A survey on instant coffee consumption among Vietnamese respondents revealed that 60% drink coffee multiple times a day, with 36% consuming instant coffee daily. Most prefer coffee with additives like sugar or milk, and the main appeal of instant coffee is its convenience. Nescafé is the most recognized brand, noted by 86% of participants, with flavor being the top purchase factor at 63%.

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