According to VICOFA, domestic coffee consumption in the 2025–2026 crop year is estimated at 3.8–4.5 million 60kg bags. Per capita consumption is close to 3kg a year, up from 2.5kg.
Vietnamese people still drink less coffee than consumers in many countries. The global average is 5.5kg per person a year, while Finland records about 12kg, four times Vietnam's level.
Drinking coffee is not yet as common in Vietnam as in many other countries. Coffee is often used to stay alert rather than as a regular daily drink.
Specialty coffee and premium drinks are not yet widely developed. Many shops focus on traditional products and offer limited varieties and flavors.
VICOFA says green coffee prices remain high at VND93,000–95,000 per kilogram, putting pressure on roasters. Consumption is growing as chains expand and new habits emerge.
Highlands Coffee, Trung Nguyên and Phúc Long continue to expand. New formats, including salted coffee, attract younger customers.
In cities, consumers are moving from phin-brewed robusta to espresso and latte made with arabica or blends.
Home brewing is becoming more common as consumers try to control costs. Sales of freeze-dried instant coffee, capsules and drip-bag coffee have grown on e-commerce platforms.
Consumers are paying more attention to sustainable production. Brands with eco-friendly packaging or certified Organic or Fairtrade beans gain an advantage.
Vietnam has more than 500,000 coffee shops, from small outlets to modern chains. This range helps meet rising demand.
VICOFA says coffee companies are focusing on the domestic market as well as exports. Some producers are adding fruit, durian and taro flavors.
An iPOS.vn report found that the share of consumers drinking coffee and milk tea daily rose from 13.6% at the end of 2025 to 19.2% in the first half of 2026.
Coffee brand director Nguyen Do Anh Quan said Vietnamese consumers are drinking coffee and milk tea more regularly. Many are willing to pay VND70,000 or more per cup for quality and a preferred brand.
Experts say sustainable growth requires a coffee-drinking culture and related industries. Events about modern coffee preparation could also support demand.
Europe, the United States and Japan hold annual coffee roasting competitions that promote coffee and help develop production technology.
Sources: Dân Trí
