The FMCG Market and the Quality Filter
With a population exceeding 100 million and a golden demographic structure, Vietnam is recognized by international financial institutions as one of the most attractive retail markets in the region. The allure of this market lies not just in its numbers, but in the qualitative shift in consumer mindset.
While the FMCG industry once focused on solving the problem of “eating enough” and distributing products to remote areas, the focus has now shifted to “eating well” and, more importantly, “eating clean and living quality.” Rising average incomes and a booming middle class have triggered a strong premiumization wave. Modern consumers are willing to pay more for products with transparent origins, health benefits, and maximum convenience.
Additionally, the boundaries between distribution channels are blurring. The rise of e-commerce and modern shopping channels has reshaped purchasing behavior: Customers are not just buying products; they are buying convenient experiences, quality commitments, or even the cultural stories behind them. While challenging, this presents significant opportunities for local businesses.
In reality, Vietnamese products are gaining the upper hand. A report by the Ministry of Industry and Trade summarizing 15 years of the “Vietnamese People Prioritize Using Vietnamese Goods” campaign shows that the ratio of Vietnamese goods in supermarket systems consistently exceeds 80% and is 60% or higher in traditional retail channels. Delving into data from retailers, Vietnamese goods account for over 90% in domestic supermarkets and 80-95% in foreign supermarkets. Vietnamese products are not just “on the shelves”; they have truly dominated prime display spaces in modern distribution channels.
However, to maintain market share against pressure from multinational corporations, Vietnamese businesses must deeply understand local consumers. The market is filtering out brands that rely solely on low prices, making way for those that elevate product value. In this context of competition and shifting trends, the leadership role of “flagship brands” like Masan Consumer has become more critical than ever.
Masan Consumer: Nearly 30 Years of Preserving and Growing “Strong Brands”
If Vietnam’s FMCG market is a vibrant painting, then Masan Consumer Holdings (Masan Consumer, UPCoM: MCH) has been the dominant color for nearly 30 years.
The clearest evidence of Masan Consumer’s ‘kingdom’ status lies not in declarations, but in quantifiable market share data. Currently, Masan Consumer’s products are present in 98% of households nationwide—an almost absolute coverage rate. A deep understanding of local tastes has helped the company establish a monopoly in core product categories with overwhelming market shares: 68.8% in fish sauce, 67% in chili sauce, and 52.9% in soy sauce. Brands like Nam Ngư, Chinsu, Omachi, Kokomi, and Wake-up 247 have transcended product status to become “national brands,” indispensable in Vietnamese kitchens.
To deliver these products to consumers as quickly as possible, Masan Consumer has created a vast and extensive distribution map. Its network spans urban and rural areas, with 345,000 traditional retail points (GT) and 8,500 modern retail points (MT). This multi-channel, multi-touchpoint distribution system provides a solid foundation for Masan Consumer to maintain market share and prepare for modernizing the consumer experience.
Over three decades, Masan Consumer has poured love into every product. Owning a strong brand ecosystem allows the company to create breakthrough products, proactively lead the market rather than follow trends, and assert its mastery of the FMCG game in Vietnam.
Modernizing the Vietnamese Consumer Experience
While strong brands are the foundation, the strategy to modernize the consumer experience is the sustainable growth driver for Masan Consumer in its new phase. Understanding the market’s trend toward “eating well and living quality,” Masan Consumer is revolutionizing its familiar products, turning essential needs into modern experiences.
First, Masan Consumer modernizes products through technology and R&D. Omachi’s story exemplifies the redefinition of instant noodles, transforming them from a humble dish into a complete, premium meal with real meat and fresh ingredients, meeting nutritional needs in a fast-paced lifestyle.
Second, Masan Consumer modernizes experiences through its “Go Global” strategy. Masan Consumer’s ambition extends beyond Vietnam’s borders, aiming to export Vietnamese culinary culture worldwide. When Chin-Su products appear on shelves in Japan, the U.S., or Europe, and in retail channels like Costco, it affirms international quality standards and boosts national pride among domestic consumers. This marks the company’s transition from a successful local enterprise to a global consumer goods company.
Third, Masan Consumer modernizes distribution channels and value chains by adopting the “Retail Supreme” model—direct distribution. Instead of relying on traditional distribution models with multiple intermediaries (tier 1 and tier 2 agents), Masan Consumer is pioneering direct distribution by digitizing and connecting directly with hundreds of thousands of retail points. This strategy enables the company to capture real sales data rather than just inventory figures, optimizing stock levels, reducing inventory, and ensuring products reach consumers faster. Eliminating intermediary bottlenecks saves costs, increases profit margins, and allows for precise, effective marketing campaigns at each retail point.
Looking back on nearly 30 years, Masan Consumer has built a solid foundation that few companies can match: the trust of millions of families, an extensive distribution network, and relentless innovation capabilities.
As Vietnam’s consumer market enters a new growth cycle with more stringent demands, Masan Consumer continues to assert its pioneering role through a modernization strategy based on the strength of its leading brands. This not only elevates living standards but also helps establish Vietnamese businesses on the global map.
To share this vision in detail, Masan Consumer is organizing a Roadshow themed “MCH Listing on HOSE and the Growth Story” at 3:00 PM on December 4, 2025, at the Sheraton Saigon Hotel (80 Dong Du, Saigon Ward, Ho Chi Minh City).
The event is expected to feature Masan Consumer’s leadership and representatives from major domestic and international investment funds, as well as attract numerous individual investors. It will be an opportunity for the financial community to hear directly from the leadership about MCH’s medium- and long-term development plans and detailed information about the most anticipated IPO of the year.
– 06:50 04/12/2025
MCH to Officially Announce HOSE Listing Plan on December 4th
As a leading player in the fast-moving consumer goods (FMCG) industry, Masan Consumer’s (UpCom: MCH) announcement of its listing roadmap on HOSE has captured market attention. The anticipation stems from the expectation that HOSE will welcome a robust enterprise with strong brands and a substantial scale, poised to become a long-term anchor for both domestic and foreign capital.
Masan Consumer Honored by Fortune as One of the Top 100 Best Workplaces in Southeast Asia 2025
On December 2, 2025, Fortune unveiled its prestigious list of the 100 Best Companies to Work For in Southeast Asia for 2025. Among the honorees, Masan Consumer stands out as the only fast-moving consumer goods (FMCG) company from Vietnam to be recognized.
Why Did Masan Consumer Choose This Moment to Announce Its HOSE Listing Plan?
On December 4th, Masan Consumer (UPCoM: MCH) will unveil details regarding its planned transition from UPCoM to HOSE listing. This move is garnering market attention, as companies typically opt for such a shift only when they have solidified operational foundations, financial capabilities, and long-term growth strategies.
MCH: From a National Brand to a “National Stock” Contender
Over the past three decades, Vietnam’s fast-moving consumer goods (FMCG) market has undergone transformative shifts: from an era of scarcity to a period of supply abundance, and now, an age defined by experience, quality, and added value. Economic growth and rising living standards have profoundly reshaped consumer behavior. While the focus once centered on mere sustenance, today’s consumers prioritize taste, safety, and convenience, embracing healthier, more streamlined lifestyles.
“A New Consumer Blue-Chip on HOSE: What Does MCH Bring to the Market?”
On December 4, 2025, Masan Consumer Corporation (Masan Consumer, UPCoM: MCH) will unveil detailed plans for its listing on the Ho Chi Minh City Stock Exchange (HOSE). This milestone not only marks a significant step for the company but also stands as a notable highlight in Vietnam’s stock market landscape, which is entering its final acceleration phase of the year—a period when investors actively seek clear signals to shape expectations for the year ahead.
