Vietnam’s coffee market is expected grow in value at a rate of 8.2% during the 2018 – 2023 period, with an average per capita coffee consumption estimated at 1.1 kg in 2018.
In 2016, Nestlé Vietnam Ltd. led the coffee sales, with a retail volume share of 27%. According to Vietnam Standards and Consumers
Changing consumer coffee consumption pattern
Increasingly busy lifestyles and longer working hours will continue to strengthen appreciation for the convenience of this product type, which should lead more consumers to switch from fresh ground coffee or instant standard coffee to instant coffee mixes.
Moreover, the category should also benefit as manufacturers continue to introduce stronger-tasting products that suit the traditional preferences of Vietnamese consumers.
Increasing number of cafes and coffee culture in Vietnam is also expected to boost the market during the forecast period.
Instant coffee market to grow at a faster rate
Domestic consumption for roasted and ground coffee was at 2.5 million bags MY2016/17, and the estimate for MY2017/18 is about 2.55 million bags due to the continuing growth of coffee shops and cafés.
Vietnamese coffee drinkers prefer roasted and ground coffee because of its full-bodied and original flavors. With the growth in the coffee market, instant coffee mix is expected to be the most dynamic coffee category in retail volume growth terms over the forecast period, with a CAGR of 7%.
The domestic coffee market remains fierce with strong competition coming from international players such as Dunkin Donuts, Coffee Beans and Tea Leaves including several Korean coffee chains like Coffee Bene and the Coffee House. However, local chains like Trung Nguyen, Phuc Long, Highlands and some new local players such as Passio, Thuc, Cong Caf_ have their own traditional coffee drinks, which keep the chains afloat in a competitive market.
The domestic market experiences mild growth because the Vietnamese coffee market needs more value-added coffee products to expand.
- January 2018: Starbucks has announced the return of Vietnam Da Lat coffee to Vietnam. The limited-quantity coffee is now available at all Starbucks stores in the country.
- November 2017: The Vietnamese government has approved USD 7.5 million for a five-year coffee sector development project designed to improve quality, increase exports and develop a premium Vietnamese coffee brand.