Almost 50% of the world's green coffee is used to produce instant coffee, making it the most relevant product within the realm of the coffee world. USA, Russia, Germany, and UK are among the largest buyers. While instant coffee continues to be in demand because of its affordability and convenience, it is still considered a low quality beverage by many. However, this is about to shift with millennials, who make up a large percentage of the world's coffee drinkers.
The millennial generation is as concerned with personal wellness and sustainability as they are interested in new variants and flavors. They are seen as the leaders in creating a rise to new specialty instant coffee, with India and China's millennial population currently at the forefront of this instant coffee revolution.