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Café and street vendor drinks dominate indulgent scenes like relaxing or treating oneself, especially among younger consumers.
RTD beverages such as water and soda serve daily hydration, with high versatility across meals, work, and hot weather.
Male consumers prefer energy drinks and canned coffee, highlighting functional and performance-based consumption occasions.
Female consumers show preference for milk tea and juice, indicating emotional, relaxing, and self-care beverage habits.
Local café brands like Highlands and Phúc Long rival global RTDs in popularity for indulgent and social use.
Health-positioned drinks such as herbal teas and probiotic drinks are chosen during sickness or for wellness support.
Occasion-based segmentation clearly separates beverages used for refreshment versus indulgence, aiding product positioning.
Based upon 200 respondents from 20-39 in HCM and Hanoi
Asia Plus Inc.
6F 506 Nguyen Dinh Chieu Street, Ward 4, District 3, Ho Chi Minh City
02839 100 043
