Fewer people drink coffee, milk tea outside home regularly: survey

The poll of 3,000 respondents, mainly in HCMC and Hanoi, released recently by payment platform iPos and consultancy Nestlé Professional also found that some 38.2% drank at most two times a week last year, up from 33.5% in 2024, and 15.4% drank at most two times a month, up from 13.7%.

iPOS said beverage consumption behaviors are changing, and consumers are not stopping but becoming more conscious of purchase frequency and timing.

The report said more than a quarter of infrequent drinkers spent at least VND51,000 (US$1.94) on a drink, implying that each purchase is seen as a form of self-reward and making them more willing to pay for brand, space and emotional experience.

The VND35,000–50,000 range is considered the market’s core price band and the most competitive segment, and both occasional and regular consumers are most concentrated in this range.

To move beyond the VND50,000 level, businesses must not simply raise prices but also clearly demonstrate why their products offer greater value to customers.

iPOS said: “When consumption frequency no longer grows rapidly, the price per visit may not be the most decisive factor. Instead, customers are willing to return to brands that deliver a sense of value, consistency, and sufficient quality to become a habitual choice.”

Dam Hoang Viet, founder and CEO of Black Pearl Viet Nam, which operates several milk tea chains including Mr Goodtea and Bong Bieng, said in 2025 the beverage market had two main segments: low-cost models that rely on pricing strategies to drive frequent traffic and premium brands that offer value and refined experiences that align with customers’ lifestyles.

This means businesses in the middle segment were the most vulnerable, he said.

“Last year was a strong filtering phase, allowing the market to clearly identify which businesses were operating systematically and professionally rather than merely chasing superficial growth while demand was expanding slower than before.”