Older consumers drink more coffee than younger ones. This is due to younger consumers being interested in a larger variety of non-alcoholic drinks due to their Italian lifestyle mixing up with other countries’ habits, whilst older consumers are more attached to their traditions.
Italian consumers like coffee pods because they perceive them to be premium products and because they like the fact that they are faster to use. Moreover, manufacturers have ameliorated their offers, proposing compostable pods; for example, Caffè Borbone proposed compostable pods, and the domestic packaging manufacturer Flo proposed Gea, a compostable pod, in partnership with the biopolymer producer NatureWorks.
The ethical trend is a driver that is just as strong as the organic trend amongst Italian consumers. This is why a “fair trade” certification is strongly growing in importance for purchasing choices.
In September 2018, Starbucks entered the Italian marketplace. Its first shop opened in Milan, after the multinational offered the city special maintenance and restyling of the central Piazza Duomo.
Nescafé has launched a new formula for Nescafé Gran Aroma. Innovations consist of new and more glamourous packaging, rich in golden colours and modern design and a new, finer formula.
In January 2018, illycaffè introduced its Arabica Selection. This new product is uniquely directed to the on-trade channel and it is presented as a premium product that mixes high- quality coffee coming from Guatemala, Ethiopia and Brazil, to obtain a mixture of flower, caramel and chocolate flavours.
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This industry report originates from Passport, our Hot Drinks market research database.