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.