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Instant Coffee Goes Big & Gets Premium
In India-A
The Coffee Boom,
Led By Instant Coffee
Nearly 75% of India-A households are now consuming Coffee at home, while 66% of homes are consuming Instant Coffee.
Instant coffee is the engine driving market growth, capturing 70% of the category's value despite representing a third of the volume.
This trend indicates a decisive move towards more sophisticated and indulgent experiences.
Premiumisation
In Instant Coffee
Consumers are actively trading up to premium instant coffee, which, despite a smaller volume share (11%), contributes significantly to the category's value (35%).
A Portfolio Strategy In Making
Masstige is leading the household consumption and household growth, while Premium is bringing in new triers to the category. Both tiers can thus play a unique role in growing the portfolio.
North India Leads The Charge
NCR accounts for 40% of the metro coffee market, and a spend of ₹1,900 annually per home. This shifts the long-standing coffee tradition in the South.
Value Contributions of Individual Metros in Instant Coffee Market
This shifts the long-standing coffee tradition in the South. Yet, Chennai & NCR are the fastest growing markets in Instant Coffee.
Learn More
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How do people pair instant coffee with adjacent-behaviour categories (like biscuits or breakfast cereals)?
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What’s the consumer profiles of premium instant coffee buyers?
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Are multi-brand households loyal to one premium brand or are they experimenting?
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How does the pack size or format differ between first-time coffee drinkers versus loyal users?
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How does trial versus repeat behaviour contrast between premium and masstige homes?
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