The coffee market

The growth of Italian coffee in the world is no longer a surprise, and in many countries, beside an increase in consumption (and sometimes even more) we notice an increase of the interest and of the passion for the culture of espressos and cappuccinos. For a company distributing coffee all over the world, it is of vital importance to monitor and interpret such data. The coffee market is taking very specific directions. The coffee capsules, uniting a decent quality (but not always) to a great easiness in managing and cleaning the coffee machine at home or in the office, are growing steadily.

The biological coffee is also growing fast, interpreting the desire for transparency, safety and traceability that many consumers in the world now consider as a must. Along these trends, those companies that explain their products and that are not afraid to reveal the origin of their coffees and the processing methods, become more and more appealing. If we take a look at the European context, we see many different cases. Italy is a market on its own. It is a static one, because of the tendency to gain the bars’ trust by offering them free coffee machines and money loans, thus fully forgetting about the final consumer and the quality he or she deserves. Shall we do something about it?

Germany and Northern Europe

In these areas quality is always a discriminating criterion when it comes to coffee. Many cafés offer specialized products and pursue their choices of taste and harmony.

Eastern Europe and Far East

In Eastern Europe the coffee market is growing increasingly, and so does in India. China witnesses a boom in consumption in big cities, whereas in rural areas the espresso cup is widely unknown. In these areas there is little or no coffee culture, while the low price of a coffee cup implies the diffusion of low quality coffees. Yet, little by little…

Middle East

In the Arabian countries the attention to coffee quality goes along with economic growth. Here, just like in South America, there is a long-established coffee culture, yet the espresso and the cappuccino are slowly changing the traditional approaches, thus opening up the coffee market to new opportunities.

North America

USA and Canada are the homeland of commercial and cultural phenomena like Sturbucks, but not only: they have also been appreciating for long the world of espressos and cappuccinos. And that of the spectacular milk art!

Australia

Australia? Fantastic! The Italian emigration in the 50s has made it one of the countries with the best coffee quality, and in its cities’ parks the cappuccino’s kiosks are a constant presence!