COMPETITIVE LANDSCAPE
Nestlé maintains overall leadership
In 2025, Nestlé Vietnam continued to lead overall coffee with its flagship Nescafé brand. The company has invested deeply in local manufacturing and exports, tailoring products to Vietnamese tastes and steadily expanding production capacity and sustainability programmes.
MacCoffee posts dynamic performance
Fes Vietnam, with its popular MacCoffee brand, was one of the most dynamic companies in the coffee category in 2025. MacCoffee has maintained its growth by ensuring broad availability and consistent, store-ready activation across retail channels.
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Overview:
Understand the latest market trends and future growth opportunities for the 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 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.
The Coffee in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Coffee in Vietnam?
- To what extent are health considerations impacting consumption of Coffee in Vietnam?
- What are the traditional preferences in Coffee in Vietnam? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Coffee in Vietnam?
- Which are the leading brands in Coffee in Vietnam?
- How are products distributed in Coffee in Vietnam?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Coffee?
- Where is future growth expected to be most dynamic?
Coffee in Vietnam - Category analysis
KEY DATA FINDINGS
Price inflation squeezes volumes while innovation and digital engagement keep demand resilient
Price pressures curb coffee consumption
Innovation and fruit-flavoured coffee sustain interest
Coffee faces bright future in Vietnam
Digital pathways reshape local coffee consumption and loyalty
Sustainable development will remain key
Nestlé maintains overall leadership
MacCoffee posts dynamic performance
Small local grocers retains leading role
Retail e-commerce accelerates through livestreaming and social commerce
Hot Drinks in Vietnam - Industry Overview
Inflation-driven trading down constrains volumes as health and regulation steer future demand
KEY DATA FINDINGS
Macroeconomic headwinds boost value but depress volume
Inflation, rising costs and trading down to budget hot drinks
Health and wellness remain a key driver of premium demand
Economic recovery and tourism expected to lift demand
Sugar tax to reshape portfolios and encourage healthier choices
Sustainability agendas gain prominence across the industry
Nestlé leverages local production and investment to defend its lead
MacCoffee drives dynamic growth through activation and community engagement
Offline channels remain dominant while e-commerce gains share
Foodservice volume growth struggles amid rising cost-consciousness
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Coffee
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
Coffee
This is the aggregation of fresh coffee and instant coffee. Please note that foodservice sales of coffee are volumes sold to the on-trade (foodservice) sector and not those sold to the consumer.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Coffee research and analysis database.
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