Nigeria’s instant coffee market is heading for nearly $36 million in annual sales by 2029, and the battleground is shifting from the kitchen shelf to the street. The instant coffee segment is projected to grow at 9.84% between 2024 and 2029 IndiaMART, and brands that crack the out-of-home channel first stand to define the next decade of consumption. NESCAFÉ is not waiting.
Nigeria’s leading instant coffee brand has opened a new kiosk at Ojo Bus Terminal in Ibadan, bringing hot cups of NESCAFÉ 3-in-1 Original and NESCAFÉ Classic to commuters without them ever having to step outside the park. Plans are already underway to add MILO to the menu. It is a small footprint with a pointed message: the out-of-home beverage battle has moved beyond supermarket shelves and hotel lobbies and into the transit veins of Nigeria’s cities.
Nigerian consumers are increasingly embracing coffee as a beverage of choice, moving away from traditional drinks such as tea and soft drinks, a shift driven by health awareness, a young population open to new flavours, and the rising influence of coffee shop culture. Franchise India Ojo Bus Terminal, where journeys begin before sunrise, is exactly the kind of high-density, time-pressed environment where that shift becomes commercial opportunity.
“Passengers can now access quality coffee just steps away from their departure points, without leaving the park. The feedback has been positive, especially around the rich taste and the prompt service, which fits perfectly into the fast pace of this environment.” — Adisa Olumide, Manager, Ojo Bus Terminal
The move is consistent with a broader pattern of multinational beverage players tightening their grip on Nigeria’s everyday, high-traffic spaces. As Drinkabl.media reported in our 20 Nigerian Beverage Companies to Watch in 2026, the competitive landscape this year belongs to brands executing with precision where Nigerians actually live, not just where they shop.
“For us at Nestlé Professional, this initiative reflects our continued commitment to delivering quality beverage solutions to Nigerians wherever they are, even on the go. NESCAFÉ has always been about empowering strong starts.” — Ibraheem Awelenje, Nestlé Professional Channels Manager
Crucially, the Ojo kiosk is not staffed by a random vendor. It is operated through Nestlé’s MYOWBU (My Own Business) scheme, a programme that converts street-level vendors into trained small business owners. The Ojo operator has spent a decade inside that ecosystem as an attendant, and this kiosk is their graduation.
“After ten years as an attendant, my dedication has turned into ownership through the NESCAFÉ kiosk initiative. This kiosk is not just a business for me; it is a new chapter.” — Kiosk Operator, Ojo Bus Terminal
Two direct jobs have been created, one operator, one attendant, with ongoing training in hygiene and business management. Recyclable cups are standard, and staff are trained in responsible waste disposal, a considered an operational detail in a terminal environment where single-use waste accumulates fast.
“By situating a kiosk at Ojo Bus Terminal, we are bringing the brand closer to Nigerians with busy routines and reinforcing our commitment to helping them start strong and finish strong.” — Jean-Pierre Duplan, Category Manager for Coffee, Nestlé Nigeria
The prize is real. Nigeria’s ready-to-drink coffee market is projected to grow at approximately 18% annually from 2024 to 2029 Nestlé, and with 70% of Nigeria’s population under 30 Nestlé, the consumption habits being formed at bus parks today will shape brand loyalty for a generation. At Ojo, NESCAFÉ is making sure it’s the first cup they reach for.
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