File of Gen Alpha customers of the Vietnamese instant coffee industry

Theo Doanh nghiệp & Kinh doanh The more difficult the economy, the more popular instant coffee becomes – a product that is both convenient and inexpensive. The results from the research "Understand Coffee consumers" recently released by CocCoc have proven this. Besides, the new Gen Alpha customer profile has consumption habits quite different from the rest. Gen Alpha rarely drinks instant coffee, preferring milk coffee and Latte the most, with 1/3 drinking instant coffee because they feel "refreshed" and "thirst-quenching". This customer profile mainly makes purchases in modern distribution channels such as supermarkets/convenience stores and is willing to try new products/brands – different, but at a low price. Overall picture of the market The first result of the survey shows that in 2025, 69% of the respondents have tried instant coffee products, a figure that was 65% in 2024; and 92% have consumed packaged or canned coffee multiple times in the past year. According to CocCoc, ...