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Budget-minded Gen Z shoppers fuel instant coffee boom
March 30, 2025
|The Straits Times
What happens if it becomes increasingly costly to buy a freshly brewed cup of coffee at the cafe? You start making it yourself at home or at the office.
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Young people looking to save money on their increasingly expensive morning caffeine habit are turning to a throwback: instant coffee.
Sales of instant coffee in the US rose 24 per cent in 2024 from two years prior, and spending is growing the fastest among Gen Z, according to data from Nielsen. Consumers in their teens and 20s—who were not around when Folgers' The Best Part Of Waking Up jingle debuted in the 1980s—more than doubled what they spent on instant coffee in 2024 compared with in 2022.
Driving the spike, in part, is the rising price of coffee. A 12-ounce cup of Starbucks brewed coffee in a midtown Manhattan cafe costs US$3.45 (S$4.60), while a cup of Starbucks instant coffee at home can net out as cheap as 36 US cents.
هذه القصة من طبعة March 30, 2025 من The Straits Times.
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