[Market Trends] Has The U.S. Fallen Out Of Love With Instant Coffee?
📌 Distrust in Quality?
In 2022, Americans drank about 517 million cups of coffee per day, spending nearly $110 billion on this beverage throughout the year. Coffee enthusiasts prefer cold brews, espresso-based drinks, and perfectly roasted beans for their caffeine intake. However, the consumption of instant coffee, which dissolves in hot water, has dropped to just 4% among American coffee drinkers. In contrast, instant coffee accounts for about 25% of coffee consumed worldwide. Many American coffee drinkers scorn instant coffee, which has long been a major issue for the instant coffee market. The challenge of quality has always been a problem for instant coffee. Nestlé, through its Nescafé brand—one of the largest coffee brands in the world—claims to have the means to educate consumers more. Nescafé is consumed at a rate of 6,100 cups per second worldwide and recorded sales of $945 million in the United States in 2023. Despite the decline in instant coffee consumption in the U.S., it continues to grow globally. Nescafé plans to invest over $1 billion in supporting coffee farmers through sustainable methods. However, the stigma against instant coffee remains in the U.S., and this category is expected to continue its decline in the near future.
