According to the company, this event marks a significant transition for the business, serving as a highlight as the Vietnamese stock market enters a year-end growth phase. At this time, investors are eager for clear signals to shape their expectations for the coming year.

Masan's leadership has consistently mentioned the listing plan since 2024 during shareholder meetings and investor engagements. This indicates that the roadmap has been prepared long-term, is not opportunistic, and aligns with the company's development strategy.

The core products of Masan Consumer. Photo: Masan

Nguyen Dang Quang, Chairman of Masan Group's Board of Directors, stated that Masan Consumer is expanding its international presence. It aims to introduce Vietnamese cuisine through its key brands, aligning with the group's "go global" strategy pursued for many years. The company's goal is to spread the taste of home, reaching 8 billion global consumers with strong brands.

"Masan Consumer is likened to the group's 'crown jewel', playing a crucial role in the ecosystem and linked to the development of consumer products serving Vietnamese people," Quang said.

Quang added that the event takes place amidst significant changes in the Vietnamese stock market. Vietnam was upgraded by FTSE Russell to "secondary emerging market" status, while initial public offering (IPO) activity is showing signs of recovery. Although foreign capital remains cautious, the upgrade still raises expectations for improved liquidity, market quality, and attractiveness to international funds. In a context requiring more large-scale and transparent businesses, MCH's preparation for a listing transfer extends beyond internal scope. MCH's listing represents an important addition to the group of consumer businesses with stable foundations.

Expanding investor access

According to MCH, the market in the year-end period is often affected by fluctuations in cyclical sectors such as real estate, finance, or construction materials, and public investment. In contrast, the essential consumer goods sector offers stability due to recurring demand, is less impacted by short-term volatility, and reflects the economy's real purchasing power.

With nearly 30 years of development, MCH boasts a portfolio of familiar brands and a coverage level of 98% of Vietnamese households, according to a 2024 Kantar report. It represents a group of consumer businesses with sustainable foundations. Brands like Nam Ngu, Chin-su, Omachi, Kokomi, and Wake-Up 247 have been associated with generations of Vietnamese life, providing stable consumption levels even during challenging market periods.

A delegation of Thai partners visits Masan Phu Quoc barrel house, which has nearly 500 fish sauce fermentation barrels. Photo: Masan

Masan representatives analyzed that the absence of large fast-moving consumer goods (FMCG) companies on HoSE for many years has skewed the market structure towards economically sensitive sectors. Moreover, the upgrade of the Vietnamese stock market creates momentum to attract long-term capital, particularly from exchange-traded funds (ETF) and active funds in emerging markets. Many analytical organizations believe the market needs more businesses that meet criteria for transparency, large scale, and stable profitability.

In this context, stable consumer stocks like MCH, which still maintain growth potential, can help the market achieve a better balance between "defensive" and "growth" factors. The exchange transfer from UPCoM to HoSE will also expand MCH's access to foreign investors. International funds often prioritize businesses with sufficient scale, stable profits across multiple cycles, strong market share, recurring revenue, and high transparency—criteria that MCH fully meets.

During the 2017-2024 period, Masan Consumer maintained stable financial performance: its operating profit margin on revenue exceeded 23%, while after-tax profit grew by around 20% annually from 2022 to 2024. These indicators demonstrate the company's financial strength and sustainable profit generation capacity across multiple market cycles. In 2024 alone, MCH's revenue reached approximately USD 1,2 billion, and from 2018 to 2024, MCH paid nearly USD 1,5 billion in cash dividends. Masan representatives assess that these figures indicate the ability to maintain stable profits across many cycles.

Customers choose the company's products. Photo: Masan

Confidence in growth prospects

The upcoming announcement of detailed information regarding the HoSE listing plan on 4/12 is considered a milestone by the group, helping the market gain a clearer view of MCH's exchange transfer roadmap. The company's proactive disclosure of information at year-end typically carries a positive message: the business is confident in its growth prospects and ready to enter a phase of more transparent and standardized governance.

For investors, this is an opportunity to comprehensively evaluate a large FMCG business in a sector projected for positive growth in 2025 due to domestic demand recovery. For the market, the arrival of a large-scale consumer stock helps increase confidence in the trend of upgrading operational standards, improving liquidity, and expanding the industry structure.

Masan representatives believe that with rising incomes, an expanding middle class, and evolving modern consumer behavior, strong FMCG businesses like MCH are expected to contribute positively to market development.

Masan Consumer is a member company of Masan Group (MSN), one of Vietnam's leading consumer-retail businesses. With nearly three decades of serving consumers since its establishment in 1996, Masan Consumer continuously innovates to deliver quality products that meet the essential needs of millions of families. The company has a diverse portfolio of FMCG products in spices, convenient foods, beverages, personal and home care. It owns familiar brands such as Chin-su, Nam Ngu, Omachi, Kokomi, and Wake-Up 247. Masan Consumer's products are present in over 98% of Vietnamese households and exported to over 26 countries worldwide.

Hoang Dan