Demand

CONSUMPTION

Post maintains its previous estimate of 858 thousand 60-kg bags or 51.5 thousand metric
tons (tmt) green equivalent for Vietnam’s 2006/2007 domestic consumption. This projection
takes into account active domestic marketing campaigns by major processors and represents
a growth of almost 25% over the previous crop year. Nevertheless, given the much steeper
growth in production (37.8%), local consumption still only accounts for about 4.5 percent of
total production.
Coffee consumption, both ground and soluble products, has been gaining ground in the
domestic market in recent years, particularly in larger urban areas. Highlands and Trung
Nguyen are two major chains, now quite visible throughout Hanoi and Ho Chi Minh City.
Major producers such as Trung Nguyen, Nestle, Vinacafe Bien Hoa and Tin Nghia Company
actively campaign to promote their ground and instant coffee products.
Post estimates Vietnam’s per capita coffee consumption at around 0.5-0.6 kg/year, which is
much less than other coffee producing countries; Brazil’s per capita consumption is 4.15-4.22
kg/year. Vietnam’s Ministry of Agriculture and Rural Development (MARD) estimates the per
capita coffee consumption rate in the two largest urban areas at 0.75 kg/year for Hanoi and
1.6 kg/year for Ho Chi Minh City.

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