Masan Consumer: Retail Supreme Strategy Starts to Yield Results, Revenue and Profits Return to Strong Growth Cycle from 2026

In 2025, Masan Consumer (MCH) reported a slight revenue decrease of 1.1%, reaching 30.557 trillion VND, but maintained stable profit margins. In Q4/2025, revenue growth of 3.7% indicated that the “one step back to move forward” strategy was effective. The Retail Supreme strategy transformed MCH’s operations, enhancing direct connections with retailers, increasing points of sale to 413,000, and reducing dependency on wholesale from 60% to 33%. MCH reorganized 3,500 sales representatives, improving productivity and average income. Newly launched products continuously contributed significantly to revenue, with sectors such as convenience food reporting nearly 5 trillion VND in sales and cosmetics growing by 14.3%. MCH aims for revenue growth of 11% – 15% in 2026, targeting total revenue of 33.8 to 35 trillion VND, and seeks to cover 1 million sales points in the future.