Market Overview
Vietnam’s tea market is positioned for sustained expansion, with sales projected to reach USD 719.6 million by 2031, implying a compound annual growth rate of 6.3%. Growth is increasingly being shaped by a shift toward health-oriented consumption rather than by traditional volume-led dynamics. Tea is benefiting from its alignment with preventive wellness trends, allowing the category to capture incremental demand as consumers reassess everyday beverage choices.
Health awareness has become a central driver of product upgrading, particularly among urban young and middle-aged consumers. Demand is rising for teas positioned around added functional benefits, including weight management, skin health and hormonal balance. Innovation has been instrumental in supporting this transition, with low-calorie milk teas and similar formats successfully balancing indulgence with moderation. Fruit and herbal teas have also recorded strong momentum, appealing to younger consumers seeking flavour diversity alongside perceived health benefits, and enabling manufacturers to support higher unit prices.
The regulatory environment is expected to further reinforce this trajectory. The planned introduction of a sugar-sweetened beverage tax is set to raise retail prices for high-sugar soft drinks, accelerating substitution toward low- and no-sugar alternatives. Tea, particularly green, herbal and function-oriented variants, is well positioned to benefit from this shift, and manufacturers are increasingly framing tea as the default daily alternative to taxed sugary beverages. This policy tailwind is likely to structurally strengthen tea’s competitive position within the broader non-alcoholic drinks landscape.
At the premium end, specialty and artisanal teas are creating a parallel growth avenue. Regionally distinctive teas, often positioned around rarity, medicinal properties and strong origin narratives, are commanding elevated price points in gifting and export markets. The integration of tea tourism and origin branding is further enhancing long-term value perception. However, near-term consumption remains constrained by economic headwinds. Slower economic growth, softer labour market conditions and income pressure have heightened consumer caution, leading to reduced impulse purchases and lower frequency of out-of-home tea consumption. As a result, market growth is increasingly reliant on value creation through health-led differentiation and premium niches rather than broad-based consumption expansion.
The report provides a comprehensive analysis of the Vietnam tea market, offering detailed data on historical market size and growth rates over the past six years, alongside forecasts extending to 2031. It presents an in-depth examination of market categories and subcategories, with a particular focus on key trends shaping the industry across product type, type, packaging type and distribution channel.
What’s Inside the Report
The report delivers detailed market sizing from 2021 to 2031, with metrics reported in (Tons/VND/USD). It includes historical data, forecasts through 2031, and corresponding CAGR metrics. The dataset covers segmentation by product type, type, packaging type and distribution channel. Through comparative growth analysis, the report identifies outperforming segments and provides a quantitative foundation for prioritizing strategic initiatives.
Also included in the report is an analysis of the market’s underlying trends and drivers. Informed by executive-level interviews and verified macro-level data, this section explores the fundamental shifts influencing demand and competition. It outlines how changes in innovation cycles, and consumer expectations have affected recent developments, while pointing to segments with the greatest forward momentum and associated risks.
The report also delivers a comprehensive evaluation of market share changes and core brand performance among leading players from 2021 to the most recent period. It reveals competitive dynamics and trends in market concentration, providing granular market share comparisons and trend analyses. This equips users to better understand competitive advantages and challenges, thereby informing differentiated market strategies and investment decisions with robust empirical evidence.
Market Segmentation
The Vietnam tea market is classified into the following segments:
Product type – e.g., black tea, fruit and herbal tea, green tea, instant tea, others, RTD tea
Type – e.g., conventional, organic
Packaging type – e.g., flexible packaging, metal cans, paper containers, rigid plastic packaging
Distribution channel – e.g., bars and HoReCa, convenience stores, e-commerce, hypermarkets, small grocery stores, supermarkets, tobacco/liquor/tea shop, others
Macroeconomic & Demographic Indicators
In addition to core market data, the report incorporates key socio-economic indicators that provide essential context for interpreting market dynamics. These include population trends, the Consumer Price Index (CPI), Gross Domestic Product (GDP), per capita consumption (expressed in USD), and consumer spending as a percentage of GDP. Together, these metrics offer a macroeconomic backdrop that enhances the strategic relevance of the market size figures, helping stakeholders better assess demand potential and long-term growth opportunities.
Competitive Landscape: Market Share Analysis
Alongside sizing and segmentation data, the report includes market share breakdowns for primary players in the tea market in Vietnam, highlighting dominant firms and brand-level movements. Companies profiled include: Cautre Export Goods Processing Joint Stock Company, Dai Gia Service Company & Trading Co., Ltd., Ecological Product JSC (ECO), Hoang Long Tea Co., Ltd., Lipton Teas and Infusions, MJF Holdings Limited, Nestle S.A., Tam Chau Tea & Coffee Co., Ltd., Vietnam National Tea JSC, Vinh Tien Co., Ltd., etc.
The report includes detailed market share analysis for major competitors across the total tea market, alongside segment-level insights covering tea, black tea, black tea bags, fruit and herbal tea, green tea, instant tea, other tea and RTD tea.
Market share analysis covered in the report:
Vietnam tea market share
Vietnam black tea market share
Vietnam black tea bags market share
Vietnam fruit and herbal tea market share
Vietnam green tea market share
Vietnam instant tea market share
Vietnam other tea market share
Vietnam RTD tea market share
Why Choose This Report?
Designed as a concise yet in-depth data snapshot, this publication is tailored for professionals seeking accurate, timely, and actionable quantitative insights. Whether you’re a market entrant, investor, or established player, the report is built to support robust business decisions with confidence.
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Deliverables Include
Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2021 to 2031
Table of Contents
TABLE OF CONTENTS
Market Segmentation
Market Overview
Vietnam Tea Market – Product Type Analysis
Vietnam Tea Market – Type Analysis
Vietnam Tea Market – Packaging Type Analysis
Vietnam Tea Market – Distribution Channel Analysis
Company/Brand Shares Analysis
Cautre Export Goods Processing Joint Stock Company
Dai Gia Service Company & Trading Co., Ltd.
Ecological Product JSC (ECO)
Hoang Long Tea Co., Ltd.
Lipton Teas and Infusions
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer
FIGURES AND TABLES
Table Vietnam Tea Market 2021-2031
Chart Vietnam Tea Market, Net Growth, 2021-2031
Chart Vietnam Tea Market, Growth Rates, 2021-2031
Table Vietnam Tea Market by Product Type, 2021-2031
Chart Vietnam Tea Market by Product Type, CAGR Historic and Forecast, 2021-2031
Chart Vietnam Tea Market by Product Type, 2021-2031
Table Vietnam Tea Market by Type, 2021-2031
Chart Vietnam Tea Market by Type, CAGR Historic and Forecast, 2021-2031
Chart Vietnam Tea Market by Type, 2021-2031
Table Vietnam Tea Market by Packaging Type, 2021-2031
Chart Vietnam Tea Market by Packaging Type, CAGR Historic and Forecast, 2021-2031
Chart Vietnam Tea Market by Packaging Type, 2021-2031
Table Vietnam Tea Market by Distribution Channel, 2021-2031
Chart Vietnam Tea Market by Distribution Channel, CAGR Historic and Forecast, 2021-2031
Chart Vietnam Tea Market by Distribution Channel, 2021-2031
Table Vietnam Tea Market Share (%), by Companies, 2021-2025
Chart Vietnam Tea Market, by Companies, 2025
Table Vietnam Tea Market Share (%), by Brands, 2021-2025
Chart Vietnam Tea Market, by Brands, 2025
Table Vietnam – Population (Millions) and Forecast
Table Vietnam – Consumer Price Index (CPI) and Forecast
Table Vietnam – Gross Domestic Product and Forecast
Table Vietnam Tea Market: Spend as a Proportion of GDP (%)
Table Vietnam Tea Market: Consumption per Capita (Population)
Companies Mentioned
The companies profiled in this Vietnam Tea market report include:
Cautre Export Goods Processing Joint Stock Company
Dai Gia Service Company & Trading Co., Ltd.
Ecological Product JSC (ECO)
Hoang Long Tea Co., Ltd.
Lipton Teas and Infusions
MJF Holdings Limited
Nestle S.A.
Tam Chau Tea & Coffee Co., Ltd.
Vietnam National Tea JSC
Vinh Tien Co., Ltd.
