Over the forecast period, both on-trade and off-trade sales of RTD coffee are expected to experience growth in both volume and current value terms in Vietnam. On-trade sales are expected to see a particularly strong increase from a low base, due to increased consumption outside the home, and the rising number of tourists.
Over the forecast period, RTD coffee is expected to keep facing the launch of innovative non-RTD coffee products. For instance, Mirabi Coffee introduced the Pure Mirabi Espresso coffee in capsule format at the very end of 2023.
As previously mentioned, even if they come at a slightly higher price, Vietnamese consumers are known for their willingness to try new products with a better taste, or healthier options. This, together with more intense competition from outside of soft drinks, means companies will have to continue to prioritise product innovation to attract more customers and increase their sales in the future.
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Understand the latest market trends and future growth opportunities for the RTD Coffee industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the RTD Coffee industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.
See all of our definitionsThis report originates from Passport, our RTD Coffee research and analysis database.
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