Masan MEATLife aims for revenue of 2 billion USD

(Dan Tri) - In the first quarter, Masan MEATLife (MML) recorded positive profits for the third consecutive quarter. From a traditional livestock company, MML has successfully transformed into a branded meat processing enterprise, aiming for a revenue target of 2 billion USD.

3 consecutive profitable quarters

According to the first quarter financial report, Masan MEATLife, a member of Masan Group (MSN), recorded revenue of VND 2,070 billion, up 20.4% over the same period.

This result was driven by many positive drivers across products, distribution channels and brand strategy. Meat revenue increased by 22.5%, thanks to high pork prices, strong growth in processed meat, and expansion of the HORECA channel for chicken. Livestock increased by 14.9%, mainly due to 28.1% growth in pork. The chicken segment continued to be restructured according to long-term strategic orientation.

Masan MEATLife recorded revenue of VND 2,070 billion in the first quarter.

The partnership with the WinCommerce retail system continued to be effective as average revenue per point of sale increased by 24.9% year-on-year. Both fresh and processed meat segments recorded double-digit growth. Processed meat in particular made its mark with the Ponnie and Heo Cao Boi brands, achieving an average total revenue of VND240 billion/month.

Product innovation was a highlight in the company’s earnings announcement. New product lines grew fivefold, contributing 28% of processed meat revenue - compared to 7% in the same period last year, demonstrating their strategic role in expanding consumption and growing the portfolio.

Closing the first quarter, MML achieved a profit after tax before minority interests of VND116 billion, recording the third consecutive profitable quarter.

Great long term growth opportunity

According to the Department of Animal Husbandry, in 2023, Vietnam will be one of the 10 countries with the highest pork consumption in the world . According to the OECD, domestic pork production is expected to reach 4 million tons in 2025 and increase to 4.7 million tons in 2030, corresponding to an average growth rate of 3.1% per year.

Currently, domestic production only meets about 95% of consumption demand, opening up a large space for the livestock industry to develop. However, the Vietnamese meat market is still not standardized, most products do not have clear brands. MEATDeli - the chilled meat brand of Masan MEATLife - is one of the leading enterprises following this market standardization trend.

The trend of branded processed meat is growing strongly in many countries, including Vietnam.

In recent years, the trend of processed meat consumption has accelerated in many countries. This trend is expected to spread in Vietnam, as people's incomes increase and the habit of using convenient foods becomes more popular.

Experts believe that processed meat will become the main growth driver of the domestic meat industry, accounting for a larger proportion of total consumption. This is an opportunity for businesses to expand their scale, develop value-added products and improve their competitiveness in the international market.

Grasping the trend, Masan MEATLife is affirming its position with the advantage of strong brands such as Heo Cao Boi, Ponnie, a comprehensive distribution network from modern and traditional retail, Horeca to wholesale channels, along with flexible product development capacity, well meeting the increasing and diverse needs of consumers.

Aiming for $2 billion in revenue

At the 2025 Annual General Meeting of Shareholders held last April, Masan MEATLife's board of directors emphasized the company's long-term strategy of comprehensively transforming into a branded meat processing company, deepening cooperation with WCM.

"In the first quarter, branded meat products accounted for 56% of total sales of this category in the WCM chain. In the next phase, MML plans to work closely with WCM to bring meat products to traditional retail channels through the WiN+ system, aiming to conquer an opportunity worth 2 billion USD," the company representative shared.

Average MML meat revenue per point of sale of the WinCommerce system increased by 24.9% over the same period.

In 2025, MML targets revenue of VND8,250-8,749 billion, an increase of 8-14% over the previous year. The company continues to focus on the processed meat segment with the goal of contributing 36-37% of total revenue. The processed meat segment with high-value products is the pillar of MML's sustainable profits. MML will also continuously optimize and increase the value of finished products from each pig raised for meat to an average of VND10 million, an increase of about 10% over the previous year.

One of MML's key initiatives in 2025 is the implementation of "Meat Corner" in WinCommerce stores, aiming to increase the proportion of processed meat sales in the system from 16.6% to 20% in 2025 and towards 40% in the long term. The company will completely transform its model to become a leading enterprise in the branded and processed meat sector.

According to MML representative, after many years of challenging transformation, Masan MEATLife is entering the "sweet fruit" phase. 3 consecutive quarters of profit, double-digit growth, clear product structure and leading market share in the WinCommerce chain are strong evidence that the branded meat model in Vietnam is feasible and sustainable.

With this foundation, MML expects to become a pioneer in the domestic processed meat industry, completing the consumer - retail ecosystem of Masan Group.

Source: https://dantri.com.vn/kinh-doanh/masan-meatlife-huong-den-muc-tieu-doanh-thu-2-ty-usd-20250509155635953.htm