Instant coffee is undergoing a significant transformation as consumers move away from basic powders toward higher-quality options. Driven by technological advancements and social media trends, the market is seeing a surge in demand for premium instant coffee products across Canada.
Why is instant coffee growing?
Industry experts suggest that the category is experiencing a period of "premiumization." Robert Carter, president of the Coffee Association of Canada, noted that this shift is resulting in an increase in consumption. This trend is supported by several factors:
- Improved manufacturing technology and bean quality.
- Social media trends, such as the Dalgona coffee craze.
- Increased use of instant coffee in home lattes, baking, and seasoning.
According to a 2025 Agricultural Canada report, instant coffee sales in Canada reached $330 million in 2024, marking a 10 per cent increase from the previous year.
How are retailers seeing this change?
Local coffee roasters are reporting notable growth in their soluble product lines. Joey Pittoello, general manager of the Halifax-based Just Us!, stated that the product is "having a moment" because people have discovered better quality options.
At Just Us!, sales of premium instant coffee have grown by approximately 15 per cent over the last two years. Similar upward trends have been reported by other specialty companies, including Eight Ounce Coffee and Canadian Heritage Coffee Roasters in Calgary.
FAQ
What is driving the popularity of instant coffee on social media?
Trends like Dalgona coffee, which involves whisking coffee with sugar and water, have helped improve the reputation of the product. Consumers are also using it to create various iced coffees and lattes at home.
Is instant coffee a new product type?
No, major brands have been selling soluble coffee for decades. The current shift is defined by a move toward gourmet blends and better flavor profiles rather than the introduction of the concept itself.
