Cost-Conscious Gen Z Are Fueling An Instant Coffee Boom – CoffeeTalk

Instant coffee sales have surged in recent years, with spending growing the fastest among Gen Z consumers. This trend is driven by the rising price of coffee at cafes, which has made instant coffee an appealing alternative. Social media platforms like TikTok and Instagram have also played a key role in driving the trend, as users share recipes that allow people to recreate popular café-style drinks at home without expensive equipment.

The market has expanded with higher-end instant coffee options, claiming to match or even surpass the quality typically associated with whole bean or ground varieties. Leading coffee manufacturers, including Nestlé and J.M. Smucker Co., report growth in their instant coffee lines due to a growing interest in at-home coffee-making and the popularity of recreating café-style beverages.

Many consumers appreciate the convenience of instant coffee for cost savings and ease of preparation. Marketing consultant Elisabeth Rosario switched to Starbucks instant coffee packs while living in a major city, cutting down on café bills and saving time. Industry leaders note that Gen Z and Millennials are particularly drawn to instant coffee because of their enthusiasm for customization and experimentation with new drinks.

Swift Coffee, a private-label manufacturer specializing in freeze-dried coffee, has seen increased demand for its products. The company produces instant coffee for specialty brands such as Intelligentsia, Partners Coffee, and Verve Coffee. With affordability, convenience, and evolving quality improvements driving the trend, instant coffee appears to be solidifying its place among a new generation of coffee enthusiasts worldwide.

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