How Is Coffee Consumed Across Asia Pacific?

This article at glance 

• APAC coffee consumption is growing 2,2%+ a year. 
• Soluble coffee is key to reaching new consumers in early-stage markets. 
• Regional demand is shifting how value and pricing work across global trade. 

Coffee across Asia-Pacific is changing rapidly, shaped by local habits as coffee consumption relies on social routines. A rising middle class, urban migration and a strong tech culture are all playing a part in reshaping how coffee is consumed across APAC. Although brewed is in the spotlight, soluble is seeing strong growth as well. 

Spotlight on Local Markets 

Our team across Asia Pacific shared a closer look at what’s happening in key countries. Here's how coffee is evolving on the ground. 

In China, demand has jumped over 4 million bags a year, and it’s not slowing down. Tea culture and bubble tea have influenced coffee consumption, forcing franchises to create a new mix weekly to keep up with China’s trends. Drinks like the orange juice americano and cheese latte are part of everyday menus. Coconut lattes alone helped push coconut milk production up by 70 percent over the last three years. On top of that, about 80 percent of coffee is ordered via apps and delivered, making convenience just as important as taste. Ray Yang, Trader with Sucafina Yunnan, explains more.  

India is seeing steady growth too, with domestic consumption rising from 84,000 MT in 2012 to 91,000 MT in 2023. Young consumers are shifting from tea to coffee, preferring locally grown beans. As Indian coffee drinkers are looking for quality and story, many independent cafes buy directly from Indian producers, helping boost both local demand and premiums while giving customers a closer link to origin. Rahul Garwad, Business Development Manager with Sucafina India, shares his story.  

In Indonesia, domestic coffee consumption has quadrupled since the 1990s. Coffee is a daily ritual, whether it’s served from a bicycle vendor or a 24-hour cafe. Coffee shops have become social hubs, offering everything from video games and movies to DJ sets and late-night get-togethers. For enthusiasts, one-hour tasting sessions at focused coffee bars offer a deeper experience. Tigin Saputra, Junior Trader with Sucafina Indonesia, takes us there.

Vietnam has always had a strong coffee culture, even before it was a global coffee powerhouse. Local brewing methods like phin and cloth filters are still popular, and most coffees are served strong along with condensed milk. Small shops are delivering coffee to people on motorbikes, and chains are updating their menus to appeal to younger drinkers without losing their iconic sense of tradition. Join Van Lam, trade coordinator, on her coffee journey.

The Bigger Trade Picture 

Coffee consumption in APAC is growing at 2.2% and is expected to hit 4.4% by 2025-26. Projections point to a 4.8% growth soon after. Soluble coffee stands out for both its rising popularity and for how it’s traded. Unlike globally priced coffees, soluble tends to follow local dynamics, with pricing shaped more by availability and flavor than by global exchange rates. 

A great example is Vietnam, where instant coffee slowly became a cultural shift. Driven by a fast-paced lifestyle and deep-rooted coffee traditions, formats like 3-in-1 and 2-in-1 are becoming popular by the day. Around 30% of total coffee consumption in Vietnam is now instant, and with such demand, production rose to 154,000 tons in 2022. Though convenience is a driver, variables as flavor, affordability and the ability to meet a wide range of consumer preferences tip the balance for consumers. Get the full story on Vietnam’s instant boom right here. 

“APAC isn’t just drinking more coffee, it’s rewriting the rules,” says James Dargan, Head of APAC. “As we track APAC’s accelerated demand, it’s clear that coffee consumption is also reshaping how we understand market behavior, from shifting differentials to changing demographics.” 

As this shift grows, sensitivity to global exchanges is dropping. China, for instance, continues to consume far more than it produces, creating a widening supply gap and making domestic fundamentals a bigger piece of the trading picture. As each country shapes its own path, it’s helping define the next chapter of how coffee is consumed, valued and traded in Asia Pacific.  

At Sucafina Instant, we understand these evolving habits and offer flexible solutions that align with them. Whether it’s bold Robusta-based blends for 3-in-1 sachets or high-quality spray-dried coffee for RTD beverages, our products are designed to meet the expectations of the fast-changing market.

Curious how we can help you tap into the dynamic coffee scene? Reach out to us to learn more: https://instant.sucafina.com/contact.