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Instant coffee, sometimes known as decaffeinated coffee, powdered
coffee, decaf coffee powder, and soluble coffee powder, is an artificially
flavored beverage made from freshly ground coffee beans, allowing people to
immediately brew instant coffee by pouring boiling water over the powdered or
crystals and then gently stirring. The process of creating this type of coffee
beverage is similar to that of coffee brewing, but unlike brewing, it doesn't
require a lot of time to prepare a cup. It takes less than 10 minutes for
people to brew their first cup of this kind of beverage.
Most coffee drinkers prefer this kind of coffee. This is because
coffee is known to have a lot of health benefits such as reducing the risks of
heart attacks and strokes and also promoting good blood circulation. Studies
have also shown that people who drink more coffee regularly are less likely to
suffer from certain kinds of cancers such as cancer of the uterus. Aside from
these, coffee is also known to lower the chances of a person getting diabetes.
Market Dynamics
Increasing consumption of coffee is expected to propel growth of
the instant
coffee market. For instance, according to the U.S. Department of
Agriculture’s Agricultural Statistics 2018, per capita consumption of coffee
increased from 9.6 in 2011 to 10.2 in 2015. Similarly, in September 2019, McDonald’s
India reported sale of 10 million cups of coffee since its launch in October
2013.
However, not all coffee drinkers love the taste of instant coffee.
The problem is, some people dislike its bitter taste. This is mainly due to its
artificial flavor. In fact, people who have sensitive palates may find it hard
to accept a cup of coffee made with artificial flavors. Such scenario is
expected to hinder growth of the instant coffee market.
Among regions, North
America is expected to witness significant growth in the instant coffee market,
owing to increasing number of coffee shops in the region. For instance,
according to Allegra World Coffee Portal, the U.S. coffee shop industry
includes more than 35,500 stores with combined annual sales of about US$ 45
billion.
Competitive Analysis
Major players operating in the instant coffee market include,
Nestle S.A, Keurig Green Mountain Inc., Starbucks Corporation, Jacobs Douwe
Egberts, Tata Global Beverages Limited, Strauss Group Ltd, Luigi Lavazza
S.P.A., Matthew Algie & Company Limited, Kraft Foods Inc., SOLO Coffee, Tata
Global Beverages, Tchibo Coffee International Ltd, Unilever Plc., Leo Coffee,
Cothas Coffee Co., Hintz Foodstuff Production Gmbh, Illycaffe S.p.A., Sri
Narasu's Coffee Company Pvt. Ltd., Hindustan Unilever Limited, Zino Davidoff,
BM Foods, CCL Products (India) Ltd., and others.
November 2020: SOLO Coffee launched the UK’s first “coffee
cordial”, offering instant, barista grade coffee in the comfort of your own
home – just add water or milk.
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