Why Nescafé instant coffee sales are surging

Americans drank an estimated 517 million cups of coffee daily in 2022 spending almost $110 billion on the beverage that year. Cold brews, expresso-based beverages and perfectly roasted beans are among the top drinks for today’s coffee aficionados. But one segment of the U.S. market has given up ground. Instant coffee, the kind that dissolves in hot water, has seen consumption fall to just 4% of American coffee drinkers. By comparison 25% of the coffee consumed globally is instant.