Innovate to differentiate yourself and conquer the ready-to-drink coffee market.

(Dan Tri Newspaper) - The ready-to-drink coffee market in Vietnam is experiencing strong growth and shifting from convenience to prioritizing flavor experiences. To keep up, businesses need to proactively innovate their products, explore creative flavor combinations, and expand into new segments.

Instant coffee: From convenience to the race for the ultimate experience.

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

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

This poses a challenge for manufacturers: how to create a ready-to-drink coffee product that is both convenient and retains the original flavor of a cup of machine-brewed or filter-brewed coffee – the preferred standard for Vietnamese consumers.

Innovation is not just about creating formulas.

According to Tetra Pak, the consumption behavior of instant coffee revolves around three main "moments":

Starting the day – the need for a quick energy boost at home or at work.

Moments together - prioritizing convenience, portability, and sharing while traveling or gathering with friends.

Enjoy at home - frequent use, large capacity, suitable for families or service environments.

To meet each of these specific needs, Tetra Pak has developed three key packaging formats:

A convenient, compact format for active young people.

Mini (20 ml) sachets of concentrated coffee offer versatile brewing options to suit personal preferences at home or in the office.

The large capacity format (500 ml - 1L) is suitable for "at-home enjoyment" or use in service environments such as restaurants and cafes (horeca).

Ready-to-drink coffee comes in various packaging formats, from convenient mini boxes to large-volume containers, catering to diverse consumer needs (Photo: Tetra Pak).

Co-creation - a new model for ready-to-drink coffee.

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

The tests were simulated under real commercial production conditions, ensuring flavor stability and shortening time to market. As a result, the ready-to-drink coffee product lines retain their original delicious flavor, meeting the Clean Label criteria – minimal additives, natural ingredients, and transparent processes.

Preserves flavor through sterilization technology.

One of the biggest challenges for ready-to-drink coffee is its 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 preservatives. Aseptic carton packaging also offers sustainability advantages: it is recyclable, reduces carbon emissions, and is safe for transport.

Designed to make a difference.

With the Tetra Pak Artistry packaging portfolio, brands can make their mark through metallic effects, matte or textured finishes, and ergonomic designs that enhance the comfortable grip.

Tetra Pak's 2024 study on Vietnamese consumer perceptions and behavior regarding ready-to-drink coffee clearly shows that young people have a preference for attractive and unique designs, making packaging the primary factor in attracting consumers.

Opportunities for Vietnamese businesses

According to the latest research from Tetra Pak, a trend shaping consumer behavior is "Mixology Indulgence"—the innovative combination of coffee, fruit, and plant-based milk, offering a lighter, more refined, and accessible experience.

At Bloom., Tetra Pak is ramping up testing of innovative ready-to-drink coffee formulas such as cold brew coffee with new flavors like butterscotch and pink lychee, as well as sugar-free and high-protein formulas to meet consumers' health-conscious needs.

Investing in technology, packaging, formulation, 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 collaborates with many partners to launch packaging and processing solutions for ready-to-drink coffee.

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

Register here so you don't miss out on other highlights:

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

- Enjoying ready-to-drink coffee and tea flavors combined with other beverage ingredients like milk and cream is becoming a new trend worldwide and in Vietnam, in convenient, high-quality paper packaging at the Barista Show (October 30-31) with Quyen Nam Station.

Participate in 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