Hot Drinks in Vietnam
Euromonitor International's Hot Drinks in Vietnam market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 67 | Publication date: May 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Coffee; Other hot drinks; Tea
Executive summary
Coffee, the most popular hot drink among Vietnamese
Hot drinks in Vietnam saw strong growth in total volume terms in 2008. Of all the hot drinks products, coffee continues to be the most popular in Vietnam in terms of total volume sales. While tea is a traditional drink among northern residents in Vietnam, coffee is considered the habitual drinks of Vietnamese consumers in general. Other hot drinks enjoys the strongest total volume growth in 2008 due to increasingly health conscious consumers in Vietnam.
Increasingly health conscious consumers
Fruit/herbal tea and other hot drinks are benefitting greatly from the rising health consciousness amongst consumers. Fruit/herbal tea recorded the fastest growth in terms of off-trade volume sales in 2008. Fruit/herbal tea with natural healthy extracts such as noni and gohyah remain popular in Vietnam. In addition, other malt-based and other plant-based hot drinks enjoy high off-trade volume growth in 2008 due to the nutritious and healthy ingredients, which are popular among young consumers in Vietnam.
Multinationals continue to lead
Multinationals continue to lead hot drinks in terms of off-trade value in 2008. Unilever Vietnam and Nestlé Vietnam Ltd remain the top two players. Domestic players like Vinacafe - Vietnam National Coffee Corp are facing strong competition from multinationals, which heavily advertise their products in Vietnam and have wide distribution networks. Trung Nguyen Coffee Co, a domestic manufacturer, performed well over the review period, which saw the company rise up the ranking from fifth in 2006 to fourth in 2008.
Off-trade channel remains the major distribution channel
The dominance of the off-trade channel is demonstrated by the unbalanced ratio between off-trade and on-trade sales of hot drinks, except for fresh ground coffee. This is due to the Vietnamese drinking habits whereby instant coffee, tea and other hot drinks are mainly consumed off-trade at home or at work. This trend generates competition among manufacturers to research and create more innovative packaging, as well as implement various promotions and discount programs to boost consumption.
Hot drinks continues to strive ahead
Hot drinks is predicted to see strong growth over the forecast period, with other hot drinks driving growth due to increasingly health conscious consumers. Hot drinks will continue to perform well due to the improvement of living standard and the effects of modern drinking styles. Hot drinks will develop aggressively and continue to be an attractive prospect for manufacturers considering entering the market.
Table of contents
HOT DRINKS IN VIETNAM : MARKET INSIGHT
EXECUTIVE SUMMARY
Coffee, the most popular hot drink among Vietnamese
Increasingly health conscious consumers
Multinationals continue to lead
Off-trade channel remains the major distribution channel
Hot drinks continues to strive ahead
KEY TRENDS AND DEVELOPMENTS
Manufacturers focus on modern drinking styles
Off-trade remains the main distribution channel
Consumers becoming more health conscious
Domestic manufacturers gain stronger foothold
Vending failed in Vietnam
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 14 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 15 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 17 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 21 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 23 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
Production/Import/Export Data
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - VIETNAM
SINH THAI CO LTD - HOT DRINKS - VIETNAM
STRATEGIC DIRECTION
KEY FACTS
Table 25 Sinh Thai Co Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 Sinh Thai Co Ltd: Competitive Position 2008
TRUNG NGUYEN COFFEE CO LTD - HOT DRINKS - VIETNAM
STRATEGIC DIRECTION
KEY FACTS
Table 26 Trung Nguyen Coffee Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Trung Nguyen Coffee Co: Competitive Position 2008
VINACAFE - VIETNAM NATIONAL COFFEE CORP - HOT DRINKS - VIETNAM
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Vinacafé - Vietnam National Coffee Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Vinacafé - Vietnam National Coffee Corp: Competitive Position 2008
VINATEA - VIETNAM NATIONAL TEA CORP - HOT DRINKS - VIETNAM
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Vinatea - Vietnam National Tea Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Summary Vinatea - Vietnam National Tea Corp: Competitive Position 2008
COFFEE IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Coffee Machine Sales: 2002-2007
Table 28 Instant Coffee by Speciality Type 2004-2008
Table 29 Retail Sales of Coffee by Type: Volume 2003-2008
Table 30 Retail Sales of Coffee by Type: Value 2003-2008
Table 31 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 32 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 33 Standard Vs Coffee Pods 2004-2008
Table 34 Coffee Company Shares 2004-2008
Table 35 Coffee Brand Shares 2005-2008
Table 36 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 37 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 38 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 39 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
Table 41 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 42 Retail Sales of Tea by Subsector: Value 2003-2008
Table 43 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 44 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 45 Tea Company Shares 2004-2008
Table 46 Tea Brand Shares 2005-2008
Table 47 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 48 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 49 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 50 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN VIETNAM
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 52 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 53 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 54 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 55 Other Hot Drinks Company Shares 2004-2008
Table 56 Other Hot Drinks Brand Shares 2005-2008
Table 57 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 58 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 59 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 60 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013