers.
• Người lớn (Adults): Nutritional products designed for adults.
• Brand (Thương hiệu): Filtering products by Vinamilk’s sub-brands.
• Fun & Health (Luôn vui khỏe): Articles and resources promoting a healthy lifestyle.
• Gifts (Nhận quà): A loyalty program section designed to encourage consumers to create online accounts.

Product introduction

The product page showcases a selection of powdered milk products for children (Sữa Bột Trẻ Em), categorized by brands such as Optimum, Dielac, YokoGold, and Pedia Kenji. Each product listing includes a thumbnail image, product name, brief description, size/weight, and price. There are sorting and filtering options on the left-hand side to refine the selection by brand, product type, and price range. Pagination is available at the bottom to navigate through multiple pages of products. A note at the end of the page provides important information about product use and storage guidelines.

By clicking on a specific product (Optimum Gold 1 (0–6 months)), the page provides detailed information about its features, benefits, and nutritional content. The layout highlights the product’s quality through certifications and awards displayed throughout the page.

Web user’s goal

+ “Thêm vào giỏ” (Add to Cart): Present under each product, allowing users to quickly add items to their shopping cart.

+ Sorting Dropdown (“Sắp theo”): Enables users to sort products based on relevance, price, and popularity.

+ Filters (on the left sidebar): Options to refine product selection by category, brand, or price range.

+ Pagination Controls: Allows navigation between product pages to explore more items.

+ Live Chat (on the right sidebar): Allows users to connect with customer support for assistance.

Simplified UX diagram from the relevant page on the Vinamilk site

The UX diagram outlines a user flow starting from the Main Page, featuring promotional banners like Christmas offers and highlighted products such as Green Farm milk. Global Navigation provides access to sections like Products, Children, Teenagers, Adults, Brand, Fun & Health, and Gifts. Users can explore the Baby Formula category for detailed product info and purchasing options. The Rewards Program encourages account creation and points accumulation for branded gifts. Contact options include live chat, email, phone, social media, and store locations.

Summary

Overall, all three websites effectively showcase their diverse range of products while also validating the company’s authority in the field through reputable certifications and awards.

Clear company information, such as the company’s history, mission, values, and contact details (including location, phone number, and email address), is provided to build trust. On the product page, detailed information—such as ingredients and nutritional benefits—is offered to give users a clear understanding of the products.

Among the three companies, Vinamilk is the only one that does not provide a language switcher to English to cater to international users.

While VitaDairy and Nutifood Sweden direct users to separate pages for e-commerce, Vinamilk integrates e-commerce functionality directly on their website. Additionally, Vinamilk offers a loyalty program to encourage users to create accounts and make purchases directly on their site.