2
The rate of using coffee at home (in-home) and outside (out of home) is equal to 49%/50%. The most
popular time to drink coffee is from 7- 8 am. Coffee shops in Vietnam can be found in every nook
and cranny, popularizing a variety of styles, creating the most convenience for coffee drinkers.
According to BMI Research's Vietnam Agriculture Sector Report in the third quarter of 2017, in the
period 2005-2015, Vietnam's coffee consumption increased from 0.43 kg/capita/year to 1.38
kg/capita/year. This is the highest growth rate among coffee exporting countries in the world and is
forecast to reach 2.6 kg/person/year by 2021. The report also said that Vietnam's consumption of
roasted and ground coffee in the 2017-2018 crop year is estimated at 2.55 million bags, due to the
rapid growth of coffee shops.
Particularly for the instant coffee market, if previously it only revolved around 3 giants Vinacafe Bien
Hoa, Nestlé, and Trung Nguyen, this added many competitors such as TNI (King coffee), Ajinomoto
(Birdy), PhinDeli...
Coffee is one of the highly attractive industries in Vietnam. That is shown from the struggle to buy
coffee
from FDI enterprises, to the competition for a market share of 3 coffee companies Nestle,
Trung Nguyen, Vinacafé Bien Hoa and more and more high-end coffee shop chains
of foreigners
appear in Vietnam.
The more businesses participate in the investment, the more products in the market, the more fierce
the competition for market share will become. Vietnamese companies need to find their ways if they
don't want to gradually lose ground compared to other competitors. Trung Nguyen is no exception,
they strongly focus on export activities to exploit the potential of the world market. Trung Nguyen's
products have been present in more than 60
countries, and with its potential,
Trung Nguyen can
completely raise this number, not just stop at 60.
Therefore,
in this report, our team wants to analyze the internationalization potential of Trung
Nguyen's "Sáng tạo"
filter coffee product, specifically in a completely new market where Trung
Nguyen can infiltrate, that is Korea. A market with extremely high consumption and full of potential.
South Korea
Size and market share
According to the World Coffee Organization, Korea is the 11th largest coffee consumer in the world.
In 2016 the average coffee consumption per Korean has doubled since 1990, reaching 2.3kg per
person ( equal to about 1/2 of 4.5kg Americans). On average, each Korean drank about 377 cups of
coffee in 2016, up 7% from 2012.
3
In terms of scale, Korea cannot produce coffee, so it depends on imports. According to Trademap,
the import value of 2019 is $ 661.672 million.
The coffee market value is 6 billion 54 million USD.
The Korean coffee market can be divided into three main segments, namely instant coffee (37%),
cafes (40%), and canned coffee (23%).
On average, Koreans in their 20s consume 353 cups of coffee (10g/cup) a year. Coffee is also the
item with the largest market share in the Korean beverage market with a share of about 53%.
In the segment of instant coffee and canned coffee, the three big brands that dominate the market are
Maxim (Dongsuh), French Cafe (Namyang), and Nescafe (Nestle) with the respective share of 82%,
11% respectively. and 4%.
In
terms of coffee shops, Starbucks, Ediya and Twosome are the biggest competitors.
Chia sẻ với bạn bè của bạn: