Do people really like good coffee?

by chee leng-Oncoffeemakers
(Singapore)

A lot of people these days raved about single origin coffee and the many extraction method to get a real good cup of coffee.

If this is the trend, the cafe should be seeing a huge uplift in business and the various other coffee segment might suffer a serve drop in their business.

This is not the case.

Nescafe continues to be the world largest roaster and seller. Their main product: Instant coffee.

In an article circulated by The World Tea & Coffee Exhibition that will be taking place next year in India, Ready to Drink (RTD) coffee and tea is estimated to grow to $125 billion in 2017.

It was $69 billion in 2011. That is almost doubling of growth!

Instant coffee and RTD will not fit into the category of good coffee. These two categories are also not gourmet categories, so how do we explain the growth?

The ease of use.

Regardless of what people says and look forward to, it all boils down to the lifestyle that we are having, and busy is definitely in it.

Indie cafe and good coffee is an experience that people look forward to once in a while. It is a treat.

The daily coffee has to be a thing that people can make easily, so that they will not be late for work!

This is primarily the reason why single serve coffee has taken the world by storm. And now every respectable coffee companies want to go into this category.

You have bunn, braun, Mr coffee traditional coffee machine companies doing it. And now, you have cafe doing it, Starbucks, Coffee Bean and Tea Leaves, Gloria Jeans etc.

Seems like the money is in the ease of use.

Regardless of what people want for their coffee, ultimately ease of use and convenience is the top of their priority.

So, my question is this: Do you like coffee enough to spend more money or more time making them?