Safety and Health: The Top Priorities in Food Choices
Vietnamese consumers are becoming increasingly cautious about unbranded or unverified food products, especially in the wake of livestock disease outbreaks and food safety incidents. This shift is driving demand for branded products with strict quality control and transparent traceability.
A 2022 Cimigo study on healthy eating trends in Vietnam found that 61% of consumers identify as following a healthy diet, and 72% of those aware of food standards are willing to pay up to 10% more for products certified with VietGAP, Organic, or ISO. This underscores that safety and health have become the most important criteria in Vietnamese consumers’ purchasing decisions.
The convergence of the “clean eating - healthy living” lifestyle and the rapid development of modern retail channels is opening significant growth potential for branded processed meat products that meet requirements for quality, origin, and convenience.
With its portfolio of chilled and processed meat products that meet global quality standards, supported by Masan’s extensive distribution network, Masan MEATLife (MML) is well positioned to capture this opportunity.
Beyond strengthening its cooperation with WinCommerce (WCM), MML has also proactively prepared to meet emerging standards and consumer trends through its integrated 3F value chain strategy (Feed - Farm - Food). This model covers farms, animal feed plants, slaughterhouses, and modern processing facilities, ensuring strict control across the entire supply chain-from breeding to final product.
MML operates the MEAT Hà Nam plant, launched in 2018, the first facility in Vietnam to produce chilled meat to European standards. With an annual capacity of 140,000 tons, the plant is certified under the BRC global food safety standard. In 2020, the company opened the MEATDeli Saigon plant in Long An with a similar capacity, and has since expanded production to target 25,000 tons of processed meat annually.
Additionally, MML runs a high-tech pig farm in Nghe An spanning 200 hectares with a capacity of 250,000 pigs per year, certified under GLOBALG.A.P. The farm applies international best practices in sustainable agriculture and operates a biogas-powered electricity system, reducing environmental impact and ensuring biosecurity.
Consumption Recovery: A Strong Catalyst for Growth
According to the General Statistics Office (GSO), Vietnam’s GDP grew 8.0% in Q2 2025. Retail sales of goods and consumer services in the first seven months reached nearly VND 3.993 quadrillion, up 9.3% year-on-year. Average per-capita income in the first half of the year reached around USD 2,625, an increase of nearly 8%, moving Vietnam closer to the USD 5,000 milestone-often considered a “golden threshold” for a surge in high-value food consumption.
Within this context, the demand for “eating well - living well” continues to rise as a top priority. The trend toward branded food products with assured safety and transparent origin is spreading, creating favorable conditions for MML to reinforce its market leadership.
In July alone, WCM opened 36 new stores, bringing the total number of new outlets since the beginning of the year to 354-achieving more than 50% of its annual plan of 400-700 stores. Approximately 75% of these are WinMart+ stores in rural areas, helping to reshape consumer habits. This growth not only strengthens WCM’s market presence but also serves as a vital catalyst for MML to expand its product reach, as its chilled and processed meat products become accessible to more consumers across both urban and rural markets.
Thanks to the combined momentum of WCM’s expansion and the robust recovery in consumer demand, MML is well equipped to scale its distribution, enhance product value, and sustain long-term growth.
In July 2025, MML’s average daily sales per WCM store reached nearly VND 2.3 million. If MML were present across all 4,100 WCM stores nationwide, its estimated average daily sales could reach nearly VND 9.5 billion-demonstrating significant growth potential from the modern retail channel. Moreover, MML contributed 69% of total meat sales at WCM in July, up from 62% in Q2 2025, and considerably higher than in previous years (49% in 2023 and 55% in 2024). This highlights MML’s growing role in driving meat category sales at WCM and reflects a sustainable, positive growth trajectory.