Coffee
is the most enjoyed beverage in the world that bestows a sensory
experience to its drinker. Its components have been repeatedly
researched and it has undoubtedly proven itself to be one of the best
drinks. It is consumed in huge quantities because of its unique
aroma, taste and flavors. Even though the demand for coffee in US and
Europe have been considerably huge, instant coffee has also continued
to gain an equal market share among the new coffee drinkers in the
developing countries. Instant coffee is a soluble type of coffee
powder that is either roasted or grounded in form. It has recently
gained popularity over the traditional style of consuming coffee as
it is easier and quicker to prepare. The grounded beans of coffee are
extracted along with hot water to derive the desired coffee flavor
and aroma. Furthermore, these coffee extract is then dried either by
spray drying or freeze drying to prepare and pack the coffee granules
in glass jars or sachets. Individuals worldwide are found accepting
instant coffee rather than the traditional one as it is helping them
to save time and resources in preparing the originally brewed coffee.
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Instant
coffee market is observed to gain an unprecedented growth in the
global market and has several driving factors that are increasing the
acceptance of this market. Clearly, instant coffee has been
dominating the market because of its convenience over fresh coffee.
Due to the recent change in the lifestyle and urbanization
penetrating the developing regions, youngsters are preferring instant
coffee and changing the social trend. Moreover, due to its
availability in sachets, instant coffee can be carried and prepared
at workplace or during travel. Simultaneously the hassle of disposing
the leftover coffee is also reduced on consumption of instant coffee.
Innovation is another driver in maintaining the perennial demand of
instant coffee in the market. Although, it’s high popularity in the
market the coffee industry is facing high competition and
commodification in the environment due to the availability of
substitute products in the market. Additionally, consumers falling in
the lower income group category find it difficult to buy and
experience the culture to sipping a sophisticated beverage.
Nevertheless, coffee will always maintain its popularityas a widely
consumed beverage globally.
The
instant coffee market can be segmented on the basis of typesand
distribution channel. By product, the instant coffee is available
either spray dried or freeze dried. Under spray dried the coffee
extract gets sprayed with stream of hot air in a cylindrical tower.
In this process the quality and aroma of the coffee is preserved
better. On the other hand, freeze drying involves the coffee extract
to be frozen below -40°C and then crushed into granules. Even in
this product type, the aroma and flavor is maintained due to low
temperature and gentle drying conditions. The evolving retail concept
all over the world has channelized the successful distribution of
instant coffee in to the market through departmental stores,
hypermarkets, convenience stores, specialty stores and online retail.
In
terms of geography, instant
coffee market is consumed in all the regions of the world. North
America, Europe, Asia- Pacific, Latin America, Middle East and Africa
have succeeded in attracting the consumers for its consumption. Asia
Pacific and Middle East have been recently getting acquainted with
the modernized lifestyle where consuming instant coffee at cafeterias
and coffee joints are a trend. Europe and North America is forecasted
to dominate this market where countries like UK, US, Turkey are heavy
consumers of instant coffee.
Prominent
vendors in the market for instant coffee are Nestle, Starbucks, JDE,
Strauss Coffee, AMT Coffee, Kraft Heinz, Tata Coffee, Tchibo Coffee,
Trung Nguyen, Lavazza are among the many other suppliers that are
technologically advancing to produce instant coffee.
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