1. United States
Table of Contents
Type of products imported from Vietnam
-
About 90% of Vietnamese coffee exported to the U.S. is in raw, unroasted form; only 10% is hulled, roasted, and packaged.
-
Vietnam mainly exports Robusta to the U.S. as raw beans, which still brings limited added value to the industry.
Major suppliers to the U.S.
-
The U.S. imports coffee primarily from Brazil, Colombia, Vietnam, Guatemala, Mexico, etc.
-
Brazil is the largest supplier, with more than 428,000 tons imported in the first 11 months of 2022.
-
Vietnam is the third-largest supplier.
Vietnam’s coffee price in the U.S. market
-
In 2022, the average export price of Vietnamese coffee to the U.S. reached USD 2,355/ton, up 15.5% YoY.
-
Robusta: USD 1,965/ton (+13%)
-
Arabica: USD 4,451/ton (+53.1%)
-
Competitor prices in U.S. market (Nov 2022)
-
Brazil: USD 4,315/ton
-
Colombia: USD 6,345/ton
-
Guatemala: USD 6,082/ton
-
Mexico: USD 5,559/ton
-
Other markets: USD 7,727/ton
U.S. coffee consumption
-
Revenue in the U.S. coffee segment is projected at USD 95.58 billion in 2023.
-
Average per capita spending: USD 283.9 in 2023.
-
Market volume expected to reach 1,314.9 million kg by 2025, with 1.4% growth in 2024.
-
Average per capita consumption: 3.81 kg in 2023.
Consumer habits
-
U.S. coffee culture emphasizes speed, convenience, and affordability while retaining coffee’s characteristic aroma and bitterness.
-
Unlike Europe, U.S. consumers prefer coffee that is simple, tasty, and refreshing.
2. Germany
Type of products imported from Vietnam (2020, ITC data)
-
Green coffee: 212,182 tons
-
Decaffeinated, unroasted: 1,212 tons
-
Roasted & decaffeinated: 1,916 tons
Major suppliers
-
Brazil, Vietnam, Honduras, Uganda…
Prices in German market (2021)
-
Brazil: USD 2,817/ton
-
Vietnam: USD 1,874/ton
-
Honduras: USD 3,598/ton
-
Italy: USD 5,590/ton
Consumption in Germany
-
Germany is the largest importer of green coffee in Europe.
-
The German roasting industry is very large, serving both domestic demand (Europe’s biggest market) and re-exports.
-
Sustainability is now a minimum requirement for coffee imports.
-
Specialty coffee demand is growing, taking a larger share.
Consumer habits
-
Coffee is considered an essential energy source for Germans to stay creative and alert.
-
Germany has become a true “coffee nation” (Kaffee-Nation).
-
86% of German adults drink coffee daily.
3. Japan
Type of products imported from Vietnam (2020, ITC data)
-
Green coffee: 93,867 tons
-
Roasted, non-decaf: 899 tons
-
Decaffeinated green: 173 tons
Major suppliers
-
Brazil, Colombia, Vietnam, Guatemala…
Vietnam’s coffee price in Japan
-
April 2022: average export price USD 2,458/ton, up 15.8% YoY.
Prices in Japan market (2021)
-
Brazil: USD 2,781/ton
-
Colombia: USD 4,358/ton
-
Vietnam: USD 1,815/ton
-
Guatemala: USD 4,600/ton
Consumption in Japan
-
In 2020, about 431 million tons of coffee were consumed.
-
Japan is one of the largest coffee importers, mainly sourcing from Brazil.
Consumer habits
-
Japanese consumers view coffee as a health-friendly beverage, in line with rising health awareness.
4. China
Type of products imported from Vietnam (2021, ITC data)
-
Green, non-decaf coffee: 54,661 tons
-
Roasted, non-decaf coffee: 1,805 tons
Major suppliers
-
Guatemala, Ethiopia, Vietnam, Colombia…
Prices in China market (2021)
-
Guatemala: USD 4,423/ton
-
Ethiopia: USD 4,623/ton
-
Vietnam: USD 1,712/ton
-
Colombia: USD 4,816/ton
Consumption in China
-
In 2021/22, Chinese consumers consumed about 4.2 million 60-kg bags, while domestic production was only 2 million bags.
Consumer habits
-
Coffee in China is associated with health benefits (reduces fatigue, boosts metabolism) and social status, showing refined taste.