Platform category rankings | 2024–25
No.1
E-commerce babyfood brand
Facebook
TikTok
ShopeeThe evidence
The record, in full
Every number Mămmy publishes traces back to this page — sourced, dated, and open to your due diligence. Distributors hear big claims every week. This page sticks to what you can verify.
The record
Won at home — On the record.
Four years, one category, one country. The result is a market position built order by order, over four years.
FacebookTikTokShopee
Market Data | 2025
60%
Premium weaning market share
Mămmy60%
Other40%
Source: Metric VN | 2025
CRM COHORT
56%
Customer repurchase rate
6 months2025
12 months2025
Third-party ranking
Ranked #1 by TikTok Shop
12.12 Mega Sale — Mother & Baby category, Vietnam. Ranked above KidsPlaza and Bibo Mart. Their ranking, not ours.
Stocked By Vietnam's Top Retailers
5,000+
Retail stores Across 63 provinces
4.5M+
Orders delivered To Vietnamese families
3,500+
Online orders Per day
The people
Behind the record
Mămmy was founded by Phạm Thị Dung and a team of medical doctors — she also wrote Vietnam's best-selling infant-nutrition guide, two years running on Tiki.
Behind her: 180+ people across two factories, R&D, and a 20+ person marketing team. Every number on this page has people behind it — and we'd be glad for you to meet them.
Phạm Dung
CEO of Mămmy Việt Nam
Sell-Out
Sell-out, multiplied —
and measured.
Display towers, KOL livestreams and gift-with-purchase mechanics — our launch campaigns have multiplied store sell-out four-fold, as a repeatable, budgeted programme. Measured as monthly store sell-out versus the pre-campaign baseline — campaign case files, baselines included, open in due diligence.
- In-store display towers
- Mass KOL livestreams
- Gift-with-purchase
- Retailer co-promotion
- Launch campaigns — co-funded with the partner
Market Demand
The demand behind
the numbers.
Most brands ship product and hope. Mămmy has spent years earning mothers’ trust first — so by the time product reaches a shelf, someone is already looking for it.
700K
follower
Social audience across TikTok, Shopee, Facebook & Lazada
Including the “Ăn Dặm Bổ Não” TikTok channel — 258K followers, 798K likes — where Vietnamese mothers learn how to wean before they learn what to buy.
24/7
AI advisor
Doctor AI — a feeding assistant mothers actually use
An always-on weaning advisor answering menu, nutrition and feeding questions — keeping Mămmy in the conversation between every purchase.
2 Years
#1 TikTok
The founder wrote the category's best-selling book
Vietnam's best-selling infant-nutrition guide, two consecutive years. The market certified our expertise before we asked it to.
Daily
Content engine
The founder wrote the category's best-selling book
Vietnam's best-selling infant-nutrition guide, two consecutive years. The market certified our expertise before we asked it to.
How We Work
Away from home: the Myanmar case.
Zero to 1,000+ stores in six months
Myanmar was our first export market — and a hard one: zero brand awareness, a first-time partner, complex logistics. The playbook held.
Month 0
Launch at zero
No awareness. New distributor. Finger-food range ships first — Puffs, Wafers, Melts.
Day 45
First sell-through
Step-2 range moving off shelves within six weeks — no taste reformulation needed.
Month 2
Distributor reorders
Second purchase order placed — the signal that matters most.
Month 6
1,000+ stores
Nationwide coverage. Playbook proven portable.
Taste transferred as-is
Asian palate formulation meant zero recipe changes — babies in a new country ate it on day one.
Ambient logistics held
No cold chain, 12–15-month shelf life — the range survived real frontier-market distribution.
KOL-first, shelf-second
Demand generation opened store doors — the same sequence that built Vietnam, replayed abroad.
What we'd fix
Regulatory registration took longer than planned. We now file dossiers in parallel from day one — a lesson your market inherits for free.
Media Coverage
Don't take our word for it.
Vietnam's national media has covered the Mămmy story for years. The links below open the original articles.
Highlighted Mămmy's in-house expert team and standards-grade testing lab, noting product quality clearly above the market average.
VTV2022
National broadcaster
Profiled how Mămmy won over the market's most demanding customers — young children — with premium ingredients and high micronutrient content.
VietnamNet
National daily
Covered Mămmy's positioning as Vietnam's leading mother-and-baby brand and its 16-nutrient framework for early development.
Tiền Phong
National daily
Reported on month-by-month product design and micronutrient fortification — changes it described as rippling across the whole industry.
Người Đưa Tin
News outlet
Traced the brand's history and range — organic porridge grains, weaning oils, cheese, premium seasonings and snacks trusted by Vietnamese mothers.
24H
News outlet
Ongoing coverage of the first-1,000-days feeding approach and expert commentary on Mămmy's weaning-oil category.
aFamily · Eva2024
Parenting media
