Gen Z drives instant coffee sales surge

Young shoppers from Generation Z are driving a revival in instant coffee as they look for ways to save on their coffee expenses. Research shows that sales of instant coffee have increased, especially among consumers in their teens and twenties. This group is drawn to instant coffee for its convenience and low price. Rising cafe prices have made instant coffee an attractive option. A cup from a cafe can be quite expensive in many cities, while making instant coffee at home costs much less. Social media platforms like TikTok and Instagram have helped popularize this trend. Users share simple recipes for cafe-style drinks using instant coffee, showing that you don’t need fancy equipment to enjoy quality coffee. Coffee companies, such as Nestlé and J.M. Smucker Co., have seen growth in their instant coffee products. They credit this to the rise of home coffee brewing and the desire for at-home versions of cafe drinks. Many consumers enjoy the convenience of instant coffee for both its cost-effectiveness and easy preparation. Marketing consultant Elisabeth Rosario switched to instant coffee to save money while living in a city. She now travels with instant coffee packets because they are portable and convenient. Industry experts say the trend is particularly strong among Gen Z and Millennials, who enjoy customizing their drinks. Artisanal coffee brands are also getting in on the action. Companies like Swift Coffee are producing high-quality instant coffee for specialty brands. The founder of Swift Coffee believes that offering instant coffee is now essential for coffee roasters. With its affordability and improved quality, instant coffee is becoming a favorite choice for a new generation of coffee lovers around the world.