CHIN-SU, Nam Ngu, Omachi or Kokomi have become familiar names in millions of Vietnamese families. But with Masan Consumer (HOSE: MCH), the value of the brand is not only in recognition. The key brand group currently contributes about 70% of revenue and 80% of gross profit, and is helping businesses sell more products, expand industries and access new consumer needs.
When brand becomes a growth platform
In the consumer goods industry, building a large enough brand can take many years. But when a brand has gained trust and user habits, its value is no longer limited to the products it is selling.
This is the platform Masan Consumer has built for more than two decades. The company's brands are present in about 98% of Vietnamese households, of which 5 brands achieve revenue of over 100 million USD per year.
More importantly, brand strength is being transformed into business results. According to business data, the key brand group currently contributes about 70% of Masan Consumer's revenue and 80% of gross profit.
Many brands are also growing faster than the industry they participate in. In the period from 2017 to estimated 2026, CHIN-SU's revenue increased by an average of 20.1% per year, Omachi 18.4% and Wake-Up 247 11.5% respectively. This rate is about 1.8 times, 2.3 times and 6.4 times higher than the market's corresponding increase.
Notably, growth is clearly supported by sales volume. CHIN-SU recorded sales up 14.7%, Omachi up 13% and Wake-Up 247 up 8%. This shows that strong brands not only maintain their position in the market but also continue to expand sales.
When coverage in Vietnam has reached a high level, the ability to sell more on the existing brand platform has become an important growth direction for Masan Consumer.
From strong brands to new growth potential
According to Masan Consumer data compiled from Frost & Sullivan and NIQ, brand strength is also reflected in the increase in market share. From 2017 to estimated 2026, the market share of CHIN-SU chili sauce increased from about 42% to 66%, Omachi from 8% to 18% and Wake-Up 247 from 4% to 10%. In the same period, Nam Ngu maintained market share at about 66%.
These figures show that some of Masan Consumer's brands not only have wide coverage but are also increasing their position in the industry they participate in. When coverage is high, growth can therefore come from deeper exploitation of existing brands and expansion to new consumer needs.
Besides spices and convenience foods, Masan Consumer is developing in fields such as beverages, family and personal care. In the first half of 2026, revenue from bottled beverages increased by 20.3%, family and personal care increased by 59.6%, and international business increased by 26.9% compared to the same period.
The distribution system is an important part of this direction. Through Retail Supreme, Masan Consumer aims to bring more products and industries into each point of sale, instead of just focusing on expanding coverage. When a strong brand combines with a wide distribution network, new products can reach consumers faster, thereby creating more growth space on the existing network itself.
The next room is in the international market. Brands associated with Vietnamese cuisine such as CHIN-SU can become a bridge for Masan Consumer to reach more consumers outside Vietnam. International business, therefore, not only expands the market, but also creates more growth space for brands that have been built in Vietnam.
Overall, when domestic coverage is already high, Masan Consumer's growth story is expanding in three directions: making existing brands larger, bringing brand strength to new industries and reaching more consumers in the international market.
From CHIN-SU, Nam Ngu, Omachi to Kokomi, a journey that has brought Masan Consumer brands into millions of Vietnamese families. The next step is to take those brands further, in the existing industry, to new needs and to new markets.
Masan Consumer (HOSE: MCH) is a member company of Masan Group (HOSE: MSN), one of the leading consumer - retail enterprises in Vietnam. With nearly three decades of serving consumers, the enterprise currently owns a diverse portfolio of FMCG products in the fields of spices, convenience food, beverages, personal and family care, with familiar brands such as CHIN-SU, Nam Ngu, Omachi, Kokomi, and Wake-up 247. Masan Consumer's products are present in more than 98% of Vietnamese households and are exported to more than 26 countries around the world, affirming its position as one of the FMCG companies with the leading profitability in the region.
