Demand for instant coffee on the Internet has grown by 30%

Demand for instant coffee on the Internet in 2024 increased by 30%. This was told to "Izvestia" by analysts of the company "May", who conducted a study of sales of hot drinks based on data from December this year to last year.

"In the online segment, tea sales grew by 23%. Coffee is also up 20%. While the share in online tea sales is 6%, the share of e-com sales in total coffee sales is at around 28%. The greatest dynamics in 2024 was shown by instant coffee - plus 30% to last year's figures," the study says.

In offline sales, according to the study, the situation is quite different: the market shows a constant, albeit slow decline. Tea sales in 2024 decreased by 4%, while the demand for instant coffee remained almost unchanged (-1%). At the same time, natural coffee in the offline segment showed a moderate growth of +5.3%.

Earlier, on December 16, Oksana Mikhaleva, a nutritionist and endocrinologist at SM-Clinica, told Izvestia that some people should limit or completely exclude coffee from their diet. This applies primarily to children, pregnant women and people with high blood pressure. Speaking about children, she noted that up to 12 years of age coffee in the child's diet should not be. And after that, no more than one cup a day can be given. For adults who have no health problems, the norm is two to three cups a day.