Many consumer goods companies continue to report impressive profit growth in their 2024 financial results. Among them, Masan’s FMCG segment, Masan Consumer (MCH), recorded 4Q2024 and full-year 2024 revenue of over VND8.9 billion and nearly VND30.9 billion, with net profit reaching more than VND2.3 billion and VND7.8 billion, respectively.

With these results, looking ahead to 2025, Masan Consumer (Stock code: MCH) aims for double-digit growth, completing its IPO, strengthening its Go Global strategy, and advancing product premiumization and innovation. MCH expects consumer trends to recover strongly in 2025, serving as a positive catalyst for the company’s business performance.

Impressive growth driven by product premiumization and innovation

According to the 4Q2024 financial statement, MCH recorded revenue growth of over 5% in Q4 and nearly 10% for the full year YoY. This revenue growth was driven by the premiumization strategy applied to large-scale categories such as Seasonings and Convenient foods, along with innovations in the Beverage segment.

MCH currently owns five strong consumer brands, each generating over USD100 million in annual revenue with an extensive market coverage.

These are well-known brands familiar to millions of Vietnamese consumers, including CHIN-SU, Nam Ngu, Omachi, Kokomi, and Wake-Up 247, which have contributed 80% of MCH’s domestic revenue over the past 7 years.

With a growth rate 2.2 times the overall market pace from 2017 to 2023, more than 98% of Vietnamese households now own at least one MCH product.

Additionally, MCH places strong emphasis on R&D, continuously introducing new products to the market at a rapid pace.

Through its Consumer Innovation Center (CIC), MCH engages with the “Consumers in Love” community of loyal consumers to exchange insights, identify unmet needs, and develop tailored solutions.

As a result, in 2024, innovative products generated total gross revenue of VND2.142 billion VND, marking YoY growth of approximately 87% compared to 2023.

Beyond the domestic market, Masan Consumer has vigorously pursued its “Go Global” strategy, achieving positive results. International revenue grew by 30.8% YoY in 4Q2024.

Accordingly, revenue from international markets grew by 30.8% YoY in 4Q2024.

Revenue growth target of 15% in 2025

In 2025, MCH targets double-digit revenue growth of 10-15%, reaching VND33,500-35,500 billion. This growth will be driven by strategic growth initiatives and the development of the “Retail Supreme” digital supply chain.

The company stated: These innovations will help digitize traditional retail, optimize demand-supply planning, production, and distribution, thereby improving salesforce productivity and maximizing marketing ROI.

MCH will continue to implement its premiumization strategy in the seasoning and convenient foods segments by strengthening its market leadership in the premium segment. This includes shifting from instant noodles to ready-to-eat meals, such as self-heated hotpot, self-cooked rice and handheld hotpot. Innovations in the convenient foods category will help capture growth from the out-of-home consumption trend.

Additionally, MCH will introduce new innovations in the beverage and home & personal care (HPC) categories. The company aims to expand the WakeUp247 portfolio, capture market share in the ready-to-drink (RTD) tea segment with new Tea365 products; restructure its portfolio to focus on new products under Chante and Net, deepening its presence in the personal care market.

For the international market, the Go Global strategy aims for 20%+ growth, focusing on key markets such as the U.S., South Korea, Japan and the EU with a portfolio including seasonings, convenient foods, and instant coffee.

Nearly USD1 billion in cash dividends, IPO set for this year

2024 was undeniably a successful year for Masan Consumer (MCH) shareholders, as the company’s stock price surged from VND75,000 at the beginning of the year to nearly VND260,000 by year-end. At the same time, Masan Consumer paid out a massive cash dividend totaling nearly USD1 billion in 2024.

According to a company representative, MCH plans to continue regular dividend payments in the coming years, depending on business performance, balance sheet, and shareholder demands. The company remains a high-growth and high-profit consumer stock with the ability to deliver consistent cash dividends to its shareholders.

Additionally, MCH’s strong stock performance has propelled Masan Consumer’s market capitalization beyond VND160 trillion (as of February 11), placing it among the top 10 largest listed companies on the Vietnamese stock market.

At the same time, MCH has attracted significant investor interest, particularly following reports that the stock will be upgraded from the UPCoM market to be officially listed on the HOSE exchange this year.

According to experts, foreign capital flows are increasingly drawn to the FMCG sector, seeking long-term investments in companies with a stable business history, strong growth potential, and generous dividend payouts – factors that position MCH as a highly attractive investment opportunity.

A successful IPO for Masan Consumer is expected to enhance the valuation of Masan Group stocks, including MCH and MSN, with this roadmap becoming even clearer amid positive signals from the company.