2020 saw a dramatic decline in the on-trade consumption of coffee in Italy. This was mainly due to the unprecedented situation that emerged in the country due to the COVID-19 pandemic and the official response to it.
One of the most noticeable social trends to emerge from the COVID-19 situation in Italy during 2020 was the major increase in the numbers of people working from home full-time. This was most noticeable in the service industries, as well as among white-collar professionals and office workers.
In line with the boom seen in demand for fresh ground coffee pods in Italy during 2020, standard fresh ground coffee saw strong growth in retail sales over the course of the year. The category benefited from the quarantine lockdowns, social distancing and the massive spike seen in working from home among white-collar professionals during the year.
The recovery of foodservice sales of coffee is expected to accelerate towards the end of 2021, with a full recovery slated for 2023, at the latest. When it is expected to register on-trade volume and value sales equivalent to 2019 levels.
While Italy’s hospitality industry is expected to continue struggling during the forecast period, resulting in suppressed foodservice sales of coffee, off-trade sales are expected to boom throughout the forecast period. In particular, the shift towards at-home lifestyles that has been seen during the COVID-19 pandemic is expected to remain a major influence on category sales for much of the forecast period.
Vending is one retail channel that has the potential to represent a very favourable option during the post-COVID-19 era. This is not least as using a vending machine means that consumers need not direct with another person when they want to buy a coffee, enabling them to avoid social interaction and promoting the principles of social distancing.
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This report originates from Passport, our Coffee research and analysis database.
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