In 2024, Masan Consumer continued to make a strong impact through its premiumization and product innovation strategy across its key business segments. Moving into 2025, backed by a solid financial foundation, an increasingly diverse product portfolio, and a leading market position, Masan Consumer aims to sustain double-digit growth, capitalizing on the strong rebound in consumer demand.
Success Driven by Premiumization and Comprehensive Innovation Across Key Categories
The year 2024 concluded with remarkable achievements for Masan Consumer (MCH), a subsidiary of Masan Group. The company reported net revenue of VND 30,897 billion, marking a 9.4% year-over-year growth. Gross profit margin also saw a significant improvement, reaching 46.6%, driven by the premiumization of its product mix and portfolio optimization, delivering higher added value. Notably, international revenue surged by 30.8%, demonstrating the effectiveness of Masan Consumer’s Go Global strategy, which is expanding the presence of Vietnamese brands worldwide.
Throughout the year, Masan Consumer focused on driving innovation across its core categories, spanning seasonings, convenience foods, beverages, and home & personal care (HPC). Beyond launching new products, the company has clearly positioned itself as a trendsetter in premiumization, offering Vietnamese consumers a superior experience and exceptional quality in every product.
One of the standout highlights of the year was the successful launch of Omachi Handy Hotpot, a pioneering product that brings mini hotpot experiences directly to consumers’ hands. Upon its debut, the product quickly gained traction on e-commerce platforms, securing the #1 spot in Lazada's best-selling instant noodles category in December 2024. Following Omachi's success, Masan Consumer made a strong entrance into the instant coffee segment with WakeUp Mekong, catering to young, dynamic consumers who enjoy bold and convenient coffee flavors.
Beyond reinventing traditional product lines, Masan Consumer expanded its reach into the personal and home care sector with the Chanté brand. Leveraging aggressive expansion through traditional retail channels, Chanté secured distribution in over 63,000 retail outlets nationwide within just three months of launch, driving a 54% year-over-year revenue increase. Chanté is gradually establishing a strong market presence, thanks to its premium quality, meeting the increasingly sophisticated demands of modern families.
BupNon Tea 365 ready-to-drink tea brand achieved impressive growth
Additionally, Masan Consumer's BupNon Tea 365 ready-to-drink tea brand achieved impressive 180% year-over-year revenue growth, further solidifying the company’s position in the high-growth RTD tea market, a key segment in modern consumption trends.
IPO Roadmap Becoming More Defined
According to recent announcements, Masan Consumer shareholders have approved the delisting of MCH shares from UPCoM and their official listing on the Ho Chi Minh Stock Exchange (HoSE). This decision received overwhelming support, with 698.95 million votes in favor. This strategic move is expected to enhance MCH's stock liquidity while providing the company with greater access to large institutional investors, both domestic and international, setting the stage for breakthrough growth in the coming years.
Alongside the listing transition, Masan Consumer is also proceeding with a public offering of 326.8 million shares, equivalent to 45.1% of total outstanding shares. The offering, running from February 18 to March 10, 2025, is projected to increase Masan Consumer’s charter capital from VND 7,355.5 billion to nearly VND 10,624 billion.
2025 Strategy: Continuing Premiumization, Product Innovation, and Go Global Expansion
Looking ahead to 2025, Masan Consumer is targeting double-digit revenue growth, aiming for VND 33,500 – 35,500 billion in revenue, while maintaining high profit margins. The key growth driver remains the continued premiumization of the Seasonings and Convenience Foods categories, with new product innovations such as Self-Heating Hotpot, Self-Cooking Rice, and Handy Hotpot. These advancements not only cater to consumer demand for convenience but also elevate the at-home dining experience with premium quality standards.
CHIN-SU seasoning products are well-received by the Japanese consumers
In the beverages and personal care segments, Masan Consumer will further expand its WakeUp247 portfolio, aggressively grow BupNon Tea 365 to capture the RTD tea market, and restructure the Chanté and NET brands. This strategy aims to enhance brand visibility and consumer engagement, capitalize on emerging consumption trends, and gradually expand market share in the high-potential personal and home care sector.
Beyond domestic growth, Masan Consumer is intensifying its Go Global strategy, targeting 20%+ growth in 2025. The company's key markets include the United States, South Korea, Japan, and the European Union, with a core product lineup of Seasonings, Convenience Foods, and Instant Coffee. Flagship brands like Chin-su, Omachi, and WakeUp will continue to serve as "ambassadors," bringing Vietnamese cuisine to the global consumer map.