UNDERSTAND

Beer
Consumers
An Usage & Attitude Report by
08.2025
Coc Coc Ad Platform
Preface

With an aim to provide the latest insight on the Vietnam Beer Market, we
carried out a survey with total 1001 respondents through our own online panel.

This report would shed light on valuable insight ranging from category overview
to the details on consumer usage & attitude.

Overall Insight
Online Survey

Data collection time

07.2025
1001
Beer consumers aged 18+

In this report, the term "beer consumers" is defined as the ones who have
consumed beer in the past 12 months.

Report made by ● Mai Linh Châu: B2B & Research Manager

Team Cốc Cốc Research ● Lê Thu Anh: Senior Researcher
● Nguyễn Thị Ngọc Anh: Researcher
AGENDA

01 Drinking Behavior 03 Media Habit

02 Purchasing Behavior 04 Tet Consumption

 01.

Drinking
Behavior
 Drinking Frequency
Overall Insight (N = 1001)
Differentiate by gender

Beer
In general, men tend to drink beer more often than women.

Frequency Male Female

a popular beverage choice for
Vietnamese consumers
Rarely 34.2% 65.2%

Rarely Monthly
Monthly 22.2% 18.6%
42.1% 21.3%
Weekly 31.0% 11.5%

Weekly Everyday

26.1% 10.6% Daily 12.6% 4.7%

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
5 Q: How often do you drink beer?
 Drinking Frequency

Differentiate by region

Mekong
Frequency North Central Southeast
Delta

Rarely 47.6% 33.3% 36.3% 36.0%

In terms of frequency, the Central region has the highest Monthly 20.8% 21.8% 22.5% 21.6%
proportion of frequent beer drinkers, followed by the
South region, while the Southern region leans towards Weekly 21.3% 32.9% 32.4% 31.5%
weekly or monthly consumption.
Daily 10.3% 12.0% 8.8% 10.8%

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
6 Q: How often do you drink beer?
 Drinking Occasion

Overall Insight (N = 1001) Differentiate by region

When meeting friends 50.1% North Central Southeast Mekong Delta

When meeting friends 51.2% 54.6% 45.1% 40.5%

Celebrating/partying 48.5%
Celebrating/partying 47.0% 55.6% 50.0% 40.5%

When gathering with family 40.7% When gathering with family 42.1% 41.7% 34.3% 36.9%

Holidays/special events 38.3% 42.1% 31.4% 32.4%

Holidays/special events 37.8%
Communicating at work 30.9% 34.7% 33.3% 36.9%
Communicating at work 32.7%
On weekends 22.6% 22.2% 25.5% 27.0%
On weekends 23.3%
When eating out 18.2% 13.4% 13.7% 11.7%
When eating out 16.0%
Going out for fun 16.8% 13.9% 16.7% 12.6%
Going out for fun 15.7%
When feeling uncomfortable 15.2% 13.4% 22.5% 16.2%
When feeling uncomfortable 15.7%
Normal daily meals 15.2% 10.6% 8.8% 8.1%
Normal daily meals 12.8%
When watching soccer 13.8% 11.6% 8.8% 9.0%
When watching soccer 12.3%
● The Central region shows the highest preferences for drinking occasions related to social gatherings and
celebrations, while the North also values these occasions but has unique tendencies towards family
gatherings and sports.
● The Southeast and Mekong Delta have notable preferences for weekend drinking and socializing in various
Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year) contexts.
7 Q: When do you usually drink beer?
 Drinking Location

Overall Insight Differentiate by region

WhereInsight
Overall do you usually drink beer?
The Northern region tends to consume more beer at home
compared to the South region, where there is a tendency to go to
beer halls.
Friends' or
At home Beer hall
relatives' houses
Mekong
61.9% 45.3% 44.0%
North Central Southeast
Delta

At home 63.1% 63.0% 57.8% 57.7%

Restaurant Street food stall Beer garden Friends' or

44.4% 49.5% 46.1% 40.5%
relatives' houses
36.1% 26.8% 9.1%
Beer hall 39.7% 51.4% 51.0% 45.0%

Restaurant 37.8% 36.6% 36.3% 26.1%

Bar/pub/club
Street food stall 24.8% 27.8% 34.3% 27.9%
8.0%
Beer garden 8.0% 11.1% 13.7% 6.3%
Home is the most common location, followed closely by house
of friends/relatives (#2), and beer hall (#3). Bar/pub/club 9.8% 6.0% 6.9% 3.6%

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
8 Q: Where do you usually drink beer?
 Drinking Loyalty

Overall Insight Differentiate by region

I just get used to drinking Mekong

North Central Southeast
my favorite brand
47.1% Delta

I just get used to

drinking my favorite 46.3% 46.8% 47.1% 51.4%
brand
I don't care much about
the beer brand
27.7% I don't care much
27.4% 28.7% 24.5% 29.7%
about the beer brand

I like to drink many

different brands of 26.2% 24.5% 28.4% 18.9%
I like to drink many beer
different brands of beer
25.2%
● Mekong Delta consumers have the highest loyalty to their
favorite beer brands.
● Consumers in the North and Southeast like to try different
Beer consumers maintain a significant loyalty to their
beer brands more than ones in the Mekong Delta and
favorite beer brand.
Central.

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
9 Q: Which viewpoint do you agree with?
 Men tend to drink beer Gathering friends is the most
more often than women. popular occasion for drinking
beer.

Key highlights
Home is still the most
Among regions, common location for
the Central using beer, followed
region closely by House of
consumes the friends/relatives, and
most beer. beer halls.

For beer consumers, consumers Vietnamese beer drinking habits have not
have a significant loyalty to their changed significantly in general.
favorite beer brand.

10
 02.

Purchasing
Behavior
 Packaging Preference

Overall Insight Differentiate by region

Which unit do you usually buy Beer in? (2025)

Mekong
North Central Southeast
Delta
Case/Crate Bottle/Can Pack
48.1% 42.0% 9.9% Case/Crate 39.5% 61.1% 55.9% 59.5%

Bottle/Can 49.3% 33.3% 33.3% 28.8%

In 2025, consumers still predominantly prefer buying beer in cases or Pack 11.2% 5.6% 10.8% 11.7%
crates, followed by bottles or cans, while packs are the least favored
option.
● Northern consumers tend buy the bottle/can unit rather
than the South and Central.
● The Central and South regions predominantly favor larger
sizes with cases or crates.
● Packs are generally the least popular across all regions.

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
12 Q: Which unit do you usually buy Beer in?
 Purchasing Criteria

Overall Insight Differentiate by region

Different factors when making a decision to buy beer
Mekong
(N = 1001) North Central Southeast
Delta

Product (brand, packaging, Price Product 68.5% 64.8% 64.7% 55.9%

flavor, ingredients, etc.)

Price 36.5% 46.3% 47.1% 49.5%

65.9% 41.2% Place 33.7% 35.6% 33.3% 32.4%

Place (easy to buy, diverse Promotion (advertising, Promotion 15.0% 13.4% 12.7% 13.5%
sales channels, etc.) cultural/traditional practices, etc.)

Product is the most important factor in all three regions, especially

the North, while consumers in the Central and South are more
34.0% 14.3% interested in price.

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
13 Q: What are the most important factors that determine your choice of beer?
 Product Factors

Overall Insight Differentiate by region

Among the factors related to the product, which ones have the Mekong
most influence on your decision to choose it? North Central Southeast
Delta

72.1% Flavor Flavor 72.7% 73.6% 72.7% 64.5%

55.5% Origin, source Origin,

58.4% 56.4% 40.9% 50.0%
source

51.1% Brand Brand 49.2% 50.7% 53.0% 61.3%

26.1% Ingredients Ingredients 25.0% 34.3% 15.2% 25.8%

11.1% Packaging, design Packaging,

11.7% 9.3% 12.1% 9.7%
design

Flavor is the most important factor in product factors Flavor is the most crucial product factor in all regions. The North and
Central region also showing a significant interest in the origin of the
product, while the Mekong Delta consumers care about brand more.

Source: Coc Coc Beer Survey July.2025, n = 417 (have drunk Beer in the past 1 year)
14 Q: Among the factors related to the product, which ones have the most influence on your decision to choose it?
 Price Factors

Overall Insight Differentiate by region

Among the factors related to the price, which ones have the
Mekong
most influence on your decision to choose it? North Central Southeast
Delta

72.1% Affordable price Affordable price 77.0% 70.0% 70.8% 58.2%

Stable price 54.5% 44.0% 33.3% 60.0%

50.2% Stable price
Many
33.7% Many promotional programs promotional 32.1% 37.0% 35.4% 32.7%
programs

22.3% Competitive price Competitive price 21.5% 16.0% 31.3% 29.1%

Affordable price is the most important factor in price factors. In general, Northern consumers are more sensitive to price than other
regions, the Mekong Delta region being more drawn to stable price.

Source: Coc Coc Beer Survey July.2025, n = 280 (have drunk Beer in the past 1 year)
15 Q: Among the factors related to the price, which ones have the most influence on your decision to choose it?
 Place Factors
Overall Insight Differentiate by region

Among the factors related to the place, which ones have the Mekong
most influence on your decision to choose it? North Central Southeast
Delta

Wide
Wide Easy-to-see 68.4% 70.1% 64.7% 72.2%
distribution
distribution display
Easy-to-see
52.8% 42.9% 50.0% 50.0%
display

Diverse sales
68.8% 50.0% channels 32.1% 44.2% 41.2% 36.1%
(offline and
Diverse sales channels Sales staff at online)
(offline and online) stores Sales staff at
17.6% 16.9% 23.5% 22.2%
stores

Wide distribution is crucial for all three regions, especially the

36.2% 18.5% Mekong Delta region. Easy-to-see display is essential across
regions, and the Central & Southeast regions also need to increase
Wide distribution is is the most important factor in place accessibility through diverse sales channels. The Southern region,
factors. on the other hand, is greatly influenced by sales staff at stores.

Source: Coc Coc Beer Survey July.2025, n = 184 (have drunk Beer in the past 1 year)
16 Q: Among the factors related to distribution, which ones have the most influence on your decision to choose it?
 Promotion Factors
Overall Insight Differentiate by region
Among the factors related to the promotion, which ones have Mekong
the most influence on your decision to choose it? North Central Southeast
Delta

Brand presence in Customs/habits Brand presence

interesting events, festivals in interesting 53.5% 51.7% 46.2% 60.0%
events, festivals

Customs/habits 44.2% 44.8% 76.9% 46.7%

Frequent
53.1% 47.6% advertising
40.7% 34.5% 46.2% 60.0%

Attractive
Frequent advertising Attractive advertising 41.9% 37.9% 38.5% 20.0%
advertising

#1 factor with the Southeast consumers is customs/habits, while

with the other regions is brand presence in events and festivals.
42.0% 38.5%
Frequent advertising is important for Mekong Delta while
Brand presence in interesting events, festivals is the most attractive advertising is important for other regions.
important factor in promotion factors.

Source: Coc Coc Beer Survey July.2025, n = 108 (have drunk Beer in the past 1 year)
17 Q: Among the factors related to promotion, which ones have the most influence on your decision to choose it?
 Purchasing Channel
Overall Insight Differentiate by region
The grocery store is the most popular shopping channel in all three
Where do you usually buy beer? (N = 1001) regions, especially in the Central & Mekong Delta region. The North
shows strong preferences for MT channels, while the Southeast favors
Grocery store Convenience store restaurants, street food stalls and online channels.

67.1% 41.3% North Central Southeast

Mekong
Delta

Supermarket Restaurant Grocery store 64.5% 73.6% 63.7% 71.2%

41.1% 29.9% Convenience store 43.5% 37.5% 43.1% 35.1%

Market/Street Supermarket 45.8% 32.9% 36.3% 36.9%

Online
food stall
Restaurant 28.5% 29.2% 36.3% 32.4%
11.8% 4.9%
Market/Street
11.2% 10.6% 15.7% 13.5%
food stall
Beer is primarily purchased via traditional channels.
Online purchase
through E-commerce
4.7% 4.2% 9.8% 2.7%
platforms/Facebook/
Zalo, etc.
Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
18 Q: Where do you usually buy beer?
 Key highlights
Larger packaging: the most Among purchasing criteria, the Product is
favorite units of consumers when still the most important factor affecting
the decision to buy beer, but consumers
buying beer are case/crate. are now more price-sensitive.

Attractive advertising is the factor that

Flavor is the is concerned most in promotion factors.
factor that is
concerned most
in product
factors.

Brand presence in interesting Wide distribution is the most So far, beer is still primarily purchased via
events, festivals has become the
most important factor in important factor in place factors. traditional channels.
promotion factors.

19 Affordable price is the most important factor in price factors.

03.

Media
Habit
 Media Touchpoints

Traditional advertising media (TV,

49.1% newspaper, radio, cinema) 35.5% Word-of-mouth (recommendations
from family, friends, etc.)

Online advertising (web, social media,

37.0% search engines, video platforms) 19.0%
Outdoor/indoor advertising
(billboards, signs, elevator ads, etc.)

36.1% At restaurant/bar/pub/club ...

18.6% On the street

Advertising Channels
Traditional advertising remains the dominant media touchpoint for beer brand information, followed closely by online and POS advertising.

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
21 Q: Through which channels have you seen information about Beer brands?
 Online Channels

Images/videos on
Social media Search engines
websites/browsers
Online 36.2% 28.3% 27.8%
advertising
channels Online video Articles/information on
Brand websites
websites websites/browsers

27.0% 24.2% 18.5%

play an important role in influencing
Icons on
consumers' choices of beer. websites/browsers
Blogs/forums

15.9% 7.0%

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
22 Q: Which online information channels play an important role when you research and make decisions to buy beer?
 Key highlights

The top 3 most influential advertising channels for consumers when choosing a brand of
beer are Traditional advertising media, followed by online and POS advertising (at
restaurant/bar/pub/club…).

Social media, Images/videos on websites/browsers and

Search engines are the top 3 most important online channels that
influence consumers' choices of beer

23
 04.

Tet
Consumption
 Drinking Location
Tet vs Normal Day Differentiate by region
During the Tet holiday, drinking is predominantly at home, while All regions show a strong preference for drinking at home during Tet,
on normal days, there is a greater inclination towards dining out with the Central region notably favoring restaurants and beer halls.
in restaurants and beer halls The South region stands out for its preference for street food stalls,
bars, and beer gardens.

Mekong
North Central Southeast
Delta

At home 71.8% 70.6% 71.1% 67.0%

At friends/family's house 52.9% 53.9% 53.6% 51.5%

Beer hall 16.3% 24.5% 21.6% 19.4%

Restaurant 13.6% 27.9% 20.6% 19.4%

Street food stall 9.1% 13.7% 15.5% 15.5%

Beer Garden 4.7% 3.9% 3.1% 7.8%

Bar/pub/club 4.7% 1.5% 8.2% 2.9%

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
25 Q: On Tet holiday, Where do you often drink beer?
 Purchasing Purpose
Overall Insight Differentiate by region
Buying beer for:
During the Tet holiday, the primary purpose for purchasing beer
Serving across all regions is to serve guests, family, and friends, with strong
71.9%
guests/family/friends emphasis on hospitality among Central & South. Gifting and personal
consumption are secondary, with notable variations in preferences,
Gifting 39.7% particularly in the North and Central region.

Personal
38.2% Mekong
use/consumption North Central Southeast
Delta
Differentiate by gender
Serving guests/
68.1% 78.4% 76.3% 74.8%
family/friends

Gifting 41.2% 41.2% 35.1% 33.0%

Personal
40.6% 36.8% 38.1% 28.2%
use/consumption

Women buy beer as gift more, while men buy beer for serving and
personal use more.

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
26 Q: What is your main purpose for buying beer during the Tet holiday?
 Purchasing Loyalty

Overall Insight Differentiate by region

For Tet consumption, most consumers prefer to stick The North exhibits the strongest preference for familiar
with the beer brands they know. beer types, while the Mekong Delta shows the highest
openness to trying new brands and different types of beer.

I usually just buy some types of beer Mekong

North Central Southeast
that my family usually use 57.4% Delta

I usually just buy some

I can try other beer brands rather than the
ones I used to buy
20.5% types of beer that my 59.6% 55.6% 55.8% 51.7%
family usually use
I usually buy many different types of beer
for Tet
15.0% I can try other beer
brands rather than the 21.2% 16.0% 19.8% 27.0%
I usually buy beer different from usual ones I used to buy
7.1%
I usually buy many
different types of beer 11.9% 22.5% 18.6% 11.2%
for Tet
I usually buy beer
7.3% 5.9% 5.8% 10.1%
different from usual

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
27 Q: Which of the following statements do you find most accurate?
 Purchasing Expectations

Overall Insight Differentiate by region

Having promotions/discounts 64.4% North Central Southeast Mekong Delta

Having promotions/discounts 61.1% 68.4% 70.9% 66.3%

Launching new flavors 48.8%
Launching new flavors 53.4% 43.3% 38.4% 47.2%
Promotional price 40.0%
Promotional price 37.1% 37.4% 53.5% 47.2%
Organizing events/experience programs 33.9% Organizing events or experience
36.4% 31.0% 30.2% 30.3%
Unique product 31.0% programs

Higher-end line 28.5% Unique product 32.2% 26.7% 38.4% 27.0%

Launching new packaging 28.3% Higher-end line 28.7% 25.7% 40.7% 21.3%
Beautiful packaging 21.5%
Launching new packaging 28.5% 24.1% 34.9% 30.3%
Interesting advertisement 17.4%
Beautiful packaging 23.0% 17.1% 22.1% 22.5%

Interesting advertisement 19.0% 14.4% 16.3% 16.9%

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
28 Q: What changes do you expect from beer brands for the Tet holiday?
 Purchasing Promotion
Overall Insight Differentiate by region

Discount 42.5% Mekong

North Central Southeast
Delta
Prize-winning programs 38.7%
Discounts 43.5% 39.0% 47.7% 39.3%
Extra beer of the same type (increasing
33.4% Prize-winning programs 37.1% 41.7% 31.4% 47.2%
the quantity of cans in a case)
Extra beer of the same
Giving away other items (such as glasses, 33.6% 32.1% 31.4% 37.1%
31.4% type
cups, bowls, toys, etc.)
Giving away other items 30.9% 29.4% 33.7% 36.0%
Just promotions 27.2%
Just promotions 26.7% 33.2% 25.60% 19.1%
Offering a new beer product as a gift 25.9%
A new beer product 27.8% 25.1% 22.1% 21.3%
Other beverage products as gifts 19.4%
Other beverage products 21.9% 14.4% 20.9% 15.7%
Tickets to events or activities 14.4%
Tickets to events or
15.7% 12.3% 14.0% 12.4%
Discounts and prize-winning programs are the most appealing activities
types of promotions for consumers when buying beer for Tet.

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
29 Q: If you buy 24 cans and get promotions, which promotion do you like?
 Accompanying Product

Overall Insight Differentiate by region

When buying beer to give, which product do you Mekong

North Central Southeast
usually buy with? Delta
Drinks (soft drinks,
Drinks (soft drinks, juice, coffee,...) 32.2% 38.2% 32.6% 37.2% 25.8%
juice, coffee,...)

Dried pork, dried chicken, dried beef... 29.8% Dried pork, dried
27.2% 31.6% 40.7% 46.1%
chicken, dried beef...
Confectionery, snack 21.3%
Confectionery, snack 37.1% 17.1% 23.3% 22.5%
Cold food (cold meat, smoked meat, cheese,...) 21.1%
Cold food (cold meat,
Gift baskets with beer 17.7% smoked meat, 25.4% 19.3% 37.2% 36.0%
cheese,...)
Alcohol 12.7%
Gift baskets with beer 22.1% 17.1% 14.0% 12.4%

Alcohol 17.7% 10.2% 16.3% 13.5%

Drinks (soft drinks, juice, coffee, etc.) are the products that Top 1 product bought with beer by the South & Central consumers is
consumers often choose to buy along with beer as gifts. food, by the North ones are other drinks.

Source: Coc Coc Beer Survey July.2025, n = 1001 (have drunk Beer in the past 1 year)
30 Q: When buying beer to give, which product do you usually buy with?
 On Tet holiday, consumers tend to drink Serving guests/family/friends is the
beer at home more than usual and reduce most popular reason for buying beer on the
the rate of beer drinking at other locations. Tet holiday.

In addition to promotional discounts,

Key highlights consumers also expect new beer

flavors for the Tet holiday.

If buying 24 cans and getting Drinks (soft drinks, juice, coffee,...) and Dried pork,
promotions, consumers prefer dried chicken, dried beef… are the accompanying
discounts the most. products that consumers love the most to buy with beer

31
 Coc Coc used the best efforts in preparing this report,
with an aim to provide an overview of Vietnam Beer
Market for reference use only. Hence Coc Coc made no
01 representations or warranties with respect to the
accuracy or completeness of the contents of this report
and specifically disclaimed any implied warranties
which extend beyond the descriptions contained in the

Disclaimer
report.

The accuracy and completeness of the information

provided herein and the opinions stated herein are not
guaranteed or warranted to produce any particular
02 results, and the advice and implications contained
herein may not be suitable for every partner. We do
not encourage business or investment decisions be
made solely based on the information provided herein.

Partners are advised to consult an appropriate

professional instead. Coc Coc shall not be liable for any
03 loss of profit or any other commercial damages if such
decisions are made.
Thank you
Contact us

sales@[Link] 0934 524 546

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 Favourite Brands
Different beer brands are favored in various regions

North Central Southeast Mekong Delta All

Bia Sài Gòn 49.7% 46.3% 52.0% 46.8% 48.9%
Bia Hà Nội 66.1% 20.4% 11.8% 11.7% 44.7%
Bia Tiger 36.5% 42.6% 60.8% 62.2% 43.2%
Bia Heineken 36.5% 42.1% 51.0% 41.4% 39.8%
Bia 333 39.0% 19.4% 20.6% 18.0% 30.6%
Bia Huda 6.5% 29.2% 8.8% 8.1% 11.8%
Bia Việt 8.9% 6.5% 10.8% 12.6% 9.0%
Bia Trúc Bạch 12.1% 3.2% 2.9% 3.6% 8.3%
Bia Budweiser 8.4% 6.5% 10.8% 8.1% 8.2%
Bia Larue 3.1% 14.8% 10.8% 18.0% 8.1%
Bia Sapporo 6.5% 6.0% 7.8% 5.4% 6.4%
Bia Carlsberg 7.0% 2.3% 3.9% 4.5% 5.4%
Bia Halida 7.2% 2.3% 2.0% 3.6% 5.2%
Bia Tuborg 3.8% 4.2% 7.8% 4.5% 4.4%
Bia 1664 Blanc 3.0% 3.2% 12.7% 2.7% 4.0%
Bia Bivina 2.3% 8.8% 2.0% 4.5% 3.9%
Bia Festival 1.9% 3.7% 2.0% 2.7% 2.4%
Bia Edelweiss 1.9% 2.8% 1.0% 3.6% 2.2%
34