.
Source: Neumann Kaffee Gruppe Statistics
In Europe growth in demand has been relatively modest at around 0.2% a year in
recent years, which is considerably slower than the overall growth in
consumption for all types of coffee. In the United Kingdom, where soluble
coffee accounts for around 80% of total consumption, demand was
beginning to show signs of actual decline, but has
been revitalised in recent years by the growing interest in speciality coffees.
Elsewhere in Europe, however, the introduction of new specialty instant coffee
products (such as instant cappuccino) increased demand for soluble coffee but
the trend appears to have been short lived. The Deutscher Kaffee-Verband
estimate that the instant coffee share of demand in Germany rose
from 6.2% to over 7.5% between 1998 and 2005 reflecting this surge in demand
for these speciality instant products, only to fall back to 4.2% in 2009.
Much of the recent growth in soluble coffee consumption can be
attributed to a rise in demand in Eastern Europe, notably Russia, and the Far
East – both regions where soluble coffee enjoy a high market share. In the Far
East there has been a tremendous growth in the demand for the product known as
‘3 in 1’, a beverage which combines the convenience of soluble coffee with a
non-dairy creamer and sugar, usually in single-serve sachets that can be bought
one at time.
In 2009, 72%
of the soluble coffee consumed in importing countries was processed into
soluble coffee in those countries. The corresponding figure in 2000 was 83%
X, which suggests that producing countries may be seeing a
significant increase in their share of the soluble coffee market in importing
countries. Imports of soluble coffee are often referred to as offshore
powder. Consumption of instant coffee in producing countries varies
considerably. In the Philippines and Thailand instant coffee accounts for
around 95% of coffee consumption whereas in Brazil, the largest exporter of
soluble coffee, domestic consumption of instant coffee only accounts for around
5% of overall coffee consumption. In India most soluble coffee is also exported
although it does account for around 35% of
local consumption. In Mexico the figure is about 60%.
Globally Nestlé and Kraft Foods account for around 75% of the
world market, with Nestlé alone supplying over half the world demand for
instant coffee.
Updated 11/2010.