MEA Instant Coffee Market Size, Growth and Major Players 
                     Who’s Winning the Instant 
Coffee Market Race Nestlé vs. 
JAB Holding in MEA ?
The MEA instant coffee market is on a growth trajectory, valued at USD 1 
billion and driven by urbanization, evolving consumer preferences, and 
an increasing demand for convenient coffee solutions. Two global 
powerhouses, Nestlé S.A. and JAB Holding Company, dominate this 
competitive landscape, each leveraging
distinct strategies to capture market share. While Nestlé leads with 
innovation, expansion, and sustainability, JAB Holding is disrupting the 
market through
aggressive acquisitions and premiumization.
For an in-depth analysis of the market dynamics, check out the 
MEA Instant Coffee Industry Report.
Nestlé S.A.: The Market Leader Setting 
the Benchmark
Strategy: Innovation, Expansion & Sustainability
Nestlé is the undisputed leader in the global instant coffee market, 
holding a significant share in the MEA region with its flagship brand, 
Nescafé. The company’s strategy revolves around innovation, 
geographic expansion, and a commitment to sustainability.
● Product Innovation: Nestlé consistently enhances its portfolio by 
introducing specialty flavors, organic coffee options, and healthier 
alternatives, such as decaffeinated and plant-based instant coffee.
● Market Expansion: The company has aggressively expanded its footprint in 
Saudi Arabia, UAE, and South Africa, leveraging its robust retail and e-
commerce networks to reach a wider audience.
● Sustainability Leadership: Nestlé’s Nescafé Plan 2030 aims to source 100% 
responsibly grown coffee, improve farmer livelihoods, and reduce 
environmental impact—an initiative that resonates strongly with today’s 
conscious consumers.
● Premiumization: Recognizing the shift towards high-quality instant coffee, 
Nestlé has launched Nescafé Gold and Nescafé Dolce Gusto, offering a 
rich, barista-style experience at home.
With instant coffee consumption expected to rise by 15% in MEA 
by 2027, Nestlé’s diversified approach ensures its continued 
dominance.
Download the full sample report of MEA Instant Coffee Market 
Future Outlook.
JAB Holding Company: The Challenger 
Disrupting the Market
Strategy: Acquisitions & Premiumization
JAB Holding Company, a Luxembourg-based investment firm, is 
shaking up the instant coffee industry by acquiring top coffee brands 
and strengthening its
market position through premiumization.
● Strategic Acquisitions: Through its subsidiary Jacobs Douwe Egberts (JDE), 
JAB owns brands like Jacobs, L’OR, Moccona, and Senseo, solidifying its 
status as a global coffee powerhouse.
● Omnichannel Distribution: JAB has invested heavily in e-commerce and 
digital marketing, allowing it to reach tech-savvy consumers across MEA, 
particularly in urban areas where online shopping is booming.
● Luxury and Specialty Coffee Focus: With the growing preference for high-
end coffee, JAB has expanded its premium instant coffee offerings, catering 
to consumers seeking rich, full-bodied flavors.
● Expansion into Key Markets: JAB is focusing on North Africa and GCC 
countries, where demand for high-quality, convenient coffee is surging.
With 40% of MEA coffee drinkers preferring premium instant coffee, JAB 
Holding’s aggressive approach is poised to challenge Nestlé’s long-
standing dominance.
You can also explore the in-depth industry analysis of the Asia 
Pacific Coffee Industry.
Head-to-Head: Nestlé vs. JAB Holding in 
MEA
Future MEA Instant Coffee Market Trends
The battle between Nestlé and JAB Holding will shape the future of 
instant coffee in MEA. Key trends driving growth include:
● Rise of E-Commerce: Digital sales channels are projected to grow by 20% 
annually, making online presence a critical success factor.
● Premiumization: Consumers are shifting towards high-quality, flavorful 
instant coffee, favoring premium brands like Nescafé Gold and Jacobs 
L’OR.
● Sustainability-Driven Consumer Choices: Eco-friendly coffee options 
and ethical sourcing are becoming major purchase drivers.
● Expansion into Rural Markets: Both companies are eyeing smaller cities and 
rural areas, where instant coffee adoption is on the rise.
For a broader industry perspective, explore the North America 
Coffee Market to understand coffee trends beyond MEA.
Conclusion
The MEA instant coffee market is heating up, with Nestlé and JAB 
Holding at the forefront of innovation and expansion. While Nestlé 
dominates with its
long-standing market presence, product diversity, and sustainability 
leadership, JAB Holding is making rapid strides through acquisitions, 
digital engagement, and premiumization.
Will Nestlé maintain its reign, or will JAB Holding disrupt the status quo? 
The next few years will determine how these two industry giants shape 
the future of instant coffee in MEA.