3. Consider premium drinks with health benefits
A big opportunity could lie in premium drinks with health benefits. Success for such brands lies in a reduced price sensitivity among consumers towards drinks in comparison to food—Vietnamese consumers have a longstanding taste for functional drinks and have confidence in their efficacy.
Moreover, health is a bigger driver for choosing a drink when compared to food—only 5% of respondents said they chose to eat out for healthy nutrition. Instead, the most important reasons for doing so were "convenience/practicality" and "treat/indulgence".
