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”.

Leading the market with a strong brand portfolio and extensive distribution network.

According to a BCG report, average spending on FMCG in Vietnam is expected to increase rapidly over the next five years, particularly in the premium and health food categories – which currently account for only about 15% of total spending. As per capita income approaches $5,000 per year, consumers are increasingly concerned with quality, convenience, and health factors rather than price.

With over 100 million people and a high rate of urbanization, Vietnam has become one of the most dynamic consumer markets in Southeast Asia. There is still significant potential, as rural areas – home to nearly 60% of the population – only contribute about 40% of total FMCG spending. In this context, businesses possessing 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 Vietnam's leading FMCG businesses, with a product portfolio covering essential goods 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 available in major countries such as the US, Australia, Japan, Taiwan, South Korea, Russia, and China...

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

MCH's success stems from a strategy that combines a deep understanding of Vietnamese tastes with international standards in supply chain management and product development. As a result, the company not only meets domestic demand but also gradually enhances its competitiveness on a regional scale.

The convenience food sector is also one of Masan's key export sectors.

Innovation – the driving force for sustainable growth.

Unlike many companies in the same industry that focus on scaling up, Masan Consumer places innovation at the heart of its development strategy. Between 2018 and 2024, approximately 20% of MCH's revenue came from new products – demonstrating the effectiveness of its R&D investment and its ability to adapt quickly to market demands.

Masan Consumer's flagship brands are being repositioned towards premiumization and personalized user experience, clearly reflecting its innovative strategy aligned with modern consumer needs. CHIN-SU currently leads the spice industry with exclusive formulas combining international culinary inspiration and Vietnamese tastes, contributing to shaping the trend of "convenient, nutritious, and personalized cuisine" in family meals.

Nam Ngư embodies the spirit of "honoring Vietnamese specialties" through its Nam Ngư Ly Son Chili Garlic drink, selling over 18 million bottles in just one year since its launch.

In the convenience food sector, MCH is one of the pioneering domestic businesses in upgrading the instant noodle industry, with products such as self-heating hot pot, Omachi self-cooking rice, and Quan Xa Asian meal boxes.

Even with products that have been around for a long time, Masan Consumer always refreshes and reintroduces them. Most recently, the Kokomi 75g product, with its rich and perfectly balanced noodles that aren't overly salty, is introduced, offering harmonious and palatable flavors for all family members, such as: Spicy Shrimp with Lemon and Chili, Beef Stew with Herbs, and Seafood Sour Soup.

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

MCH's "consumer-centric" approach has enabled it to not only cover "indoor moments" but also expand into the out-of-home consumption segment, a rapidly growing area in Vietnam. For example, Wake-Up 247, a coffee-flavored energy drink, targets drivers, students, and office workers.

Meanwhile, BupNon Tea365 offers a convenient and 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 and convenient meals to energy drinks and products for consumption outside the home.

“What we value most is striving every day to meet the unmet needs of consumers, building major brands, and laying the foundation for the future. In short, Masan Consumer’s true value lies in two things: firstly, fundamental, sustainable value, and secondly, the ability to achieve outstanding growth by seizing future trends,” Mr. Pham Dinh Toai, Deputy General Director of Masan Consumer, shared in a recent interview.

CHIN-SU is also strengthening its strategy of increasing consumer touchpoints through products that are suitable for modern and convenient lifestyles.

Go Global – promoting Vietnamese culinary culture

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

Being distributed through these chains not only opens up export opportunities but also affirms MCH's operational capabilities, product quality, and supply chain management standards that meet global requirements. Previously, the company's products were already 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 features flavorful noodles that aren't overly salty.

Masan Consumer's internationalization strategy has helped diversify its revenue, expand its scale, and bring high-quality Vietnamese products closer to global consumers – a long journey but one that clearly demonstrates the brand's commitment to sustainable development.

Masan Consumer is shaping its position as a modern Vietnamese consumer goods enterprise, balancing business efficiency, product innovation, and global expansion. Its current success stems 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 maintain sustainable growth amidst 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