Why Nescafe is still the largest coffee roaster in the world?

Southern Cross did a survey recently on 1650 folks in New Zealand. More than 46% actually prefer instant coffee which is significantly more than the 34% who prefer barista coffee.

Personally, I do not know why anyone will be surprised by these findings. Nescafe has always been the largest coffee roaster for so many decades. 

Does it mean that consumers really love instant coffee? 

Contact us to better Your Cafes & Coffee business

OCM Recommends

Latest event/Webinar

power of market research

Learn more about the event on The Power of Market Research organised by Alumni of Adelaide University. 

**Gain insights into Singapore Industry with a free F&B industry report valued at $495. 

See you on 24 August 1630 hr. (Sign up below)

Free tickets code: adelaide0823

Starting a coffee shop?: Free Cafe Setup cost Calculator

In a certain way, they do. Nescafe has the right value propositions –convenience and value for money. 

Cafes and coffee snobs will talk about how bad instant coffee tastes and even criticize Starbucks (although technically Starbucks produces beans to cup coffee) but strangely, these are the ones that are generating good profits.

Many cafes have failed to realise the one thing that is very important in business -value proposition : Why should I purchase from your shop? 

Why we think this might be better than a Nescafe Coffee Machine 

Follow Oncoffeemakers.com's board F&B |Food Services Information on Pinterest.

Nescafe and Starbucks are both in the coffee business but selling very different solutions. The former is selling for home consumption, while the latter is for outside consumption. But they have one thing in common -they make it very easy for consumers to purchase their products. 

And they do it by being as “distributed” in as many places as possible.  

It is not difficult to look for Nescafe instant coffee and you do not have to search very far for a Starbucks outlet in most developed places. They are usually conveniently situated in prime locations.

I heard this term from a friend and absolutely agree with it -critical mass. Small businesses that wants to get bigger have to be able to reach the critical mass.

Once you have found your critical mass and can position the right value to them, you have a winner. 

Both Nescafe and Starbucks have found theirs, have you found yours? 

About the Author: 

Ebenezer Heng runs a community that reaches out to 0.5 million people daily (Oncoffeemakers.com’s digital assets). Lectures in a Singapore Tertiary Institution and advises digital marketing for organisations such as Chinese Chamber of Commerce, National Sports Association, Constituencies. 

Contact Us

Please note that all fields followed by an asterisk must be filled in.

Please enter the word that you see below.


AR Game for Zoom Meeting

Click Games to play on Zoom Meeting to run your own AR game and start injecting more fun for your video conferencing. Works for online meeting on Microsoft Teams, Google Meet too. 

Contact us for the free content to customised your own Augmented Reality Game for your online meeting. 

Featured coffee brewing method: How to prepare V60 Coffee

Previously: Making Coffee with a Coffee Sock

Recent Articles

  1. Tim Hortons Singapore is a Canadian Coffee Chain?

    Nov 16, 23 09:00 AM

    Do you know that Tim Hortons Singapore is a Canadian Coffee Chain? Apparently only 46% knows that in our IG poll!

    Read More

  2. Coffee report on WMF Coffee Machine Brand in Singapore

    Oct 11, 23 03:45 AM

    coffee report wmf
    Coffee report on WMF Coffee Machine Brand in Singapore

    Read More

  3. What is the target market for Starbucks? 

    Oct 08, 23 11:04 PM

    What is the target market for Starbucks - research by tertiary students in Singapore

    Read More

Featured: Office Coffee Machines

Follow Oncoffeemakers.com's board Office Coffee Machines | Singapore on Pinterest.

Do check out other cool boards such as the one all on how to make coffee and drip coffee.

Food and Beverage (F&B) Articles 

Sustainability Practices in Food Service 

3 Free Restaurant Marketing Ideas 

Cafe Scene in Singapore 2015

Singapore Cafes Reviews -Can they be Trusted? 

Location, location, location might be a myth! 

Walmart and Walter -The Power of Social Media

Importance of value pricing for Cafes In Singapore

Why Nescafe is still the Largest Roaster in the World?

Everyone likes Starbucks -here's why

Is your Cafe location an asset or a liability? 

Location myopia: why good anchor tenant might not be good? 

Measuring the Location attractiveness index. 

Social Media Crisis Management for Cafes in Singapore

What is a Brand Story?

Why I stopped Selling Social Media

Contact Us 

Free event


$10 Gift Voucher

Key in code before check out: WCMFIRST10OFF

Free Coffee Workshop Singapore

Enjoy Free Coffee in Singapore!


Choosing: Office Coffee Machine

Free: Augmented Reality in Singapore

The best filter Coffee Machine in Singapore 

SkillsFuture Series: F&B Market outlook

  • Venue: Temasek Polytechnic 
  • Date: 25 June 21
  • Time:9 to 6 pm 
  • Contact us for more details

Connect with us

Cafes Location 

Cafes -East of Singapore

Cafes -North of Singapore

Cafes -West of Singapore 

Cafes -Central Singapore

Cafes -City | Town Singapore