1.
Instant coffee for Vietnamese

2.
Executive summary
• 46% drink coffee after walking up, and 1/3 use it to
refresh themselves
• 60% drink coffee more than once / day, 36% drink instant
coffee daily
• Only 14% drink coffee black. 86% put either sugar, milk
or both
• 43% drink instant coffee most. 56% regularly drink
instant coffee
• Main reason why instant coffee is taken is by its
quickness and easiness
• Nescafe is the best brand in terms of the recognition
(86%) and share

3.
When and where do you drink coffee?
33%
29%
25%
20%
46%
0% 20% 40% 60%
After waking up
In need of
refreshing
During break
During working
When working on
internet
37%
34%
24%
23%
58%
0% 20% 40% 60%
House
Coffee local store
Office
Street coffee
Restaurant
46% drink coffee after walking up, and 1/3 use it to
refresh themselves

4.
How often do you drink coffee?
All the coffee
8%
6%
4%
19%
31%
10%
22%
0% 10% 20% 30% 40%
Less than once per
week
Once per week
Several times per
week
Once per day
2-3 times/day
3-4 times/day
More than 5
times/day
20%
13%
8%
4%
4%
20%
31%
0% 10% 20% 30% 40%
Less than once per
week
Once per week
Several times per
week
Once per day
2-3 times/day
3-4 times/day
More than 5 times a
day
Instant coffee
60% drink coffee more than once / day, 36% drink
instant coffee daily

5.
How do you drink coffee?
19%
37%
30%
14%
0% 10% 20% 30% 40%
None (black)
Both
Milk
Sugar
17%
22%
19%
24%
18%
0% 10% 20% 30%
Depends
Mostly ice,
occasionally hot
Mostly hot,
occasionally ice
Ice
Hot
Only 14% drink coffee black. 86% put either sugar, milk or both

6.
What kind of coffee do you drink?
What coffee do you drink most?
4%
3%
2%
13%
43%
37%
Instant coffee
Regular coffee
Street coffee
Machine coffee
Canned coffee
Others
0% 20% 40% 60%
How often do you drink instant
Always,
56%
Someti
mes,
44%
coffee?
43% drink instant coffee most. 56% regularly drink instant coffee

7.
What do you like about instant coffee?
59%
49%
47%
47%
71%
0% 20% 40% 60% 80%
Quickly-made
Easily-made
Good smell
Save money
Good flavor
Quickly made
45%
No.1
Main reason why instant coffee is taken is by its quickness and easiness

8.
What is the purchase factor of instant coffee?
2%
16%
13%
30%
39%
48%
48%
57%
63%
0% 10% 20% 30% 40% 50% 60% 70%
Flavor
Smell
Price
Quality
Brand
Convenience location
Promotion
Advertisement
Other
The main purchase factor is flavor (63%), smell (57%) and price (48%)

9.
Which instant coffee do you know?
Recognized brand
9%
9%
6%
21%
18%
86%
80%
75%
0% 50% 100%
NESCAFÉ
Vinacafe
G7
MacCoffee
Highland
Rock Cafe
Passiona
Other
Brand they drink
4%
5%
3%
6%
29%
29%
43%
0% 20% 40% 60%
NESCAFÉ
Vinacafe
G7
MacCoffee
Highland
Rock Cafe
Passiona
Other
Nescafe is the best brand in terms of the recognition
(86%) and share

10.
Survey information
• Survey about instant coffee among Vietnamese
• 500 male / female Vietnamese above 20 years old
• Conducted on Oct 27 – Nov 4