HOSE Listing: Masan Consumer Poised for Long-Term Success with Strong Foundation

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. Its products are present in approximately 98% of households, leading 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 financial performance. From 2017 to 2024, Masan Consumer sustained a compound annual revenue growth rate of around 13%, while operating profit margins consistently exceeded 23%, despite economic fluctuations. Notably, from 2022 to 2024, net profit grew at a compound annual rate of approximately 20%, highlighting enhanced profit expansion as operational efficiency and scale improved.

Alongside growth, Masan Consumer maintains a consistent value distribution policy for shareholders. Between 2018 and 2024, the company paid approximately $1.5 billion in cash dividends while continuing to invest significantly in product innovation, portfolio expansion, and distribution system upgrades. This approach positions MCH as a consumer stock offering both growth potential and defensive qualities in long-term investment portfolios.

Another critical pillar of Masan Consumer’s growth strategy is premiumization. Expanding from traditional categories like seasonings and convenience foods, the company is broadening its growth avenues by enhancing product value, expanding 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 nationwide scaling. 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 Masan Consumer with “thickness,” 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 next-generation workforce and accelerating digital transformation to enhance operational efficiency and data utilization. Technology and data platforms enable deeper consumer insights, optimized product portfolios, efficient point-of-sale management, and faster product launches.

Its extensive distribution network is another key competitive advantage. Masan Consumer reaches consumers through nearly 500,000 traditional outlets and tens of thousands of modern retail points nationwide. The direct distribution model implemented in recent years gives the company greater control over sales points, generating systematic operational data—an increasingly vital factor in FMCG competition.

Long-term, the “Go Global” strategy opens new growth avenues. Masan Consumer has exported products to over 26 countries, with international revenue growing at double-digit rates and high operating profit margins. Bringing Vietnamese brands to global markets not only diversifies revenue but also elevates brand value and enhances the company’s resilience to domestic fluctuations.

Overall, the official listing on HOSE on December 25 marks a new development phase for Masan Consumer in the capital market. With a robust brand foundation, stable financial performance, and growth pillars driven by experienced leadership and a dedicated workforce, MCH is positioned for long-term value creation—not just short-term growth, but sustained value for shareholders and consumers for years to come.