Vietnam is Thailand's second-largest coffee supply market.

Data from the International Trade Center (ITC) shows that from January to July 2025, Thailand's coffee imports amounted to 21,700 tons, with an import value of 104.8 million USD, a year-on-year decrease of 38.1% and 19.9%, respectively. During the same period, the average import price of coffee in Thailand was 4,821 USD per ton, a year-on-year increase of 29.3%.

Among these, the average import price of coffee from Vietnam to Thailand increased by 54.4% year-on-year to 5,352 USD per ton. However, the market share of Vietnamese coffee in Thailand's total imports dropped sharply from 67.11% in the first seven months of 2024 to 25.9% in the first seven months of 2025.

At the same time as the sharp decline in Vietnam's market share, the market shares of Laos and Indonesia have significantly expanded. From January to July 2025, Laos has become Thailand's largest coffee supplier, with exports reaching 11,100 tons and an export value of 38.3 million USD, a year-on-year increase of 12.5% and 14.7%; its market share increased from 28.18% in 2024 to 51.18% in 2025.

During the same period, Indonesia's coffee exports to Thailand grew strongly, reaching 3,700 tons, with an export value of 19.8 million USD, a year-on-year increase of 475.7% and 508.4%; its market share increased significantly from 1.82% in 2024 to 16.95% in 2025.

To regain market position, Vietnamese enterprises need to shift towards deeply processed coffee products, continuously improve quality and meet international standards. At the same time, they need to optimize cross-border logistics to reduce costs and improve price competitiveness. In addition, enterprises should also increase trade promotion efforts, directly connect with major Thai coffee chains, and focus on building the "Vietnamese coffee" brand, positioning the products at a high value rather than just competing in the low-price market. (End)