Nestle, not G7, takes lead in instant coffee market: Nielsen
By Hoang Phi - The Saigon Times Daily
HCMC – The market research service provider AC Nielsen has clarified that the domestic instant coffee industry gained healthy revenue growth in this year’s first half and market leader was Nestle, not Trung Nguyen’s G7.
This is the latest move made by Nielsen with an aim to clarify the information released by Trung Nguyen Coffee Corporation last week which the market researcher said to be misleading.
The coffee maker last Wednesday held a press briefing to announce its dominance in local instant coffee market under a market survey by Nielsen. It stated G7 brand captured a dominating market share of 38% in 2011 and the figure rose to 40% in the first quarter of this year.
However, Nielsen later denied the given information. “What has been said by Trung Nguyen is not our official information,” according to Nielsen.
Trung Nguyen’s G7 only takes lead in 3 in 1 instant coffee sector, not the whole instant coffee industry, according to the survey result. The result was sent to Trung Nguyen Coffee Corporation but it was still embargoed.
The market research firm confirmed it has yet to send any official document to confirm the final result with Trung Nguyen. It would create ambiguity when the firm reckoned the No.1 instant coffee brand was G7.
“Such untrue information could adversely affect the reputation of Nielsen and other instant coffee brands,” said a representative of Nielsen.
Local coffee powder and instant coffee sectors saw positive signs in the year’s first half. In particular, instant coffee market saw robust revenue growth in six big cities, mainly in HCMC.
Neslte takes the lead in the domestic instant coffee market, followed by Trung Nguyen, and Vinacafe Bien Hoa, according to the latest release.