In Asian and Middle Eastern countries, there has been a major spike in the instant coffee market. According to Euromonitor, the instant coffee market is currently valued at $28 billion and is expected to grow another $8.3 billion by 2020. “The growth is coming predominantly out of the developing world, like Asia and the Middle East, where consumers are finding instant coffee a quick, attractive, easy to make way not only to get energy but also to get a quick taste of modern westernized lifestyles,” Euromonitor analyst Matthew Barry told FoodNavigator-USA. In many developed Western countries, instant coffee consumption has been on the decline — except for in Eastern Europe, which currently has the highest consumption of instant coffee worldwide.
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