Market Overview

The Vietnam coffee market was valued at 70.68 Thousand Tons in 2024 and is forecasted to reach 101.47 Thousand Tons by 2033, growing at a CAGR of 3.70% during 2025-2033. This growth is fueled by rising domestic consumption, expanding exports, and a shift towards value-added products such as roasted and specialty coffee. Technological advancements and evolving consumer preferences are also transforming the market landscape.

Study Assumption Years

• Base Year: 2024
• Historical Year/Period: 2019-2024
• Forecast Year/Period: 2025-2033

Vietnam Coffee Market Key Takeaways

• The coffee market in Vietnam was valued at 70.68 Thousand Tons in 2024.
• The market is projected to grow at a CAGR of 3.70% during 2025-2033.
• The forecast size for 2033 is 101.47 Thousand Tons.
• Vietnam is the world’s second-largest coffee exporter with exports reaching 1.32 million tonnes valued at USD 5.48 Billion in 2024.
• The market growth is driven by strong emphasis on value-added production and vertical integration.
• Increasing domestic and international demand is boosting production capacity and investment in premium coffee products.
• Technological innovations and sustainability initiatives are modernizing the market.

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Market Growth Factors

The growth of Vietnam's coffee market is due to increased domestic consumption and increased exports. Vietnamese coffee exports reached 1.32 million tonnes in 2024, equivalent to USD 5.48 Billion (the highest level of exports so far). The second area of growth will be providing value-add, such as roasting, grinding and/or specialty coffee. Local producers who invest in processing capacity and branding will stand to benefit from a globalized coffee supply chain.

Technological innovation and trade policy also support growth. Precision agriculture raises crop yields. Digital marketplace platforms let farmers sell directly to buyers, while Vietnam's membership in free trade agreements reduces tariffs and increases competitiveness. Growing consumer demand for ethically sourced and sustainably produced goods drives the adoption of traceability and certification standards, making the market lucrative.

As the younger generation become more interested in ready-to-drink coffee, companies are responding by adding cold brewed, canned, and health functional drinks with added collagen, vitamins, and so on to their product lines. Urbanization and a growing café culture are likewise pushing product development towards this emerging consumer group. Major investments such as those in Nestl Vietnam and Highlands Coffee show big companies' confidence in demand for premium products.

Market Segmentation

By Product Type:

• Instant Coffee: The largest segment in 2024 with around 43.3% market share, favored for affordability, convenience, and cultural presence. Supported by expertise in Robusta coffee production which suits instant blends, this segment benefits from aggressive marketing and integration into modern retail and e-commerce channels.
• Whole Bean
• Ground Coffee

By Distribution Channel:

• Off-Trade: Leading channel with approximately 62.7% market share in 2024 due to widespread availability through supermarkets, convenience stores, and online platforms. This channel offers accessibility, competitive pricing, and product variety, aligning with urban lifestyle trends and extensive promotional efforts.
• On-Trade
• Supermarket and Hypermarket
• Specialty Stores
• Online Retail
• Others

Regional Insights

In 2024, Southern Vietnam accounted for the largest market share of more than 35.7%. The region is prominent due to ideal climate, fertile soils, extensive robusta coffee plantations mainly in the Central Highlands, and well-developed infrastructure including processing and export facilities. Favorable weather like robust rainfall enhances production prospects, supporting Southern Vietnam’s leading role in the coffee market.

Recent Developments & News

• May 2025: Every Half secured USD 3 Million in a pre-series A funding round to increase its store count by 150% in Vietnam.
• April 2025: Highlands Coffee opened a USD 19 Million roastery in Ba Ria-Vung Tau with an annual capacity of 75,000 Tons for exports to Europe, East Asia, and the US.
• April 2025: Nestlé announced an additional USD 75 Million investment in its Tri An facility, bringing total investment in Vietnam to nearly USD 904 Million to boost production capacity and innovation.
• March 2025: Trung Nguyen inaugurated a new coffee facility in Buôn Ma Thuột City, its second in Dak Lak and fifth overall, equipped with advanced German and Italian technology, anticipated to be Asia’s largest coffee-producing plant.

Key Players

• Anni Coffee
• Highlands Coffee
• Len's Coffee LLC
• Nestlé S.A.
• Starbucks Corporation
• Trung Nguyên
• Vinacafé Bien Hoa Joint Stock Company

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