Vietnam exported 24,100 tons of coffee to China in 2024, an increase of 65.8% compared to 2023. The growing demand for high-quality coffee in China presents a significant opportunity for Vietnam.

China's growing coffee market and Vietnam’s breakthrough

China's coffee market is experiencing remarkable growth, with increasing demand for imported coffee. In 2024, China's total coffee imports reached 191,000 tons, valued at over $972 million, marking a 24% increase compared to the previous year. While total import value rose, the average price saw a slight 2.1% decline, dropping to $5,095 per ton. However, the shift towards high-quality coffee consumption is becoming increasingly evident, creating a significant opportunity for countries with premium coffee products.

Vietnam has made significant strides, rising to become the third-largest coffee supplier to China, following only Brazil and Colombia. This development highlights Vietnam's expanding presence in the market, particularly as Chinese consumers increasingly favor roasted and ground coffee over instant coffee.

Vietnamese coffee gains recognition for quality and added value

Vietnam ranks as the third-largest coffee supplier to China in 2024. Source: Internet.

In 2024, Vietnam exported 24,100 tons of coffee to China, generating $101 million in revenue, representing a 65.8% increase in volume and a 169.8% increase in value compared to 2023. This makes Vietnam the fastest-growing coffee supplier to China among the top exporters.

A notable highlight is the average export price of $4,176 per ton, a sharp 62.7% increase from the previous year. This surge indicates that Vietnamese coffee is no longer competing solely on price but has made significant strides in quality, meeting the evolving preferences of Chinese consumers. This trend opens up vast opportunities for Vietnam to further expand its market share and establish a strong global coffee brand.

Intense competition from Brazil and Colombia

Despite Vietnam’s impressive growth, competition remains fierce, particularly from Brazil and Colombia, the dominant players in the global coffee market. Brazil maintained its top supplier position, exporting 75,634 tons of coffee to China, valued at $302 million, accounting for 39.62% of China's total coffee imports. With abundant supply and a well-established global brand, Brazil remains a formidable competitor.

Similarly, Colombia experienced strong growth, exporting 38,165 tons of coffee to China, valued at $190 million. Compared to 2023, Colombia's coffee exports to China grew by 77.1% in volume and 71.3% in value. Colombia now holds a 19.9% market share, demonstrating the intensifying competition in China's coffee sector.

Opportunities for Vietnamese coffee in the high-quality segment

China’s coffee consumption trend is shifting significantly, favoring roasted and ground coffee over instant coffee. This shift presents a golden opportunity for Vietnam to strengthen its foothold in the market. With advantages such as competitive pricing, stable supply, and improving quality, Vietnam is well-positioned to increase its market share and boost exports in the coming years.

However, to capitalize on this opportunity, Vietnamese coffee enterprises must enhance product quality to meet China’s stringent standards. Investment in processing technology is also crucial, enabling businesses to increase product value and cater to the diverse demands of the market.

Challenges for Vietnamese coffee in China

Alongside opportunities, Vietnamese coffee faces numerous challenges, including China's strict quality standards and competition from major brands. To overcome these challenges, businesses need to:

• Enhance product quality to meet international standards.
• Invest in processing technology to create diverse coffee products.
• Build and promote the Vietnamese coffee brand.
• Strengthen linkages and cooperation among businesses.
• Conduct market research to understand consumer trends.

Vietnamese coffee has a significant opportunity to solidify its position in the Chinese coffee market. With continuous efforts, Vietnamese coffee can absolutely "break through" and successfully conquer this potential market.