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Coffee popularity in Vietnam – Reinforces Vietnam’s role as a leading coffee producer and consumer, with a coffee culture that balances long-standing traditions and modern trends.
Coffee category segmentation – Categorizes coffee into traditional Vietnamese styles (e.g., cà phê sữa đá, cà phê phin) and modern/western styles (e.g., latte, cappuccino, cold brew), examining differences in usage occasions, purposes, emotional appeal, and purchasing channels.
Consumption trends – Traditional coffee dominates overall consumption, especially among older consumers, while modern/western coffee is more popular among younger and female consumers, who also drink more ready-to-drink coffee.
Occasions and motivations – Traditional coffee is often consumed for daily energy, focus, or routine, while modern/western coffee is linked to socializing, leisure, and lifestyle experiences.
Emotional associations – Traditional coffee evokes feelings of comfort, familiarity, and cultural pride, whereas modern/western coffee is more associated with freshness, indulgence, and novelty.
Purchase behavior – Traditional coffee is often bought at local cafés, street vendors, or made at home, while modern/western coffee is commonly purchased from branded coffee chains and convenience stores.
Based upon 200 respondents from 20-49 in HCM and Hanoi
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