Your guide to 2024 beverage consumption in Vietnam

In Vietnam’s competitive F&B industry, understanding the intricate nuances of consumption behaviour is paramount. As consumer demands become incredibly sophisticated, having a grasp of the motivations behind consumption moments is a key driver to success.  

While the overall consumption landscape hasn't dramatically shifted since our Beverage Consumption Study 2022, a closer look reveals dynamic changes in drink choices within in each category. To truly connect with target audience, brands need to delve deeper into the "why" behind their beverage choices. 

Imagine a day in the life of Linh, a 25-year-old office worker in an Urban 4 city.  

Like 29% of urban population, Ready-to-serve (RTS) tea is Linh’s go-to beverage but she rarely drinks it alone. It's not just about the drink itself; it's about the social experiences it enables. She consumes RTS Tea the most in 2 occasions:  

However, RTS tea is just one piece of Linh's diverse beverage repertoire. On average, she consumes up to 5 different drinks per week. 

What are the other 4 beverage types she enjoys? What do her consumption habits for them look like? 

Worldpanel Vietnam’s Beverage Consumption Study 2024 answers all questions related to a consumption occasion of a beverage, allowing brands to understand their end consumers and the motivations behind their drink choices. By understanding the intricate details of Beverage Usage behaviour, your brand can: