Case Study: The Coffee House modernises its coffee experience and captures the youth market with WGSN

The Coffee House expands Hi-Tea to 16+ flavours with WGSN

The Vietnamese chain The Coffee House faced the challenge of modernizing its offerings to appeal to younger consumers, who make up a third of Vietnam's population, without compromising local coffee tradition. They partnered with the trend forecaster WGSN, utilizing its Food & Drink Personas report and Drinks Forecast to identify key consumer profiles and trends.

Guided by WGSN's insights, The Coffee House developed and launched two targeted product ranges: the wellness-focused Hi-Tea line and the nostalgic CloudFee series. This strategic solution led to record-breaking sales for Hi-Tea, which expanded from five to over sixteen flavours due to high demand. WGSN's guidance also helped the company onboard new, younger coffee drinkers, successfully shifting demand within that key segment.

The Coffee House