The Vietnam coffee market was valued at 70.68 thousand tons in 2024 and is projected to reach 101.47 thousand tons by 2033, growing at a CAGR of 3.70% during 2025-2033. Growth is fueled by rising domestic consumption, expanding exports valued at USD 5.48 billion in 2024, 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 Vietnam coffee market size was 70.68 thousand tons in 2024.
• The market is expected to grow at a CAGR of 3.70% between 2025 and 2033.
• The market volume is forecast to reach 101.47 thousand tons by 2033.
• 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 instant coffee segment dominates the market in 2024, holding approximately 43.3% share.
• The off-trade distribution channel holds around 62.7% market share in 2024.
• Southern Vietnam accounts for over 35.7% of the market share in 2024.

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Market Growth Factors

The Vietnam coffee market growth is driven significantly by rising domestic consumption and rising exports, notably with exports reaching 1.32 million tonnes valued at USD 5.48 billion in 2024, a record surpassing the USD 5 billion milestone. The increasing emphasis on value-added production and vertical integration across the supply chain is fostering growth, with local producers investing in processing technologies to transition into higher-margin products such as roasted, ground, and specialty coffee. This transition is bolstered by emerging domestic brands building distinct identities locally and internationally.

Technological advancements are reshaping the Vietnam coffee sector, with innovations like precision agriculture tools improving crop yields and digital marketplaces facilitating direct farmer-to-buyer trade. Furthermore, the popularity of ready-to-drink (RTD) coffees among younger consumers has led manufacturers to diversify portfolios with cold brew, canned coffee, and functional beverages enriched with collagen and vitamins. These trends align with changing consumer lifestyles, especially in urban regions, further propelling market expansion.

Sustainability and traceability are becoming crucial growth factors as Vietnam aligns its coffee industry with international standards like the European Union’s Deforestation Regulation (EUDR). Initiatives such as the December 2024 launch of a comprehensive Database System for Forest and Coffee Growing Areas exemplify efforts to promote environmental accountability. The sector is also witnessing a shift towards sustainable and organic farming, meeting rising consumer demand for ethically sourced coffee, boosting export potential, and ensuring long-term environmental compliance.

Market Segmentation

By Product Type:

• Whole Bean
• Ground Coffee
• Instant Coffee

The instant coffee segment leads the Vietnam coffee market with around 43.3% share in 2024. It is favored for affordability, convenience, and cultural significance. Vietnam’s expertise in Robusta coffee, ideal for instant blends, assures a steady supply supporting this segment’s dominance.

By Distribution Channel:

• On-Trade
• Off-Trade: Supermarket and Hypermarket, Specialty Stores, Online Retail, Others

The off-trade distribution channel commands about 62.7% of the market share in 2024 due to the wide availability of packaged coffee products in supermarkets, convenience stores, and online platforms, catering to urban consumers’ preference for at-home coffee consumption.

Regional Insights

Southern Vietnam holds the largest market share at over 35.7% in 2024. The region’s favorable climate, fertile soil, and established coffee plantations in the Central Highlands underpin its dominance. Robust rainfall in late May 2025 notably enhanced prospects for the 2025–26 harvest, with precipitation in Dak Lak reaching 213 mm, more than twice the seasonal average. Strong infrastructure, supply chains, processing facilities, export ports, and experienced coffee cooperatives further support Southern Vietnam’s position as the leading contributor to the coffee market.

Recent Developments & News

• May 2025: Every Half secured USD 3 million in a pre-series A funding round, aiming to increase store numbers by 150% in 2025.
• April 2025: Highlands Coffee inaugurated a USD 19 million roastery in Ba Ria-Vung Tau province, with a capacity of 75,000 tons annually, enabling exports to Europe, East Asia, and the US.
• April 2025: Nestlé confirmed an additional USD 75 million investment for expanding its Tri An production facility, contributing to a near USD 904 million total investment in Vietnam.
• March 2025: Trung Nguyen opened its second coffee facility in Dak Lak, its fifth overall, featuring advanced German and Italian technology, poised 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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