Under the theme ‘Brew Sustainable Growth with Carton,’ the company will present end-to-end solutions for RTD coffee production at booth H09-12, Hall A2.
Visitors will experience first-hand how Tetra Pak’s technologies bring innovation and sustainability to life.
The showcase targets Vietnam’s rapidly expanding RTD coffee market, which has grown 18 percent annually.
Coffee has become part of a modern lifestyle rather than just a daily habit.
Research by Insight Asia (2025) found that 75 percent of Vietnamese consumers drink coffee for energy and 68 percent for its flavor.
Gen Z and Millennials, in particular, are driving demand for convenient, portable beverages that deliver café-quality experiences on the go.
Three major trends define this market: convenience, sensory experience, and sustainability.
Convenience now means more than accessibility as it reflects personalization and quality.
Tetra Pak’s Consumer Study Vietnam 2025 reveals growing interest in lighter, smoother flavors and creative blends combining coffee with fruit or plant-based ingredients.
Sustainability is another top concern: a Vietnam Report 2024 survey found 57.4 percent of consumers would choose eco-friendly packaging if priced equally, and 41.1 percent would pay more for sustainable options.
To help food and beverage producers capture these opportunities, Tetra Pak will introduce its End-to-End model, which covers every stage from product development to packaging and operations.
The model aims to reduce total cost of ownership, boost efficiency, and minimize environmental impact.
The approach centers on three pillars: innovation, efficiency, and sustainability.
Tetra Pak works with brands through its Bloom. Innovation Center in Vietnam to co-develop market-ready RTD coffee products, optimizing taste, texture, and quality while leveraging renewable, recyclable carton packaging.
Vietnam’s RTD coffee market is growing fast, driven by young consumers who value convenience and variety, said Nguyen Thanh Thuy, marketing director of Tetra Pak Vietnam.
“This presents a tremendous opportunity for food and beverage manufacturers to expand their business and grow sustainably,” Thuy said.
At Coffee Expo Vietnam 2025, visitors can explore Tetra Pak’s processing and packaging solutions and join interactive activities, including a Barista Show on Thursday and Friday, a live stream on RTD coffee trends featuring rapper Dinh Tien Dat (Mr. Dee), and a sampling area offering new RTD coffee recipes in paper-based packaging.
