FreshWave Vietnam: Strengthening Brand Growth in a Competitive FMCG Market

A regional fast-moving consumer goods (FMCG) manufacturer operating in Vietnam’s food and beverage segment partnered with Eurogroup Consulting to accelerate brand growth and expand nationwide distribution. The company sought to strengthen its market share amid rising competition from multinational and local brands.

Vietnam’s consumer goods market is expanding rapidly, driven by urbanization, rising disposable income, and modern retail growth. However, the competitive landscape has intensified, with aggressive pricing strategies and shifting consumer preferences toward healthier and premium products. The client faced challenges in brand differentiation, fragmented distribution networks, and inconsistent retail penetration beyond Tier 1 cities.

Eurogroup Consulting developed a comprehensive growth strategy combining brand repositioning, portfolio optimization, and distribution expansion. The plan focused on premium product variants aligned with evolving consumer trends, strengthened retail partnerships, and digital marketing activation.

The consultancy conducted detailed consumer segmentation and retail channel analysis to identify growth pockets. Competitive benchmarking assessed pricing, shelf visibility, and promotional intensity. Distribution mapping highlighted underserved regions with high consumption potential. Strategic workshops aligned marketing, sales, and supply chain teams around a unified growth roadmap.

Eurogroup Consulting advised enhancing brand storytelling around product quality and health attributes to differentiate in modern trade channels. Investment in digital commerce platforms was recommended to capture growing online demand. Strengthening partnerships with regional distributors and modern retail chains was identified as critical to scaling reach efficiently.

The initiative improved brand visibility and expanded distribution coverage across secondary cities. Sales growth accelerated in priority segments, and stronger retail partnerships enhanced shelf positioning. The company reinforced its competitive standing in Vietnam’s dynamic FMCG landscape.