Brand Foundation and Financial Efficiency Fuel Long-Term Growth
Over nearly three decades, Masan Consumer has established a strong foothold in Vietnam’s fast-moving consumer goods (FMCG) sector. The company’s products are present in approximately 98% of households and lead in several essential FMCG categories. Iconic brands like CHIN-SU, Nam Ngư, Omachi, Kokomi, and Wake-Up 247 boast high recognition and maintain substantial revenue, creating a deep-rooted brand ecosystem with strong consumer loyalty.
This brand foundation directly translates into the company’s business performance. From 2017 to 2024, Masan Consumer achieved a compounded annual revenue growth rate of around 13%, while maintaining an operating profit margin above 23%, despite economic fluctuations. Notably, from 2022 to 2024, net profit grew at a compounded annual rate of approximately 20%, highlighting the company’s ability to expand profitability as scale and operational efficiency improve.
Alongside growth, Masan Consumer consistently delivers value to shareholders. Between 2018 and 2024, the company paid out approximately USD 1.5 billion in cash dividends while continuing to invest significantly in product innovation, portfolio expansion, and distribution upgrades. This approach positions MCH as a consumer stock that offers both growth potential and defensive qualities in long-term investment portfolios.
Another critical pillar of Masan Consumer’s growth strategy is premiumization. Moving beyond traditional categories like seasonings and convenience foods, the company is expanding its growth avenues by enhancing product value, broadening consumption contexts, and developing higher-margin segments. Leveraging consumer data and an extensive distribution network, Masan Consumer rapidly tests new products, making agile adjustments before scaling nationally. In recent years, innovative products have contributed around 20% of revenue, reflecting continuous innovation and additional growth momentum.
Pillars for the Long Haul
While brand and financial strength provide the “thickness” for Masan Consumer, its people and operational systems ensure sustainable long-term growth. The company’s core leadership team comprises seasoned professionals, many of whom have long tenures with the group and have steered Masan Consumer through various economic cycles. Their deep understanding of the domestic market, combined with international operational standards, ensures consistent long-term strategic direction.
Alongside experienced leadership, Masan Consumer is cultivating a pipeline of future talent and accelerating digital transformation to enhance operational efficiency and data utilization. Technology and data enable the company to gain deeper consumer insights, optimize product portfolios, manage retail points effectively, and shorten time-to-market for new products.
The extensive distribution network is another significant competitive advantage. Masan Consumer reaches consumers through nearly 500,000 traditional retail points and tens of thousands of modern outlets nationwide. The direct distribution model implemented in recent years gives the company greater control over retail management and generates systematic operational data, increasingly vital in FMCG competition.
In the long term, the “Go Global” strategy is opening new growth avenues. Masan Consumer has exported products to over 26 countries, with international revenue growing at double-digit rates and high operating margins. Taking Vietnamese brands global not only diversifies revenue sources but also elevates brand value and enhances the company’s resilience to domestic fluctuations.
Overall, the official listing on HOSE on December 25 marks Masan Consumer’s entry into a new development phase in the capital market. With a robust brand foundation, stable financial performance, and growth pillars driven by a dedicated, experienced leadership and workforce, MCH is positioned for long-term value creation—not just short-term growth, but sustained value for shareholders and consumers in the years ahead.
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In its strategy to optimize capital structure and enhance shareholder value, Masan Consumer continues to demonstrate a balanced approach between reinvesting for long-term growth and maintaining stable cash flows for shareholders. According to the announcement, MCH will simultaneously execute three key activities: a stock split from treasury shares at a 1.03% ratio, a bonus share issue to increase capital from equity at a 21.47% ratio, and an interim cash dividend for the second tranche of 2025 at 25% of face value (VND 2,500 per share), payable on January 30, 2026. |
– 12:21 12/01/2026
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