COMPETITIVE LANDSCAPE
Lipton maintains leadership through digital and community engagement
Lipton Teas & Infusions, with its Lipton Yellow Label brand, is the leading company in the Vietnam tea category. Its position is supported by a wide distribution network covering modern trade, traditional retail and online channels, as well as long-established brand recognition.
Cozy drives growth with flavour and format innovation
The Cozy brand saw solid growth in 2025, supported by active marketing and a consistent flow of new product launches designed to attract consumers, and it is continuing to focus on innovation. The brand has been differentiating itself through distinctive flavours and contemporary formats aimed at younger and more experimental tea drinkers.
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Overview:
Understand the latest market trends and future growth opportunities for the 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 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 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 Tea in Vietnam?
- To what extent are health considerations impacting consumption of Tea in Vietnam?
- What are the traditional preferences in Tea 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 Tea in Vietnam?
- Which are the leading brands in Tea in Vietnam?
- How are products distributed in Tea 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 Tea?
- Where is future growth expected to be most dynamic?
Tea in Vietnam - Category analysis
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
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:
Tea
-
- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
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 Tea research and analysis database.
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