Masan Consumer: Powering Double-Digit Growth Across Core Categories
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## Unlocking Financial Performance in Q1 2025
As per the Q1 2025 financial report, Masan Consumer recorded a gross revenue of VND 7,489 billion, marking a 13.8% increase compared to the same period last year. Gross profit margins remained impressive at 46.7%, while operating profit (EBIT) reached VND 1,736 billion, keeping pace with revenue growth. In the first quarter of 2025, the company achieved a remarkable near-14% growth in revenue, sustaining its trajectory of robust growth.
## Diversified Growth Across Categories
The positive results were driven by diversified growth across its product categories: Spices (up 16%), Beverages (up 9%), Coffee (up 40%), and Personal and Home Care products (up 13%). Notably, international market revenue surged by 73% year-over-year, fueled by expanding exports to China, Japan, South Korea, and Southeast Asian countries. The US market currently accounts for less than 1% of total revenue.
## Leading the Way in Domestic and Global Markets
During the 2025 Annual General Meeting of Shareholders, Masan Consumer’s leadership shared their vision: “In 2024, the company served over 72 billion meals through its fish sauce products and distributed more than 2.4 billion convenience food products. With an impressive reach of 98% of Vietnamese households and a presence in 26 international markets, the company is poised to embark on the next chapter of its journey: Leading domestically and stepping onto the global stage.” The enterprise is well-prepared for its growth trajectory in both domestic and global markets.
## Strategic Focus for Domestic and International Markets
At the 2025 AGM, Masan Consumer’s CEO, Truong Cong Thang, emphasized the company’s position as a “Domestic Leader, Global Player,” aiming to create superior value for consumers and shareholders alike. For 2025, the company has set a revenue target of VND 33,500–35,500 billion, representing a 10–15% increase from the previous year.
The company’s strategic focus includes plans to continue its premiumization strategy in the convenience food category with the launch of a new Omachi portfolio named “Quan Xa Chau A” (Asian Street Food). This initiative targets the meal market with accessible pricing of just 1 USD, leveraging advanced technology already applied in self-heating hot pot and rice products. This approach delivers convenient, high-quality meals at reasonable costs, tapping into a vast potential market. Simultaneously, strong brands in the spices category, such as CHIN-SU and Nam Ngu, maintain their market leadership by associating their products with Vietnamese lifestyles and culinary culture.
 Introduction of the “Quan Xa Chau A” product line at the 2025 Annual General Meeting of Shareholders
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During the AGM, Masan Consumer’s representatives also highlighted the key factor behind the company’s numerous successes: “Focusing on the Core – Maximizing Value.” This principle is rigorously applied in their product development strategy. Through the Acceleration Model (APLM), new products are first tested at WinCommerce before a nationwide rollout. This model not only significantly reduces time-to-market but also enhances the success rate of innovations. The process begins with rigorous testing at the company’s Consumer Innovation Center (CIC) and then moves to WCM stores, where direct feedback optimizes the products. Prominent brands like Wake-Up 247, Bupnon Tea365, and Chanté attest to the effectiveness of this model, shortening launch times and boosting commercial success rates.
## International Expansion and Future Outlook
In 2024, the company achieved international market revenue of VND 1,300 billion, a 22% increase year-over-year. For 2025, Masan Consumer aims for growth of over 20%, focusing on strategic markets such as the US, South Korea, Japan, and the EU. Leading the “Go Global” strategy is the CHIN-SU chili sauce line, positioned as an iconic representation of Vietnamese cuisine with its high quality, modern packaging, and strong emotional appeal.
## Enablers of Double-Digit Growth
Beyond its impressive product and brand portfolio, Masan Consumer boasts Vietnam’s leading food distribution network, with over 313,000 traditional retail points, 8,500 modern retail points, and 82,000 out-of-home consumption points. This advantage enables the company to widely distribute its products, optimize logistics costs, and effectively execute marketing campaigns.
The distribution network is further accelerated through the WiN+ ecosystem (a pilot model of WinCommerce collaborating with traditional retail partners, offering essential product portfolios and loyalty benefits to partners and consumers), allowing the company to directly engage with consumers and personalize their experiences.
The WiN membership program, with over 11 million users, serves as a “golden link” between brands, retailers, and consumers. Through this program, the company can optimize its pricing, promotion, distribution, and customer care strategies.
From 2022 to 2024, the company sustained a compound annual growth rate (CAGR) of 20% in net profit, with gross profit margins of 46% and an EBITDA margin of 27%, placing it among the leaders in the Southeast Asian FMCG sector.
With a strong Q1 performance, a clear strategy, and robust operational capabilities, Masan Consumer is on the right path to achieving its double-digit growth target for 2025. Not only is it leading the domestic market, but it is also pioneering the promotion of Vietnamese cuisine globally, bringing its vision to life: “In every Vietnamese family, there are Masan products, and in every family in the world, at least one Masan product.”
– 3:41 PM, May 7, 2025
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