At the event, the leadership team presented the company’s long-term growth blueprint, highlighting core competencies, current strategies, and value drivers for the next decade. MCH’s stock is set to complete its listing on HOSE in December 2025.
Dominant Multi-Category Brand Leadership
Over nearly three decades, Masan Consumer, a subsidiary of Masan Group (HOSE: MSN), has built a leading brand ecosystem across 80% of essential FMCG categories in Vietnam, with a household penetration rate of nearly 98% (Kantar 2024). Masan Consumer’s products are seamlessly integrated into Vietnamese daily life: fish sauce on the dining table, instant noodles for modern lifestyles, chili sauce at local eateries, and coffee to kickstart the day.
In the seasoning category, MCH leads market share in fish sauce, chili sauce, and soy sauce through its powerhouse brands CHIN-SU and Nam Ngư, which are synonymous with over 72 billion meals annually. In convenience foods, Omachi ranks second in market share, while Kokomi is a leading rural brand. Both urban and rural consumers demonstrate strong brand loyalty and willingness to explore new products, driving sales growth and reinforcing MCH’s market leadership.
In beverages, Vinacafé Biên Hòa holds the second position in instant coffee, while Wake-Up 247 dominates the coffee-flavored energy drink segment.
Leveraging its strong brand foundation, Masan Consumer is spearheading the premiumization trend, a structural shift in Vietnam’s FMCG sector. With its “national brands,” MCH is uniquely positioned to enhance consumer experiences and elevate value across categories.
For instance, in seasonings, MCH has expanded CHIN-SU’s usage from traditional condiments to cooking ingredients, sauces, marinades, and comprehensive cooking solutions. By integrating into the entire meal preparation process, the brand deepens consumer engagement and significantly expands its market reach.
In convenience foods, premiumization is evident as demand rises for nutritious, on-the-go meals. Building on Omachi’s success, MCH is driving the shift from traditional noodles (a ~$1 billion market) to premium offerings like potato noodles, convenience foods, and complete meals—a segment valued at ~$17 billion, unlocking vast growth potential.
High Profitability, Sustainable Dividends
Despite market volatility, FMCG demand remains stable due to its recurring nature and economic resilience. From 2017–2024, MCH maintained robust financials: operating margins above 23% and after-tax profit growing at a ~20% CAGR (2022–2024). These metrics underscore MCH’s financial strength and sustainable profitability across market cycles. In 2024, MCH’s revenue reached ~$1.2 billion, solidifying its position as one of Vietnam’s largest FMCG companies.
Notably, MCH paid ~$1.5 billion in cash dividends from 2018–2024, reflecting its consistent value-sharing with shareholders and bolstering long-term investor confidence.
A key driver of MCH’s financial sustainability is its R&D prowess, centered around the “Consumer Innovation Hub.” From 2017–2024, new products contributed ~20% to revenue, showcasing market receptiveness and innovation-driven growth. To date, MCH has launched over 1,200 innovations since 2002, spanning seasonings, convenience foods, beverages, and personal care.
This R&D efficiency stems from Masan Consumer’s core philosophy: “Creating the best products with minimal resources.” Innovations not only refresh portfolios but also expand margins, strengthen financials, and support long-term growth.
Nationwide Distribution Network
To translate brand strength and premiumization into sustainable growth, Masan Consumer has built Vietnam’s most extensive FMCG distribution network, reaching nearly 500,000 traditional and 10,000 modern outlets.
The 2024 launch of the “Retail Supreme” model marks a strategic shift, enabling direct retailer engagement, distribution modernization, and laying the foundation for the next decade’s growth. This model generates systematic operational data, optimizing assortments, displays, and sales performance—a critical step toward MCH’s 10-year vision of a seamless brand-retailer-consumer ecosystem, bridging offline and online channels.
Go Global – Bringing Vietnamese Cuisine to the World
With its growth pillars in place, Masan Consumer is accelerating its “Go Global” strategy, expanding to over 26 countries with products like fish sauce, chili sauce, pho, and coffee. Presence in key markets such as the US, Japan, South Korea, and Australia not only boosts international revenue but also promotes Vietnamese culinary culture, aligning with the mission “Make Vietnamese foods global foods.”
International revenue grew at a ~16% CAGR from 2022–2024, with overseas operating margins reaching ~30% in 2024. International sales contribution rose from 1% in 2020 to 5% in 2025, targeting 10–20% in the coming years.
Masan Consumer embodies sustainable growth: a strong brand ecosystem, clear premiumization strategy, extensive distribution, robust financials, attractive dividends, and a committed leadership team. The HOSE listing marks not just a procedural milestone but the start of a new growth cycle, where these pillars will drive long-term value creation for consumers and shareholders alike.
– 06:30 11/12/2025
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