Top 5 “big brands” worth over 2,000 billion VND of Masan Consumer

Established in 1996, with a starting point in the spice industry, Masan Consumer Holdings Company Limited (Masan Consumer) is currently involved in 8 main consumer goods industries in the Vietnamese market with many top brands. Currently, according to Kantar Worldpanel, more than 98% of Vietnamese households own at least one Masan Consumer product. Masan Consumer's business philosophy is "Every day, we improve the material and spiritual lives of Vietnamese consumers". Masan Consumer makes a difference by upholding the 3A principle (Affordability, Availability and Assurance of Quality), which means Reasonable Prices, Access to Consumers Anytime, Anywhere and Quality Assurance.

Masan Consumer's key product lines are Spices, Convenience Foods, Bottled Drinks and Nutritional Drinks, Coffee, and Home & Personal Care Cosmetics. Nowadays, 8 different FMCG product lines are conveyed under Masan Consumer.

Masan Consumer's top brands include CHIN-SU, Nam Ngu, Tam Thai Tu, Omachi, Kokomi, Vinacafé, Wake-Up Coffee, Wake-Up 247, Vinh Hao, Vivant, Lemona, Quang Hanh, Joins, Chanté, Super Net, La'Petal, Homey... including many brands that have been voted the fastest growing brands and most trusted by many Vietnamese consumers for many years in a row. In 2023, Masan Consumer has developed additional brands of EnerZ Energy Drink, BupnonTEA 365, CHIN-SU Pho Story, Gumi Noodles, Omtomi Noodles, CHIN-SU Hi-Fresh, Sopa Laundry Detergent... that are popular with consumers.

Masan Consumer’s vision towards 2025:

• Leading consumer goods company in Vietnam in terms of sales, profits and brand awareness 

• Meet the daily needs of 100 million Vietnamese consumers 

• Bringing Vietnamese cuisine to a global level (Go Global - Make Vietnamese Foods Global Foods) with top brands 

• Attracts top talents and is recognized as the best working environment in Vietnam; and is a symbol of quality and pride of Vietnamese people

Masan Consumer’s goals towards 2025:

• Masan Consumer has 12 top brands ranked No. 1 in different consumer goods industries.

• The average growth rate of revenue in the period 2023-2025 reaches over 20%/year.

• Being one of the three most popular places to work in Vietnam by 2025.

Masan Consumer has a far-reaching goal that every Vietnamese family has all products fr om all 8 categories, meeting the daily needs of 100 million Vietnamese consumers.

With the international strategy of Go Global - Make Vietnamese Food Global Foods, Masan Consumer also has a vision to increase its export market share from the current 5% to 15%, with top brand products covering many countries around the world. It is known that the top brand CHIN-SU Chili Sauce has achieved much success by reaching the top 8 Amazon (USA) and top 1 e-commerce site Coupang (Korea).

Where are Masan Consumer's top brands sold?

To buy Masan Consumer's top brand products, consumers can choose the following distribution channels and locations:

Masan Consumer is currently one of the few companies in Vietnam that owns distribution systems for both the food and beverage industries. Masan Consumer has grown its retail locations to about 300,000, including 194,000 for all product lines produced and sold by the company with nearly 2,700 sales staff.

As a subsidiary under Masan Group, Masan Consumer has the advantage of bringing products into the WinCommerce system with over 3,600 supermarkets and minimarts named WinMart/WinMart+/WiN. Consumers in 63 provinces and cities nationwide can easily go to the above locations to shop for Masan Consumer's top brand products.

The distribution channel of WinCommerce has supported Masan Consumer top brands in approaching consumers and launching new products.

Although Masan Consumer only officially joined e-commerce platforms in Vietnam in March 2023, the corporate quickly made its mark with their top brands. In terms of traditional e-commerce, a series of Brand Day, Mega Event, Flash Sale on Lazada; Shopee will be focused on by this business from May 2023, creating opportunities for Vietnamese consumers to buy top products from Masan Consumer. In the context of shopping entertainment (Shoppertainment) being a trend, Masan Consumer has coordinated with Lazada, Tiktokshop and KOLs/KOCs to conduct a series of online sales sessions (livestreams) to help consumers, especially young people of GenZ children easily access to buy top brand products.

Let's discover Masan Consumer's 5 top brands with each sale of over VND2,000 billion in 2023:

Born in 2002, CHIN-SU Vietnam is a premium brand with the mission of bringing premium spices to millions of Vietnamese families' delicious meals every day. From seasoning products like fish sauce, chili sauce, and soy sauce, CHIN-SU also expands into seasoning powder, mayonnaise, satay, complete seasoning sets...

The brand also participates in the cool product industry with CHIN-SU Hi Fresh cabbage pickles and the frozen product industry with shrimp and meat spring rolls and CHIN-SU Hi Fresh squid and shrimp spring rolls. CHIN-SU also combines traditional recipes of Pho Thin Bo Ho and Pho Pasteur in Pho Story products in the convenience food category. Recently, the brand has successfully launch CHIN-SU Sriracha chili sauce with the ingredient of Vietnamese specialty hot chili pepper – “Chi Thien” well mixed with other herbs and seasonings.

Implementing the "Go Global" strategy, in 2023, CHIN-SU goes to the world with a seasoning set exclusively for the Japanese market with CHIN-SU fish sauce East Sea anchovies, CHIN-SU Wasabi chili sauce, seasoning powder CHIN-SU Shiitake mushroom with Kombu algae and unique fermented CHIN-SU soy sauce. CHIN-SU chili sauce surpassed more than 400 chili sauce brands selling on the Amazon e-commerce platform to enroll in the "Top 8 Best Seller" and ranked top 1 on the Coupang e-commerce platform (Korea).

As one of Masan Consumer's most familiar and oldest brands, CHIN-SU has also received many prestigious awards so far. Most recently, at the program "Ho Chi Minh City Golden Brand 2023", Chin-Su was honored as "Golden Brand for Young People", based on survey results conducted by Kantar. This award reflects the customer centric strategy of Masan Consumer with the brand love from the dynamic, young Vietnamese customers.

Omachi is the top brand instant noodles of Masan Consumer. The brand was launched in 2015 with the main product being Omachi potato noodles, using 100% pure potatoes in the noodle ingredients. Currently, Omachi is in the leading position in the convenience food industry in the high-end segment, loved by many consumers.

Since its launch, Omachi has quickly become one of the leading instant noodle brands in Vietnam. Omachi currently has about 20 different products, including noodles, fried noodles, and mixed noodles. Some famous products include Omachi mixed noodles with Spaghetti sauce, Omachi potato noodles with spicy and sour shrimp, Omachi potato noodles with ribs stewed with five fruits... In 2023, Omachi launched the product Self-boiling Hot-pot of beef shank and crab, suitable for the style and taste of active, adventurous young people. This product was attracted the attention of consumers nationwide and considered as the first self-boiling hot pot in Vietnam.

Another top brand instant noodles of Masan Consumer with sales of over 2,000 billion VND in 2023 is KOKOMI, belonging to the mid-range segment. The highlight of KOKOMI noodles is the rich broth and delicious chewy noodles, which have attracted the favor of many consumers. KOKOMI instant noodles can be easily found in every corner in Vietnam, from urban to rural areas.

In 2023, KOKOMI launched one and a half packs of increased weight but unchanged price and received positive support from consumers. The production process of KOKOMI noodles is carried out using modern technology, ensuring that every step from raw material selection to processing and packaging takes place under strict supervision and quality control. KOKOMI noodles have been viewed as a good example of Masan Consumer’s 3A principle (Affordability, Availability and Assurance of Quality).

Launched in 2007, Nam Ngu fish sauce is one of Masan Consumer's familiar brands. With the orientation of rich cooking and delicious dipping sauces, Nam Ngu is trusted by more than 50 million Vietnamese people. Its position in Top 50 Leading Brands in Vietnam is the adequate answer for persistent efforts in conquering domestic consumer taste. The brand has been popular in not only big cities but also rural areas, wh ere 70% of Vietnamese population live.

The newly launched specialty fish sauce line with the set of 3 Nam Ngu chili garlic Ly Son, Nam Ngu chili ginger Ky Son, Nam Ngu fresh tamarind Nam Bo are unique innovations that not only bring convenient value to meals of Vietnamese families but also enhances the value of regional specialties of the country. The ready-to-eat fish sauce collection is also suitable for young and dynamic consumers who prefer to enjoy different cuisine experiences.

Wake-Up 247 is a familiar brand of coffee-flavored energy drinks with sales of over 2,000 billion VND by 2023. Along with other products such as Wake-Up coffee, Vinacafé Gold, B'fast cereal, rose water Wake-Up 247 force belongs to the bottled beverages and nutritional drinks industry.

Unlike similar products on the market, when enjoying Wake-Up 247, consumers will strongly feel the distinctive coffee flavor. With the combination ingredients of water, sugar, food C02, synthetic caramel color, vanilla flavor, coffee flavor, caffeine, taurine, inositol, vitamin B3, vitamin B6, acidity regulator, salt to ensure safety for users. The energy drink helps us by providing good substances for our bodies, especially after stressful working hours and in tired condition.

Right after using Wake-Up 247 energy drink, consumers will quickly feel awake and regain focus at work. The product is bottled in 330ml plastic capacity for easy take and go with the two options: no sugar and low sugar.

In addition to the top 5 familiar brands mentioned above, Masan Consumer also owns other products in 8 consumer goods industries such as: Vinacafé coffee, Chanté laundry detergent, Homey dishwashing liquid, Vivant mineral water, Bupnon TEA 365 fruit tea... These products have been accepted and widely used by 100 million Vietnamese consumers. As the customer centric