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

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 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.

I do. What's the problem with it?

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

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.

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

I do. Juan Valdez tastes amazing.

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.

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.

Still seems like the default in much of Europe and Asia

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

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

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.

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