Revolutionizing the Meat Industry: How Masan MEATLife Sustains Profit Growth with Innovative Farming Techniques

Pork Prices Soar to a Four-Year High: A Golden Opportunity for Pig Farmers

The first four months of 2025 marked a significant growth cycle for Vietnam’s pig farming industry. Pork prices soared from 62,000 VND/kg at the beginning of the year to a peak of over 80,000 VND/kg in March 2025 – the highest in four years. Even with a slight adjustment in April, prices remained at a robust 76,000–78,000 VND/kg, 25–30% higher than the previous year.

Image: Pig farming in Vietnam

This upward trend was driven by limited supply and a strong rebound in consumer demand post-Tet, coupled with positive signals from the Chinese market. Amid high pork prices, companies with integrated chains and optimized productivity, such as Masan MEATLife (MML), stand to benefit significantly, positively contributing to the overall profits of the Masan Group – MML’s parent company.

Breeding Technology – A Lever for Sustainable Growth

According to the company, one of MML’s strategic breakthroughs in 2025 was the successful implementation of technology to increase the productivity of sow breeding, allowing for an additional 24,000 pigs per year. With an average finished product value of ~7.5 million VND/pig, this increase translates to an additional 180 billion VND in revenue for 2025.

Moreover, MML maintained its impressive growth trajectory in Q1/2025, with revenue reaching 2,070 billion VND, a 20.4% increase year-on-year. Net profit after tax before minority interests (NPAT Pre-MI) surged to 116 billion VND, a remarkable improvement of 163 billion VND, marking the third consecutive profitable quarter.

Image: Graph showing MML’s impressive growth

This performance was driven by several positive factors across products, distribution channels, and brand strategy. Revenue from the meat segment increased by 22.5%, attributed to sustained high pork prices, strong growth in processed meat, and the expansion of the HORECA channel for chicken. The farming segment grew by 14.9%, mainly driven by a 28.1% increase in the pig sector. The chicken segment continues to be restructured according to long-term strategic orientations.

Notably, the collaboration with the WinCommerce retail system remains effective, with a 24.9% increase in average revenue per sales point compared to the same period last year. Both fresh meat and processed meat segments recorded double-digit growth. In particular, the processed meat segment stood out with the Ponnie and Heo Cao Bồi brands, achieving a total average monthly revenue of 240 billion VND.

Consistent Profitability, Aiming for $2 Billion in Revenue

Since its launch, MEATDeli, a brand under Masan MEATLife, has made a strong impression in the Vietnamese food industry. With a mission to provide fresh, tender, and juicy meat products using European-standard Air-Chilled technology, the MEATDeli brand has become the top choice for millions of Vietnamese families.

Image: MEATDeli products on display

Continuous innovation has kept MEATDeli appealing to consumers. The brand focuses not only on enhancing quality but also on convenience and practicality across its product range, catering to the diverse needs of Vietnamese households.

At the Annual General Meeting of Shareholders held in April this year, Masan MEATLife’s leadership emphasized the company’s long-term strategy: a comprehensive shift towards a branded meat processing company, with deeper collaboration with WCM. “In Q1/2025, branded meat products accounted for 56% of total sales in this category within the WCM chain. In the next phase, MML plans to work closely with WCM to bring meat products to traditional retail channels through the WiN+ system, targeting the $2 billion opportunity,” the company representative shared.

Masan MEATLife is poised for a comprehensive growth cycle, positively contributing to the overall profits of the Masan Group (Stock Code: MSN) through: Prolonged high pork prices; Control over the value chain and reproductive technology to increase herd size; Focus on processed products and in-house distribution; Sustained growth trajectory with three consecutive profitable quarters.

Image: Masan MEATLife’s comprehensive growth cycle