A USD 80 million instant coffee market
Nescafe, for Lebanon, is what Scotch is to adhesive tape or Nutella to chocolate spread, becoming synonymous with instant coffee. “Three-quarters of the market belongs to Nescafe,” Dahan calculated. “All of it is imported because of the complicated manufacturing process.” In 2015, the instant coffee market was valued at USD 80 million. Between July 2015 and August 2016, about 73 percent of instant coffee consumed locally was made by Nestlé. However, local roasters remain undeterred. One such example is Café Super Brazil, which imports its instant coffee and distributes it through its brand, Lio.