Market Overview
The Vietnam Coffee Market was valued at 70.68 Thousand Tons in 2024 and is forecast to reach 101.47 Thousand Tons by 2033, growing at a CAGR of 3.70% during 2025-2033. Growth is driven by rising domestic consumption, increasing exports, and emphasis on value-added products such as roasted and specialty coffee. Technological advancements and shifting consumer preferences further transform the market landscape.
Study Assumption Years
- Base Year: 2024
- Historical Years: 2019-2024
- Forecast Period: 2025-2033
Vietnam Coffee Market Key Takeaways
- The coffee market in Vietnam was valued at 70.68 Thousand Tons in 2024.
- The Vietnam coffee market is projected to exhibit a CAGR of 3.70% during 2025-2033.
- The market is expected to reach 101.47 Thousand Tons by 2033.
- Vietnam is the world’s second-largest coffee exporter, with exports reaching 1.32 million tonnes valued at USD 5.48 Billion in 2024.
- Instant coffee holds the largest product type share at around 43.3% in 2024, favored for affordability and convenience.
- The off-trade distribution channel dominates with 62.7% market share due to widespread availability via supermarkets and online platforms.
- Southern Vietnam accounted for the largest regional market share of over 35.7%, benefiting from ideal growing conditions and strong infrastructure.
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Market Growth Factors
The Vietnam coffee market growth is fueled by rising domestic consumption and increasing exports. The country achieved exports of 1.32 million tonnes valued at USD 5.48 Billion in 2024, marking a record high. Local producers are focusing on adding value via processing technologies to produce roasted, ground, and specialty coffee, supported by emerging domestic brands establishing strong local and global identities. Furthermore, strategic trade partnerships and participation in free trade agreements reduce tariffs and enhance export competitiveness, steering the Vietnam coffee industry towards higher-margin products and sustainable growth.
Digital platforms and technological innovation significantly impact the Vietnam coffee sector. Precision agriculture tools improve crop yields, while digital marketplaces enhance direct trade between farmers and buyers. Additionally, the popularity of ready-to-drink coffee beverages among younger consumers encourages manufacturers to expand product ranges, including cold brew, canned coffee, and functional beverages infused with ingredients such as collagen and vitamins. These trends reflect lifestyle shifts, particularly in urban centers, catalyzing product diversification and market expansion.
Technological advancement and sustainability initiatives modernize the sector. Advanced harvesting equipment, improved storage, and modern processing increase quality and operational efficiency. In December 2024, the Vietnam Ministry of Agriculture and Rural Development, along with JDE Peet’s and IDH, launched a Database System for Forest and Coffee Growing Areas to comply with the EU’s Deforestation Regulation, emphasizing traceability and environmental responsibility. The growing trend toward sustainable and organic farming not only boosts yields but also solidifies Vietnam’s position as a producer of ethically sourced coffee, fostering trust and expanding exports.
Market Segmentation
Analysis by Product Type:
- Whole Bean
- Ground Coffee
- Instant Coffee: Holding around 43.3% of the market in 2024, instant coffee dominates due to affordability, convenience, and cultural acceptance. Its blend with Robusta beans supports steady, cost-effective supply. Aggressive marketing and demand for ready-to-drink formats further boost this segment.
Analysis by Distribution Channel:
- On-Trade
- Off-Trade: Leading with approximately 62.7% share in 2024, off-trade benefits from packaged coffee availability through supermarkets, convenience stores, and online platforms. Increasing urbanization and modern retail infrastructure encourage at-home consumption, supported by competitive pricing and wide product variety.
- Supermarket and Hypermarket
- Specialty Stores
- Online Retail
- Others
Regional Insights
Southern Vietnam dominates the Vietnam coffee market with over 35.7% market share in 2024. The region enjoys favorable climatic conditions, fertile soil, and established coffee plantations, notably in the Central Highlands. Strong infrastructure, including processing and export facilities, along with experienced farmers and cooperatives, support consistently high-quality robusta coffee production, securing Southern Vietnam’s leadership in the market.
Recent Developments & News
In May 2025, Every Half, a Vietnamese specialty coffee company, secured USD 3 Million in a pre-series A investment round to increase its store count by 150% in 2025. In April 2025, Highlands Coffee opened a new USD 19 Million coffee roastery in Ba Ria-Vung Tau province with a capacity of 75,000 Tons annually to boost exports to Europe, East Asia, and the US. Nestlé announced an additional USD 75 Million investment for its Tri An facility expansion, totaling nearly USD 904 Million in Vietnam. In March 2025, Trung Nguyen inaugurated its fifth coffee facility in Dak Lak Province, expected to be the largest in Asia with advanced German and Italian technology.
Key Players
- Anni Coffee
- Highlands Coffee
- Len’s Coffee LLC
- Nestlé S.A.
- Starbucks Corporation
- Trung Nguyen
- Vinacafé Bien Hoa Joint Stock Company
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