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Thread: Almost half the world prefers instant coffee sales show

  1. #1
    Super Moderator Javaphile's Avatar
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    Almost half the world prefers instant coffee sales show

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    Americans' taste in coffee might be getting more high-end -- with a growing fixation on perfectly roasted beans, pricier caffeinated concoctions, and artisan coffee brewers -- but it turns out a surprisingly big part of the world is going in the opposite direction: toward instant coffee...



    ...Australians like the stuff more than anyone else -- instant coffee accounts for over 75 percent of retail brewed coffee consumed in Australia and New Zealand, the highest percentage registered for any region. Even those regions more often associated with coffee snobbery are still guilty of giving in to the more convenient kind, too. Europeans might favor fresh beans, but they certainly appreciate the occasional instant coffee indulgence. In Eastern Europe, instant coffee accounts for over 50 percent of overall retail brewed coffee consumption; in Western Europe, it accounts for more than 25 percent; and together, the two regions drink 40 percent of the world's instant coffee.

    The only real exception to the instant coffee craze is the U.S. Americans have proved pretty exceptional in their utter disinterest in warming up to the most convenient method of coffee-making.

    "The U.S. is entirely unique in its aversion to instant coffee," LaMendola said. "Even in Europe, where fresh coffee is preferred, instant coffee is still seen as acceptable for at home and on-the-go consumption. In the U.S. the view is just much more negative," she said.

    Instant coffee sales in the U.S. have barely budged since 2008, and even fell marginally last year to just over $960 million. While that might sound like a lot, it's actually a paltry fraction of the $30-plus billion U.S. coffee market.

    Instant coffee accounts for a smaller percentage of all retail brewed coffee by volume in North America (barely 10 percent) than in any other region. By comparison, it accounts for over 60 percent in Asia Pacific, over 50 percent in Eastern Europe, over 40 percent in the Middle East and Africa, over 30 percent in Latin America, and over 25 percent in Western Europe.

    The instant coffee market in North America isn't merely the world's smallest -- it's also the world's slowest growing. Virtually all growth in the coffee market will come from fresh -- not instant -- coffee between now and 2018, according to estimates by Euromonitor...



    ...Nescafe, the world's largest instant coffee brand, has seen its U.S. sales remain stagnant for years. Folgers and Maxwell house have had trouble boosting their own, respective instant coffee businesses, too. In fact, just about every major coffee brand that has put instant coffee on supermarket shelves in the U.S. has suffered a similar fate.

    But don't cry for the instant coffee industry just yet. While millions of Americans might never grow to appreciate stir-in coffee, billions elsewhere are perfectly content with picking up the slack. "The only thing growing faster in the global coffee world right now is coffee pods," LaMendola said.



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    Senior Member flynnaus's Avatar
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    Interesting but I'm not that surprised. To prepare home-breed coffee that we as CSers are used to requires time, expense and more trouble than most coffee drinkers are prepared to go through. Let's face it. Most of us have invested a fair amount of time and expense learning our craft.
    Some instant brands like Nescafe, Robert Timms and Moccona have tried to improve their image with fancy titles like Moccona Mystique or Nescafé Short Black.

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    Senior Member GrahamK's Avatar
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    It is interesting, but maybe not necessarily an indication that the coffee provided in the USA is generally any better than instant. My perception is that the use of drip style coffee pots, bottomless cups etc..., that are often left on a hot plate to keep brewing for long period of time is widespread. However it's possible that the new wave artisan coffee providers in the USA have improved the quality of the drip style coffee along with the Espresso market.

    My perceptions could however be out of date, it's a while since I travelled that way

    GrahamK

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    Quote Originally Posted by Javaphile View Post
    ...Australians like the stuff more than anyone else -- instant coffee accounts for over 75 percent of retail brewed coffee consumed in Australia and New Zealand, the highest percentage registered for any region.
    75% of retail brewed coffee?

    If that means supermarket "coffee" purchases, I could believe it. If it means coffee shop coffee, then it's nonsense. Personally, I would still rather drink instant than drip percolated supermarket preground coffee.

    I suspect that it has to do with the tea drinking habits of the nation too. I recall reading once that people in the US are less likely to own a kettle. I think the vast majority of homes in Aus/NZ would have one.

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    I understood that 75% of coffee sold for home use in Australia was instant.

    Up until about 15 years ago I was happy with instant. Now I cannot stand the stuff. My taste has changed.

    While the popularity of pods has increased in recent years due to great marketing and cheap machines but expensive pods. I have not had a pod coffee that I liked.

    While I mainly drink espresso made coffee, if I am drinking where I don’t like the coffee I will chose to drink tea, water or beer.

    Barry

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    So, looking at this chart (from that article) it appears that our instant coffee market is growing at a tiny rate in comparison to the fresh coffee market.

    Also looks to be some bias towards instant coffee in developing regions. No surprise there really.


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    One of the unfortunate things about Army life is that I can't take my espresso machine with me on field exercises, so I have had to learn to live with instant, even the stuff that comes with powdered milk in it!
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  8. #8
    joe
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    Quote Originally Posted by flynnaus View Post
    Some instant brands like Nescafe, Robert Timms and Moccona have tried to improve their image with fancy titles like Moccona Mystique or Nescafé Short Black.
    Not only that, but the word 'instant' has been missing from Nescafé jars for some years.

    It's now called 'soluble' coffee....

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    It still tastes crook.

    Barry

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    On a weekend away staying in a hotel, at breakfast we were greeted with a Nescafe coffee machine which basically made powdered stuff into bloody horrible coffee, if you could call it that.
    It would be so simple just to use a drip brewer with some fresh ground coffee and with the volume of guest coming through, it certainly wouldn't have a chance to sit on a hot plate for any length of time.

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    I aree that all instants taste terrible, but have had to live with it my work where im often in my customers homes. As someone who has struggled to find a decent coffee (for various reasons such as location and lack of local knowledge), sometimes I actually look forward to my Nespresso pod at the end of the day- admittedly thats a pretty sad day when its the best i can come up with, but personally I found it quite serviceable.

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    Senior Member Mariner's Avatar
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    My advice to drinking instant coffee is that of simply saying to (convincing) yourself that it's a different drink all together. Don't compare it to coffee, call it a caffeinated "drink". This small suspension of reality may help make this "drink" and caffeine delivery just a little more palatable. Obviously, if you are at this point of the ride, you may as well add a little non dairy creamer to your drink......and then you will be in flavour country. .

    Works for me - as they say, "any port in a storm".
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    Senior Member Rocky's Avatar
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    It's a bit difficult to know what the article is saying but I agree with Mr Jack that it could only refer to packaged coffee sold in supermarkets - Instant/pre-ground/beans/bags.
    I could not tell you the last time I saw Instant coffee served in a "retail" environment - 1994?
    Everything else I have read states that there is a massive growth in fresh espresso retailing.
    I don't doubt that there is still a big market for Instant, however, as most people I know still drink the stuff. Certainly in my previous workplaces the Instant drinkers would have outnumbered the rest about 5-1.



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