At the event, the Management presented the company’s long-term growth outlook, including core capabilities, current strategies and value-unlocking drivers for the coming decade. MCH shares are expected to complete the HOSE listing within December 2025.
Strong brands, leading multi-category portfolio
For nearly three decades, Masan Consumer, a member company of Masan Group (HOSE: MSN), has built a leading brand ecosystem spanning approximately 80% of essential FMCG categories in Vietnam, with household reach of nearly 98% (Kantar 2024). Masan Consumer products appear naturally in daily Vietnamese life - fish sauce on family dining tables, instant noodles for modern lifestyles, chili sauce at local eateries, or a can of coffee to start the day.
In the seasoning category, MCH holds the No.1 market share in fish sauce, chili sauce and soy sauce, powered by CHIN-SU and Nam Ngư - the “national brands” associated with more than 72 billion meals per year. In convenient foods, Omachi ranks Top 2 in market share, while Kokomi is among the strongest mainstream brands in rural Vietnam.
Across both urban and rural markets, Masan Consumer owns a broad base of loyal users who are willing to try new products, driving multi-category sales growth and reinforcing leadership positions.
In beverages, Vinacafé Biên Hòa ranks Top 2 in instant coffee, while Wake-Up 247 is a leading domestic brand and No.1 in the coffee-flavored energy drink segment.
Built on strong brand equity, Masan Consumer is driving the premiumization trend - a structural shift in Vietnam’s FMCG market. With household-name brands, MCH is well-positioned to elevate consumer experience and enhance value capture across categories.
For example, in seasonings, MCH has expanded usage of CHIN-SU from traditional dipping sauce to cooking ingredients, cooking sauces, marinades and full cooking solution kits. By participating in the entire cooking process, the brand strengthens consumer stickiness and significantly expands its addressable market.
Strong profit growth and sustainable dividends
Despite market volatility, the essential consumption nature of FMCG ensures stable demand with high repeat usage and low economic cyclicality. During 2017-2024, MCH maintained a resilient and efficient financial foundation: operating profit margin above 23%, while net profit grew at a CAGR of ~20% from 2022-2024. These indicators reflect the strength of MCH’s business model and its ability to deliver durable profitability across market cycles. In 2024 alone, MCH generated approximately USD 1.2 billion in revenue, reinforcing its position as one of Vietnam’s largest FMCG companies.
Notably, between 2018 and 2024, MCH paid around USD 1.5 billion in cash dividends, demonstrating robust cash flow generation and a consistent shareholder return policy - key factors supporting long-term investor confidence.
A core driver of MCH’s sustainable financial performance is its R&D and product innovation capability, with the Consumer Innovation Center considered the “heart” of product development. From 2017-2024, innovation products contributed roughly 20% of total revenue, reflecting rapid market adoption and incremental growth from portfolio expansion. To date, MCH has developed over 1,200 innovations since 2002, covering seasonings, convenient meals, beverages and personal care.
This R&D efficiency is rooted in Masan Consumer’s philosophy of “creating the best products using the least resources.” Innovation not only refreshes the portfolio but also expands margins, strengthens financial fundamentals, supports performance through cycles, and unlocks long-term growth opportunities.
Nationwide distribution network
To convert brand strength and premiumization strategy into sustainable business performance, Masan Consumer has built one of the most extensive distribution networks in Vietnam’s FMCG sector, reaching consumers through nearly 500,000 traditional retail points and 10,000 modern trade outlets.
On this foundation, the Retail Supreme direct distribution model was introduced in 2024 as a strategic shift, marking a proactive push to control retail touchpoints, modernize distribution infrastructure, and establish the growth platform for the next decade.
Go Global - Bringing Vietnamese culinary culture to the world
As growth pillars materialize, Masan Consumer is advancing its global expansion strategy. Under the “Go Global” roadmap, MCH is extending its presence to over 26 countries, bringing products such as fish sauce, chili sauce, phở noodles and coffee to international markets. Presence in key markets like the United States, Japan, Korea and Australia not only contributes to export revenue but also promotes Vietnamese culinary culture, aligned with the leadership’s message: “Make Vietnamese foods global foods.”
International revenue recorded ~16% CAGR during 2022-2024, while overseas operating margin reached ~30% in 2024, reflecting strong performance in global markets. Contribution from international markets is increasing rapidly - from 1% in 2020 to 5% in 2025, with a target of 10-20% in the coming years.