In recent years, consumption of Café Touba has been increasing as the drink is spreading to cities of all faiths, both in and outside Senegal. The World Bankwrote that a progressive elimination of imported coffee seems common in poorer areas of Senegal as a result of the global recession of 2009: a Senegalese restaurant owner stated, “We weren’t used to consume [sic] the Tuba Coffee for breakfast, but since the crisis people drink it a lot, also children.” Commercial export outside Senegal, while small, is present. In Guinea-Bissau, Café Touba has become the country’s most popular drink, even though it was relatively unknown several years ago. Consumption of Café Touba increased to the point that sales of instant coffee, most notably Nescafé, decreased in West Africa. To more directly compete with Café Touba, Nestlé launched a product that contains spices, called Nescafé Ginger & Spice.
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