Inflation-driven trading down constrains volumes as health and regulation steer future demand
In Vietnam, hot drinks is seeing rising retail value sales but declining retail volume in 2025, as inflation and economic uncertainty push consumers to trade down from premium options to more affordable coffee and tea while carefully managing spend. Manufacturers focus on core SKUs, aggressive promotions and larger value packs to defend volumes, yet demand remains cautious, with many households delaying non-essential purchases and concentrating on familiar everyday brands. Health and wellness continues to support premium niches such as functional herbal teas and reduced-sugar propositions, while upcoming sugar tax rules from 2027 and growing sustainability expectations are already influencing reformulation and portfolio strategy. Looking ahead, expected macroeconomic recovery and stronger inbound tourism should improve both on- and off-trade performance, with Nestlé and fast-growing players such as MacCoffee leveraging local production, activation and expanding offline and e-commerce coverage to capture renewed growth.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Vietnam?
- To what extent are health considerations impacting consumption of Hot Drinks in Vietnam?
- What are the traditional preferences in Hot Drinks 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 Hot Drinks in Vietnam?
- Which are the leading brands in Hot Drinks in Vietnam?
- How are products distributed in Hot Drinks 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 Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Vietnam
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
Coffee in Vietnam
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
Tea in Vietnam
KEY DATA FINDINGS
Steady, health-led expansion amid economic caution and evolving tastes
Tea growth slows as economic headwinds curb consumption
Health-led innovation supports higher value sales
Steady growth outlook supported by healthier choices and regulation
Evolving tastes fuel demand for flavoured and speciality teas
Sustainability and regional development move up the agenda
Lipton maintains leadership through digital and community engagement
Cozy drives growth with flavour and format innovation
Small local grocers remain the leading channel for tea purchases
Retail e-commerce accelerates through livestreaming and social commerce
Other Hot Drinks in Vietnam
KEY DATA FINDINGS
Economic pressure weighs on volumes as healthier reformulation and brand engagement sustain relevance
Other hot drinks suffers amid economic pressures
Cereal bars compete for breakfast and snack occasions
Future growth may be hampered by maturity and rising competition from alternative breakfast solutions
Government health messaging supports reduced-sugar formats
Sustainability and education campaigns reinforce brand equity
Milo consolidates leadership through sports and school engagement
Health-oriented innovation and premiumisation opportunities
Traditional trade remains core access point for family purchases
Digital platforms expand reach and amplify promotions
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Hot Drinks
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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
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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Why 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 Hot Drinks research and analysis database.
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