Research Overview & Methodology
Research Methodology
Quantitative survey
| Sample | 1,200 respondents |
| Age | 18-45 years old |
| Criteria | Visited coffee chains at least once in past month |
| Method | Online survey |
| Fieldwork | November-December 2025 |
Qualitative Research
| Consumer IDIs | 8 in-depth interviews: §4 regular users (2-3x weekly) §4 moderate users (2-4x monthly) |
| Expert Interviews | 3 IDIs: §F&B industry consultant §Coffee chain operations manager §Food service analyst |
| Fieldwork | December 2025 |
Geographic Coverage
- Tier 1 cities: Ho Chi Minh City (50% – 600 respondents), Hanoi (35% – 420 respondents), Da Nang (15% – 180 respondents)
Key Brand Studied
Note: Store counts as of December 2025 based on company reports and iPOS.vn tracking
- Highlands Coffee: Market leader, ~900 stores
- The Coffee House: Undergoing restructuring, 93 stores
- Katinat: Gen Z favorite, 115 stores
- Trung Nguyên Legend: Heritage brand, international focus
- Phúc Long: Coffee & tea specialist, 237 stores
- Starbucks: Premium international, 140 stores
