Usage & Attitudes Study
Understanding consumer behavior, preferences, and trends in Vietnam’s beverage market
Overview
Market Context
- Vietnam’s refreshment beverage market valued at approximately $5.2 billion in 2024.
- 5.8% annual growth, outpacing overall beverage sector (4.2%)
- Growing urbanization driving out-of-home consumption
- Rising health consciousness influencing product formulations
- International brands compete with increasingly sophisticated local players
- E-commerce and delivery channels creating new consumption occasions
Vietnam Refreshment Beverage Market Size
Source: Primary research/ EuroMonitor/ Nielsen, Government statistics, distributor and retailer interviews.
Research Objectives
- Analyze consumption patterns across refreshment beverage categories.
- Identify category-specific purchase drivers and barriers.
- Evaluate competitive landscape and brand performance.
- Understand consumption occasions and need states.
- Map emerging trends and innovations in the sector.
Fieldwork Details
Sample Size: 524.
Demographics: Men & women aged 16-55.
Geography: Urban & suburban areas across 5 key cities: Hanoi, HCMC, Da Nang, Can Tho, Hai Phong.
Methodology: Quantitative online survey, supplemented with in-home visits and retail audits.
Fieldwork Period: November 2024 – January 2025
Category Performance & Consumption
Weekly Consumption by Category
“Which of the following refreshment beverages do you consume at least once a week?” (n=524)
Consumption Volume & Frequency
| Category | Avg. Purchase Volume (L/month/user) | Consumption Frequency (times/week) |
|---|---|---|
| Carbonated soft drinks | 4.8 | 3.2 |
| RTD tea | 5.6 | 3.5 |
| Energy drinks | 2.8 | 2.4 |
| Sports/ Isotonic drinks | 3.2 | 2.1 |
| RTD coffee | 2.5 | 1.8 |
Seasonal Consumption
Summer (May – Aug)
- Peak consumption across all categories (+32% vs. yearly average).
Rainy Season (South Vietnam)
- Lower on-the-go consumption (-18%)
- Increased delivery orders (+24%)
Tet Holiday Period
- Increased consumption of premium options
- 58% higher multipack purchases
Winter (North Vietnam)
- Lower cold beverage consumption (-25%)
- RTD coffee shows minimal seasonality
Category Insights:
- Carbonated soft drinks maintain category leadership with 75% weekly consumption.
- RTD tea (68% weekly consumption) has established itself as a mainstream refreshment option, with strong appeal among younger consumers (78% of Gen Z consume weekly).
- Energy drinks show higher penetration among males (58%) compared to females (26%), with strongest consumption in urban areas and among 21-34 age group.
- RTD coffee shows the strongest growth (+18% YoY) though from a smaller base, driven by innovation in flavors and packaging.
- Sports/ Isotonic drinks are expanding beyond traditional workout occasions, with 52% of consumption now occurring during regular workday occasions.
Consumption Occasions & Need States
Consumption Occasions
“On which occasions do you typically consume refreshment beverages?” (n=524)
Primary Need States
32%
Refreshment
24%
Energy Boost
18%
Enjoyment
12%
Hydration
8%
Health Benefits
6%
Social Status
Category Performance by Occasion
| Occasion | Leading Category |
|---|---|
| Social gatherings | Carbonated soft drinks (68%) |
| Meals | RTD tea (52%) |
| On-the-go | RTD tea (48%) |
| Work/study breaks | Energy drinks (42%) |
| Physical activity | Sports drinks (76%) |
| Relaxing at home | Carbonated soft drinks (45%) |
Format & Packaging Preferences
| Container Preferences | Size Preferences |
|---|---|
| PET bottles most popular overall (58%) Cans preferred for carbonated drinks (62%) Glass bottles for premium occasions (74%) | On-the-go: 250-350ml formats (68%) Social/ home: 1L+ multipacks (52%) Energy drinks: smaller formats preferred (85% <250ml) Growing demands for mini-cans (180-200ml) |
Brand Performance by Category
Carbonated Soft Drinks
RTD Tea
Energy Drinks
Brand Loyalty by Category
65%
Carb. Soft Drinks
58%
RTD Tea
52%
Energy Drinks
48%
RTD Coffee
42%
Sports Drinks
38%
Juice Drinks
“Do you usually purchase the same brand when buying this type of beverage?” (% answering “Always” or “Usually”)
Brand Association Map
Brand Performance Insights
- Multinational brands maintain strong leadership in carbonated soft drinks, but local brands are gaining ground in RTD tea and energy drinks segments.
- C2 dominates the RTD tea category with 62% usage, successfully positioning itself as both refreshment and health-oriented through “natural tea antioxidants” messaging.
- In energy drinks, local brand Sting (58% usage) outperforms global leader Red Bull (45%) by effectively targeting price-sensitive segments and emphasizing local taste preferences.
- Tea+ shows strongest growth in the RTD tea category (+18% YoY usage), driven by successful low-sugar variants and premium positioning.
- Brand loyalty varies significantly by category: highest in carbonates (65% loyal to primary brand), lowest in sports drinks (42% loyal).
- Private label penetration remains low (8% overall) but shows growth in modern trade channels (+15% YoY).
Purchase Drivers & Barriers
Key Purchase Drivers
“Which factors most influence your decision when purchasing refreshment beverages?” (n=524)
Category-Specific Drivers
| Category | Primary Driver | Secondary Driver |
|---|---|---|
| Carbonated soft drinks | Taste (95%) | Brand (72%) |
| RTD tea | Refreshment (82%) | Natural ingredients (68%) |
| Energy drinks | Energy boost (88%) | Taste (76%) |
| Sports/ Isotonic drinks | Hydration (85%) | Electrolytes (72%) |
| RTD coffee | Energy boost (75%) | Taste (68%) |
Purchase Barriers
“What factors prevent you from purchasing refreshment beverages more often?” (n=524)
Price Sensitivity by Category
62%
Energy Drinks
58%
RTD Coffee
52%
Sport Drinks
48%
Carb. Soft Drinks
42%
RTD Coffee
38%
Juice Drinks
“How important is price in your purchase decision?”
(% saying “Very important”)
Consumer Segments
Value Seekers
32%
Demographics: Mixed age groups, lower-middle income, both urban and rural areas.
Attitudes: Highly price-sensitive, minimal brand loyalty, pragmatic approach to refreshment.
Behavior: Frequent promotions, prefer affordable local brands, higher consumption of RTD tea and carbonates.
Key brands: Local brands, Number 1, C2, Mirinda.
Preferred categories: RTD tea, carbonates.
Purchase channels: Traditional markets, convenience stores.
Key purchase drivers: Price, promotions.
Health Consciousness
28%
Demographics: 25-45 years, middle-upper income, predominantly urban.
Attitudes: Concerned about ingredients, sugar content, and overall health impact.
Behavior: Actively seek low/zero sugar options, scrutinize labels, willing to pay premium for perceived health benefits.
Key brands: Tea+, Coca-Cola Zero, Revive, C2 Green Tea.
Preferred categories: Low-sugar options, RTD tea.
Purchase channels: Supermarkets, EC.
Key purchase drivers: Ingredients, health benefits.
Functional Benefit Seekers
24%
Demographics: 18-34 years, mixed income, skewing male.
Attitudes: Seek specific functional benefits, energy boost, performance enhancement.
Behavior: High consumption of energy and sports drinks, interested in fortified beverages, usage tied to specific activities.
Key brands: Sting, Red Bull, Revive, Number 1 Active.
Preferred categories: Energy drinks, Sports drinks.
Purchase channels: Convenience stores, on-the-go.
Key purchase drivers: Efficacy, performance.
Social Experiencers
16%
Demographics: 16-28 years, middle-upper income, urban centers.
Attitudes: Brand conscious, trend-aware, view beverages as part of social experience.
Behavior: Early adopters of new products, high social media engagement, preference for premium/novel offerings.
Key brands: Coca-Cola, imported brands, premium RTD coffee, specialty EDs.
Preferred categories: Premium CSDs, RTD coffee.
Purchase channels: Modern retail, coffee shops/ restaurants.
Key purchase drivers: Brand image, innovation.
Segmentation Insights
- Value Seekers is the largest segment (32%) and are particularly sensitive to economic fluctuations, with consumption patterns closely tied to disposable income.
- Health-conscious segment shows fastest growth (+5 percentage points YoY), with increasing interest in sugar-reduced and “better for you” options across categories.
- Functional Benefit Seekers drive growth in sports and energy drinks categories, increasingly seeking specific functional benefits beyond basic refreshment.
- Social Experiencers, while smallest, have the highest per-capita spending and are critical for premium product adoption and social media buzz generation.
- Opportunity exists for cross-segment innovation, particularly products that bridge Health-conscious and Functional Benefit Seeker preferences (e.g. natural functional beverages).
Emerging Trends
Emerging Product Trends
“”Which of the following trends interest you most?” (n=524)
Digital & Purchase Trends
68%
Research beverages on social media
52%
Participate in brand promotions
48%
Use food delivery for beverages
45%
Purchase through e-commerce
42%
Follow beverage brands online
18%
Have tried a product from TikTok
Category-Specific Innovation Areas
| Category | Innovation Focus | Growth Potential |
|---|---|---|
| Carbonated soft drinks | Zero sugar, natural sweeteners, functional additions | Medium (+4-6% YoY) |
| RTD tea | Enhanced functional benefits, premium craft varieties | High (+8-10% YoY) |
| Energy drinks | Natural energy sources, reduced sugar, added benefits | High (+10-12% YoY) |
| Sports/ Isotonic drinks | Natural electrolytes, expanded occasion usage | Medium-High (+7-9% YoY) |
| RTD coffee | Premium craft varieties, functional benefits | Very High (+15-18% YoY) |
Flavor Innovation Preferences
Most Popular Flavors
- Traditional: Citrus, Berry, Cola.
- Growing: Tropical fruits, Herbal blends.
- Emerging: Vietnamese inspired (lychee, calamansi)
Flavor Innovation
- 68% interested in local fruit flavors.
- 52% open to herbal/ botanical infusions.
- 45% interested in flavor combination..
Conclusion & Recommendations
The Vietnamese refreshment beverage market presents significant growth opportunities through health-oriented innovation, targeted segmentation, and evolving distribution strategies.
1. Prioritize health-oriented reformulations
Develop reduced/ zero sugar variants and natural ingredient formulations across all categories to address the dominant barrier of sugar content (82%)
2. Develop segment-specific product strategies
Create targeted offerings for the growing Health-conscious (28%, +5pts YoY) and Functional Benefit Seeker (24%, +2pts YoY) segments, focusing on natural functional beverages that bridge both segments.
3. Invest in RTD coffee and sports drinks innovation
Invest in RTD coffee (+18% YoY) and sports drinks (+12% YoY) through expanded occasion positioning and premium/ functional options.
4. Optimize digital and EC strategies
Strengthen social media presence and e-commerce capabilities to engage the 68% of consumers who research beverages on social media and the growing 45% who purchase through e-commerce channels.
5. Leverage local flavor preferences
Develop localized Vietnamese flavor profiles to create distinctive offerings that resonate with the 68% of consumers interested in local fruit flavors and capitalize on the growing trend toward cultural authenticity.
Additional Analysis
Brand Loyalty by Demographics
Key Insights
- Clear pattern of increasing brand loyalty with age.
- Younger consumers (16-24) most experimental with 43% loyalty.
- Middle-aged consumers (35-44) show balanced loyalty (57%).
- Older consumers (45-55) most brand loyal, particularly to established international brands (64%).
- Carbonated soft drinks generate highest loyalty across all age groups.
Brand Loyalty by Demographics
Geographic Insights:
- Urban centers with greater retail diversity show lower brand loyalty.
- HCMC most dynamic market with lowest loyalty (48%).
- Regional preferences evident in category loyalty: Northern cities show stronger RTD tea loyalty.
- Smaller cities like Hai Phong exhibit higher overall loyalty (60%).
- International brands maintain consistent loyalty across regions.
Emerging Trends by Age Demographics
| Trend | 16-24 | 16-24 25-34 | 35-44 | 45-55 | Overall |
|---|---|---|---|---|---|
| Reduced sugar | 76% | 85% | 91% | 88% | 85% |
| Functional benefits | 82% | 85% | 78% | 67% | 78% |
| Natural ingredients | 65% | 74% | 78% | 71% | 72% |
| Vitamin-fortified | 68% | 72% | 65% | 51% | 64% |
| Plant-based energy | 75% | 65% | 54% | 38% | 58% |
| Premium/ craft | 72% | 64% | 42% | 30% | 52% |
| Sustainable packaging | 58% | 54% | 42% | 26% | 45% |
Key Implications
- Reduced sugar options have broad appeal across all demographics.
- Premium/craft shows the biggest demographic gap (42% between youngest and oldest).
- Health-focused messaging can connect functional benefits across age groups.
- Younger consumers are most receptive to sustainable packaging.
Key Generational Insights
Gen Z (16-24)
Leaders in innovation adoption with highest interest in plant-based energy (75%) and premium offerings (72%).
Millennials (25-34)
Strongest health orientation with peak interest in functional benefits (85%) and reduced sugar (85%) – most receptive to multi-benefit innovations.
Gen X (35-44)
Most concerned about sugar reduction (91%) and natural ingredients (78%) – prioritize practical health benefits over lifestyle positioning
Older Consumers (45-55)
Strong sugar reduction interest (88%) but significantly lower engagement with emerging trends – represent opportunity for health-oriented reformulations of traditional products.
Category Flavor Landscape
Key Flavor Insights:
- Vietnamese-inspired flavors show strongest growth across categories, with traditional ingredients reformulated for modern beverage formats
- Health-oriented flavor profiles gaining traction, particularly herbal infusions in RTD tea and natural plant-based variants in energy drinks
- Traditional flavors maintain leadership but show limited growth as the market matures
- Category crossover flavors (e.g., green tea energy drinks) represent significant innovation opportunity:
- Health Conscious: Herbs, coconut, green tea.
- Social Experiencers: Fruit combinations, novel flavors.
- Value Seekers: Traditional citrus, orange.
- Functional Benefit Seekers: Classic formulations
Strategic Opportunity:
Develop Vietnamese-inspired flavors that combine local cultural relevance with health positioning.