Innovate to differentiate and conquer the instant coffee market

(Dan Tri) - The instant coffee market in Vietnam is growing strongly and shifting from convenience to flavor experience. To keep up, businesses need to proactively innovate products, exploit creative flavor combinations and expand into new segments.

Instant Coffee: From Convenience to the Race for Real Experience

In Vietnam, instant coffee is accelerating, recording 18% year-on-year growth (according to InsightAsia 2024).

The taste of instant coffee is also an important factor in purchasing decisions (Photo: Tetra Pak).

This poses a problem for manufacturers: how to create instant coffee products that are both convenient and retain the original flavor of machine-brewed or filter-brewed coffee - which is the favorite standard of Vietnamese consumers.

Innovation is more than just formula creation

According to Tetra Pak, instant coffee consumption behavior revolves around three key “moments”:

Start your day - need a quick energy boost at home or work.

Moments together - prioritize convenience, portability and sharing when on the go or with friends.

Enjoy at home - frequent use, large capacity, suitable for family or service environment.

To meet each of these moments, Tetra Pak develops three key packaging formats:

Convenient small format for active young people.

Concentrated coffee in mini packets (20 ml) is flexible to prepare according to personal preferences at home or in the office.

Large capacity format (500 ml - 1L) suitable for "Enjoy at home" needs or use in service environments such as restaurants, cafes (horeca).

Ready-to-drink coffee packaging formats vary from convenient mini boxes to large capacities, meeting diverse consumer needs (Photo: Tetra Pak).

Co-creation - a new model for instant coffee

At Bloom., Tetra Pak's new product research and development center, Vietnamese businesses can co-create with international experts to optimize formulas, viscosity, solubility and flavor before mass production.

The tests were simulated under real commercial production conditions, ensuring flavor stability and shortening time to market. The result is a line of instant coffee products that retain their original delicious flavor, meeting the Clean Label criteria - few additives, natural ingredients, transparent process.

Preserve the flavor with sterilization technology

One of the biggest challenges for instant coffee is shelf life and flavor changes during storage. Tetra Pak’s solution is aseptic processing and packaging technology, which allows the product to retain its flavor and nutrients for up to 12 months without the need for preservatives. Aseptic carton packaging also has the advantage of sustainability: it is recyclable, reduces carbon emissions and is safe to transport.

Design to make a difference

With the Tetra Pak Artistry packaging portfolio, brands can make their mark with metallic, matte or matte finishes, and ergonomic designs for a more comfortable grip.

Tetra Pak's research on Vietnamese consumers' perspectives and consumption behavior with instant coffee in 2024 clearly shows the young people's psychology of liking beauty and uniqueness, making packaging the first driving force to attract consumers.

Opportunities for Vietnamese businesses

According to Tetra Pak's latest research, one trend shaping consumer behavior is “Mixology Indulgence” - the creative combination of coffee, fruit and plant-based milk, providing a lighter, more sophisticated and approachable experience.

At Bloom., Tetra Pak is pushing ahead with innovative ready-to-drink coffee recipes such as cold brew coffee with new flavors like toffee, pink lychee, or sugar-free and high-protein recipes to meet the health-conscious needs of consumers.

Investing in technology, packaging, formulations and co-creation with Tetra Pak experts will help the brand not only keep up with trends, but also contribute to shaping the future of the beverage industry. Accordingly, Tetra Pak accompanies many partners to launch solutions for packaging and processing ready-to-drink coffee.

With the theme "Sustainable growth with carton", from October 30 to November 1, 2025, at booth H09-12, Hall A2 of Coffee Expo Vietnam 2025 (SECC, Ho Chi Minh City), Tetra Pak will introduce comprehensive solutions from processing and packaging technology in paper packaging to operational and marketing support activities to help businesses catch up with new consumption trends.

Sign up here to not miss other featured activities:

- Chat with Dinh Tien Dat (Mr. Dee) - artist, coffee brand owner about the journey of creating and developing coffee on Tetra Pak Vietnam Fanpage at 10:30 am on October 31, 2025.

- Enjoying instant coffee and tea flavors combined with other beverage products such as milk, cream, etc. is becoming a new trend in the world and Vietnam in convenient, high-end paper packaging at Barista Show (October 30-31) with Quyen Nam Station.

Join interactive games at the booth to receive attractive gifts.

Source: https://dantri.com.vn/kinh-doanh/doi-moi-de-tao-su-khac-biet-va-chinh-phuc-thi-truong-ca-phe-uong-lien-20251030200557716.htm