Branded Meat: From Safe Choice to New Consumption Trend

The Vietnamese branded meat market is entering a new phase of growth, as consumers increasingly prioritize safe food with clear origins. Changes in shopping habits, combined with modern supply chain technology and a widespread retail network, are driving growth for this industry to develop further in the coming time.

Consumption trends: prioritize safe food with clear origin

Pork has always been considered one of the main food sources in Vietnamese meals. It is estimated that the average pork consumption per capita of Vietnamese people in 2024 will be approximately 37 kg of meat/person/year, the fourth highest in the world .

According to experts, the shopping habits of Vietnamese consumers are clearly shifting. While previously the majority of the market still belonged to unbranded meat, accounting for more than 90%, today meat products with safety certification and traceability are beginning to dominate, especially in large cities. Consumers, especially modern families and young people, are willing to pay more for organic products, certified products, or QR code-traceable packaging. This shows a new awareness and consumption trend: not only eating to be full, but also eating to be healthy and trusting in the products they use.

In the context of consumers increasingly concerned about food safety and transparency, controlling the origin and production process of pork becomes a key factor. Accordingly, each MEATDeli meat product of Masan MEATLife (a member of the Masan ecosystem (HOSE: MSN)) is labeled or has a QR code that allows consumers to trace the entire journey: which farm raised the pigs, where they were slaughtered, production date, packaging, quarantine information, etc.

To do this, Masan MEATLife (MML), a pioneer in building a branded meat value chain in Vietnam, has also developed a set of standards for chilled meat products and criteria for evaluating pig farms to have a source of input pigs from farms that meet Viet Gap / Global Gap standards.

Expanding brand meat coverage through modern retail systems

Currently, consumers can easily choose to buy MEATDeli chilled meat at major supermarket chains in Vietnam such as WinMart, WinMart+, WiN stores through strategic cooperation with WinCommerce (WCM, a member company of Masan), the largest modern retail system in Vietnam in terms of scale of points of sale.

The presence of this brand of meat in the WinMart chain has quickly shown clear results. In July 2025, MML's average daily revenue at each WCM store reached nearly 2.3 million VND. If present at all 4,200 WCM stores, the average daily revenue could reach nearly 9.5 billion VND, a figure reflecting huge growth potential from the modern retail channel.

At the same time, MML is also contributing up to 69% of meat revenue at WCM, a sharp increase compared to 62% in Q2/2025 and far exceeding previous years. This is a positive indicator of MML's increasingly important role in contributing to the growth of Masan's retail ecosystem.

In addition, in August 2025, Masan MEATLife recorded positive business results with sales volume reaching 14,007 tons, up 12.9% year-on-year. Net revenue reached VND999 billion, up 11.1%, reflecting stable demand and increasing contributions from modern retail channels. Operational efficiency was significantly improved when EBIT reached VND50 billion, up 42.9% year-on-year, while profit after tax increased sharply to VND35 billion, equivalent to an increase of 60.5%. EBITDA also reached VND90 billion, 18% higher than the same period last year, showing continued consolidation of profit margins. This result affirms MML's sustainable recovery momentum after the restructuring period, with consistent improvements in both operating scale and financial efficiency.

Optimizing supply chain through technology

Masan MEATLife has effectively leveraged the strengths of the Masan Group's foundation, aiming to optimize costs, streamline operations, and enhance data-driven decision-making capabilities through the application of modern technology. Specifically, the WiNARE system (Automated Ordering System) has been applied to the chilled meat and FMCG industries. By the end of 2025, nearly 70% of the product lines at WCM are expected to be automated or semi-automated, with a roadmap to expand to other frozen and fresh products including seafood, vegetables, and processed foods.

Initial results at 614 stores in Ho Chi Minh City show that the spoilage rate for meat products has decreased sharply by nearly 2% of revenue from May to the end of August 2025. Thanks to that, the loss cost has been reduced by tens of billions of VND per month. In parallel, the DR (shelf presence rate) has improved from 80% to nearly 90% by the end of August 2025 while maintaining reasonable inventory, promoting store revenue growth.

The combination of changing consumer trends, technology application and distribution system is opening up strong growth opportunities for the branded meat industry in Vietnam in general and the owner of the MEATDeli chilled meat brand in particular. The application of technology in the supply chain not only helps optimize operations but also enhances the consumer experience. Along with the modern retail network, safe meat products are getting closer to every Vietnamese family. This is a solid foundation for the branded meat market to break through in the coming time.

Source: https://www.masangroup.com/vi/news/masan-news/Branded-Meat-From-a-Safe-Choice-to-a-New-Consumer-Trend.html