COMPETITIVE LANDSCAPE
Ajinomoto Co Inc retains lead of consolidated competitive landscape
In 2025, the competitive landscape for RTD coffee in Vietnam remained highly consolidated, with Ajinomoto Co Inc, Viet Thai International JSC (Highlands), and King Car Co Ltd (Mr Brown) dominating in off-trade volume terms. The global brand Nescafé, from Nestlé Vietnam Co Ltd, remained at a notable distance behind these market leaders.
Smaller players make further gains, targeting urban consumers
The collective share of smaller players in the competitive landscape of RTD coffee continued its upward trajectory in 2025. This growth was largely driven by the increasing presence of imported brands, such as Kopiko Lucky Day, Lee’s, and OKF, which expanded their reach, particularly within modern retail channels including supermarkets, hypermarkets, convenience stores, and e-commerce platforms.
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Overview:
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.
The RTD 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 RTD Coffee in Vietnam?
- To what extent are health considerations impacting consumption of RTD Coffee in Vietnam?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of RTD Coffee in Vietnam?
- Which are the leading brands in RTD Coffee in Vietnam?
- What potential exists for multinational or domestic soft drinks companies to expand in Vietnam?
- How are products distributed in RTD Coffee in Vietnam?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of RTD Coffee?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
RTD Coffee in Vietnam - Category analysis
KEY DATA FINDINGS
RTD coffee’s resilience and innovation amidst economic shifts
Positive performance for niche of RTD coffee in local market
RTD coffee faces competition from innovative non-RTD options
Despite positive outlook, RTD coffee’s reach will remain limited in Vietnam
Innovation to focus on taste experience and functionality
Sustainable packaging is predicted to further diversify in the future
Ajinomoto Co Inc retains lead of consolidated competitive landscape
Smaller players make further gains, targeting urban consumers
Small local grocers continues to lose share to other channels
Viet Thai livestreams delivery of new RTD coffee brand
Soft Drinks in Vietnam - Industry Overview
Innovating for growth amidst economic caution and health trends
KEY DATA FINDINGS
Resilience for soft drinks despite economic pressures
Multi-packs and larger bottles favoured for greater savings
Premium-positioned carbonated soft drink Cela focuses on functionality
Rising health concerns drive up sales of reduced sugar options
On-trade to remain dynamic channel, while sugar tax is likely to marginally impact pricing and consumers’ decisions
Sustainability efforts to increasingly shape future development
Suntory PepsiCo retains leadership with wide portfolio and marketing efforts
Masan Group benefits from partnership with major football club
Proximity to neighbourhoods drives popularity of small local grocers
Retail e-commerce makes further share gains in 2025
Foodservice vs retail split
Fountain sales in Vietnam
COUNTRY REPORTS DISCLAIMER
RTD Coffee
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 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 RTD Coffee research and analysis database.
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