Has The U.S. Fallen Out Of Love With Instant Coffee?

Americans drank an estimated 517 million cups of coffee daily in 2022 spending almost $110 billion on the beverage that year. Cold brews, expresso-based beverages and perfectly roasted beans are among the top drinks for today’s coffee aficionados trying to get their caffeine fix. But one segment of the U.S. market has given up ground. Instant coffee, the kind that dissolves in hot water, has seen consumption fall to just 4% of American coffee drinkers. By comparison instant coffee accounts for about 25% of the coffee consumed globally. Nescafé, Swiss-based food giant Nestlé’s largest coffee segment, is one of the world’s biggest coffee brands. Worldwide one in seven cups of coffee consumed is a Nescafé.

Chapters:
0:00-2:37 Introduction
2:38-5:16 Chapter 1 - Instant coffee boom
5:17-7:58 Chapter 2 - The global market
7:59-11:52 Chapter 3 - Future growth

Produced by: Shawn Baldwin
Edited by: Marc Ganley
Supervising Producer: Jeniece Pettitt
Camera: Peter Scheid
Additional Footage: Getty Images, Blue Bottle Coffee

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Has The U.S. Fallen Out Of Love With Instant Coffee?

[Mrdresden]

This just must be a sponsored piece from Nestlé

[leaninglight]

The title said it’ll talk about instant coffee in general, not Nestle’s coffee!

[Mauricio]

As a mexican can confirm that Nescafé was all we knew in my family for up until 5 years ago when I started trying other brands and brewing methods lol.

[ninja.saywhat]

i had no idea i'm in such a very small minority, i'm in one of those 4 percent instant coffee drinker.

[emptyfish]

Only in America can a product fall out of favor lose demand and double in price.

[wewereangels]

Missing from the video is that Robusta production involves massive deforestation. Robusta grows in open sun, so they cut down tons of trees. Arabica grows in the shade and can grow under existing trees.

[alonshavit]

Damn the amount that nestle control everything I put into my body is crazy

[PhatChin]

Always have kept a tin of Nescafe in my desk for emergencies. Like those impromptu meetings or super rainy days when you just don't wanna go get a made to order. It's a reliable friend.

[trex]

Boiled, frothed milk with instant coffee is underrated

[nychris]

Personally I like instant coffee. It's great for making ice coffee. It tastes different than fresh brewed coffee, but it doesnt taste bad. I like both for different reasons and at different times.

[johnthompson]

This is the same company that the CEO said that water should not be a human right. Keep that in mind.

[rangerannie]

An old ironworker friend who traveled the country always drank Maxwell House instant coffee. He said it always made the water taste the same. RIP Jerry... 🙏 ☕️ 💧 Sacramento, California USA 🇺🇸

[hitardo]

To be honest, I stopped drinking Nescafé because the flavor changed drastically.
I even tried the Gold, over the regular one, however, the taste changed!

My mother-in-law worked at an hotel, and she occasionally brought me coffee bought from a wholesaler.
In 2010, that coffee was AMAZING!
In 2020, the coffee is just... Meh.

Nescafé, being part of the Nestlé group, maybe tried to force people from instant coffee to coffee pods - where it dominates in Europe, from Dolce Gusto and Nespresso.
However, this tactic failed miserably.
Not only because the patent over its Nespresso coffee pods ended, but also due to the increase competition on that segment.

Moreover, due to inflation, many people bought automatic machines, which shifted some demand to ground coffee, in order to both save money and get a great coffee.
That is what I did!

Nestlé, please get your act together!
If you do so, I will go back to instant coffee in between meals 😀
Otherwise, I will continue on my ground coffee across all my day.

[humorss]

instant coffee dissolve in cold water, that beats everything. I like a hint of coffee with my milk and that taste really good.

[ashleykbarks]

Instant coffee is fine. Its the coffee I keep just in case I am too lazy to go out and have run out of my normal coffee. I think nescafe is actually good, or it wouldn't sell. That, or people severely underreport what type and how much regular coffee they drink.

I will always have something simple like this in my pantry.

[weirdshibainu]

Instant coffee is perfect for backpacking and starting your day. Standing outside your tent, no one around for miles, drinking hot coffee while looking across a mountain range as the sun rises are some of the better 20 minutes you'll ever experience.

[statesoftheunited]

I like instant coffee. Less waste, no coffee filters and grounds going to lanfill or having to deal with stinky stale smelling coffee maker

[xhcmx]

Brewed coffee is better but instant coffee is convenient and does the trick.

[hollyloomer]

As an ultra-light backpacker here in the U.S., I love the instant Starbucks VIA packets when I'm 8, 200 ' in the Sawtooth mountain range It's light, easy to make and INSTANT! However, I do love a daily espresso from my Brevelle machine when I'm home.

[ibvghgfvbnbc]

When you start to taste brewed coffee, then instant does not taste the same. It does not help that instant coffee has a bitter aftertaste, a taste that is lacking in traditional brewed coffee