Despite a decline in popularity among American consumers, instant coffee continues to experience significant growth on a global scale. The National Coffee Association reports that only 4% of Americans currently favor instant coffee. However, internationally, the story unfolds differently with soluble coffee representing approximately a quarter of all coffee consumption, as stated by the Brazilian Instant Coffee Industry Association. Coffee expert Jake Leonti emphasized that contrary to the perception that instant coffee's popularity has diminished, it has been on the rise for the past two decades. Nestlé's Nescafé, the leading instant coffee brand, sells in 180 countries and boasts that one in seven cups of coffee consumed worldwide is theirs. To understand Nescafé's expansive growth and the future of instant coffee, CNBC explored the brand's operations in Vietnam, the world's second-largest coffee exporter.
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