The FMCG market and the quality screening process.
With a population exceeding 100 million and a favorable demographic structure, Vietnam is considered by international financial institutions to be one of the most attractive retail markets in the region. The appeal of this market lies not only in its numbers but also in the qualitative shift in consumer mindset.
While previously the FMCG industry's story revolved around solving the problem of "eating enough" and reaching remote areas, it has now shifted to "eating well" and, even more so, "eating clean and living a quality life." Rising per capita income and a booming middle class have triggered a strong wave of premiumization. Modern consumers are willing to pay more for products with transparent origins, that are good for their health, and offer maximum convenience.
Furthermore, the boundaries between distribution channels are gradually blurring. The rise of e-commerce and modern shopping channels has reshaped shopping behavior: Customers are not just buying products; they are buying convenient experiences, quality assurance, or sometimes even the cultural story behind the product. Despite the pressure, this promises significant opportunities for domestic businesses. Vietnamese businesses must deeply understand their local consumers. The market is undergoing a filtering process, with brands relying solely on low prices gradually losing ground, giving way to brands that know how to elevate the value of their products.
It is precisely in this context of competition and shifting trends that the leading role of "pioneers" like Masan Consumer becomes more important than ever.
Masan Consumer: Nearly 30 years of preserving and developing strong brands.
If the Vietnamese FMCG market were a vibrant tapestry, Masan Consumer (UPCoM: MCH) would have held the dominant color for nearly 30 years.
The clearest evidence of Masan Consumer's dominant position lies not in empty promises, but in quantified market share data. Currently, Masan Consumer's products are present in 98% of households nationwide – an almost absolute coverage rate. A keen understanding of local tastes has helped the company establish a dominant position in its core product categories with overwhelming market share: fish sauce at 68.8%, chili sauce at 67%, and soy sauce at 52.9%. Brands like Nam Ngư, Chinsu, Omachi, Kokomi, and Wake-up 247 have transcended the concept of mere products to become "national brands," indispensable parts of Vietnamese kitchens.
To deliver these products to consumers as quickly as possible, Masan Consumer has created a vast and extensive distribution network. This network covers urban and rural areas with 345,000 traditional retail outlets (GT) and 8,500 modern retail outlets (MT). This multi-channel, multi-touchpoint distribution system creates a solid foundation that helps Masan Consumer maintain its market share and prepare for the modernization of the consumer experience.
For three decades, Masan Consumer has poured its heart and soul into every product. Owning a strong brand ecosystem empowers the company to create innovative products, proactively lead the market instead of following trends, and affirm its ability to dominate the FMCG market in Vietnam.
Strategy for modernizing the Vietnamese consumer experience.
Owning a strong brand is the foundation, but a strategy of modernizing the consumer experience is the driving force behind Masan Consumer's sustainable growth in this new phase. Understanding the market's "eat well, live well" trend, Masan Consumer is revolutionizing familiar products, transforming essential needs into modern experiences.
First, Masan Consumer modernizes its products through technology and R&D (research and development). The story of Omachi is a prime example of redefining instant noodles; from a common, everyday food, Masan upgraded instant noodles into a complete, premium meal with real meat and fresh ingredients, meeting the nutritional needs of a fast-paced lifestyle.
Secondly, Masan Consumer modernizes the experience through its "Go Global" strategy. Masan Consumer's aspirations don't stop at Vietnam's borders; the "Go Global" strategy aims to export Vietnamese culinary culture to the world . The presence of Chin-Su products on shelves in Japan, the US, and Europe, and in retail distribution channels like Costco, affirms international quality standards and enhances the pride of domestic consumers. This represents a transformation from a domestic enterprise into a consumer goods company of international stature.
Thirdly, Masan Consumer is also modernizing its distribution channels and value chain by transforming into a "Retail Supreme" model – direct distribution. Instead of maintaining a traditional distribution model that relies heavily on intermediaries (tier 1 and tier 2 agents), Masan Consumer is pioneering a direct distribution model by digitizing and directly connecting with a network of hundreds of thousands of retail outlets. This model not only helps the business interact more directly with retailers and consumers, but also creates a systematic operational data flow, supporting optimized product portfolio, display, and sales performance. Eliminating intermediate bottlenecks helps Masan Consumer save costs, increase profit margins, and implement precise and effective marketing campaigns at each point of sale.
Looking back over nearly 30 years, Masan Consumer has built a solid foundation that few businesses can match: the trust and loyalty of millions of families, an extensive distribution network, and a relentless capacity for innovation.
As the Vietnamese consumer market enters a new growth cycle with more demanding requirements, Masan Consumer continues to affirm its pioneering role by modernizing the experience based on the strength of leading brands. This not only elevates living standards but also contributes to making a mark for Vietnamese businesses on the global map.
On December 4th, Masan Consumer held a roadshow titled “MCH Listing on HOSE and the Growth Story” at the Sheraton Saigon Hotel. The event was expected to be attended by Masan Consumer's leadership team and representatives from many large domestic and international investment funds, attracting a large number of individual investors. At the event, MCH's leadership presented the company's long-term growth picture, including its core competencies, current strategy, and drivers unlocking value in the next decade. MCH shares are scheduled to complete their listing on HOSE in December 2025.
Source: https://baonghean.vn/vien-kim-cuong-gia-bao-cua-masan-truc-su-chuyen-minh-cua-thi-truong-fmcg-10314921.html
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