A USD 80 mil­lion in­stant cof­fee mar­ket

Hospitality News Middle East - - SPECIAL REPORT -

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.

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