Premium, health-focused teas are rapidly gaining traction, driven by younger, urban consumers who increasingly prefer green, herbal, and functional teas over sugary beverages. According to World Tea News, domestic tea consumption in Vietnam rose from 40,000 t in 2018 to approximately 50,000 t in 2024, while average retail prices reached ~US $7.83/kg—significantly above export prices
Source: Vietnam Sets Ambitious Targets for Global Specialty Tea Market