Market Report, "Coffee in Iran", Published
Iran is traditionally a tea-drinking country and the majority of the population use tea as their everyday hot beverage; however, during the period 2003-2012, coffee, especially in its instant sachet format, was gradually introduced as an attractive alternative to the traditionally-popular tea. Younger Iranians, particularly those in their 20s, started regular consumption of coffee as it was considered as a sign of a more modern lifestyle due to the general belief about its westernised nature.
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