The coffee market - Italy

Since 2020, the coffee market has continued to evolve with significant trends and shifts in consumer behavior, particularly in Italy. The Italian coffee sector experienced a downturn in 2020, with a turnover drop of 8.6% due to the Covid-19 pandemic, as the HORECA sector lost 40% of its turnover and automatic coffee machine sales halved compared to 2019. However, retail and e-commerce sectors saw turnover increases. The shift toward home consumption is evidenced by the 37.2% of Italians preferring the moka in 2020, down from 53.3% in 2014, and the pod/capsule machine preference rising to 39.5%. Capsules accounted for 28.4% of coffee sold in large-scale retail, and their sales surged by 24% in March 2020 and exceeded 30% growth in the following two months. Export-wise, Italian coffee exports grew by +10.58% from 2016 to 2020, with major destinations being European countries. Italy notably imports from Brazil (26.38% of total imports) and Vietnam (14.88%). Despite fluctuations, global coffee consumption saw an average increase of 2 percent per year between 2013 and 2019, and Arabica coffee, which contains around 1.2% caffeine, remains the preferred variety, accounting for about 60% of production compared to Robusta's 40%, which has almost double the caffeine content.

Italian Coffee Market: Embracing Tradition and Innovation

Italy’s passion for coffee is evident, with an overwhelming majority of the population, approximately 97%, indulging in its consumption. The cultural significance of coffee in Italy is evident, and the market continues to thrive despite the challenges posed by the COVID-19 pandemic. The Italian coffee market experienced a substantial increase over the past decade, with the number of enterprises in the "Coffee processing" sector growing by more than 100% from 2010 to 2019, from around 1,000 to over 2,100 enterprises. Moreover, the turnover for this sector saw a substantial rise from approximately €300 million to nearly €500 million annually over the same period. When delving into consumer preferences, there has been a clear shift towards a new era of coffee consumption in Italy, with a noticeable decline in the use of the traditional moka in favor of pod/capsule machines. The preference for the moka decreased from 53.3% to just above 35%, while the pod/capsule preference rose from below 30% to nearly 40%. This reflects the trend towards convenience and variety offered by pod/capsule technology. The Italian consumer values the sensory pleasure, the relaxation, and the social interaction that comes with drinking coffee. There has been an increase in the diversity of coffee types consumed, with regular coffee's popularity slightly decreasing from over 75% to around 60%, while options like cappuccino, ristretto, and café latte have gained favor. Economically speaking, Italian households have been spending more on coffee over the years, with the average monthly expenditure on coffee purchases rising from just under €10 to more than €11. This increase aligns with the rising popularity of premium products like coffee pods and capsules, which carry a higher price point than traditional ground coffee. The market has witnessed significant shifts not just in consumer preferences but also in the methods of preparation and distribution. Coffee capsules, representing nearly a third of coffee sold in large-scale retail, exhibit robust growth with sales soaring by more than 20% in both value and volume in early 2020. Meanwhile, the purchase of coffee in bars and restaurants, previously a strong trend, saw a dramatic decrease of 44% in 2020 due to the pandemic.

Leading Luminaries: Top Contenders in the Italian

Coffee Market Italy's coffee culture is renowned around the globe, and its market is driven by a relentless pursuit of quality and tradition. At the helm of this flourishing industry are powerhouses whose names are synonymous with Italian coffee. Here, we highlight the principal players who, through their influence and expertise, shape the landscape of coffee consumption not only within the peninsula but far beyond its borders.

Lavazza Group stands as a testament to Italian innovation and global reach. Founded in 1895 in Turin, Lavazza has grown from a small grocery store into a worldwide coffee empire, providing a range of products that cater to diverse preferences. Lavazza's offerings include traditional espresso blends, single-origin coffees, and cutting-edge coffee capsules, each contributing to the rich tapestry of Italy's coffee narrative. Next in line is the Massimo Zanetti Beverage Group, a family-owned enterprise that has expanded its influence across the international stage. It owns several brands and operates an integrated chain, from coffee procurement to direct sales, including a wide array of high-end commercial and home-use coffee machines. Their presence in the global market underscores the universal appeal of Italian coffee. Another venerable name, Illy, emanates from the coastal city of Trieste – a hub of coffee culture in its own right. Illy is celebrated for its high-quality, smooth-tasting espresso coffee, rigorous sustainable practices, and its dedication to art and innovation. The company’s iconic illy Cup Collection is a fusion of caffeine and culture, an embodiment of Italian style. Not to be overshadowed, Nestlé Italia, under its Nescafé brand, has made significant inroads into the espresso-dominant Italian market. Their focus on convenience with Nescafé Dolce Gusto and Nespresso systems has transformed the way Italians consume their daily coffee, bringing the ritual into the modern age. Caffè Borbone follows closely, based in Caivano. This Neapolitan coffee brand is famed for its strong, intense espresso, a staple for those who prefer their coffee with a hearty Southern Italian character. Their robust flavors encapsulate the essence of Naples – a city as passionate about its coffee as its heritage. From the busy streets of Naples, we move to the soul-stirring aromas of Kimbo, another Neapolitan stalwart that has spread the city’s distinctive espresso culture far and wide.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 05/02/2024

Summary and extracts

List of charts

• External trade in coffee
• Main destinations of Italian coffee exports
• Main countries of origin of Italian coffee imports
• Annual coffee consumption
• Coffee consumption by region
• Main coffee producers
• Roasted coffee production
• Turnover and number of enterprises in the "Coffee processing" sector
• Turnover and number of enterprises in the "roasted coffee retail trade" sector
• Coffee drinking places
• Types of coffee consumed
• Preferred mode of coffee brewing
• Turnover and number of enterprises in the "Wholesale Coffee Trade" sector
• Turnover and number of enterprises in the "Bars and other similar establishments without kitchen" sector (bars, pubs, breweries, cafes, wine bars)
• Coffee distribution channels
• Coffee sales in the catering industry (HO.RE.CA)
• Consumer price index (base 2015=100)
• The carbon footprint of a cup of Nespresso coffee
• What does coffee represent to you?
• Type of coffee consumer
• Average monthly household expenditure on coffee purchases