Instant coffee is a subcategory of coffee. It is defined as dried coffee extract and available as soluble powder or granules. The term originated in English-speaking countries as the preparation requires the pouring of boiling water over the dry mixture in order that the drink may be enjoyed ‘instantly’. Instant coffee is known additionally under terms such as coffee powder or soluble coffee. The beverage contains caffeine or can be decaffeinated. Easy and convenient preparation, as well as a long shelf life are only two characteristics which made instant coffee a popular beverage among many age groups.
Coffee is consumed around the globe. The latest analysis of the coffee market showed an increased ‘on-the-go’ demand and more convenient ways of enjoying a cup of coffee.
The retail environment offers top instant coffee brands such as Folgers, Nescafé Taster’s Choice, Nescafé Clasico or Maxwell House. Folgers is a core brand of the J. M. Smucker Company, which is based in Orrville, OH. The food company’s further product portfolio includes various categories such as peanut butter, fruit spreads and ice cream toppings. The Folgers coffee brand was sold by Procter & Gamble in 2008. J. M. Smucker was also listed among the leading single cup coffee vendors in 2012. Further top ranked instant coffee vendors include Nestlé USA and the Kraft Food Group.
A similar picture emerges for the instant decaffeinated coffee supply, whereas the same instant decaf coffee vendors dominate the market. Nestlé USA is a division of Swiss-based Nestlé S.A. In the coffee category, the global player is broadly known for its top selling brands Nescafé and Nespresso.