Over 400 int’l coffee, tea brands to gather at cafe show to tap Vietnam’s $17bn market

Vietnam’s total food and beverage (F&B) revenue reached some VND432.7 trillion ($17 billion) between January and June, up 6.55 percent year on year, according to the Vietnam F&B business market report for the first half of 2026, released by iPOS.vn and Nestlé Professional in September.

The exhibition is expected to provide businesses with opportunities to source supplies, access equipment and technology solutions and expand business networks.

“Vietnam already has advantages in terms of raw material regions and an increasingly developed pool of professionals,” said a representative of Exporum Vietnam, organizer of the show.

“The next challenge is to connect these advantages with technology, brands and markets.”

Vietnam’s coffee and tea market still has significant room for growth, supported by its raw-material advantages, production capacity, established consumption culture and the expansion of the domestic F&B market, according to the organizers of Cafe Show & Tea Show Hanoi 2026.

Notably, consumer spending on beverages is shifting toward higher price segments.

The proportion of consumers spending less than VND35,000 ($1.34) per beverage fell from 41.64 percent to 29.44 percent, while the share spending VND36,000-70,000 ($1.38-2.7) surged from 48.29 percent to 61.78 percent.

Exporum Vietnam said Vietnamese coffee and tea businesses have no shortage of raw materials or product ideas.

The gap lies in turning those advantages into commercial products with consistent quality, clear brand identities and the ability to achieve large-scale distribution.

What are consumers looking for?

In the domestic market, consumers are showing interest in two product groups at the same time.

The first comprises affordable beverages that are served quickly and conveniently.

The second consists of products with distinctive ingredients, flavors and stories that can justify a mid-range price.

Products attracting attention include high-quality roasted and ground coffee and instant coffee, specialty coffee, convenient phin coffee, original teas, regional specialty teas, matcha, floral teas, and beverages formulated with less sugar or a stronger focus on health.

The F&B report found that ultra-low-priced beverages at a uniform price point had been tried by 39.19 percent of surveyed customers, while round-the-clock coffee shops were also among the notable emerging trends.