Vietnamese Manufacturing and R&D Capabilities Drive Global Expansion
As the fast-moving consumer goods (FMCG) sector becomes increasingly competitive, Vietnamese enterprises are proving their ability to win international markets through product quality and innovation speed. The appearance of CHIN-SU and Nam Ngư on the shelves of top-tier retailers such as Costco and Woolworths marks a significant step for Vietnam’s seasoning industry - highlighting both modern production capabilities and robust R&D investment among local enterprises.
In Vietnam, Masan Consumer (UPCOM: MCH) - a member of the Masan ecosystem and one of the country’s leading FMCG companies - operates an integrated value chain from raw materials to finished goods, meeting international standards in quality management and food safety. At the heart of this capability is the Consumer Innovation Center (CIC), which focuses on product research and development (R&D) based on deep insights into consumer tastes and behaviors.
MCH’s growth strategy revolves around three key pillars: Premiumization, Out-of-Home Consumption, and Innovation (R&D). Each year, the CIC generates over 100 new ideas, many of which have become modern consumption trends, such as Omachi Self-Heating Hotpot, Nam Ngư Ly Son Chili Garlic Fish Sauce, and Wake-Up 247 energy drink.
Thanks to its strong R&D capabilities and advanced technology, MCH has shortened the time-to-market for new products to under 12 months - twice as fast as the FMCG industry average. As a result, nearly 20% of MCH’s revenue between 2018 and 2024 came from innovative products, proving the effectiveness of its innovation-driven growth strategy.
The entry of Vietnamese products into leading global retail systems not only expands export opportunities but also reinforces the industry’s internal strengths - from quality management and logistics to compliance with international standards. This marks an important step for Vietnamese consumer goods to achieve a competitive position in the regional value chain.
Distribution Network Restructuring - Signals of Growth Recovery from Q4
After a period of restructuring its distribution network, Masan Consumer expects to return to positive growth in Q4 2025, establishing a solid foundation for recovery in 2026. At the Masan Investor Conference on October 29, Mr. Huynh Viet Thang, CFO of Masan Consumer, reported that Q3 revenue decreased by 5.9% and EBITDA fell by 7.4% due to short-term impacts from the rollout of the new Direct Distribution Model. However, the project - now completed across 34 provinces - has shown positive signals since October.
The Direct Distribution Model optimizes inventory and supply chain efficiency by delivering MCH products directly to retail points closest to consumers. The initiative focuses on three key components: People, Technology, and Connectivity - with a regionally restructured sales team, automated order suggestion software, and a direct communication channel between sales representatives and retailers. As a result, direct coverage has increased by 40% to 345,000 points of sale, wholesale channel contribution has dropped from 60% to 30%, and labor productivity has risen by 50% while maintaining stable costs.
Mr. Danny Le, CEO of Masan Group, emphasized during a recent investor meeting: “Restructuring our distribution system is the right step for medium- and long-term growth. We are not focused on just one quarter’s results, but on modernizing Vietnam’s entire consumer value chain.”
According to the plan, Masan Consumer (MCH) expects to regain its growth trajectory in Q4 2025. Alongside business operations, the company is preparing for its IPO, with advisory support from leading international investment banks.
Within Masan Group’s overall performance, Q3 2025 marked its most profitable quarter since early 2022, driven by strong contributions from WinCommerce, Masan MEATLife, and Masan High-Tech Materials. For Masan Consumer, the period of late 2025 to 2026 is expected to be transformative - a phase of renewed growth and capital market repositioning.
By strengthening its distribution system, accelerating R&D, and expanding into international markets, Masan Consumer continues to affirm the pioneering role of Vietnamese enterprises in the modern consumer value chain - where quality, innovation, and speed are the cornerstones of sustainable growth.