From Vietnamese kitchens to modern consumer spaces: Masan Consumer leads nearly 80% of FMCG product categories

Masan Consumer's core brands currently lead nearly 80% of the essential consumer goods category in Vietnam and are present in 98% of Vietnamese households (according to Kantar 2024 report).

With a solid brand foundation and consumer support over nearly three decades, Masan Consumer (UPCoM: MCH) is considered by many investors as one of the "national stocks", reflecting the sustainable value and trust in Vietnamese brands.

Masan Consumer product set.

Vietnam's FMCG market enters a new growth phase

As Vietnam’s GDP per capita approaches the $5,000 mark, the fast-moving consumer goods (FMCG) market is entering a new growth cycle. Currently, the average FMCG spending is only about $120 per person per year, significantly lower than Thailand ($195) and China ($185), showing huge room for expansion in the next decade.

The rise of the middle class and the Gen Z generation entering their high-income years are reshaping the Vietnamese consumption landscape. The trend of “premiumization” has become the main driving force: Vietnamese people are increasingly willing to pay more for quality, safe and reputable branded products. In China, the mid- to high-end product group accounts for more than 80% of the market value, while in Vietnam it is only about 45%, showing that the consumption upgrading cycle is still in its early stages and has a lot of growth potential.

Vietnam is emerging as a “new hot spot for Asian consumption”, thanks to a series of favorable factors that promote purchasing power and change consumer behavior. Our country has a young population structure, with the under-middle-aged group accounting for a large proportion of the total population, combined with rapid urbanization and a strong shift to modern retail channels. This is the foundation for a new wave of consumption, where Vietnamese people, especially the young generation, are dynamic, open and willing to spend on quality experiences. In parallel, digital shopping behavior is also growing strongly, as consumers increasingly prioritize convenience, transparency and the ability to interact directly with brands.

The trend of healthy living and focusing on health is also spreading strongly, becoming one of the top criteria when choosing products. In that context, domestic enterprises with extensive distribution ecosystems, solid production capacity and the ability to understand Vietnamese consumers are holding a superior advantage to lead the next growth cycle of the FMCG industry.

Leading the category of essential consumer goods in Vietnam

Amidst that wave of change, Masan Consumer is considered a pioneer in modernizing the Vietnamese consumer experience. As a core member company of Masan Group (HOSE: MSN), Masan Consumer (UPCoM: MCH) currently holds a leading position in approximately 80% of the FMCG category in Vietnam, with nearly 98% household coverage (according to Kantar 2024 report).

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

In the seasoning industry, MCH leads the Top 1 market share of fish sauce, chili sauce and soy sauce, thanks to the brand strength of CHIN-SU and Nam Ngu, "national brands" associated with more than 72 billion meals each year. CHIN-SU seasoning powder has also risen to the Top 3 of the entire market, after less than two years of launch, demonstrating the company's ability to quickly and effectively expand its portfolio.

In the convenience food industry, Omachi holds the Top 2 market share, Kokomi is currently one of Masan Consumer's popular brands with strong coverage in rural areas. In the nutrition sector, B'fast helps MCH expand its presence into healthy snack products, a high-margin and fast-growing sector.

In both rural and urban areas, Masan Consumer has a loyal customer base that is willing to experience new products, helping to increase sales across different categories and strengthen its leading brand position.

In the beverage segment, Vinacafé Bien Hoa holds the Top 3 market share of instant coffee, while Wake-Up 247 is a prominent domestic brand in the coffee-flavored energy drink segment, a rapidly growing sector in Vietnam. From that foundation, MCH continues to expand its beverage portfolio to serve the dynamic out-of-home consumption needs, with products such as Vivant bottled water (Top 4 in the industry) and bottled tea, meeting the "on-the-go" trend and modern lifestyle of Vietnamese people. In the home and personal care segment, MCH currently owns brands such as NET, Homey, with Chanté standing out, in the Top 3 of the laundry detergent segment.

Notably, each of Masan Consumer's key products takes an average of only about 2 years to reach the Top 3 market share, significantly faster than the industry standard. This strength comes from the "Fewer - Bigger - Faster" strategy, focusing resources on key brands while taking advantage of a nationwide distribution system with more than 313,000 GT points and 8,500 MT points.

Masan's CHIN-SU brand has established its leading brand role in the spice industry with a strategy that focuses on innovation.

With a strong brand foundation, solid production and distribution capacity and a leading position in many essential FMCG industries, Masan Consumer is demonstrating its growth resilience through every economic cycle. The business maintains a double-digit compound annual growth rate (CAGR) throughout the 2017-2024 period, with stable, industry-leading profit margins and continuous expansion into high-potential areas.

The company is also accelerating its IPO roadmap to be listed on HOSE, reinforcing its commitment to transparency and expanding access to global investors. Masan Group Deputy General Director Michael Hung Nguyen said: “Currently, MCH's IPO dossier is almost complete, the company is waiting for the business results of the fourth quarter of 2025 to the first quarter of 2026 to decide when to list on HoSE”. With its current capitalization approaching VND200,000 billion, MCH is expected to soon IPO, becoming a typical representative of the Vietnamese consumer stock group in 2026.

Source: https://hanoimoi.vn/tu-can-bep-viet-den-khong-gian-tieu-dung-hien-dai-masan-consumer-dan-dau-gan-80-danh-muc-nganh-hang-fmcg-723297.html