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Instant coffee for vietnamese

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%.

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Instant coffee for Vietnamese
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
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
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
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
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
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
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%)
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
Survey information • Survey about instant coffee among Vietnamese • 500 male / female Vietnamese above 20 years old • Conducted on Oct 27 – Nov 4