In 2025, Masan Consumer (Stock code: MCH) aims for revenue growth of 10% to 15%, targeting VND33,500 billion to VND35,500 billion. To achieve this goal, MCH has identified key strategic drivers with a clear roadmap to enhance its competitiveness and expand its presence in both domestic and international markets.

Premiumization strategy – The key to sustainable growth

One of MCH’s core strategic focuses is the development and expansion of premium products, particularly in the seasoning and convenient foods segments. MCH continues to strengthen its market leadership with breakthrough innovations, shifting from instant noodles to high-end ready-to-eat meals such as “Self-heated hotpot”, “Self-cooked rice” and “Handheld hotpot”. These products not only align with modern consumption trends but also meet the growing demand for convenient, nutritious, and high-quality meals. Business results from 2024 highlight the effectiveness of this premiumization strategy, with the convenient foods segment growing by 8.4% YoY and the seasoning segment increasing by 7.2% YoY.

By expanding this product lineup, MCH is not only solidifying its presence in the premium segment but also enhancing brand value and strengthening its dominance on retail shelves, especially as both at-home and out-of-home dining trends continue to rise.

Innovation and portfolio expansion in beverages and home & personal care

According to the company’s report, the Beverage segment recorded 14.2% YoY growth, laying the foundation for further portfolio expansion in 2025, with a focus on WakeUp247 and deeper penetration into the ready-to-drink (RTD) tea market with BupNon Tea365. This demonstrates MCH’s commitment to continuously developing new products to meet diverse consumer demands.

As a result, BupNon Tea365 generated VND106 billion in 4Q2024, marking a 188.7% YoY increase. In the Home & Personal Care (HPC) segment, Chanté reported revenue of VND157 billion in 4Q2024, up 24.1% YoY. MCH launched Chanté nationwide on October 1 through its general trade (GT) network, successfully expanding its distribution to 63,000 GT outlets within three months, achieving a revenue of VND27 billion/month.

These strong results provide a solid foundation for MCH to restructure its HPC portfolio, focusing on Chanté and NET, in order to capture evolving consumer trends and drive growth in high-potential market segments.

Go Global strategy elevating Vietnamese brands on the global stage

A key pillar in MCH’s growth strategy is the acceleration of its Go Global initiative. In 2025, MCH targets at least 20% revenue growth from international markets, focusing on the U.S., South Korea, Japan, and the EU, with an emphasis on seasonings, convenient foods, and instant coffee.

Over the past year, Masan Consumer has made a strong impression in international markets such as Japan, South Korea, and Canada. Notably, MCH’s Vietnamese brand awareness campaigns have captured the attention of young consumers in major shopping districts like Dotonbori (Osaka, Japan) and Myeongdong (Seoul, South Korea).

Additionally, Masan (the parent company of Masan Consumer) has signed a memorandum of understanding (MoU) with Export Development Canada (EDC), paving the way for expanding exports of FMCG products, branded fresh food, packaged meat, retail, and F&B.

According to the latest report, MCH recorded revenue of VND8,942 billion in 4Q2024, reflecting a 5.3% YoY increase, while full-year revenue reached VND30,897 billion, up nearly 10% compared to 2023. In international markets, MCH posted impressive figures, with revenue growing 30.8% YoY in 4Q2024.

According to a report by SSI Securities, Masan Consumer is ranked among Vietnam’s fastest innovators in the consumer sector, launching over 30 new products annually from 2017 to 2023. MCH takes only 4 to 6 months to bring a product from planning to market, twice as fast as multinational corporations.

Through its premiumization strategy, innovation, and Go Global initiatives, Masan Consumer has not only strengthened its position in the domestic market but also continued expanding its international presence. These solid foundations will help MCH achieve its double-digit revenue growth target in 2025.