MeatLife meets consumers' need for "delicious food - clean food"

Masan's meat revenue surged thanks to higher pork prices, an expanded distribution network and fast-growing processed meat segment.

Four consecutive profitable quarters

According to the financial report for the second quarter of 2025, Masan MEATLife, a member of Masan Group, recorded revenue of VND 2,340 billion, up nearly 31% thanks to strong growth in the livestock (66%) and meat (20%) sectors. Profit after tax reached VND 249 billion. Accumulated in the first 6 months, the company's revenue reached VND 4,146 billion, up 25.6%; profit after tax reached VND 364 billion.

According to Masan, meat revenue surged thanks to higher pork prices, an expanded retail network, rapid growth in processed products and emerging channels in the chicken segment. Specifically, the company's processed meat segment increased by 23% in the second quarter, showing its orientation to promote value-added products. The Heo Cao Boi and Ponnie brands alone achieved an average revenue of VND211 billion/month, up 18.5% over the same period.

Driving force from consumption trends when GDP reaches 5,000 USD/person

Vietnam is approaching the milestone of GDP per capita of 5,000 USD, a time when in similar markets such as China and Thailand, consumption of processed meat and chilled meat has grown strongly. As incomes improve, consumers are more focused on high-quality, safe and convenient food, instead of focusing only on low prices. This trend resonates with modern lifestyles and rapid urbanization, creating favorable conditions for Masan MEATLife's (MML) chilled and processed meat products to expand their market share. With a product portfolio such as Cowboy Heo, Ponnie and continuous innovation initiatives, MML is considered a pioneer in welcoming the new wave of consumption, contributing to strengthening the growth momentum of revenue and profit, affirming that the company is on the right track in its strategy to become the leading meat processing enterprise in Vietnam.

Consumers shop for MEATDeli cured meat

Farm revenue recorded strong growth, led by the pig farming segment with a 94% increase, thanks to high pork prices. The chicken farming segment also grew 23%, supported by increased consumption of 1-day-old chickens. Product innovation continued to be the main growth driver, with new products contributing 29% of the total processed meat portfolio revenue, up from 14% in 2Q24 - a 2.5x increase over the same period. This demonstrates the strategic role of innovation in expanding consumption opportunities and diversifying the product portfolio. Along with revenue growth, MML's optimally controlled production costs contributed to a 49% increase in gross profit, to over VND638 billion. Notably, MML's strong growth in Q2 profit was contributed by the recognition of non-recurring, non-cash income worth VND196 billion. This amount is part of the benefit from renegotiating long-term commercial contracts with suppliers.

Continued enhancement of integration with WinCommerce

MML has been increasing its integration with WinCommerce (WCM) over the past year, with average sales per store increasing by ~11%. As of the end of Q2, MML held 62% market share in the animal protein category at WCM, continuing to lead in both fresh and processed meat, with market shares of 91% and 29%, respectively. Pork value increased 12% YoY, driven by higher productivity in the retail channel (B2C), strategic price adjustments to cope with rising input costs, and better utilization of pork resources in processed meat production.

Value will also be added through optimization initiatives in the fresh meat segment, including product innovation in specialty parts such as organs and blood. In the second half of 2025, MML said it will accelerate innovation in the processed meat segment, focusing its strategy on enhancing the value of pork by increasing the utilization rate in processed products and optimizing the value from by-products. Increase the finished product value of each porker to VND10 million/head, up nearly 10% year-on-year, by maximizing the utilization rate. MML will also launch a "Meat Corner" within the WCM chain, aiming to increase the market share of processed meat sales in the WCM chain from 16.6% to 20% in 2025, aiming for a target of 40% in the long term.

Cool incubation technology creates European standards for fresh meat

According to the 2025 plan, MML is expected to bring in revenue of VND 8,250-8,749 billion, an increase of 8-14% compared to the previous year. This result will be achieved on the journey of continuous transformation to become a meat processing company of MML and deeper cooperation with WCM. Through strategic cooperation with WinCommerce and the WIN Membership program with up to 20% discount on meat and vegetable products, consumers can now easily choose to buy chilled meat at major supermarket chains in Vietnam such as WinMart, WinMart+ stores with a variety of meat products. Notably, consumers can trace the origin through the QR code on the sub-label of meat trays, to get detailed information about the product, rest assured about quality and safety.

Through strategic cooperation with WinCommerce and the WIN Membership program with up to 20% discount on meat and vegetable products, consumers can now easily choose to buy chilled meat at major supermarket chains in Vietnam such as WinMart, WinMart+ stores with a variety of meat products. Notably, consumers can trace the origin through QR codes on the sub-labels of meat trays, to get detailed information about the product, and be assured of quality and safety.

Source: https://congthuong.vn/meatlife-dap-ung-nhu-cau-an-ngon-an-sach-cua-nguoi-tieu-dung-413755.html