As consumer demands become increasingly diverse and sophisticated, businesses must continuously evolve and reinvent themselves to capture market share. Masan Consumer, a leading consumer goods company in Vietnam, has been focusing on driving innovation across its core product categories, including spices, convenience foods, beverages, and personal and home care.
Accelerating Premiumization Strategy
One of the notable highlights of Masan Consumer’s premiumization strategy has been the successful launch of Omachi Lau Cam Tay, a pioneering product that brings the miniature hot pot experience to consumers. Shortly after its introduction, the product quickly made its mark on e-commerce platforms, particularly claiming the top spot in the best-selling noodles list on Lazada in December 2024. Following this success, the company also made a significant impact in the instant coffee market with the introduction of Wake-Up Mekong, targeting dynamic young consumers who appreciate rich coffee flavors and convenience.
Building on the success of its premiumization strategy, Masan Consumer unveiled the “Quan Xa Chau A” product line at the Omachi Debut 2025 event. This strategic move aims to create a new segment of affordable premium in the instant noodle market. The product line comprises five dishes characteristic of Asian cuisines: Taiwanese Beef Noodle, Beijing Roasted Duck Noodle, Hokkaido Miso Noodle, Hong Kong-style Egg and Tomato Noodle, and Bangkok Tom Yum Noodle. These new offerings are prepared using freeze-drying technology, ensuring fresh and delicious flavors while remaining easy to preserve without the need for additives.
Priced at approximately 1 USD/box (26,000 VND), Omachi positions its products not just as convenient meals but as accessible, authentic culinary experiences. The “Quan Xa Chau A” line represents not only a product development effort but also a continuation of Omachi’s continuous innovation, following the positive results of the Self-Heating Hot Pot and Self-Cooking Rice in 2023-2024.
 The new Omachi “Quan Xa Chau A” product line introduced at the 2025 Annual General Meeting
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Capturing the New Wave of Consumption
The Vietnamese FMCG market is entering a new era of premiumization, with a growing middle class and younger generations willing to spend more on personalized experiences. According to NielsenIQ, 77% of Vietnamese consumers are willing to pay a premium for higher-quality products, and there is a rising demand for “restaurant-quality convenience food.”
Specifically, according to the World Instant Noodle Association in 2024, Vietnam consumed over 8 billion packets of instant noodles out of a global total of 100 billion. China led the consumption, followed by Indonesia and India. The instant noodle products are also clearly segmented into popular segments with prices ranging from below 5,000 VND/packet for the popular segment, 5,000 – 7,000 VND/packet for the mid-range segment, and above 7,000 VND/packet for the premium segment. However, the majority of the market share is still held by the popular segment, leaving a significant opportunity for leading brands to expand and redefine the market, which MCH is capitalizing on with its “Quan Xa Chau A” line.
Additionally, the product launch strategy through WinCommerce, which directly reaches over 11 million WiN members, enables Masan Consumer to quickly validate market demand, mitigate risks, and enhance commercial efficiency. This acceleration model is considered one of Masan Group’s most unique competitive advantages in the Vietnamese FMCG sector.
According to the Q1/2025 report, Masan Consumer recorded net revenue of 7,489 billion VND, a 13.8% increase compared to the same period last year, with a gross profit margin maintained at a high level of 46.7%, demonstrating its ability to maintain efficiency while continuously investing in innovation.
The premiumization strategy, with Omachi and the “Quan Xa Chau A” product line at its core, reflects Masan Consumer’s consistent commitment to innovation and delivering enhanced and superior experiences to Vietnamese consumers.
– 07:00 10/06/2025
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