A Taste of vietnam

Vietnam’s Domestic Tea Market: A Premium Shift in Consumer Preferences

Vietnam ranks among the world’s top tea producers, yet the domestic market is undergoing a major transformation.

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

Market Dynamics & Growth Drivers

Health and wellness focus: Consumers are gravitating toward antioxidant-rich green teas, herbal blends, and detox infusions.
Urbanization and income growth: Premium and packaged teas are becoming lifestyle staples in Hanoi, HCMC, and beyond.
Experience-seeking behavior: Specialty tea cafés and tea-tasting experiences are gaining popularity, especially among millennials and Gen Z.

Source: Vietnam Tea Industry: Production Situation, Main Players, and Export Potential

Opportunities for B2B & OEMCustomized OEM tea blends: Wellness teas, function-enhanced infusions (e.g., lotus‑ginger), and premium single-origin lines.
Design-forward packaging: Pyramid bags, resealable pouches, and bilingual labels tailored for export.
Cultural storytelling: Leveraging terroir narratives, ancestral tea varieties, and eco‑friendly messaging.

Mr. Viet supports domestic and international brands with sourcing, flavor R&D, certification (GAP/Organic/HACCP), and turnkey private label production for tea.

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