Some Like It Hot, While Some Like It Instant

Global food and beverage giant Nestlé has found in a commissioned study that coffee drinkers in the Middle East prefer instant brands over ground or roast coffee. According to the study which measured consumers' 'share of throat' - the term used to measure beverage consumption as a percentage of consumer's total daily liquid intake excluding water - instant coffee's share has grown five times from what it was in 2000. This is good news for Nestlé, the producer of Nescafe, the market leader in the GCC with an 88% market share, and the world's number one coffee.

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