A Taste of vietnam
Global Coffee Consumption Trends & Opportunities for Vietnam’s Private Label Products
Global Coffee Market Overview
Over the past decade, coffee has evolved from a daily commodity into a symbol of lifestyle, personal taste, and global culture.
According to the International Coffee Organization (ICO), global coffee consumption reached more than 170 million 60-kg bags in the 2023–2024 season and is expected to continue growing at an average rate of 2.5–3% per year until 2030.
Key drivers of this growth include:
  • Urbanization and changing lifestyles across Asia, the Middle East, and Latin America.
  • The expansion of global coffee chains like Starbucks, Tim Hortons, JDE, and Luckin Coffee.
  • A shift in perception: coffee is now seen as a personalized experience, not just a beverage.
In countries like China, India, Indonesia, and Vietnam, the expanding middle class has created a new wave of consumers willing to spend more on high-quality, specialty, and traceable coffee.

Source: International Coffee Organization – www.ico.org (2024)
The Rise of Specialty Coffee and the “Proven Origin” Trend
Modern consumers are increasingly concerned about the origin, processing, sustainability, and social impact of the coffee they consume.
Key trends include:

  • Organic coffee: Global CAGR of 8.2% (Market Research Future, 2024)
  • Single-origin beans: Distinctive flavors linked to specific regions
  • Supply chain transparency: Adoption of blockchain and QR-based traceability
  • Home brewing: Growth in personal espresso and filter coffee equipment sales
Global specialty brands such as Blue Bottle, Stumptown, and Coffee Collective are redefining standards by emphasizing transparency and artisanal quality.

Source: Specialty Coffee Association – www.sca.coffee (2024)
Vietnam’s Strategic Position in the Global Coffee Value Chain. Vietnam is currently the second-largest coffee exporter in the world, leading in Robusta production and making steady investments in high-quality Arabica, particularly in Lam Dong and Da Lat.
Private Labeling: A Smart Export Pathway for Vietnamese Producers
Private labeling allows international businesses to outsource production while maintaining control over branding and distribution.
Case Study: Mr. Viet – A Successful Private Label Coffee Export Model

Vietnam Coffee & Tea Co. is a leading Vietnamese coffee brand that offers OEM and private label services to partners in Europe, the Middle East, and Russia.

Highlights of Vietnam Coffee & Tea Co. model:
  • Main products: drip coffee, roasted beans, capsules
  • Sourcing from Lam Dong and Buon Ma Thuot
  • Distributed in over 20 countries through both own-label and private-label partnerships
Strengths:
  • Unique and consistent packaging style
  • Full traceability from farm to cup
  • In-house marketing support for global clients developing new labels
The global demand for traceable, sustainable, and high-quality coffee presents a golden opportunity for Vietnamese producers to engage deeper in the global value chain.

OEM and private labelling services enable Vietnamese businesses to control quality, offer flexibility, and deliver compelling brand stories that resonate with international consumers.

With proper investment in quality control, transparency, and packaging, even small and medium-sized producers in Vietnam can successfully enter and grow in the premium coffee segment worldwide.
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