For some reason I think of it as an older concept. Now Starbucks and coffee chains are popular.
Seinfeld on instant coffee https://youtu.be/uDrh5pujB9I?si=VdlVEREjMTNd2Bs7
Highlighting carlcook’s advice:
dissolve in cold water, ONLY THEN add hot water. The rationale behind it is that aromatics evaporate too quickly when the instant powder is infused with too/boiling hot water.
I think it still represents something like 5-10% of the US coffee market.
Better doesn’t always drive out cheaper.
It’s not always about cost but convenience.
Got hot water? Add instant coffee and you’re done.
And you can make hot water with just about anything. Most people use a microwave, I’m sure. But you could use a stovetop or hot plate, a camp fire, or even a tin cup over a Zippo if you really had to.
I’m pretty sure every other country in the world just uses an electric kettle. That will just emphasise the convenience of instant over ground coffee.