Don't lied -what we really loves are instant coffee!

by Chee Leng
(Singapore)

I guess Nestle with its Nescafe has the right formula all the while. Nestle with its Nescafe flagship brand being the world largest roaster is doing it right because everyone is following them!

Lets talk about Starbucks, sure, the world is crazy about starbucks for a while, one or two decades, but now that they have reached a Saturation point, guess what they turned to for growth -instant coffee!

And apparently it was a huge success in US and Canada and now they are launching in Japan another coffee drinking nation.

Now, think about it, Nescafe debut in the 40's and has been doing well all these while despite competition from other instant coffee, gourmet coffee and what have you.

So, isn't it right to say that what we really want is instant coffee after all. And we pretend that we wanted that Americano or that nice latte dolled with pretty latte art.

If the gourmet coffee market cannot sustain growth while instant coffee segment is seen as the growing one, then it is obvious what we consumers really want right?:)

Now, in another case that highlight that what we want is really instant solution is the launched of Ice coffee lattes by Seattle's Best coffee.

RTD or read to drink canned coffee is hardly what you would associated with gourmet coffee and again this RTD coffee is the turf of Nestle (they earned big bucks selling canned coffee).

Again, another gourmet coffee company entering the instant coffee solution segment -see the point?

In many of my articles and the various questions that readers posed about the best coffee, the best coffee maker etc, I always tell them it is the experience that matters.

Seriously, unless you are a coffee snob, does it really matters if you are drinking Nescafe Gold or coffee from Clover (most expensive coffee machine in the world) while enjoying scenery from Mount Fuji?