COMPETITIVE LANDSCAPE
Tan Hiep Phat Group continues to lead RTD tea despite competitive pressures
In 2025, the competitive landscape of RTD tea in Vietnam remained largely consolidated, with three major players—Tan Hiep Phat Group (Zero Degree Green Tea), URC Vietnam Co Ltd (C2), and Suntory PepsiCo Vietnam Beverage Co Ltd (Tea+)—dominating. Despite this concentration, a degree of fragmentation was observed, as smaller players collectively gained off-trade volume share, driven by consumers' increasing appetite for novel flavours.
International Food Industry’s dynamic growth driven by reduced sugar option
International Food Industry JSC emerged as the most dynamic player during the year, achieving impressive double-digit off-trade volume growth. This exceptional performance was largely propelled by its popular Kirin and ICE+ brands, particularly within the burgeoning reduced sugar segment, which resonated strongly with the local market's heightened health awareness.
Smaller players continue to enter competitive landscape
Towards the end of the review period, the competitive landscape of RTD tea in the local market witnessed the emergence of several new brands, notably Cozy and TH Tea. These new entrants strategically focused their efforts on urban and suburban areas, demonstrating considerable vigour in their marketing activities and the launch of innovative products designed to capture consumer interest.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD Tea 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 Tea 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 Tea 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 Tea in Vietnam?
- To what extent are health considerations impacting consumption of RTD Tea 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 Tea in Vietnam?
- Which are the leading brands in RTD Tea in Vietnam?
- What potential exists for multinational or domestic soft drinks companies to expand in Vietnam?
- How are products distributed in RTD Tea 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 Tea?
- 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 Tea in Vietnam - Category analysis
KEY DATA FINDINGS
RTD tea sustains growth amid economic headwinds, driven by on-trade resilience and innovation
Rise in tourism drives stronger on-trade growth of RTD tea
Fresh tea from convenience stores offers competition to RTD format
Despite pessimistic outlook, RTD tea offers stronger potential via on-trade
Future innovation likely to focus on local preferences
Sugar tax regulation to potentially influence RTD tea’s performance
Tan Hiep Phat Group continues to lead RTD tea despite competitive pressures
International Food Industry’s dynamic growth driven by reduced sugar option
Smaller players continue to enter competitive landscape
Share of small local grocers gradually being eroded
Strong growth and share gain for retail e-commerce
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
The following categories and subcategories are included:
RTD Tea
- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
RTD Tea
This category includes all packaged products based on brewed tea or tea extract. May be sweetened or unsweetened, carbonated or still, with a wide variety of different flavourings. May contain juice.
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 Tea research and analysis database.
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