Nescafé brought globally coffee high consumption in 1940s

Nescafé's introduction significantly increased coffee consumption and created new coffee fans, particularly during and after World War II.
U.S. per capita coffee consumption actually peaked in 1946 at 46.4 gallons per person - right after the war when Nescafé had become widely popular. During World War II, Nescafé's sales volumes doubled, showing rapid growth in popularity.
The introduction of instant coffee created entirely new coffee-drinking habits - people could now enjoy coffee anywhere, at any time, not just in cafés or at home with brewing equipment. This convenience opened up coffee drinking to people who might not have bothered with traditional brewing methods.
When World War II ended in 1945, Nescafe  was included in CARE packages sent to populations in need across Europe and Japan. This was directly connected to the American occupation.
Instant coffee, issued to American soldiers during World War II, fueled an appreciation for its convenience. After the war, American troops became brand ambassadors, spreading their love of Nescafé throughout Europe and beyond.

So yes, Nescafé didn't just serve existing coffee drinkers - it actually expanded the coffee market by making it more accessible and convenient, creating many new coffee fans in the process, especially during the 1940s.