The COVID-19 pandemic had a huge impact on sales of coffee in Vietnam during 2020. At the peak of the COVID-19 pandemic, the Vietnamese government implemented strict social distancing protocols in an effort to control the spread of the virus.
As mentioned above, the main reason for the substantial declines seen in foodservice sales of coffee in Vietnam during 2020 was the quarantine lockdown that was in place in the country between the middle of March and the end of April. This extensive and strictly enforced social distancing measure was undertaken primarily to curb the spread of the COVID-19 virus and typified the particularly robust approach to the principles of social distancing that was taken in the country.
Despite the difficulties faced by the leading players in coffee in Vietnam during 2020, the category witnessed numerous noteworthy new product developments, with most of these coming from the category’s key players. Nestlé Vietnam Ltd for instance engaged in flavour innovation with the introduction of Nescafé Café Viet Tequila flavour and Nescafé Cappuccino Coconut.
The forecast period is expected to see coffee record a rapid and robust recovery from the sales declines seen in the category during 2020 due to the COVID-19 pandemic. Total volume sales for instance are expected to recover fully before the end of 2021.
The forecast period is expected to see on-trade sales of coffee recover fully from the strong declines seen during 2020. As mentioned above, the main reason for the negative performance recorded in on-trade sales of coffee during 2020 was the quarantine lockdown that was in place between the middle of March and the end of April.
One of the key factors set to support the strong performance of coffee during the forecast period is expected to be the robust approach to marketing and advertising on the part of the category’s key players. Companies such as Nestlé Vietnam Ltd and Vinacafe Bien Hoa JSC are expected to become even more active in terms of their marketing and advertising activity as they seek to take advantage of the rising demand for coffee in both the on-trade and the off-trade.
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Understand the latest market trends and future growth opportunities for the Coffee industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Coffee research and analysis database.
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