In the US, instant coffee declines as people prefer espresso and cold brews. Only 4% favor instant, says the National Coffee Association.
Globally, soluble coffee gains traction with 25% enjoying it, reports the Brazilian Instant Coffee Industry Association.
Despite its image, instant coffee thrives due to affordability and convenience, attracting a large consumer base.
Despite its image, instant coffee thrives due to affordability and convenience, attracting a large consumer base.
Nescafé
, owned by Nestlé, leads as the largest instant coffee brand, selling 6,100 cups per second across 180 countries.
Nescafé dominates globally, with one in seven coffee cups worldwide being Nescafé.
CNBC explores Nescafé production in Vietnam, the second-largest coffee exporter.
Nescafé's affordability and ease of preparation drive its success among various demographics.
Emerging markets like Vietnam play a crucial role in Nescafé's growth.
Nescafé's innovation and adaptability secure its position in the evolving global coffee market.