Global Instant Coffee Market – Insights
Instant coffee is coffee powder that is produced by coffee beans that have been brewed at a higher Coffee-to-Water ratio as compared to regular coffee. Instant coffee is coffee powder or soluble coffee made from coffee beans, which enables people to make a cup of coffee by just stirring instant coffee in hot water. Instant coffee is produced using the spray-drying and freeze-drying methods. Both methods preserve the quality, aroma, and flavor of the coffee. Some of the advantages of instant coffee are lower shipping weight and volume than coffee beans, and a longer shelf life.
Factors such as growing food and beverages industry has led to increase in the number of restaurants and cafes which is a major driver for the growth of the global instant coffee market. According to India Brand Equity Foundation, the gross value added (GVA) by hotels and restaurants witnessed an annual increase in both absolute and relative terms from US$ 226.0 million in 2014 to US$ 241.0 million in 2017.
Health benefits offered by coffee include enhanced brain function. Caffeine can improve brain function, increase metabolism, it helps to burn fat, and reduces disease risk. According to US National Library of Medicine National Institutes of Health, instant coffee can also reduce the risk of neurodegenerative diseases such as Alzheimer's and Parkinson's, type 2 diabetes, improve liver health by lowering risk of diseases such as cirrhosis and liver cancer.
Convenience is the major factor propelling growth of the instant coffee market, as it is easy to prepare compared to fresh coffee. The fast paced lifestyles of consumers is fuelling demand for convenient food products like instant coffee, which in turn, is supporting the market growth. According to India Brand Equity Foundation, in 2015, there were 100 chain cafés and bakery brands, with an estimated 3,100 - 3,200 outlets serving coffee in various cities in India. Coffee chains in India are witnessing substantial growth and are expected to grow rapidly till 2020. This is a major driver that is expected to drive growth of the instant coffee market over the forecast period.
High content of acrylamide in instant coffee as compared to the other forms of coffee is a major factor hindering growth of the instant coffee market. Acrylamide is a neurotoxic and can damage peripheral and central nervous system (PNS and CNS) in both humans and animals.
Overexposure to acrylamide can cause damage to nervous system and it may increase the risk of cancer. According to a study conducted by National Center for Biotechnology Information in 2014, instant coffee was found to contain 100% more acrylamide (358 mg/kg) than fresh roasted coffee. This scenario is likely to restrain the growth of instant coffee industry in the near future.
Figure 1. Global Instant Coffee Market Share, By Region, 2018
Source: Coherent Market Insights, 2018-19
The global instant coffee market was valued at US$ 30.57 billion in 2018, and is expected to register a CAGR of 4.7% in terms of revenue over the forecast period (2019 – 2027), to reach US$ 46.05 billion by 2027.
Latin America accounted for the largest market share in the global instant coffee market in 2018. According to the United States Department of Agriculture, Brazil’s coffee yield for marketing year (MY) 2019 is expected to reach 29.22 bags/hectare (60 kilograms per bag), which is an increase of 16% from 25.20 bags/hectare in 2018. This is mainly due to favorable weather conditions in the region and the on-year of the biennial (biennial: A plant that requires two growing seasons to complete its lifecycle) production cycle for Arabica trees.
Figure 2. Global Instant Coffee Market Share, By Product Type, 2018
Source: Coherent Market Insights, 2018-19
Asia Pacific is expected to witness the fastest growth in the global instant coffee market over the forecast period. This is owing to an increasing demand for instant coffee and significant growth of the food and beverage industry in India and China. According to International Coffee Organization, in 2015, China produced more coffee than Kenya and Tanzania combined, and consumed more than Australia, owing to increasing disposal income of consumers.
Major players operating in the instant coffee market include, Nestle S.A, Keurig Green Mountain Inc., Starbucks Corporation, Jacobs Douwe Egberts, Tata Global Beverages Limited, Strauss Group Ltd, Luigi Lavazza S.P.A., Matthew Algie & Company Limited, Kraft Foods Inc., Tata Global Beverages, Tchibo Coffee International Ltd, Unilever Plc., Leo Coffee, Cothas Coffee Co., Hintz Foodstuff Production Gmbh, Illycaffe S.p.A., Sri Narasu's Coffee Company Pvt. Ltd., Hindustan Unilever Limited, Zino Davidoff, BM Foods, CCL Products (India) Ltd., and others.
Furthermore, key players in the market are focused on adopting strategies such as technological development and collaborations in order to strengthen their footprint in the global instant coffee market. For instance, in 2013, the Food Empire Group entered the India coffee market with an US$ 0.43 million investment in an instant coffee plant in Andhra Pradesh, which was a 100% export-oriented unit.
Instant coffee, also called as soluble coffee. It is available in the form of crystals, and powder. Instant coffee is coffee powder that is produced from coffee beans that have been brewed at a higher Coffee-to-Water ratio compared to regular coffee. Instant coffee is produced using two methods such as spray drying and freeze-drying. In the spray drying method, a spray device is used for drying the coffee extract. The device transfers hot air into the container and converts the product into fine powder. In the freeze drying method, the coffee extract is frozen at around -40 degree Celsius and then the ice particles are treated separately in evaporation and drying chambers to produce instant coffee flakes.
Despite the dominance of fresh coffee in the coffee industry, instant coffee is quickly becoming popular all over the world. Transportation of instant coffee is cheaper, as it has lower shipping weight and volume than beans or ground coffee. Moreover, instant coffee offers convenience in preparation, which increases its demand among the urban consumers.
Among packaging type, the jars segment is expected to witness significant market share in the global instant coffee market. In 2018, the segment accounted for 33.2% share in the global instant coffee market in terms of revenue. This was majorly attributed to high consumption of coffee in the Asia Pacific region. Therefore, significant growth in consumption of coffee due to increasing population is expected to boost the instant coffee market during the forecast period.
Among regions, in 2018, Europe held dominant position in the global instant coffee market, in terms of revenue share. This was owing to increasing consumption of instant coffee in the region. Asia Pacific is expected to record fastest growth in the market over the forecast period. Growing demand for instant coffee in China and India is majorly supporting the regional growth of the market.
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“*” marked represents similar segmentation in other categories in the respective section.
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