Market Volatility Drives the Trend for Quality Consumption
The fresh meat market is experiencing significant fluctuations. The re-emergence of African Swine Fever in some northern provinces has led to a decrease in pork supply, while pork prices increased by 5-7% in July alone (according to the Livestock Department). These factors are making consumers more cautious about unclear food sources, thus promoting the trend of choosing branded meat with strict quality control and traceable origins.
This is a notable shift in consumer behavior, especially as Vietnam’s economy is on an upward trajectory in terms of living standards. The goal of reaching a per capita GDP of $5,000 is becoming feasible, with the figure for the first half of 2025 reaching approximately $2,625, an increase of nearly 8% compared to the same period last year (according to the General Statistics Office). With rising incomes, consumers are not only concerned about prices but also demand high-quality and safe products, especially in essential food industries such as meat and beverages.
In this context, Masan MEATLife has emerged as a frontrunner in the trend of elevating meat consumption standards. MML’s processed meat segment recorded a growth of 22.6% in Q2 2025, contributing to 34% of total revenue. This achievement reflects the successful strategy of shifting the portfolio towards higher-value products that meet the increasingly stringent demands of the market.
Premium Product Strategy and Internal Collaboration: The Keys to Sustainable Growth
Significant growth leverage also comes from the internal coordination model within the Masan ecosystem, between MML and the WinCommerce retail system (WCM). With over 4,100 WinMart and WinMart+ stores, the ecosystem directly distributes chilled and processed meat products to consumers. This closed-loop ecosystem allows MML to control the end-user experience while optimizing the portfolio for each customer segment, especially the middle class and young families.
MML’s product strategy goes beyond market share expansion and focuses on value creation. The product lines are developed with an emphasis on premiumization, nutrition, standardized production processes, and convenience, meeting the ever-evolving and demanding needs of modern consumers.
However, it is essential to view the Q2 2025 financial results with objectivity. This quarter’s net profit included a non-recurring, non-cash income of VND 196 billion. This income is part of the benefit from renegotiating a long-term commercial contract with a supplier.
Nonetheless, MML’s prospects for the second half of the year remain positive. With a continuous strategy of enhancing and innovating its product portfolio, coupled with the support of the internal ecosystem and a trusted brand, MML possesses the key elements to sustain its growth trajectory in the upcoming quarters.
Minh Tai
– 13:12 08/05/2025
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