International Coffee Tasting 2025 bets on the products of the future

International Coffee Tasting 2025, the coffee competition organized by IIAC - International Institute of Coffee Tasters, now also includes instant coffees, concentrated coffee, and ready-to-drink beverages

Carlo Odello - IIAC President

The 2025 edition of International Coffee Tasting brings with it an important new feature: the possibility of registering for instant coffees, concentrated coffee, and ready-to-drink beverages. IIAC – International Institute of Coffee Tasters’ mission is to reflect the ongoing evolution of the coffee world and welcome emerging categories.

According to a report by Mordor Intelligence, the instant coffee market is expected to reach $49 billion by 2030: in the Asia-Pacific region, it already represents a significant market share (42% in 2024); while in India it represents 65% of total consumption; in South America, it is experiencing increasingly rapid growth, with Brazil, once a producer, becoming a major consumer market. In particular, instant coffee, also according to Mordor Intelligence, will reach a market share of $4 billion by 2030. Ease of consumption is a key driver for understanding the growth of these product categories.

“We already introduced instant coffee, concentrated coffee, and ready-to-drink beverages to the categories of the Chinese edition of our competition in 2024, as these products are increasingly gaining popularity in Asia, - said Carlo Odello, president of IIAC - This year, we've also opened access to products designed for the Italian and European markets, and we're thrilled to broaden the scope of the competition we've been organizing for nearly twenty years.”

Naturally, the rules of the most demanding competition on the market will also apply to the new product categories: maximum transparency of the most comprehensive evaluation method, application of strict sensory analysis rules, and strict statistical validation of the data provided by sensory judges, who always operate blindly.

International Coffee Tasting 2025 will be held from November 18th to 20th, 2025. The regulations and application form are available at www.internationalcoffeetasting.com