In addition to export, the domestic market is also considered as a potential market for processed coffee products.
According to Vicofa’s statistics, in recent years, the development of coffee shops, coffee supply system, increasing demand of consumers, domestic coffee consumption has increased rapidly (with 2/ 3 is ground coffee powder, 1/3 is instant coffee).Currently, Vietnam has about 30,000 coffee shops, with a lot of propaganda to promote domestic consumption such as morning coffee, stock coffee, and start-up coffee.
However, domestic consumption only reached no more than 10% compared to 35% in Indonesia and Brazil.
Mr. Phan Minh Thong, Chairman of Phuc Sinh Group, one of the businesses focusing on deep processing of coffee, said that the domestic market is also a delicious piece of cake if it knows how to exploit it.
“COVID-19 forced us to change when the freight rate was too large, there was no container to export, we were startled to realize we were ignoring the domestic market.
Instead of just focusing on exporting, Vietnam’s domestic market is also a great market. Just in 2020, our revenue in the domestic market will increase by 5 times compared to 2019,” said Thong.
Mr. Thong shared that one of the ways to make a brand in the domestic market is beautiful packaging.
“Beautiful packaging design will make customers curious and will buy it. They find it delicious and will continue to support next time. That’s how we think when selling. Also, e-commerce helps us continue. better access to customers during the social distancing period,” said Thong.