Starbucks tried to modernize it with these little packets a few years back, under the name “Via”. The older brands still exist too, such as Nescafé, which, as a Nestle product, I assume is made from the blood of indigenous people.

I imagine there are tons of office workers, mechanics, construction workers, etc. who are drinking instant because it's impractical or impossible to have a coffee machine at work or in the field. I believe the vast majority of coffee vending machines also use instant coffee behind the scenes, so everyone who's ever gotten a cup of highway rest stop coffee was most likely drinking instant at least once. Ditto with the "cappuccino" machines at every convenience store and gas station on earth.

I carry instant coffee with me when I'm camping, because I can't be bothered to have to carry and more importantly clean any kind of coffee gadget.

It’s all I drink. But I only drink coffee for the caffeine, it all tastes like shit. If I want to enjoy it I have a cup of tea.

I drink both instant and real.

I drink french-press rocket fuel in the morning, a strong cap at lunchtime on office days, and I wouldn't compromise on either.

But afternoons at home, or in the evening... I dunno, it's just too much drama. I want something in the background that isn't going to make any demands on my attention. It's the equivalent of watching garbage TV at the end of a long day. You don't want hard-hitting incisive social commentary, you just want a couple episodes of Ow, My Balls.

I've found a brand that doesn't taste like toner; it's not real coffee, just Brown Drink. But it's entirely acceptable Brown Drink, and it does what I need it for.

It's a bit more common in the UK. Everybody's got 230v electric kettles practically in every room (/s) so having coffee that just takes hot water has extra appeal. I'm also lead to believe that their instant coffee is a bit better quality than what is common in the US.

I love coffee. I am a coffee snob. Instant coffee is easy to pack and travel with. If you have access to hot water it's still coffee which is better than nothing. If you don't have access to hot water then it's a tastier caffeine pill.

When camping, never otherwise.

I do. Almost always. And there are three main reasons for it.

(A) Hassle free prep. Hot water and stirrer, bam!

(B) No waste/by-products (e.g. filter, brewed coffee granules residue, blah blah) - so much less carbon footprint.

(C) A cup of instant coffee has slightly less caffeine content than the same cup of freshly brewed coffee. Good for me, because I have been a caffeine-addict, and trying to cut down now.

So I always try to go for Freeze-dried instant coffee ( especially Colombian, like Juan Valdez ), and not the Spray-dried shit.

Edit : I thank max and the OP for enlightening me about the instant coffee manufacture process. It surely appear that Instant coffee has a lot more environmental impact than simple ground coffee because of more processes involved. I have always consumed instant coffee, but were totally ignorant on this part. Dumb of me.

Thanks to the people directing me to the right way, and I will strike out my second point above.

For me instant coffee is for backpacking, because when you're busting your ass on the trail for a few days literally anything you can eat or drink tastes amazing

I do. What's the problem with it?

I was recently on holiday where most of the other guests in our hotel were 50-70 year old Germans.

The breakfast buffet at our hotel had a large scale coffee maker which could do some surprisingly good freshly ground coffee. What it could also do is spit instant coffee into your mug and pour hot water on top.

In two weeks I never saw someone (other than me) draw anything but fucking instant coffee from that thing.

Absolutely!

It’s portable, stores well, takes nothing more than a mug and hot water to make, and takes no longer to make than it does to heat the water.

Sure, I prefer good drip coffee or an espresso-based drink, but I travel a lot and often hotel room coffee sucks. Sometimes a decent insta-coffee works great to get you out the door.

I like drinking really good coffee as much as I can, but I do not look down on a cup of instant from time to time. I have a jar at home for if I run out, and it's often the only option while traveling.

Coffee is coffee, and I like coffee.

Instant coffee is still popular and common in Asia. Coffee vending machines, which are technically instant, are also common in waiting areas of businesses (i.e. dealership, leasing offices, clinics, etc.)

I still do. Most of my coffee consumption is instant, but I am not particular about coffee so long it doesn't taste bad.

Yeah, I have low standards

Not me, but it’s great for baking (a bit of coffee makes chocolate taste more chocolatey) and making nutrition shakes palatable.

I used to because I am single and it didn't seem economical to brew a pot for one cup. Then I found out about the "4 cup" machines like the ones they put in hotel rooms.

I do. Juan Valdez tastes amazing.

Yes. When I can't be arsed to grind beans and boil water. Doesn't taste as good, but it's fine with a little cookie or something.

Revenue in the Instant Coffee market amounts to US$30.3bn in 2023. The market is expected to grow annually by 5.03% (CAGR 2023-2028).

In global comparison, most revenue is generated in Japan (US$4,741m in 2023).

In relation to total population figures, per person revenues of US$3.95 are generated in 2023.

In the Instant Coffee market, volume is expected to amount to 1.6bn kg by 2028. The market for Instant Coffee market is expected to show a volume growth of 3.5% in 2024.

The average volume per person in the Instant Coffee market is expected to amount to 0.19kg in 2023.

https://www.statista.com/outlook/cmo/hot-drinks/coffee/instant-coffee/worldwide

In college, I used to drink Starbucks' Via. That instant coffee hits different.

Nowadays, I make either an espresso or a pour over. But I still crave Vias sometimes.

Still seems like the default in much of Europe and Asia

I generally only drink instant for late night decaf, though the premixed Korean instant coffee packets are a treat every hour and then

I feel like it's 2 different market segments.

Starbuck and othes fancy coffee shop I am in town, look for clean toilets and wifi so I'd pay 10 € to get them

Instant I am camping, (and sometimes indoor without coffee machine) and want a coffee

I drink it. It's cheaper and quicker to make than anything else I've found.

In the UK it's still very common for people to have instant coffee at home. Companies will sometimes have their own fancy coffee maker (e.g. Nespresso) but not always.

In the army we used to get a pack of instant coffee with the afternoon meal. We rarely wanted to shit ourselves later in the bush, so, no. We'd save it for whomever was fucked with guard shift that night.

Please understand there is no hot water at night; no real water supply at all. We do not traipse about the boonies looking for a stream, nor do we make a fire so it can be seen for miles. We even hide the pips on our wristwatch.

Not since bush coffee have I had instant coffee. And if I die without having instant coffee again - even properly prepared - it will be too soon.

I keep a jar of it in my desk at the office.

Handy for those overnight callouts when noting else is available.

Starbucks and coffee chains are, you know, nowhere near my house, for one thing. How am I going to have coffee in the morning if I have to first leave my house and get a bus to where the coffee shop is, then get the bus home again and then go to work, or whatever?

Further, those places are EXPENSIVE AS HECC. The sort of people that can afford to buy coffee at those places every day sure do have it real nice.

For the rest of us, we make our coffee at home, and sometimes if we're lucky we get the cheap "real" grounds instead of the instant powder, haha

I keep it to make dalgona

I don't mind instant coffee and there are so many options. I get hired if I drink the same thing all the time. So some weeks I drink cold brew, some weeks I drink instant coffee, some week I drink iced and some weeks I drink tea. I alternate between different sources of caffeine pretty much every other week.

I use instant coffee for baking. And I had instant coffee as part of the tea-making facilities in British B&Bs (but I definitely prefer the tea there).

Absolutely. Quality instant coffee tastes as good as a regular brew, when prepared correctly: dissolve in cold water, ONLY THEN add hot water.

If I'm going camping and want to keep things light I'll buy instant coffee and transfer it into a freezer bag.

Only when I'm backpacking in the wilderness, otherwise, it's fresh ground for me!

I only use it to make Dalgona coffee. Basically a tablespoon of crystals, tablespoon of sugar, tablespoon of boiling water. Whip it until its a really thick foam, almost like shaving cream, then you put it over some milk, ideally also lightly sweetened as the foam ends up really bitter without a shitton of sugar which I don't prefer to use.

My husband does. Nescafe. Though I make coffee each morning in a moka pot, fresh ground. He likes the instant coffee (and likes it much earlier than I make coffee).

I like coffee but not enough to like bad coffee.

I like it just fine. Used to drink it all the time at my old job. My current job actually has coffee in the break room as a perk, so now I drink that. It's still basic Folgers or whatever, but it's fine. Not every coffee needs to be fancy. Sometimes I just want a cup of joe.

At night when the espresso machine is too loud

My wife prefers it. It's fine with sweet creamer.

I drink instant cappuccino, a habit I picked up from my wife. It's much less "coffee" than it is "vaguely coffee-flavored drink."

Freeze dried Colombian is fantastic. A jar of Juan Valdez keeps in your cabinet for ages of you're not a coffee drinker.

Isn't that basically what a Keurig pod is? I think more people use instant coffee now than they did before those things existed. As much as Starbucks is popular, I still think most people make their own coffee at home.

Me

I'm finishing my cup right now. People say it's shit but I don't mind it.

I think it still represents something like 5-10% of the US coffee market.

Better doesn’t always drive out cheaper.

You can make a very nice (and strong) Dalgona with Cafe Bustelo instant coffee

Yes. I don't like it but sometimes I don't have time to make my normal pour over. Like lunchtime. Tastes pretty bad. Especially to a pour over coffee snob like me.

Even Costco sells it.

Dealing with coffee grinds got annoying. It’s also one of my first grocery store purchases when traveling.

Bonus points for instant iced coffee.

I don't drink coffee at all but I do live outside of the US. I have noticed that in MANY places in the world, instant coffee is the norm. It's not normal to see coffee beans in the grocery store at all really where I am now. I would have to go to a more upscale place or to a specialty spot to find whole or ground coffee.

Personally, not very much. I’m aware my personal experience doesn’t translate to universal truth, but I only know what it know.

I have a little bit of instant coffee around but it’s mostly for camping.

Day to day, I either drink homemade iced coffee, or regular coffee made in a pour over. Getting the iced coffee ready is as fast as putting some ice in a bottle and pouring the coffee. Even the pour over, which takes maybe 15 minutes total is still faster than the time spent going to a Starbucks, waiting in line, ordering, and waiting for it to be made.

To me, buying coffee is really only going to happen when I’m traveling.

I do occasionally. I'm mindful of my caffeine intake, so if I really want a hot beverage and herbal tea doesn't cut it I can make up a light cup of coffee, or a mix of coffee and cocoa. I usually do this after I've had my coffee for the day or when I'm planning on having my regular coffee later than normal.

Drinking some right now, try medaglia d'oro Espresso Instant Coffee. I also enjoy a few other brands, it's literally pre brewed coffee and then dehydrated, you can have shitty regular coffee and shitty instant.

I do from time to time

My family does. Good old Bland Blend 43 Gold

I don't drink instant as my daily coffee, but I do use it for baking and cocktails. When you want coffee flavor in something without the grainy texture of coffee grinds, instant coffee is the best solution because it dissolves entirely. It's great for ice cream, frosting, coffee cake, coffee syrup, or anything else of the sort. I've also found that the quality of instant coffee has improved significantly over the years, so it does actually make a pretty decent cup of coffee in a pinch.

My father-in-law prefers it. I have pretty good coffee here at the house, not excellent, but pretty good 2nd wave stuff. He hates it and wants Folger's crystals. I use it when backpacking. I'm not carrying beans, a grinder, and an aeropress over a mountain. Fuck that.

I do when I can't be arsed otherwise.

On a good day, I slowly simmer oat milk and water in two pans and Aeropress fresh-ground coffee to make something akin to a flat white.

Can't be arsed? Oat milk in a mug in the microwave for 1-2 min and a tablespoon of Medaglia De Oro instant espresso powder.

I do it when I'm too lazy to make espresso at home. I have some freeze dried quality coffee that mixed with oat milk or vanilla ice cream tastes really good but I also do 3in1 which is delish.

Instant coffee is becoming quite popular again thanks to tiktok. People are sharing many recipes and its big because it's very accessible and can taste good. Also people finally figuring out that there is some special prep involved like not burning the coffee etc.

I don't really get beverages elitism tbh it's all some weird nonsense we put into our water to entertain ourselves.

I do when I'm in a hurry. It's not as good as the real one but gets the job done when I really need it.

Generally only when camping. Really like Mt. Hagen, but the canisters of Starbucks Premium Instant are decent.

At least instant coffee makes sense in an economical way: it saves steps and time. what i don't get are filter coffee machines, the coffee they make is always horrendous.

I do. I left my pour-over coffee maker at the office, so I make do with instant coffee. It's... ok, if I drown it in almond milk.

My parents in law do it.

I don't normally drink coffee at all, but my parents still have a coffee maker, so they at least do.

We keep a little on hand for coffeemergencies. Say the power's out and we don't have any ground, and we either don't want to start the generator just for the coffee grinder or are out of fuel or something. Or we're camping and didn't grind enough before we left. All this assuming we're out of The Good Tea because that'll do in a pinch. I've used it twice.

I just go to coffee shops. I live in Seattle ffs (though I prefer the smaller and local shops, their food and coffee is more unique and tastes better, and they usually treat their employees way better than starbucks)

Sometimes. I keep it on hand. I usually do a French press or pour over coffee maker. But sometimes, just some hot instant coffee in theocrowave is good because I'm too tired to wait for the water to boil

I have a 10 year old emergency stash.

I use it, because I have fibromyalgia. So it's easier sometimes to just press the button on the kettle to makes some coffee. When I'm doing well, I always make Turkish coffee, since it feels like it makes me clearer way faster than other coffee does.

Life is sad, and there are fewer options, when you drink decaf. It's all I can get at work, while the big, sophiscated coffee machine, with all it's flashy buttons, is dedicated to grinding life giving caffeinated beans to the masses.

Try Korean instant coffee, it's about the best I've had. Check the ingredients carefully if you have food sensitivities, there's often surprise 🌽 in the creamer and sometimes corn syrup powder as sweetener.

Does everyone have a Starbucks in their home? Is everyone on large incomes?

The answer to both is no and no. Buying coffee is expensive and retail is at least a long way away for nearly all people. Instant is instant and cheap it will always have a place.

If you count k-cups ….

Or occasionally as an ingredient for baking

Is there really anyone left who -would drink it?

Instant coffee, instant sex ... not pleasant, but over with quik. Now - get back to work. Slacker.

No, it's disgusting, taste like socks' water