KZhead

Has The U.S. Fallen Out Of Love With Instant Coffee?

CNBC
2024 ж. 10 Мам.
733 951 Рет қаралды
Жүктеу

Americans drank an estimated 517 million cups of coffee daily in 2022 spending almost $110 billion on the beverage that year. Cold brews, expresso-based beverages and perfectly roasted beans are among the top drinks for today’s coffee aficionados trying to get their caffeine fix. But one segment of the U.S. market has given up ground. Instant coffee, the kind that dissolves in hot water, has seen consumption fall to just 4% of American coffee drinkers. By comparison instant coffee accounts for about 25% of the coffee consumed globally. Nescafé, Swiss-based food giant Nestlé’s largest coffee segment, is one of the world’s biggest coffee brands. Worldwide one in seven cups of coffee consumed is a Nescafé.
Chapters:
0:00-2:37 Introduction
2:38-5:16 Chapter 1 - Instant coffee boom
5:17-7:58 Chapter 2 - The global market
7:59-11:52 Chapter 3 - Future growth
Produced by: Shawn Baldwin
Edited by: Marc Ganley
Supervising Producer: Jeniece Pettitt
Camera: Peter Scheid
Additional Footage: Getty Images, Blue Bottle Coffee
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Has The U.S. Fallen Out Of Love With Instant Coffee?

Пікірлер

  • This just must be a sponsored piece from Nestlé

    @Mrdresden@Mrdresden2 ай бұрын

    • Well yeah

      @Nikthehermit@Nikthehermit2 ай бұрын

    • Well said

      @happyyardservice2914@happyyardservice29142 ай бұрын

    • Seriously. 12 minutes and not a single mention of Nestle atrocities. Would they do a piece on O.J. Simpson and casually leave out the murdery bits?

      @grahamc1798@grahamc17982 ай бұрын

    • seriously, there are many better instant coffee brands than nestle

      @sunnyinvladivostok@sunnyinvladivostok2 ай бұрын

    • Right! In Korea, no one drinks Nescafe, they drink Korean made brands like Maxim. Puerto Ricans I grew up with drink Cafe Bustelo owned by Smuckers. Jamacains have native brands (one of which is best sweetened by honey!) as do many African countries. And yes, all of this is instant coffee. (Obviously I'm a big fan. 😁)

      @BearingMySeoul@BearingMySeoul2 ай бұрын

  • As a mexican can confirm that Nescafé was all we knew in my family for up until 5 years ago when I started trying other brands and brewing methods lol.

    @Mauricio20121@Mauricio201212 ай бұрын

    • Dolca

      @migueloth@migueloth2 ай бұрын

    • True lol

      @jvasquezito@jvasquezito2 ай бұрын

    • Bustelo?

      @atombomb6719@atombomb67192 ай бұрын

    • Sinaloan Cartels: Amigo, please hold our TEQUILAs🍾🥃

      @Booz2020@Booz20202 ай бұрын

    • china too. Only knew Nescafé for my entire life until I came to the US

      @cathie3874@cathie38742 ай бұрын

  • The title said it’ll talk about instant coffee in general, not Nestle’s coffee!

    @leaninglight6937@leaninglight69372 ай бұрын

    • Yeah @cnbc has been doing some clickbaiting lately

      @cyberpunk.386@cyberpunk.3862 ай бұрын

    • Every news story is just a paid advertisement from someone. This one is just obvious.

      @user-kr2mq5dx5d@user-kr2mq5dx5d2 ай бұрын

    • Sounds like a marketing piece.

      @jonfreeman9682@jonfreeman96822 ай бұрын

    • Nestle is the definition of instant coffee in many countries

      @saladien9987@saladien99872 ай бұрын

    • That's probably sponsored by Nestlé. Barf!

      @joaninharocha5258@joaninharocha52582 ай бұрын

  • i had no idea i'm in such a very small minority, i'm in one of those 4 percent instant coffee drinker.

    @ninja.saywhat@ninja.saywhat2 ай бұрын

    • poverty coffee drinker

      @cactuslietuva@cactuslietuva2 ай бұрын

    • I love instant coffee, especially today's instant coffee. It's so much better than instant coffee from years ago.

      @keithjones9546@keithjones95462 ай бұрын

    • I am, too. I drink just one cup in the morning, and I'll be damned if I'm going to (1) brew more than one cup; (2) buy an expensive pod machine; (3) pay 50 cents or more for one pod; and (4) add a plastic pod to the waste stream every day. If I want a cup of coffee at some other time of the day, just putting the kettle on is so easy. With cream and sugar, my instant coffee tastes quite similar to my neighbor's expensively brewed stuff.

      @Bobrogers99@Bobrogers992 ай бұрын

    • @@cactuslietuvaActually, instant coffee is more expensive and tastier than drip coffee. A favorite of chain store middle Americans.

      @HAL-9000x@HAL-9000x2 ай бұрын

    • It's a manufactured story. The world drinks instant coffee not perculated.

      @user-jv7rn6ux1j@user-jv7rn6ux1j2 ай бұрын

  • The great thing about instant coffee is that it has a long shelf life.

    @DoStuff1958@DoStuff19582 ай бұрын

    • So do beans in an airtight container.

      @pphedup@pphedup2 ай бұрын

    • A McDonald's hamburger doesn't rot either; doesn't mean it's a good thing!

      @AH-td5hq@AH-td5hq2 ай бұрын

    • ​@@AH-td5hq nice so true lol

      @LincolnJamesHeathrowIII@LincolnJamesHeathrowIII2 ай бұрын

    • @@pphedup Not really unless you also freeze them

      @RegrinderAlert@RegrinderAlert2 ай бұрын

    • @@AH-td5hq The difference is that those beans do it naturally. A better comparison is popcorn kernels. They can last decades when stored correctly.

      @fav843@fav8432 ай бұрын

  • Only in America can a product fall out of favor lose demand and double in price.

    @emptyfish8992@emptyfish89922 ай бұрын

    • That’s American capitalism for you.

      @artieboyokay1255@artieboyokay12552 ай бұрын

    • @@artieboyokay1255 It only got that high because individuals were buying it.

      @proprietarycurez8463@proprietarycurez84632 ай бұрын

    • Bidenomics

      @ufo_vid9694@ufo_vid96942 ай бұрын

    • Why lower prices to lure in new customers when you can just squeeze every last drop out of your loyal ones? 😃

      @Deeptunester@Deeptunester2 ай бұрын

    • That happens everywhere. Get out of the country and find out. Europe has many of the same issues.

      @kokomo9764@kokomo97642 ай бұрын

  • instant coffee dissolve in cold water, that beats everything. I like a hint of coffee with my milk and that taste really good.

    @humorss@humorss2 ай бұрын

    • This! If blended with fresh boiled water right away, it may make the coffee bitter or too sour. Too bad I just discovered the old water method Dec last year😂

      @coldenhaulfield5998@coldenhaulfield59982 ай бұрын

  • Brewed coffee is better but instant coffee is convenient and does the trick.

    @hcm808@hcm8082 ай бұрын

    • It does, the issue is that they tend to use robusto beans and then process them in a way that does the beans no favors. If I know that I'm going to want a cup of coffee quickly with lead time, I'll do cold brew. But, it's difficult to compete with coffee that's ready immediately. It's kind of a shame that coffee in tea bags isn't a more common thing.

      @SmallSpoonBrigade@SmallSpoonBrigade2 ай бұрын

    • I have some for emergency and then it is with heavy sugar and creamer / full milk. Otherwise the taste is just vile imo.

      @abaddon1371@abaddon13712 ай бұрын

    • Pour over coffee takes a few minutes to make

      @offensivearch@offensivearch2 ай бұрын

    • Same with French Press style pot.@@offensivearch

      @RoCkShaDoWWaLkEr@RoCkShaDoWWaLkEr2 ай бұрын

  • Damn the amount that nestle control everything I put into my body is crazy

    @alonshavit6299@alonshavit62992 ай бұрын

    • This is nothing. There are several super wealthy families who own most of the brands around the world. Look up Rothschild family, Koch, Mars, ect.

      @jacobperez8921@jacobperez89212 ай бұрын

    • It’s actually blackrock, vanguard and state street that owns everything you put in, on, around your body… amongst other things.

      @The.Hawaiian.Kingdom@The.Hawaiian.Kingdom2 ай бұрын

    • AllFoods

      @ValerianAndStuff@ValerianAndStuff2 ай бұрын

    • Mfs used a news channel's episode for sponsoring their product wise move but dumpest at same time

      @thesrndude6588@thesrndude65882 ай бұрын

    • and kraft heinz too

      @fredlacroix6865@fredlacroix68652 ай бұрын

  • Instant coffee is fine. Its the coffee I keep just in case I am too lazy to go out and have run out of my normal coffee. I think nescafe is actually good, or it wouldn't sell. That, or people severely underreport what type and how much regular coffee they drink. I will always have something simple like this in my pantry.

    @ashleykbarks@ashleykbarks2 ай бұрын

    • Good for you.

      @xcel5203@xcel52032 ай бұрын

    • At this point it's just caffeine addiction though, isn't it?

      @RegrinderAlert@RegrinderAlert2 ай бұрын

    • correct, nescafe is my lazy coffee hahahha

      @ErnPrivado@ErnPrivado2 ай бұрын

    • ​@@RegrinderAlert Its great when im traveling, save money at airport, i bring my coffee mug, and Starbucks or coffee shops would give me free hit water

      @___beyondhorizon4664@___beyondhorizon46642 ай бұрын

    • Honestly it's as good as filter coffee. Less work. You can make one cup at a time. No brewing machine needed and no cleanup. Plus you can control how strong by adding more or less.

      @jonfreeman9682@jonfreeman96822 ай бұрын

  • Always have kept a tin of Nescafe in my desk for emergencies. Like those impromptu meetings or super rainy days when you just don't wanna go get a made to order. It's a reliable friend.

    @PhatChin@PhatChin2 ай бұрын

  • Personally I like instant coffee. It's great for making ice coffee. It tastes different than fresh brewed coffee, but it doesnt taste bad. I like both for different reasons and at different times.

    @nychris2258@nychris22582 ай бұрын

    • It definitely taste worse than fresh coffee.

      @Docta123@Docta1232 ай бұрын

    • @@Docta123 Worse is subjective. Some instant coffees definitely taste better than some brewed coffees. If you compare really cheap instant coffee to really high quality beans brewed perfectly then yes of course. I actually really like the taste of ice coffee made with Tasters Choice instant coffee.

      @nychris2258@nychris22582 ай бұрын

    • @@nychris2258 yeah that makes sense. True I was thinking the same. Its a matter of cheap and some quality coffees. Also the beans you select matters. What notes do they have. If they have citrus notes and you don't like it, than no matter how expensive it is, you're not gonna like it. Yeah man. It is subjective

      @Docta123@Docta1232 ай бұрын

    • Some instant coffee brands actually taste pretty good to the fact won't be able to tell it's instant coffee, if someone served it to me and i didn't know they put instant coffee in it, i could mistake it for fresh coffee @@Docta123

      @uhm175@uhm1752 ай бұрын

    • @@Docta123 Most of the instant coffees I've tried taste burnt to me. I have to add a lot of sugar/milk for them to be palatable. The only exception strangely enough was one I tried from an MRE pack. It tasted as good as any drip coffee I've had.

      @nahor88@nahor882 ай бұрын

  • To be honest, I stopped drinking Nescafé because the flavor changed drastically. I even tried the Gold, over the regular one, however, the taste changed! My mother-in-law worked at an hotel, and she occasionally brought me coffee bought from a wholesaler. In 2010, that coffee was AMAZING! In 2020, the coffee is just... Meh. Nescafé, being part of the Nestlé group, maybe tried to force people from instant coffee to coffee pods - where it dominates in Europe, from Dolce Gusto and Nespresso. However, this tactic failed miserably. Not only because the patent over its Nespresso coffee pods ended, but also due to the increase competition on that segment. Moreover, due to inflation, many people bought automatic machines, which shifted some demand to ground coffee, in order to both save money and get a great coffee. That is what I did! Nestlé, please get your act together! If you do so, I will go back to instant coffee in between meals 😀 Otherwise, I will continue on my ground coffee across all my day.

    @hitardo@hitardo2 ай бұрын

    • İt started to smell bad too. I would get used to it while drinking but any who came close to that cup Said it smelled wierd

      @dilarazehradalgc6291@dilarazehradalgc62912 ай бұрын

  • Instant coffee is perfect for backpacking and starting your day. Standing outside your tent, no one around for miles, drinking hot coffee while looking across a mountain range as the sun rises are some of the better 20 minutes you'll ever experience.

    @weirdshibainu@weirdshibainu2 ай бұрын

    • While this might be true I'd rather do one of two things. Bring coffee, small grinder, and aeropress to meditate and be part of the experience with nature. If I'm really pressed for time and luggage/weight I can bring instant coffee but has to be speciality instant since it's freeze dried and still tastes great after this method.

      @NightFoxXIII@NightFoxXIII2 ай бұрын

    • @@NightFoxXIII LOL. OK..be my guest and carry that addtional weight and bulk for 500 miles. Best of luck.

      @weirdshibainu@weirdshibainu2 ай бұрын

    • I just bring real coffee 😂

      @jonhenrickson6075@jonhenrickson60752 ай бұрын

    • @@NightFoxXIII I'm no coffee snob, but I agree with bringing an aeropress. I'll just bring pre-ground coffee. Or better yet, just make cowboy coffee and dump the coffee directly into the boiling pot.

      @Huitzilfant@Huitzilfant2 ай бұрын

    • @@NightFoxXIIIsounds pretentious

      @annejirikov@annejirikov2 ай бұрын

  • The funny part is I have been a coffee snob for years and only recently moved over to instant coffee. It tastes good and is so much quicker, easier and cleaner.

    @IraRomfh@IraRomfh2 ай бұрын

  • This is the same company that the CEO said that water should not be a human right. Keep that in mind.

    @johnthompson7548@johnthompson75482 ай бұрын

    • Water filtered through coffee beans

      @rp9674@rp96742 ай бұрын

    • It's not thought. It's a privilege.

      @hoti47@hoti472 ай бұрын

    • Nice slave mentality ​@@hoti47

      @norikofu509@norikofu50910 күн бұрын

  • Boiled, frothed milk with instant coffee is underrated

    @trex1448@trex14482 ай бұрын

    • Agreed on that from bangladesh🇧🇩 ☺

      @muhammadishmamabdullah5347@muhammadishmamabdullah53472 ай бұрын

    • Call it latte in US

      @19Runner88@19Runner882 ай бұрын

    • @@19Runner88 wait it is the same thing? I thought they made it with those machines

      @muhammadishmamabdullah5347@muhammadishmamabdullah53472 ай бұрын

    • @19Runner88 lattes are made with espresso machines not instant coffee

      @trex1448@trex14482 ай бұрын

    • Lattes mean different things in different places but in general it’s coffee or espresso with hot steaming milk.

      @brucelee5576@brucelee55762 ай бұрын

  • I like instant coffee. Less waste, no coffee filters and grounds going to lanfill or having to deal with stinky stale smelling coffee maker

    @statesoftheunited7049@statesoftheunited70492 ай бұрын

    • Yeah man, me too, not everyone have time to brewing and processed all those caffeine

      @nerdstudent8852@nerdstudent88522 ай бұрын

    • Sound like an infomercial, the smell the cost the mess

      @rp9674@rp96742 ай бұрын

    • I would have thought your statement was inaccurate because you'll still have the grounds and waste at the production stage... But I did a bit of research and found out that you're actually right - instant coffee is greener than drip or brewed coffee. The beans are grown much more quickly (unless they're specialty instant) and processed at a very large scale, with much higher extraction rates (up to 80%), meaning less waste. The grounds can also be used to power the production process, resulting in even more efficiency.

      @shehranazim4784@shehranazim47842 ай бұрын

    • Good instant coffee tastes better than Dunkin, McD's, or other brown water that the average Americans drink. Also the amount of sugar and cream that the average American adds hides that coffee flavor anyway.

      @KN-op3et@KN-op3et2 ай бұрын

    • why would anyone drink isntant coffee when you can just do kuerig

      @briantep458@briantep4582 ай бұрын

  • An old ironworker friend who traveled the country always drank Maxwell House instant coffee. He said it always made the water taste the same. RIP Jerry... 🙏 ☕️ 💧 Sacramento, California USA 🇺🇸

    @rangerannie5636@rangerannie56362 ай бұрын

  • I still love my Nescafe Gold till today, and i aint changing it.

    @FrozenzFirez@FrozenzFirez2 ай бұрын

    • it has some cancerous agents

      @msdadsfsx@msdadsfsx2 ай бұрын

    • I tried it. Tasted disgusting

      @Mystic_Edge@Mystic_Edge2 ай бұрын

    • Jacob's gold and bustello are better

      @larryc1616@larryc1616Ай бұрын

  • Missing from the video is that Robusta production involves massive deforestation. Robusta grows in open sun, so they cut down tons of trees. Arabica grows in the shade and can grow under existing trees.

    @wewereangels@wewereangels2 ай бұрын

  • When you start to taste brewed coffee, then instant does not taste the same. It does not help that instant coffee has a bitter aftertaste, a taste that is lacking in traditional brewed coffee

    @ibvghgfvbnbc@ibvghgfvbnbc2 ай бұрын

    • My husband always brew coffee but i choose to drink instant coffee, i like the taste of it.

      @sweetiepiejer@sweetiepiejer2 ай бұрын

  • As an ultra-light backpacker here in the U.S., I love the instant Starbucks VIA packets when I'm 8,200 ' in the Sawtooth mountain range It's light, easy to make and INSTANT! However, I do love a daily espresso from my Brevelle machine when I'm home.

    @hollyloomer7667@hollyloomer76672 ай бұрын

  • My one grandma always used instant coffee in the 60's & 70's until she passed in '83. I think she was the only one in the whole fam. to use it.

    @pinkfreud62@pinkfreud622 ай бұрын

    • If your grandmother was like mine, she probably drank Sanka or Folgers.

      @noneofyourbusiness7094@noneofyourbusiness70942 ай бұрын

  • It's still popular in Middle East and Asia. My mom loves it.

    @langklongk8501@langklongk85012 ай бұрын

    • And Europe and Latin America.

      @HAL-9000x@HAL-9000x2 ай бұрын

  • Growing up in India, Nescafe is the only coffee we ever saw. Didn't even knew coffee beans brewing was a thing. It is still a common thing to have a nescafe bottle at home in 2024.

    @jagmohan909@jagmohan9092 ай бұрын

    • In South India, most coffee drinkers buy coffee beans/powder and brew it themselves using traditional Filter coffee makers

      @mlg1279@mlg12792 ай бұрын

  • Its great for waking up in the morning. Pour water, put some instant coffee in and drink it like a shot.

    @seansingh4421@seansingh44212 ай бұрын

    • ...and then kick back with some real brew.

      @pphedup@pphedup2 ай бұрын

    • add a teaspoon of olive oil to that shot.

      @cintiapollock2486@cintiapollock24862 ай бұрын

  • We frequently use Starbucks-brand instant coffee. It's convenient. The quality is pretty good, but you can definitely tell that it is different from freshly brewed coffee. In Asia, Nestle instant coffee is very popular.

    @kenc2257@kenc22572 ай бұрын

  • A kettle works with instant coffee, no coffee maker needed.

    @imbw267@imbw2672 ай бұрын

    • A kettle works with ground beans too. No electric? Use an Aero Press & hand grind. Staggering with sleepiness? 1 jolt of instant first, then kick back with the best.

      @pphedup@pphedup2 ай бұрын

    • The whole point of instant coffee is to not need a coffeemaker...

      @clintcountryman4849@clintcountryman48492 ай бұрын

    • @@clintcountryman4849 Or to spend a lot of time making coffee.

      @user-ps1ft1hy4j@user-ps1ft1hy4j2 ай бұрын

    • ​@@user-ps1ft1hy4jinstant coffee don't taste great

      @Mystic_Edge@Mystic_Edge2 ай бұрын

    • Use a french press, it's just as fast but tastes so much better.

      @lilascharmante2712@lilascharmante27122 ай бұрын

  • I still drink instant coffee, and the cheapest brand I can buy. With a little flavoring, vanilla, chocolate or hazelnut, it all tastes the same and gives me my morning caffeine pickup.

    @ronkirk5099@ronkirk50992 ай бұрын

  • People are just setting the bar higher in the US.

    @almightygoz21@almightygoz212 ай бұрын

  • <a href="#" class="seekto" data-time="0">00:00</a> Start <a href="#" class="seekto" data-time="17">00:17</a> Introduction <a href="#" class="seekto" data-time="120">02:00</a> History of Instant Coffee <a href="#" class="seekto" data-time="249">04:09</a> Instant Coffee Market in the US <a href="#" class="seekto" data-time="359">05:59</a> Global Instant Coffee Market <a href="#" class="seekto" data-time="491">08:11</a> Nescafe's Expansion and Innovation <a href="#" class="seekto" data-time="612">10:12</a> Challenges and Future of Instant Coffee <a href="#" class="seekto" data-time="612">10:12</a> Conclusion

    @pazukong@pazukong2 ай бұрын

  • Grew up with instant coffee in the Manila, Philippines even though my grandparents were coffee farmers. When we visited my grandparents we got to taste real coffee beans. When we came to the US, I got introduced to freshly ground coffee and never looked back to instant coffee again.

    @bruintoo@bruintoo2 ай бұрын

    • Been looking for the ignorant that says “as a filipino”

      @ln_exp1@ln_exp12 ай бұрын

    • More matamis lalo 3 in 1. Not all the time brewed, pag mabilisan instant ako.

      @ianendangan7462@ianendangan74622 ай бұрын

    • ​@@ianendangan7462 same here. I rarely drink 3in1 bec of the taste, most brands ay lasang kemikal at sobrang tamis. Mas prefer ko magtimpla ng kape ng hiwalay ang sangkap.

      @redoktober526@redoktober5262 ай бұрын

  • It's great to keep a jar of instant coffee in the pantry for when you run out of ground coffee to make brewed coffee. It tides you over until you can get to the store to buy a can of ground coffee.

    @r.s.4672@r.s.46722 ай бұрын

    • This is the best advice here!!! Thanks!!!

      @mcdeadsquirrel@mcdeadsquirrel2 ай бұрын

  • The only time I’ve ever enjoyed instant coffee was when it was prepared cold in Greece called Frappe.

    @tpop3723@tpop37232 ай бұрын

    • It’s so good! I saw a video and made it

      @thefunfam1433@thefunfam14332 ай бұрын

    • I got one of those at Starbucks but they call it a Frappuccino in the US

      @larryc1616@larryc1616Ай бұрын

  • What’s nice about instant coffee is u can make it as u wish ,strong or light what ever pleasure

    @bear1more287@bear1more2872 ай бұрын

  • Instant coffee was the older generation, pre-Sixties. My mother drank Nescafe and Sanka all the time. And she put those little saccharin tablets in it, plus sometimes skim milk, making it doubly gross.

    @ChickensAndGardening@ChickensAndGardening2 ай бұрын

    • LOL

      @alonshavit6299@alonshavit62992 ай бұрын

    • The only way I will drink that is with sugar and make it in a shaker abs ice... It become cold and foamy😅

      @eddyr1041@eddyr10412 ай бұрын

    • @@eddyr1041 Put it in a smoothie machine with full fat milk and cocoa powder and sugar/honey.

      @ChickensAndGardening@ChickensAndGardening2 ай бұрын

    • Mine too.

      @pphedup@pphedup2 ай бұрын

    • As a child, I thought that the word "saccharine" meant "bitter" because everything I tried with saccharin in it tasted disgusting.

      @WG55@WG552 ай бұрын

  • That’s all we drank growing up in the ‘percolator’ era. Then Mr Coffee came out in the 70’s and I was on board with Mr DiMaggio from then on.

    @jamesSmith-im5jo@jamesSmith-im5jo2 ай бұрын

    • U don’t need a perculator

      @mlbonfox8199@mlbonfox81992 ай бұрын

  • I was a regular Nescafé instant coffee user but stopped it last year when the price went so high. I am happy with the other brand who are very cheap. It does the work!

    @jasmarr@jasmarr2 ай бұрын

  • a trick for better flavor is to use water at a lower temp than boiling. Same deal with making coffee but technically instant coffee has already been made so it just needs water that is hot enough to drink right away

    @jimysk8er@jimysk8er2 ай бұрын

  • No way he called it expresso in a news story about coffee 🙈

    @StEaLtHMel0n@StEaLtHMel0n2 ай бұрын

    • i know right thought the same thing , just immediately butchers it

      @xaza8uhitra4@xaza8uhitra42 ай бұрын

    • This irked me so much. If you read the description of the video it also spells it expresso.

      @Bob-ly4dy@Bob-ly4dy2 ай бұрын

    • 😂😂😂 LMAO

      @Mystic_Edge@Mystic_Edge2 ай бұрын

    • He's probably one of the people who says "nuculear" also!

      @karimaogden3875@karimaogden38752 ай бұрын

    • I thought it was "Expresso" because my home town coffee shop used that spelling in its name due to their location on the old Pony Express trail.

      @dieseldan420ca@dieseldan420ca2 ай бұрын

  • Drinking Folgers Instant while watching this 🤘😎🍵

    @Micvic79@Micvic792 ай бұрын

    • After a major "downsizing" move, I switched to instant about a year ago, and Folgers is the only instant I can stomach.

      @brettany_renee_blatchley@brettany_renee_blatchley2 ай бұрын

    • Folgers means Gers of Fol

      @jesusdominguez6427@jesusdominguez64272 ай бұрын

    • I FARD while watching this and reading ya comment 👀💯

      @Booz2020@Booz20202 ай бұрын

    • I watched Folgers whist drinking this.

      @realDunalTrimp@realDunalTrimp2 ай бұрын

    • @@brettany_renee_blatchley I would really suggest you try Nestle. Folgers and Maxwell instant are very bland. There is a reason why Nestle outsells these other brands.

      @_w_w_@_w_w_2 ай бұрын

  • I grew up never drinking instant coffee. For some reason I always had idea that instant coffee has very little coffeine. But now I buy it once in a while, its good to have it in storage

    @CE000@CE0002 ай бұрын

  • As a Mexican that sells gourmet and premium coffee beans for a living I can confirm Nescafé is still the absolute KING in this country. But it is changing slowly to an espresso based out of home coffee market. time will tell but I don’t think mexicans will ever stop using instant coffee. It’s just cheap and easy to get your fix. it’s caffeine and hot drink comfort food.

    @eduardoa.delimamorales9695@eduardoa.delimamorales96952 ай бұрын

    • Edu de Lima, you are an outlier. Gringos have a strong control on this. nescafe is like a virus, cocoa cola , fanta , cafe etc. it has Mexico on lock. and i have always wondered if instant cafe is made chemically . what is the name of your brand of Xicano granos de café .

      @PHlophe@PHlophe2 ай бұрын

  • I remember trying instant coffee when I was younger and hated it. Never tried it again, and I’m a daily coffee drinker. Maybe I’ll give it another shot after watching this.

    @briancatman24@briancatman242 ай бұрын

    • Doit

      @rp9674@rp96742 ай бұрын

  • I travel for a living. I use instant coffee to make gas station coffee stronger and better. Love it

    @depressedtrashpanda4827@depressedtrashpanda48272 ай бұрын

    • More coffee per coffee.

      @D_Winds@D_Winds2 ай бұрын

    • great idea!!!!

      @mcdeadsquirrel@mcdeadsquirrel2 ай бұрын

  • Once I bought a French press I can have a fresh cup of coffee in 10 minutes. There's no longer a need to settle for instant. I do keep in Folger's instant decaf, but it's definitely not a good as fresh brewed.

    @dave900575@dave9005752 ай бұрын

  • We used to see multiple brands of instant coffee here in the USA. It's mostly Nestlé brands (Nescafé Clasico and Taster's Choice) and Folgers nowadays in most supermarkets; I rarely see Maxwell House brand instant coffee in stores, but interestingly Cafe Bustelo is starting to become common.

    @Sacto1654@Sacto16542 ай бұрын

    • I really like tasters choice

      @entezami777@entezami7772 ай бұрын

    • @@entezami777 The _House Blend_ Taster's Choice is actually quite good. Pity it's so expensive compared to Nescafé Clasico, though.

      @Sacto1654@Sacto16542 ай бұрын

  • If I am going to spend money on coffee I want to have some that is actually good.

    @WitchyWhale@WitchyWhale2 ай бұрын

    • I'm not sure how anybody would even want to try drinking something that smells so bad.

      @sango_wango851@sango_wango8512 ай бұрын

    • Can you suggest any good instant coffee brand ?

      @KS.Caffeine@KS.Caffeine2 ай бұрын

    • @@jannetteberends8730 Will do. Thanks !

      @KS.Caffeine@KS.Caffeine2 ай бұрын

    • Illy

      @kurartem@kurartem2 ай бұрын

    • You don't even know what is actually good. You're just another sheep consumer.

      @igisanchez265@igisanchez2652 ай бұрын

  • I have always thought instant coffee was terrible. Even with budget concerns it is not difficult to just do a simple pour over of normal coffee with a reusable filter to save costs.

    @jiSh@jiSh2 ай бұрын

    • I do pourover every day. Starbucks Via instant coffee is actually very good, they spent millions making a better process. But personally I'm not a fan of using a little packet to make a tiny cup of coffee unless I'm camping or on vacation

      @benm3382@benm33822 ай бұрын

    • That’s because the us produces the worst tasting instant coffee. The other countries produce a way more fragrant teas and coffee at a low cost.

      @missingno81@missingno812 ай бұрын

    • Fancy

      @rp9674@rp96742 ай бұрын

    • ​@@missingno81 drinking fancy instant coffee is like eating fancy cheetos, pointless. even you europoors have better ways of brewing coffee than instant, aka moka pot.

      @RichardHorpe@RichardHorpe2 ай бұрын

  • Instant coffee is more bitter and less smooth that why I freakin love it .

    @brucelee5576@brucelee55762 ай бұрын

    • Exactly! Probably why I don’t care for it? Maybe iced?

      @samfeldman1508@samfeldman15082 ай бұрын

    • A pinch or two of sugar will make it better.

      @blitzkriegsebastian@blitzkriegsebastian2 ай бұрын

    • ​@@blitzkriegsebastianI'd rather not have diabetes

      @hakohito@hakohito2 ай бұрын

    • @@hakohito Try cinnamon, bit of spice and sweetness, no calories.

      @cattysplat@cattysplat2 ай бұрын

  • I started drinking instant coffee recently when I have to go in to the office to work. Since working from home took off and the inconsistency of who is going to be in the office at any given time, they don't have coffee any more. A few people have Keurig machines bit they are very possessive of them and don't want to let anyone else use theirs. So picked up sleeves of instant. I found it generally acceptable.

    @busslayer4790@busslayer47902 ай бұрын

  • Odd my mother (an avid coffee drinker and borderline coffee snob) has really been quite taken with Nescafé. She loves it for some reason.

    @brandonhunter3036@brandonhunter30362 ай бұрын

    • So do my parents and me, in a lesser extent, as we drink quite a bit of Nescafé

      @jcngokai-76@jcngokai-762 ай бұрын

    • If she like Nescafé she clearly hasn’t had any good coffee in her life.

      @ws1814@ws18142 ай бұрын

    • @@ws1814lol so naive. We are a coffee producing country and we have so much variety here that we can cheaply buy from Arabica to Robusta, to Excelsa and Barako, but lol not all will waste time all the time just to prep coffee using a coffee machine. Nescafe despite the mediocre taste is just simply a well loved brand here, for people who would just like a quick fix of caffeine. I have so much coffee beans in my house but nothing beats an instant coffee fix with my Nescafe Gold.😂

      @Raiya_ru17@Raiya_ru172 ай бұрын

  • I'd consider myself a bit of a coffee snob. I have a bean grinder, a high end espresso machine, a French press, several moka pots and a regular drip coffee maker. Yet I still like and buy instant coffee on a fairly regular basis and generally always have some around a long side my Illy or Segafredo etc. Like others mentioned, on days I'm just feeling lazy or if I'm running late for something some hot water straight from the tap and instant coffee is perfectly fine. Also it's what I've always taken with me when I go camping.

    @jdkgcp@jdkgcp2 ай бұрын

  • Tasters Choice French Roast is my go to. Saves time, energy, zero filters, no dirty coffee pot, no hot grounds to deal with. It's a time saving option that saves money at the same time.

    @RedShiftMusic@RedShiftMusic2 ай бұрын

  • A cup made with the instant coffee and coco from an MRE was great when you hadn't slept for a couple of days. Best use of the heater that came with the MRE.

    @steven4315@steven43152 ай бұрын

  • I’ve drank a cup of instant coffee first thing in the morning every single day for 15 years

    @martinmaldonado1498@martinmaldonado14982 ай бұрын

  • Ive been using Instant Coffee my whole life..... Bought "real" coffee for the first time last week and will never look back. Flavor is unbeatable. Might keep some on the back burner just to boost caffeine content

    @sellelpoc@sellelpoc2 ай бұрын

  • Instant Coffee is great for emergencies. If I am running late, I jut use instant coffee because it is efficient and gets the job done. If my mornings are incredibly busy, or I have accidentally slept in, simplifying at least one aspect of the morning routine, making coffee, is really beneficial

    @colechapman6976@colechapman6976Ай бұрын

  • I still use it to make homemade Kahlua.

    @janofb@janofb2 ай бұрын

  • The graph at min <a href="#" class="seekto" data-time="269">4:29</a> does not show a decrease but an increase in the consumption of instant coffee in the USA. Don't they know how to read their own graphs?

    @Bankside1997@Bankside19972 ай бұрын

    • That's what I was saying. They don't even have a story here and yet they still decided to run with it. And people even bought it, no one is commenting this in the comments.

      @Funkensturme@Funkensturme2 ай бұрын

  • For those that don't know or care what good coffee tastes like, go with instant coffee. It's that simple. For everyone else our lives are better.

    @RayR@RayR2 ай бұрын

  • For those people who are in a rush everyday like me, instant coffee is a friend. I know that freshly brewed tastes so much better but I need my coffee in less than a minute. Just choose a good brand.

    @yelanchiba8818@yelanchiba88182 ай бұрын

  • I don’t drink coffee. But if I did I would drink instant. Because it all tastes the same to me.

    @darinherrick9224@darinherrick92242 ай бұрын

  • If Nestlé has to "explain" to me why my sense of taste is wrong, and instant coffee is actually superior, I'm not interested. Especially when cheap pre-ground coffee is...well, cheap, often cheaper than instant (in the U.S.), and tastes better when properly brewed in my $12 drip coffee maker.

    @twerkingfish4029@twerkingfish40292 ай бұрын

    • In a book called Real Foods Fake Foods, The researcher said that wood pulp was added to instant in some cases.

      @pphedup@pphedup2 ай бұрын

  • Instant coffee is ok, but buying even pre-ground is usually much better. I'd say the decline in the US is due to shops and cheap brewing machines while the countries who drink mainly tea haven't quite hit that point in taste.

    @amak1131@amak11312 ай бұрын

  • Ah, Nestle, the king of force labour, fountain of baby death, encloser of free water. How I love thee 😂

    @hndrwn@hndrwn2 ай бұрын

  • I wonder what % of instant coffee is consumed in jail/prison in the US. Typically you can only buy instant coffee in jail and that is a steadily growing population.

    @jwes90@jwes902 ай бұрын

    • In Canada they get it for free because yay socialism.

      @pegcity4eva@pegcity4eva2 ай бұрын

    • They're trying to build a prison...

      @Funkensturme@Funkensturme2 ай бұрын

    • Facts

      @atombomb6719@atombomb67192 ай бұрын

  • I've been drinking Folger's instant coffee for years. Normally 1 cup in the morning. I recently thought about getting something different. Not after watching this!!! 😊

    @paulbunch5657@paulbunch56572 ай бұрын

  • Grew up with Sanka being served after Thanksgiving dinners... Memories

    @andrewe.7907@andrewe.79072 ай бұрын

  • I dont know anyone (tho im sure ive come across 1 or 2) who prefers instant coffee, unless you consider Keurig to be instant. Always been a camping / emergency thing.

    @UndrGrndUnDotCom@UndrGrndUnDotCom2 ай бұрын

  • CNBC has done pieces on environmental issues, and I’m sure CNBC knows Nestle is the largest food and beverage company, which causes the most damage to our environment. So did Nestle pay CNBC to do a piece showing a happy couple picking coffee beans. Did CNBC ignore all the children hidden from the camera because in 2023 Nestle did 33.8 in their coffee business as you stated.

    @user-en2lm9bb7j@user-en2lm9bb7j2 ай бұрын

    • Nestle isn't holding people at gun point or on pain of death are they? No. It is up to people of their own countries to implement their own laws. They aren't slaves. I'll continue to buy their products. So will you. So shove it with your platitudes.

      @dianapennepacker6854@dianapennepacker68542 ай бұрын

    • Yes

      @AlexFoster2291@AlexFoster22912 ай бұрын

    • @@dianapennepacker6854 Thank you for that, Dianne!

      @Funkensturme@Funkensturme2 ай бұрын

  • Fallen out of love? I don't make fresh coffee anymore. The machines that do it either keep breaking or take so long to setup then clean I never make it.

    @rickybobby7276@rickybobby72762 ай бұрын

    • Try a simple little Aero Press.

      @pphedup@pphedup2 ай бұрын

    • @@pphedup Too complicated. On the rare occasions I do make fresh coffee I use a stovetop espresso maker. Simplest thing, never breaks and not impossible to clean like a Keurig or Nespresso.

      @rickybobby7276@rickybobby72762 ай бұрын

    • @@rickybobby7276 U mean that little silver double V- shaped Italian doo-hicky? Yeah, that works.

      @pphedup@pphedup2 ай бұрын

  • The problem in many countries is kitchens are generally small, so it seems to much to invest in a cappuccino or brewing machine with no space around, what they have is a frother / shaker (for coffee) and maybe the coffee press (simpler ones) but they will invest only if beans are available to ground. Generally coffee beans are not available in non production areas except with starbucks😂, so no way to ground up, so instant coffee is easy & way cheaper and it matches tea making procedures (that's why instant is popular in UK and almost all tea drinking countries except in south India (were coffee is produced and beans are readily available) or all coffee producing ones in general.

    @APEXMACHCORPORATION@APEXMACHCORPORATION27 күн бұрын

  • The selection of coffee is overwhelming… I didn’t realize a place like Starbucks had so many different types of coffee…

    @syrax101@syrax1012 ай бұрын

  • 30 Seconds in and the narrator starts talking about "expresso" oh my, here we go and enjoy some carefully researched journalism

    @gr3g0r5@gr3g0r52 ай бұрын

    • Lol, I though the same. It repeats at about 7 minutes. So it's not a one-off mistake

      @Aliquis.frigus@Aliquis.frigus2 ай бұрын

    • @@Aliquis.frigus it is also in the description

      @vladyarotsky5287@vladyarotsky52872 ай бұрын

  • Somehow the one piece of information that would seem to be the most important and relevant to understanding the story, what the consumption percentage in the U.S. for instant coffee was before it was 4%, is missing. I'm not convinced it dropped significantly - I've never known any person in my entire life in the U.S. who drinks instant coffee and it's something many grocery stores don't even carry at all even though they all have dozens or sometimes even hundreds of different fresh coffee options.

    @sango_wango851@sango_wango8512 ай бұрын

    • You met one now. 😂

      @mattmcfly2165@mattmcfly21652 ай бұрын

    • Another@@mattmcfly2165

      @georgehildrew6167@georgehildrew61672 ай бұрын

    • wow I love the ease of instant coffee drank it up till 2017 off and on till they replaced it 47% with ground roasted chicory then it tasted bad !

      @cintiapollock2486@cintiapollock24862 ай бұрын

  • I used to drink Nescafe daily until about 14 years ago when I started using a coffee maker, and more recently grinding the coffee beans at home to use the freshly ground beans for the coffee. A couple of years ago I saw the Nescafe Gold dark roast instant coffee at the supermarket and read raving reviews about how it tasted like ground coffee so I gave that a try and was bitterly disappointed; I barely completed the jar I bought. Just last month, however, I thought of trying Starbucks instant coffee and it was a revelation; it was the closest instant coffee to the taste of ground coffee that I've ever had . It will not replace ground coffee for me, but I plan to keep a box or two of it handy for those mornings when I'm short in time and need a quick cup of coffee.

    @sammyt3514@sammyt35142 ай бұрын

  • I’m definitely an instant coffee drinker that’s what we drink at home here in Australia and I do like Nescafé Gold. When I do travel to to the USA I do still buy instant but I don’t mind trying their black coffee that is unique to Americans 😊

    @daus6035@daus60352 ай бұрын

  • Filter coffee people assemble ❤

    @sheshan88@sheshan882 ай бұрын

    • folgers gang

      @caseypenk@caseypenk2 ай бұрын

    • Using the Chemex or Hario V60 pour over brewing methods is far far superior. Both of those also make it easier to taste the subtle flavor notes.

      @davidlamb369@davidlamb3692 ай бұрын

    • ​@@davidlamb369Aero Press is the way I go.

      @pphedup@pphedup2 ай бұрын

    • cold brew sq4d

      @proprietarycurez8463@proprietarycurez84632 ай бұрын

    • @@davidlamb369Chemex is ass. Hario is okay tho

      @RegrinderAlert@RegrinderAlert2 ай бұрын

  • I keep some with me in my togo bag. Comes in handy

    @lv1543@lv15432 ай бұрын

  • ive grown to really like instant coffee it makes for a really easy and consistent iced coffee where as i've found other methods are kind of random

    @JynRoh@JynRoh2 ай бұрын

  • I always buy both. Instant and regular. If I wake up at 7 am for my 10 am shift, I get regular coffee but if I wake up late at <a href="#" class="seekto" data-time="590">9:50</a>, I get instant coffee. Secondly, instant coffee used for some days when my girlfriend makes some ice cream shakes and she mixes that in there

    @28ebdh3udnav@28ebdh3udnav2 ай бұрын

  • Very bitterness compared to regular grounds coffee.

    @jajandesu1076@jajandesu10762 ай бұрын

  • Burnt chicory? No thanks.

    @maestoso47@maestoso472 ай бұрын

    • Yes please

      @uhm175@uhm1752 ай бұрын

  • Until about three weeks ago I was drinking an average of 15 cups of coffee per Day.....I Love coffee ...BUT what have the producers done?!!!!! The coffee tastes Awful now.....I tried my usual nescafe gold, then classic ...then even several different beans that we ground at home ......But Something in the products have seriously changed to the detriment of the end product ! ! I miss my coffee but I will have to adjust to drinking tea if I can't get any delicious coffee product anymore........HELP!!!!!

    @melenelewis2955@melenelewis29552 ай бұрын

  • I don't know how many other people do this, but I like making a decent instant coffee as my second coffee of the day, after having made fresh coffee from whole beans I ground myself earlier in the day. I love making coffee the proper way---whether in my pour-over, or in my Moka pot, or even in the much-maligned percolator---but it's oftentimes too time consuming to do every time I make coffee, especially if I'm busy.

    @Cicero1988@Cicero19882 ай бұрын

  • When I travel to Asia, I bring a collapsable dripper, filters and ground coffee because there are still rural areas where tea is the drink of choice and coffee is either instant or crap.

    @Hotspur62@Hotspur622 ай бұрын

    • He'll on earth

      @rp9674@rp96742 ай бұрын

    • @@rp9674 I don't like coffee so i really wouldn't care lol.

      @norwegianboyee@norwegianboyee2 ай бұрын

    • Drip coffee is literally the worst ranked coffee globally. It’s the Herseys of chocolate.

      @HAL-9000x@HAL-9000x2 ай бұрын

    • @@HAL-9000x how dare. You look like human pretending to be a bot.

      @rp9674@rp96742 ай бұрын

    • Drip coffee!! The worst coffee on the planet. Only Americans drink it, I would much rather have a good quality instant coffee

      @debbieanne7962@debbieanne79622 ай бұрын

  • Espresso does not have an “X.” Amateur Hour

    @philipbair4795@philipbair47952 ай бұрын

  • I do brewed for 2 years now. No sugar, no acid, and smells really good. love it.

    @kayak0000@kayak00002 ай бұрын

  • The problem with soluble coffee is that you need to add sweetener/milk for it to be good. Compared to the coffee you brew at home.

    @fahada1921@fahada19212 ай бұрын

  • I love grinding fresh beans into my French press for my morning coffee 😋

    @Steven-wq8tx@Steven-wq8tx2 ай бұрын

    • You're a professional grinder then .

      @xcel5203@xcel52032 ай бұрын

    • Same love grinding my beans for my Aeropress

      @hortehighwind8651@hortehighwind86512 ай бұрын

    • I love to grind.

      @jesusdominguez6427@jesusdominguez64272 ай бұрын

  • I still get it. Just not my daily driver.

    @trex1448@trex14482 ай бұрын

  • When I was in my 20s I used to enjoy Folgers instant coffee with a little coffee mate creamer. I don't know but the taste was different and nice. I enjoyed it at the time. Then I got into brewing my coffee at home first with a pour over then eventually with the French press which I stuck with for many years. I then got sick of coffee and could not stand the smell or even stand to drink it because my stomach would get upset. Now it's just water. I might Try some instant coffee again though, with cream, tasty.

    @LisaApril@LisaApril2 ай бұрын

  • I drank Nescafé exclusively until 3 years ago when I tried the "Beaumont" brand from ALDI which is delicious and much cheaper than Nescafé. An 8 oz jar is $3.69.

    @karimaogden3875@karimaogden38752 ай бұрын

  • Instant coffee is for camping/skiing/backpacking... and that's it. Taste aside, it doesn't give you most of the health benefits of actual coffee.

    @icpreston@icpreston2 ай бұрын

  • Whatever crap people drink here in America is not coffee. I’m originally from Colombia, and even that cheap Sello Rojo garbage they sell there tastes better than the burned sewage water that Starbucks and Dunkin make. My gringo husband was so used to the burned taste of American “coffee” that he didn’t believe me, so I made for him the only coffee I drink here in the U.S.: Juan Valdez instant coffee. He said it maybe tasted better but wasn’t totally convinced. So, when we ran out of that instant coffee, he then went back to Starbucks and couldn’t even finish his cup: he said it tasted burned! 🤣

    @dnyalslg@dnyalslg2 ай бұрын

  • I've never been in a position where instant coffee was a more appealing choice than coldbrew, but I'm open to change if a good instant coffee situation ever comes up.

    @coffeeScryer@coffeeScryer2 ай бұрын

  • I used to drink Nescafe instant coffee in Japan. but after I got married to my husband who is from Europe, My taste changed different. My husband doesn't like instant coffee. therefore, I grind coffee beans every week to enjoy with aroma. Of course the fresh coffee tastes so different. Even coffee beans have gotten very expensive in the last few years, I will not go back to instant coffee.

    @cutynobi21@cutynobi212 ай бұрын

    • Snob

      @larryc1616@larryc1616Ай бұрын

  • Instant coffee is ok in a pinch, but grinding beans and using a filter is far superior when it comes to flavor. I look forward to my freshly ground cup of coffee every morning, after lunch, and sometimes 6 hours before bed if I need an extra boost of energy.

    @John_Q@John_Q2 ай бұрын
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