Capitalizing on Shifting Consumer Trends
Vietnam’s food industry is witnessing a significant shift in consumer behavior. As average incomes rise and urban lifestyles permeate rural areas, consumers are increasingly prioritizing health and meal quality. This trend is further amplified by the migration from traditional wet markets to modern retail systems, where branded products with traceable origins are gaining preference.
This shift is particularly crucial for the meat industry, a staple in most Vietnamese households. However, the market is still flooded with fresh products of unclear origin and questionable safety. Reports of unhygienic meat, antibiotic residues, and substandard slaughtering conditions have heightened consumer concerns, driving them toward branded products with stringent quality control.
Thus, the trend of “eating well, living healthy” is gaining momentum. Consumers are no longer satisfied with taste alone; they demand convenience and verifiable quality. This shift presents a prime opportunity for established companies like Masan MEATLife (UPCoM: MML), leveraging their strong brands, technology, and distribution networks to capture market share.
Technology and Retail Networks: Catalysts for Growth
At the Q2/2025 investor meeting, Mr. Yuri Misnik, Chief Technology Officer of Masan Group (HOSE: MSN)—Masan MEATLife’s parent company—emphasized that digital transformation aims to streamline processes, optimize costs, and enhance data-driven decision-making. Advanced technologies like AI and real-time data systems are being deployed to address large-scale operational challenges.
A standout technological solution is WiNARE, an AI-powered, real-time automated ordering system that replaces manual methods. WiNARE enhances demand forecasting accuracy, reduces errors, and improves the supply of fresh products to consumers.
WiNARE’s impact is evident. A pilot in Ho Chi Minh City across 614 outlets reduced chilled meat waste by nearly 2% in just four months (May to August 2025), saving tens of billions of VND monthly.
Complementing its technological edge, MML benefits from Masan’s extensive modern retail network (WinMart/WinMart+/WiN, operated by WinCommerce). With over 4,200 outlets nationwide, 75% of new stores are in rural areas, home to over 60% of the population. This reach enables MML to rapidly penetrate markets transitioning from traditional to modern shopping. By August, MML’s meat products accounted for 62% of WinCommerce’s meat revenue, highlighting the synergy between production and distribution within the Masan ecosystem.
Despite favorable trends and robust technology-distribution foundations, the meat industry faces challenges. Intensifying competition from domestic and international players, volatile raw material and operational costs, and the need for substantial capital and complex supply chain management complicate expansion. Additionally, entrenched traditional shopping habits slow the shift to branded, quality-assured products, requiring patience and sustained effort.
Nevertheless, Masan MEATLife’s recent performance indicates strong prospects, especially during the year-end consumption peak. In August 2025, the company reported robust sales of 14,007 tons, up 12.9% year-on-year. Net revenue reached 999 billion VND, a 11.1% increase, reflecting steady demand and growing modern retail contributions. Operational efficiency improved significantly, with EBIT rising 42.9% to 50 billion VND and net profit surging 60.5% to 35 billion VND. EBITDA also climbed 18% to 90 billion VND, underscoring sustained margin improvement. These results confirm MML’s resilient recovery post-restructuring, with advancements in both operational scale and financial health.
On the UPCoM exchange, MML shares trade at approximately 38,700 VND, up nearly 47% year-to-date.
| MML Stock Price Performance Year-to-Date |
– 07:00 02/10/2025
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