Masan Consumer announces 25% interim cash dividend

Masan Consumer, the consumer goods arm of Masan Group, has announced a plan to pay an interim dividend for 2025 at a rate of 25% (VND2,500 or $0.096 per share).

The record date for dividend entitlement is July 8, 2025, with payment expected on July 16, 2025, according to the firm, registered on the Unlisted Public Companies Market (UPCoM) as MCH.

This dividend payout reflects Masan Consumer’s commitment to delivering stable and sustainable financial returns to shareholders, while also demonstrating its solid business performance and robust cash flow in recent times.

Consistent high dividend payouts over years

At the 2025 AGM held in April, shareholders approved a maximum 2025 dividend payout of 60% (VND6,000 or $0.23 per share). The recently announced 25% interim dividend represents the first tranche of this year’s plan.

Previously, the company paid a 2024 dividend of VND9,500 ($0.36) per share, amounting to over VND6.88 trillion ($263.65 million) in total. The consistently high dividend payouts underscore MCH’s strong financial position and long-term commitment to shareholder value.

Accelerating premiumization strategy

According to Masan Group (HoSE: MSN), Masan’s after-tax profit in Q2/2025 is estimated at VND1.5 trillion ($57.48 million), nearly a 60% increase year-on-year. This figure surpasses VCBS Securities’ forecast of nearly VND1.2 trillion and 26%.

Notably, the broker highlighted MCH’s successful premiumization strategy, especially with Omachi instant noodles achieving sales five times higher than the industry average.

As part of its premiumization efforts, Masan Consumer has launched several new products to diversify its portfolio and meet the evolving needs of consumers. A notable innovation is the Omachi Hand-Held Hotpot, a convenient product that replicates the experience of enjoying hotpot.

Targeting consumers seeking convenience and novelty in quick meals, it has received strong positive feedback on e-commerce platforms, even topping Lazada's instant noodle sales chart in December 2024.

Masan Consumer also expanded its instant coffee line with the Wake-Up Mekong series, targeting younger consumers who love convenience and bold coffee flavors.

At the Omachi Debut 2025 event, the company introduced the “Asian Street Food” collection, aiming to establish a new “premium mass” segment in the instant noodle category. The collection includes five flavors inspired by cuisine from Taiwan, mainland China, Japan, Hong Kong, and Thailand. Using freeze-drying technology, the products retain authentic flavors without preservatives.

Priced at around VND26,000 ($1) per box, the product line offers a balance between convenience and rich culinary experiences. It marks another milestone in Omachi’s multi-year product innovation journey.

Not only focusing on the domestic market, MCH is pushing forward its Go Global strategy, targeting growth of at least 20% in 2025. Key export markets include the U.S., South Korea, Japan, and the EU, with core product categories including seasonings, convenient foods, and instant coffee. Iconic brands such as Chin-su, Omachi, and Wake-Up will continue to serve as “ambassadors” bringing Vietnamese cuisine to international consumers.

With a solid foundation and clear strategy, MCH recorded Q1/2025 net revenue of VND7.49 trillion ($287 million), a 14% increase year-on-year. The gross margin remained high at 47%, reflecting operational efficiency despite ongoing investments in innovation.

VCBS predicted that demand for premium convenient food will continue to rise. Omachi’s sales grew 20.1% year-on-year, raising the share of premium products to 56% of the total instant noodle segment.

In the seasonings category, both mainstream and upper-mainstream products such as fish sauce and seasoning granules posted solid growth, driven by consumers shifting toward higher quality. However, growth in premium fish sauce slowed due to market fragmentation and intense competition.

Meanwhile, SSI Securities projected that MCH’s 2025 revenue and EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) will reach VND34.6 trillion ($1.33 billion) and VND9.2 trillion ($352.56 million), up 12% and 11 % year-on-year respectively.

Growth will be driven by the launch of new products across all categories, premiumization in seasonings and convenient foods, and distribution channel expansion, particularly for household care and export segments.

For 2025, MCH targets net revenue of VND33.5-35.5 trillion ($1.36 billion), an increase of 8-15% over 2024, and after-tax profit of VND7.3-7.8 trillion ($298.9 million).

The main growth drivers include continued premiumization in the seasonings and convenient foods categories, with new products like Self-Heating Hotpot, Self-Cooked Rice, and Hand-Held Hotpot. These innovations are expected to meet rising demand for convenience while elevating at-home dining with high-quality standards.

In the stock market, MCH closed on Friday at VND127,100 ($4.87) per share.