Instant coffee is experiencing a powerful resurgence, and Gen Z is at the forefront. Increasing living expenses and stricter budgets have prompted younger consumers to focus on more affordable and easy-to-use alternatives, and instant coffee is now a preferred choice.
In addition, the taste of instant coffee has improved dramatically in recent years. High-end blends and single-origin ones are tempting even die-hard coffee lovers who used to avoid it. Its convenience and portability also make it a go-to for busy Gen Zers juggling work, school, and social lives.
Coffee companies are cashing in on this trend, promoting instant coffee as trendy and convenient. Demand is transforming the beverage industry, with innovation around flavors, packaging, and green sourcing leading the way.
