Instant Coffee Demand Rises Amid Premiumization Trend in Canadian Market
What happened
Instant coffee sales increased by 10 per cent in Canada in 2024, reaching $330 million, according to a 2025 Agricultural Canada report. This growth is occurring alongside a trend toward premiumization in the coffee market. Local roasters in Calgary, such as Canadian Heritage Coffee Roasters and Eight Ounce Coffee, have reported similar sales increases in recent years. Major brands, including Starbucks and Maxwell House, are highlighting the increased demand for instant coffee.
From cbc.ca
Why it matters
The shift toward higher quality instant coffee is transforming the market, moving it beyond its traditional perception. This trend is benefiting established big brands like Maxwell House and is driving sales volume for local roasters in Calgary. The Coffee Association of Canada notes that this premiumization is changing the landscape of coffee consumption.
From cbc.ca
Who's involved
- CalgaryLocation where local roasters are reporting sales increases
- StarbucksMajor brand actively highlighting increased national demand for instant coffee
- Maxwell HouseEstablished coffee brand whose demand is increasing due to market trends
- Kraft HeinzCompany that owns Maxwell House
Who could feel it
Possible knock-on effectsThese are possibilities Brind reasoned out, not predictions, and not advice. Most are not stated in any report.
- Kraft HeinzSpeculative
Market demand shift for instant coffee might benefit owned brand Maxwell House revenue.
- Maxwell HouseSpeculative
Increased consumer demand for instant coffee could benefit established big brands like Maxwell House sales.
- StarbucksSpeculative
Starbucks might see increased sales volume as it highlights the national demand and premiumization of instant coffee.
- Shoppers Drug MartSpeculative
Increased consumer demand for instant coffee may drive sales volume of Maxwell House products at Shoppers Drug Mart.
Possible ripples
Who this could reach next, traced step by step from the reporting. Possibilities worth considering, not forecasts.- Shoppers Drug Mart may benefit from rising demand for gourmet instant coffeeShoppers Drug Mart could see increased sales volume from premium instant coffee.Likely
- Premium coffee market trends may boost Nespresso's high-end appealPremium coffee market trends may boost Nespresso's high-end appealPossible
- Kraft Heinz may benefit from rising demand for premium instant coffeeKraft Heinz may benefit from rising demand for premium instant coffeePossible
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The entities involved
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Calgary
largest city in Alberta, Canada
-
Starbucks
American multinational coffee company
-
Maxwell House
American coffee brand
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