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On March 27, 2024, iPos.vn – a company specializing in manufacturing and trading software and hardware solutions – announced the “Vietnam Food & Beverage Market Report 2023”. The report reveals interesting information about spending on F&B services amidst economic difficulties. Let’s explore interesting information about coffee-drinking habits in 2023 with Kamereo!
Vietnamese coffee-drinking habits despite economic difficulties
iPos.vn conducted a large-scale random survey with 3,791 people across 63 provinces and cities, mainly in locations such as Hanoi, Ho Chi Minh City, Hai Phong, Da Nang, and Can Tho.
The results were quite surprising: despite ongoing economic challenges, Vietnamese people are still willing to spend significantly on coffee-related activities. 42.6% of survey participants reported regularly visiting coffee shops about 1-2 times per month. Especially, the number of people going to cafes outside with a frequency of about 1-2 times per week also increased compared to 2022, accounting for 30.4% of the total survey participants.
Within the survey group, up to 6.1% of participants admitted to “going to coffee shops” every day. Further investigation revealed that this group often meets with partners or clients at nearby coffee shops near their workplaces. The rest are students and freelance workers.
Regarding relationship status, those who are dating often go to coffee shops about 1-2 times per week. Meanwhile, single individuals and married people usually only go to coffee shops 1-2 times per month.
Spending per cup of coffee also increases
Not only has the frequency increased, but Vietnamese people are also spending more per meeting at coffee shops. Accordingly, 59.5% of survey participants stated that they are willing to spend a minimum of 41,000 VND for each coffee visit, a slight increase of 1.5% compared to 2022. This is considered a surprising growth, especially given the challenging economic conditions of 2023.
In addition, the most common spending range is around 41,000 – 70,000 VND per coffee cup (accounting for about 45.2% of the total survey participants). This is a common price range at mid-range coffee brands in Vietnam such as Highlands Coffee, Phuc Long, The Coffee House,…
For the premium segment starting from 70,000 VND per coffee cup, this proportion accounts for about 14.3% of survey participants, almost unchanged from 2022. This segment has fewer consumers compared to major brands like Starbucks, Arabica Vietnam,…
Takeaway coffee habits remain low
Also in this report, the number of people willing to spend from 40,000 VND for takeaway drinks accounts for only 36.3% of the total survey participants. The price range of 31,000 – 40,000 VND is even lower, with only 22.6% of total survey participants choosing it.
It is worth noting that only about 25% of survey participants admitted that they rarely or have never used home coffee delivery services. This figure also differs significantly between males (31.7%) and females (20.6%). The online food delivery market is approaching saturation, creating fierce competition among industry giants.
Income affects drink ordering habits
The survey shows that income levels significantly influence drink ordering habits. People with incomes ranging from 11-20 million VND are most willing to spend heavily on coffee priced from 41,000 VND and above, accounting for 46% of total survey participants. Similarly, for those with incomes of 20 million VND, this percentage reaches up to 53%.
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Above is all the information about the 2023 coffee consumer trend report. Hopefully, this article provides useful information for you. Don’t forget to follow the Market Report section to stay updated on the latest F&B industry trends!
