Nescafé dominates the instant coffee market globally, despite the specialty coffee trend in the U.S. where instant coffee has only a 4% market share. Globally, soluble coffee represents a quarter of all coffee consumed, with Nescafé selling in 180 countries and accounting for one in seven cups of coffee worldwide. Strategic operations, such as tapping into Vietnam's coffee resources and understanding diverse consumer preferences, contribute to Nescafé's success. The brand's resilience is expected to continue even as it faces challenges like inflation. Nescafé's narrative illustrates the contrast between global and local coffee consumption habits, emphasizing the universal appeal of convenience and affordability.
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