As the Vietnamese consumer market shifts strongly from the need for “eating enough” to “eating delicious and convenient,” Masan Consumer Corporation (HOSE: MCH) continues to demonstrate its leading role with a premiumization strategy for the ready-to-eat food sector, focusing on the Omachi brand.
As Vietnamese consumers increasingly prioritize taste and convenience over basic sustenance, businesses are required to constantly transform and renew themselves to capture market share. To maintain market leadership and respond to more sophisticated consumer preferences, Masan Consumer is doubling down on innovation across its core business lines, from seasonings, convenient foods, beverages to home and personal care (HPC).
Rather than merely rolling out new products, Masan is redefining itself as a premium trendsetter, offering enhanced experiences and superior quality in every product.
Accelerating the premiumization strategy
One of the most notable examples of Masan’s premiumization strategy is the launch of Omachi portable hotpot, which delivers a scaled-down hotpot experience in a convenient format. Shortly after hitting the market, the product made a splash in e-commerce, topping Lazada’s list of best-selling instant noodles in December 2024.
Building on that momentum, Masan introduced Wake-Up Mekong, a new line of instant coffee aimed at young, active consumers who enjoy bold flavors and convenience.
The company’s premium push continues with the Omachi Debut 2025 event, where Masan unveiled a new product range called “Asian eateries”. This launch represents a strategic effort to establish a “mass premium” segment in Vietnam’s instant noodle market.
The Asian eateries series includes five noodle products inspired by popular dishes across Asia: Taiwanese beef noodles, Peking duck noodles, Hokkaido miso noodles, Hongkong tomato & egg noodles, and Bangkok tom yum noodles. These products are made using freeze-drying technology to preserve freshness and taste, while requiring no preservatives for storage.
With a price point of around US$1 (VND26,000) per serving, the new line is positioned not just as a convenient meal, but as an accessible and flavorful culinary experience. More than just a product rollout, the launch of Asian eateries extends Omachi’s innovation streak, following the successful launches of self-heating hotpot and ready-to-eat rice meals in 2023 and 2024.
Catching the next consumer wave
Vietnam’s fast-moving consumer goods (FMCG) industry is entering a new phase, where premium consumption is gaining traction, driven by a growing middle class and younger consumers who are more willing to pay for personalized, high-quality products. A report from NielsenIQ shows that 77% of Vietnamese consumers are willing to spend more for better quality, and the demand for “restaurant-quality convenience food” is rising fast.
According to the World Instant Noodle Association, Vietnam consumed over eight billion packets of instant noodles in 2024, making it one of the top consumers globally behind China, Indonesia, and India. The instant noodle market is segmented into three main price tiers: the budget segment (under VND5,000 per pack), the mid-range (VND5,000–7,000), and the premium segment (VND7,000 and above). While the majority of sales remain in the budget category, this leaves significant headroom for companies to expand and redefine the premium space, an opportunity that Masan Consumer is actively pursuing with its Asian eateries line.
To support its product launches, Masan is also tapping into its retail arm, WinCommerce, which connects with more than 11 million WiN members nationwide. This allows the company to quickly gauge market demand, reduce risks, and increase commercial efficiency. The integrated retail model is considered one of Masan Group’s strongest competitive advantages in Vietnam’s consumer goods market.
According to Masan Consumer’s Q1 2025 earnings report, the company posted VND7.49 trillion in net revenue, up 13.8% compared to the same period last year. Gross profit margin remained high at 46.7%, indicating the company’s ability to sustain strong performance while continuing to invest heavily in innovation.
Masan’s focus on premiumization, highlighted by the Omachi brand and the Asian eateries product line, reflects a consistent strategy to not only expand its product portfolio but also bring Vietnamese consumers fresh, high-quality, and accessible experiences that keep pace with changing market demands.
