Vietnam instant noodle market on the boil Date : 03/08/2009 The instant noodle market has become fiercely

competitive with several foreign companies too entering the fray along with their Vietnamese counterparts. Instant noodle brands line the shelves at a HCMC supermarket. So many have mushroomed in the last two years that official numbers are no longer available. Unofficial statistics showed that last year there were 50 companies making five billion packs, with the market growing at an average of 15-20 percent a year. Analysts forecast output to increase to 6-7 billion packs within three years. Until five years ago just three brands -- Hao Hao, Hao 100, and Gau Do -- dominated the market but in the last two years, so many new brands have mushroomed that official figures are not available. Vina Acecook, Asia Food, Vifon, Uni-President, Massan, and Miliket companies now hold over 90 percent of the market with hundreds of brands. As for prices, a pack costs from VND1,500 at the low end to VND10,000 for upmarket varieties. Japanese firm Vina Acecook is the runaway market leader with a 65 percent share. Locally-owned Asia Food with brands like Gau Do, Hello, Vifood, Hao Hang, Osami and Trung Vang is second with a 20 percent share. Fierce competition ahead Nguyen Manh Ha, general director of Asia Food, said noodle companies are facing more and more competition besides which other instant foods like porridge and rice noodles are also coming into the market. To reduce costs and remain competitive, companies have to install modern production lines, he said. The companies have said they will diversify in terms of ingredients, flavors, and packaging. Source: SGGP Daily

TIEN VUA INSTANT NOODLES

Target market Affordable Mass market Description In 2009, Masan Consumer successfully launched the Tien Vua brand of instant noodles, offering consumers a healthy and affordable alternative to products available on the market Available in two flavors: pork and prawn

OH NGON INSTANT NOODLES

Target market Premium Mid-tier Description Introduced in 2010, Oh Ngon, which is currently available in beef and shrimp flavors. Oh Ngon is considered the benchmark of good taste. The Omachi brand holds a dominant position in the high-end instant noodle market Available in three flavors: shrimp (Lau Tom Chua Cay), beef (Xot Bo Ham), and pork (Suon ham ngu qua)

OMACHI INSTANT NOODLES

Target market Premium High End Description The Omachi brand holds a dominant position in the high-end instant noodle market Available in three flavors: shrimp (Lau Tom Chua Cay), beef (Xot Bo Ham), and pork (Suon ham ngu qua)

OMACHI SPAGHETTI INSTANT NOODLES

Target market Premium High End Description Introduced in 2010, Omachi Spaghetti, which is currently available in beef and pork flavors, is the first of its kind in Vietnam Omachi Spaghetti is distributed to both rural and urban consumers, with a particular focus on distribution to wet markets, where the majority of our instant noodles are purchased