The coffee sector in Laos can drive the economy and support small farmers by enabling them to large scale producers. The demand for Lao coffee production is increasing both domestically and globally. The government also aims to enhance the coffee producers' efficiency, sustainability, and access to global markets. Lao coffee products are available in many forms, including pre-packages ready to drink, instant coffee powders, and specialty coffee beans. Most consumers in Lao PDR are middle-aged and likely to consume as part of their daily routines and occasionally as a sign of hospitality. The main factors that influence are drinking habits, drinking for its energy, alertness, and relief from exhaustion. Cold coffee also offers refreshing to consumers in hot and humid region as Lao PDR.