Better For You Beverages in Vietnam

2020 IMPACT

Preference for fresh or other health and wellness categories hampers BFY beverages, with sales slowing during the pandemic

Consumer awareness of and interest in BFY beverages remained low in Vietnam in 2020. One reason for the lack of interest on the part of the majority of Vietnamese consumers, even when they are aware of the BFY beverages on offer in the retailing channel, is that many people find BFY variants to have a less pleasant taste than standard beverages.

BFY reduced sugar soft drinks performs well during the pandemic as consumers seek to stay healthy and reduce their sugar intake

In addition to rising consumer health awareness which was present prior to the pandemic and stimulated further by the severity of this unprecedented health crisis, there remained a general lack of interest among consumers and limited investment from manufacturers in the category in 2020. As a result, BFY beverages in Vietnam remained underdeveloped at the end of the review period.

Both leading companies boost their share in 2020 thanks to their widespread distribution networks

Coca-Cola Beverages Vietnam, the leader in BFY beverages, saw another strong performance in 2020 as the company actively pursued wider distribution of its Coca-Cola brand in modern channels such as supermarkets and hypermarkets. The company ensured its products were always available during the pandemic, as many consumers opted to stockpile at the onset of the health crisis.

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