Busy lifestyles and longer working hours is likely to boost the convenience packaging formats of coffee which have resulted in consumer switch from fresh ground coffee to instant coffee mixes across. According to International Coffee Orgnisation, Veitnam showed a steady  per capita soluble coffee consumption  among millinneal when compared to other Asian Countries over the last decade. Premimuization trends is expected to boost the growth of the market in the country. 

The coffee market in veitnam is showing a postive trend over a decade with coffee brands expanding their presence in the country. The market is dominated by Trung Nguyen, Vinacafe Bien Hoa and Nestle with its diversified coffee product offering. Trung Nguyen, Vinacafe Bien Hoa being the domestic players is favoured by the Vietnamese. Trung Nguyen  leads the position with diversity of  many coffee products, from instant to roasted coffee to civet coffee. Vinacafe developed four product lines, namely Vinacafe 100 percent coffee, Vinacafe 2 in 1, Vincafe 3 in 1 and Vinacafe 4 in 1.  Vincafe holds 40% of the market share which is equal to the combined market share of Trung Nguyen and Nescafe. The strategies adopted by these companies like brand imaging and expansion is further going to help these players to dominate the market during the forecast period.