Short answer — the most popular instant-coffee brands right now are:

• Nescafé (Nestlé) — the global market leader and the single most widely‑sold instant‑coffee brand worldwide. (foodnavigator-usa.com, proficientmarketinsights.com)
• Folgers (J.M. Smucker) — a top seller in the U.S., widely bought for value and everyday use. (amazon.com)
• Maxwell House (Kraft/ Kraft Heinz) — another big U.S. mainstream instant brand. (amazon.com, ai-smarties.com)
• Starbucks VIA / Starbucks Premium Instant — popular as a premium instant option. (us.amazon.com, ai-smarties.com)
• Specialty / premium instant options people look for: Mount Hagen (organic, freeze‑dried), Four Sigmatic (mushroom + coffee blends) and other freeze‑dried premium offerings. (mounthagencoffee.com, thespruceeats.com)

Quick context and buying tips

• Instant coffee format still sells strongly worldwide; big brands (especially Nescafé) dominate because of distribution and price. (foodnavigator-usa.com, proficientmarketinsights.com)
• Freeze‑dried instant generally preserves flavor better than spray‑dried, so if taste is your priority look for “freeze‑dried” or labels like Nescafé Gold, Starbucks VIA, Mount Hagen, etc. If price is your priority, mainstream spray‑dried jars (Folgers, Maxwell House) give the best value. (mordorintelligence.com, mounthagencoffee.com)
• Where to buy: supermarkets and online (Amazon) are the main channels — Amazon’s instant‑coffee best‑seller lists show Nescafé, Folgers and Maxwell House among the top sellers in the U.S. right now. (amazon.com, us.amazon.com)

If you want, I can:

• Recommend 3 specific instant coffees to try (value / best‑taste / premium), or
• Show current Amazon best‑seller links or local supermarket options.