Instant Coffee's Comeback: A Generational Fad or a Brewing Problem?
Instant Nostalgia: The Numbers Behind the Trend
Instant coffee. It's back. And apparently, millennials and Gen Z are to blame—or thank—depending on your perspective. Nielsen IQ claims instant coffee is driving nearly 20% of growth in the packaged coffee sector. Twenty percent. That's not an insignificant blip; that's real market movement. But is it sustainable, or just a fleeting infatuation fueled by TikTok trends and a craving for retro simplicity?
The resurgence is interesting, especially when you consider the simultaneous rise of "functional" coffees. Mushroom coffee, protein coffee, collagen-infused concoctions… the coffee aisle is starting to resemble a supplement store. Tastewise, a food research company, predicts functional coffee will be a top trend for 2026, noting a 30% increase in mushroom coffees on UK menus this past year. (That's a pretty specific data point, isn't it?) Are young consumers really drawn to instant coffee for its purported convenience, or are they seeking a quick fix, a customizable base for their wellness experiments? And if they're so health-conscious, why instant coffee, given the new research suggesting a link to AMD?
The AMD Asterisk: A Correlation Worth Considering?
Here's where the narrative gets a bit murky. A study published in Food Science & Nutrition (June 2025 issue, for those keeping score) suggests a genetic association between instant coffee and dry age-related macular degeneration (AMD). The researchers at Hubei University of Medicine and Taihe Hospital in China found this association with instant coffee, but not with regular or decaf.
Now, correlation doesn't equal causation. I repeat: correlation does not equal causation. But Dr. James Dello Russo, a New Jersey-based optometrist, rightly points out that the "magnitude of the risk warrants attention." He suggests switching to brewed coffee, especially for those with existing risk factors. The industrial dehydration process used to make instant coffee may (that's a crucial hedge) create compounds that trigger inflammation and oxidative stress, both implicated in AMD. It is worth noting that the study mentions a "genetic association" which certainly muddies the waters.
The question then becomes: are younger coffee drinkers aware of this potential risk? Are they weighing the convenience and cost savings of instant coffee against potential long-term health consequences? And, perhaps more importantly, should they be? Given the data, a responsible media outlet would at least present both sides of the story. Retro coffee on rise with younger drinkers despite vision concerns: Here's what experts say
I've looked at hundreds of these kinds of health studies, and what always strikes me is the gap between the lab and real life. We are talking about a correlation, not a guarantee. How large is the effect size, really? How many cups of instant coffee are we talking about, per day, over how many years? What are the other lifestyle factors at play? These studies rarely provide the nuanced data needed for informed decision-making.
Brewing Up the Future: Convenience vs. Consciousness
7 Brew, a drive-through coffee chain, is expanding, "dropping" new locations in Gulfport and Biloxi, Mississippi, slated to start brewing in early 2026. 7 Brew ‘dropping’ new coffee stands in Gulfport and Biloxi This expansion speaks to the continued demand for convenience and speed in the coffee market. But will these new coffee shops cater to the instant coffee trend, or will they focus on brewed options and functional add-ins?
The global coffee market is still growing, but consumption patterns vary wildly. Luxembourg, for example, leads the world in daily coffee consumption at 5.31 cups per person, largely due to its commuter workforce. India, on the other hand, consumes a mere 0.02 cups per person per day. The United States comes in at 24th, with 1.22 cups per day.
So, what's the future of coffee? Will instant coffee continue its resurgence, driven by younger generations and convenience? Will functional coffees become the norm, blurring the lines between beverage and supplement? Or will concerns about potential health risks, like the AMD association, push consumers back towards traditional brewed coffee?
Is This Really A Comeback?
The data points to a complex interplay of factors. Convenience, cost, nostalgia, and a growing interest in "functional" ingredients are all shaping the coffee landscape. The AMD study throws a wrench in the works, but it's unlikely to derail the instant coffee train entirely, especially if the younger generation is prioritizing short-term gains over long-term risks.
Ultimately, this boils down to a question of consumer behavior and risk perception. Are we witnessing a genuine shift in coffee preferences, or just a temporary fad fueled by clever marketing and a dash of nostalgia? The numbers suggest the latter, but the story is still brewing.