Vietnamese brands own 80% of essential consumer goods portfolio

Whether consumers are at home, in the office or on the go, Masan Consumer products are always available at the right “touchpoint”.

Market leadership with strong brand portfolio and extensive distribution network

According to a BCG report, average spending on FMCG in Vietnam is expected to increase rapidly in the next 5 years, especially in the premium and healthy food segment – ​​which currently accounts for only about 15% of total spending. As per capita income approaches the 5,000 USD/year mark, consumers are increasingly concerned with quality, convenience and health factors rather than price.

With a population of over 100 million and a high urbanization rate, Vietnam has become one of the most dynamic consumer markets in Southeast Asia. There is still a lot of room for growth as rural areas – accounting for nearly 60% of the population – only contribute about 40% of total FMCG spending. In this context, businesses that possess a strong brand portfolio, a deep distribution network and effective R&D capabilities will have a long-term competitive advantage.

In this position, Masan Consumer (UPCoM: MCH) is one of the leading FMCG companies in Vietnam, with a product portfolio covering all essential categories and present in 98% of Vietnamese households. The company leads the market share in many categories such as fish sauce (68.8%), chili sauce (67%) and soy sauce (52.9%), while rapidly expanding into convenience foods and beverages.

Nam Ngu fish sauce is officially present in major countries such as the US, Australia, Japan, Taiwan, Korea, Russia, China...

The five core brands – CHIN-SU, Nam Ngu, Omachi, Kokomi and Wake-Up 247 – all achieve annual revenue of over 100 million USD, demonstrating their profound influence on the lives of Vietnamese consumers. This strength is reinforced by a system of more than 313,000 traditional points of sale (GT) and 8,500 modern points of sale (MT) along with a chain of factories meeting ISO, HACCP, FSSC, BRCGS standards, applying automation and digitalization in production to ensure consistent quality on a large scale.

MCH’s success comes from its strategy of combining deep understanding of Vietnamese taste with international standards in supply chain management and product development. Thanks to that, the company not only meets domestic demand but also gradually improves its competitiveness on a regional scale.

The convenience food industry is also one of Masan's key export industries.

Innovation – the driving force for sustainable growth

Unlike many businesses in the same industry that focus on expanding scale, Masan Consumer puts innovation at the center of its development strategy. In the period 2018-2024, about 20% of MCH's revenue will come from new products - showing the effectiveness of R&D investment and the ability to quickly adapt to tastes.

Masan Consumer's core brands are being repositioned towards premiumization and personalized user experiences, clearly reflecting the strategy of innovation linked to modern consumer needs. CHIN-SU is currently leading the seasoning industry with exclusive recipes combining international culinary inspiration and Vietnamese taste, contributing to shaping the trend of "convenient, nutritious and personalized cuisine" in family meals.

Nam Ngu carries the spirit of "honoring Vietnamese specialties" through the product Nam Ngu Chili Garlic Ly Son, consuming more than 18 million bottles after only one year of launch.

In the convenience food segment, MCH is one of the domestic pioneers in premiumizing the instant noodle industry, with products such as self-boiling hot pot, Omachi self-cooking rice, and Asian Quan Xa meal boxes.

Even with products that have been launched for a long time, Masan Consumer always renews and re-introduces. Most recently, the Kokomi 75g product with rich, moderately salty noodles, easy to eat every day was introduced, bringing a harmonious and easy-to-eat flavor for all family members such as: Spicy and Sour Shrimp with Lemon and Chili, Beef Stew with Herbs and Seafood Sour Soup.

Most of Masan Consumer's products have high coverage in both traditional and modern distribution channels.

The “consumer-centric” approach helps MCH not only cover “in-home moments” but also expand to the out-of-home consumption segment, a fast-growing segment in Vietnam. For example, Wake-Up 247, a coffee-flavored energy drink, targets drivers, students, and office workers.

Meanwhile, BupNon Tea365 Tea products offer a convenient thirst-quenching option, a smart alternative to sugary drinks. Thanks to the diversity and complementarity between brands, MCH's product ecosystem covers the entire consumer journey, from family meals, convenient meals to energy drinks and out-of-home products.

“What we are most passionate about is trying every day to meet the unmet needs of consumers, build great brands and create a foundation for the future. In short, the true value of Masan Consumer has two things: one is fundamental, sustainable value, the other is the ability to grow exceptionally by capturing future trends,” Mr. Pham Dinh Toai, Deputy General Director of Masan Consumer, shared in a recent interview.

CHIN-SU also promotes the strategy of increasing touch points with consumers through products suitable for modern and convenient lifestyles.

Go Global – promoting Vietnamese culinary culture

If the domestic market is the foundation for stable growth, the “Go Global” strategy is a step that demonstrates Masan Consumer’s international vision. In October 2025, CHIN-SU and Nam Ngu will officially be present in major retail chains such as Costco (USA, Korea) and Woolworths (Australia), systems with strict inspection standards, requiring businesses to achieve international certifications such as FSSC 22000 and BRCGS.

Being distributed in these chains not only opens up export opportunities but also affirms MCH's operational capacity, product quality and global standard supply chain management. Previously, the company's products were also present on Amazon (USA), Coupang (Korea) and many other international e-commerce platforms, gradually forming a global distribution network for Vietnamese consumer goods.

Kokomi 75 with rich noodles that are not too salty.

The internationalization strategy helps Masan Consumer diversify revenue, expand scale, and bring high-quality Vietnamese products closer to global consumers - a long journey but clearly demonstrates the brand's sustainable development orientation.

Masan Consumer is shaping the position of a modern Vietnamese consumer goods enterprise, balancing business efficiency, product innovation and global expansion. Current success comes not only from scale or market share, but also from a long-term strategy based on consumer understanding, technology investment and international standards in operations - factors that help MCH continue to maintain sustainable growth momentum in the context of the rapidly changing FMCG industry.

Ha An

Source: https://vtcnews.vn/thuong-hieu-viet-so-huu-80-danh-muc-hang-tieu-dung-thiet-yeu-ar987391.html