COMPETITIVE LANDSCAPE
Milo consolidates leadership through sports and school engagement
In 2025, Nestlé Vietnam, with its Milo brand, was the leading player in other hot drinks in Vietnam, supported by its extensive distribution network, strong marketing capabilities and long-established brand equity. Milo is widely recognised as a nutritious chocolate malt drink for children and teenagers, and its positioning around energy and physical activity continues to resonate with Vietnamese families.
Health-oriented innovation and premiumisation opportunities
To support longer-term growth in other hot drinks, manufacturers and distributors will need to stay close to emerging consumer trends and invest selectively in innovation and brand-building. Vietnamese consumers show a strong inclination to explore new and innovative products, particularly when these offer clear benefits around nutrition, convenience or lifestyle fit.
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Overview:
Understand the latest market trends and future growth opportunities for the Other 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.
If you're in the Other 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 Other 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 Other Hot Drinks in Vietnam?
- To what extent are health considerations impacting consumption of Other Hot Drinks in Vietnam?
- What are the traditional preferences in Other 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 Other Hot Drinks in Vietnam?
- Which are the leading brands in Other Hot Drinks in Vietnam?
- How are products distributed in Other 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 Other Hot Drinks?
- Where is future growth expected to be most dynamic?
Other Hot Drinks in Vietnam - Category analysis
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
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:
Other Hot Drinks
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
Other Hot Drinks
This is the aggregation of Flavoured Powder Drinks and Other Plant-based Powder Drinks. Products can be served hot or cold, and can be mixed with water, milk, or other liquids. Bottled, ready-to-drink flavoured milk drinks are NOT included here and are included in Passport Packaged Food.
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 Other Hot Drinks research and analysis database.
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