Vietnam’s Instant Coffee Revolution: Where Tradition Meets Convenience

According to Statista, instant coffee expenditure per capita is expected to rise by 59% by 2029, jumping from $7.52 in 2020 to $11.97 per annum. This growing demand isn't just about convenience; it is delivering the rich flavors of Vietnamese coffee in a quick, accessible format.

Instant coffee offers quick preparation without sacrificing the joy of a tasty, energizing drink. It’s about convenience and flavor meeting perfectly in the moment.

An Tran, from Sucafina’s Business Development Department

This trend is especially evident in urban areas, where 72% of people have embraced instant coffee, drinking it at least occasionally. Even rural areas, with 62% adoption, are not far behind. The increasing popularity of instant coffee, driven by affordability, speed, and flavor, is reflected in the fact that 30% of total coffee consumption in Vietnam is instant coffee.

Why the shift? Simply put, instant coffee provides an easy solution for a population that values both tradition and convenience. Whether it’s a 3-in-1 mix (coffee, sugar, and creamer) or a simpler 2-in-1 mix (coffee and sugar), instant coffee hits all the right notes: familiar flavor, speed, and affordability. And this is no passing trend – according to Vietnam's General Statistics Office, instant coffee production has skyrocketed and reached 154,000 tons in 2022, up from 141,400 tons the year before.

Who’s Buying Instant Coffee?

Understanding the types of consumers driving this trend is key. Here’s a look at the five main personas shaping Vietnam’s instant coffee market:

• The Busy Professional: Time-starved and on the go, they choose 3-in-1 sachets for quick preparation and a sweet, creamy taste.
• The Traditionalist: A lover of strong, bold flavors that remind them of cà phê phin (iced coffee with condensed milk), often opting for black instant coffee or 2-in-1 mixes for a customizable experience.
• The Young Trendsetter: Always looking for something new, this persona is into trendy flavors like mocha or caramel, with sleek, stylish packaging that stands out.
• The Homebody: Focused on family and comfort, they opt for bulk packs of sweet, creamy instant coffee that everyone can enjoy.
• The Health-Conscious Consumer: Prefers low-sugar options, often with natural sweeteners or no artificial creamers, to align with their wellness-focused lifestyle.

These diverse preferences create a dynamic landscape for instant coffee in Vietnam, and Sucafina Instant understands these requirements and meets them precisely with our portfolio of locally sourced instant coffee products.

At Sucafina Instant, we are deeply committed to offering high-quality, flavor-packed coffee solutions that align with Vietnam's tastes. Here are some of the ways we are customising products for local consumers:

• Robust Flavor Profiles: Our instant coffee is crafted with locally sourced Robusta beans, delivering the bold, aromatic flavor that Vietnamese coffee lovers prefer.
• Health-Conscious Options: We’re developing low-acid variants and sugar-free options for consumers who want a healthier coffee experience.
• Sustainability: Transparency is key. Our products are ethically sourced, using eco-friendly farming practices that respect the environment and support local farmers.
• Versatility for Customization: We’re offering customizable instant coffee solutions like DIY kits for consumers who want to create their own perfect cup of coffee – iced or hot.
• Affordability and Accessibility: Sucafina Instant offers options ranging from single-serve sachets for busy professionals to bulk packs for families, ensuring a product for every palate and every pocket.

As Vietnam’s coffee consumption continues to evolve, instant coffee remains at the forefront of the market. The country’s coffee culture is growing in new and exciting ways, and instant coffee is well-positioned to meet these needs. With a young, dynamic population and an increasing desire for convenience, the future of Vietnam’s instant coffee market looks brighter than ever.

Ready to dive into Vietnam’s instant coffee boom? Let Sucafina Instant help your business get ready for the opportunities this dynamic and fast growing market demands.