The Wave of Convenience and Sustainability
According to the Tetra Pak Compass report, the global ready-to-drink coffee industry is set for robust growth from 2023 to 2027. In Asia, key markets are experiencing steady compound annual growth rates (CAGR) of 1.3%, with China leading at an impressive 7.1%. North America remains a primary growth driver with a 4.7% CAGR. In the Oceania region, Australia is the frontrunner, contributing to a projected 2.8% growth. Europe is also expanding its ready-to-drink coffee market, with France and the Benelux region showing strong potential at a 4.4% CAGR.
This growth is attributed to a new consumer culture prioritizing convenience, health, and sustainability. Shifts in lifestyle, consumption habits, and health awareness have made ready-to-drink coffee a popular choice, especially among urban youth. The Tetra Pak Compass report highlights that 60% of global consumers prefer brands committed to sustainability, while 44% consider eco-friendly packaging when choosing beverages.
“This shift is an inevitable market trend. In developed countries, this wave began years ago. As consumers increasingly prioritize convenience and sustainability, businesses that invest in paper-based packaging and diverse flavor trends will gain a competitive edge,” said a representative from Tetra Pak, a global leader in food processing and packaging solutions.
Vietnamese Enterprises Seizing Opportunities
Vietnam holds a unique position as both the world’s second-largest coffee exporter and a rapidly growing consumer market. However, entering the ready-to-drink coffee race requires more than just raw materials and recipes. Businesses need a comprehensive strategy encompassing product research, processing technology, packaging, and commercialization.
Surveys by Mintel and Innova reveal that 47% of consumers choose ready-to-drink coffee for its flavor. Additionally, recent Tetra Pak research on Vietnamese consumer preferences shows a shift away from traditional strong, bitter coffee flavors toward lighter, sweeter, and more nuanced tastes—aligning with younger consumers’ palates. Innovation in flavor profiles is not just a technical challenge but a key to helping Vietnamese businesses capture the current hottest beverage trend and enhance competitiveness in the ready-to-drink coffee sector.
To expand market share in ready-to-drink coffee, ensuring consistent flavor quality is paramount. Amidst stringent market demands, many companies are adopting aseptic paper packaging. Aseptic technology minimizes light and oxygen exposure, extending shelf life without preservatives or refrigeration—preserving the original flavor and ensuring uniformity.
Beyond preservation, paper packaging offers powerful branding opportunities. With full-surface printing and modern design, businesses can visually tell their brand story, capturing attention on shelves—from traditional stores to e-commerce platforms. Formats like Tetra Prisma cartons or Tetra Top screw-cap bottles enhance consumer experience and cater to both at-home and on-the-go needs.

Tetra Pak offers diverse paper packaging solutions tailored to customer needs
End-to-End Solutions: From Concept to Shelf
According to Tetra Pak Vietnam, the End-to-End model—”from concept to shelf”—is gaining traction among domestic coffee brands. This model streamlines the process of turning ideas into market-ready products without initial equipment investment. Businesses collaborate with Tetra Pak experts to analyze market data, develop formulas at the Bloom Product Development Center, conduct taste tests, and refine flavors until they meet standards. Products are then pilot-tested at near-commercial scales to ensure stability. This process can be conducted in-person, online, or hybrid, saving time and resources while maintaining quality.
In the industrialization phase, Tetra Pak’s processing, filling, and packaging systems focus on quality, safety, and efficiency. These solutions reduce total cost of ownership (TCO), are easy to maintain, and offer flexibility for new designs or upgrades. Tetra Pak also connects businesses with suitable regional co-packers when needed.
For packaging and market strategy, businesses must choose the right technology and format. Between chilled and aseptic solutions, aseptic paper packaging is favored by F&B brands for its ability to extend shelf life up to 12 months without preservatives, enabling stable distribution at room temperature and optimizing logistics costs. According to Tetra Pak’s 2020 life cycle analysis, paper cartons emit 5–6 times less carbon than plastic or metal packaging.
From a consumer perspective, packaging formats should match usage contexts. Single-serve portions are ideal for on-the-go, while multi-serve formats suit at-home consumption or foodservice channels. Packaging also serves as a brand identifier. The Tetra Pak Artistry line, with its unique surface effects, large print areas, and screw caps, enhances shelf appeal and user experience.
Finally, an integrated marketing strategy—from design and positioning to communication—effectively conveys messages of “sustainability and convenience.” Tetra Pak supports businesses in finalizing designs, in-store displays, and channel-specific launch plans, accelerating consumer reach and optimizing product launches.

Aseptic paper packaging is the choice of many F&B companies
Innovation for Market Differentiation
The F&B industry is undergoing a transformative shift—driven not only by technology but also by the entire ecosystem: from raw materials and production processes to consumer behavior. As the market redefines “coffee consumption,” innovation is essential for businesses to survive and thrive.
In Vietnam, a leading coffee conglomerate quickly introduced ready-to-drink iced coffee in Tetra Pak’s screw-cap paper cartons. Simultaneously, international F&B brands are launching new coffee flavors in paper packaging. These moves not only meet the “fast, convenient, sustainable” expectations of new-generation consumers but also expand usage contexts—from on-the-go to at-home consumption—significantly boosting growth potential for ready-to-drink coffee.
Despite clear growth opportunities, businesses risk missing out if they fail to expand product portfolios and formats. Tetra Pak provides not only packaging and processing solutions for ready-to-drink coffee and tea but also supports developing dairy, plant-based, and trend-driven products like low-sugar lattes, nut-based coffee, cold brew with butter or fruit flavors, and high-protein coffee.
This diversification approach increases consumer choices, boosts usage frequency, and extends product lifecycles. Businesses can thus more effectively leverage a booming market while driving profitability and brand impact—especially as consumers increasingly value convenience, personalization, and sustainability.
From October 30 to November 1, 2025, Tetra Pak will showcase its packaging, processing, and End-to-End product development solutions for coffee and convenience beverages at Coffee Expo Vietnam 2025, held at the Saigon Exhibition and Convention Center (SECC) in Ho Chi Minh City.
Businesses can register to attend and learn about trends in convenient and sustainable beverages. Tetra Pak’s booth will feature activities such as demonstrations by top baristas, product sampling, and livestreams with renowned coffee entrepreneurs for in-depth discussions on ready-to-drink coffee business trends.
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