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Italians Spend €260 Per Year On Coffee, Study Finds

Published on May 25 2018 12:10 PM in A-Brands tagged: Coffee / Italy / Lavazza / Nespresso / Illy / Kimbo / Segafredo / Pellini

Italians Spend €260 Per Year On Coffee, Study Finds

Approximately 95% of Italians consider themselves regular coffee drinkers, with the average spend per person on coffee totalling €259.40 per year.

That's according to the Coffee Monitor, published by Nomisma’s Social Monitoring Observatory in collaboration with Datalytics, which polled 1,000 consumers on their coffee-drinking habits.

Among coffee drinkers, 93% choose espresso as their beverage of choice.

Some 58% of Espresso fans drink one to two cups a day, while 5% say that they drink more than five cups a day. Most of them (77%) drink espressos in the morning, when they wake up, while 22% consume it at dinner or at night.

Some 92% of those who drink espresso coffee do so within the home, with coffee powder (53%) and pods or capsules (37%) popular in terms of serving options.

Influencing Factors

In terms of the influencing factors determining which variety of coffee they drink, 53% say they choose based on aroma, while 19% select their coffee based on brand reputation, and 15% cite price as a key factor.

Close to three quarters (72%) of Italians consume coffee in a bar environment, with 48% saying they consumer coffee in the office, largely through pods or capsules.


The majority (48%) of Italian coffee consumers spend €10-30 a month on coffee, with 32% saying they spend up to €10, 16% between €30 and €60 and 4% over €60.

In the last three months, there were over 30,000 posts dedicated to coffee on the main social sharing platforms (Facebook, Instagram, Twitter), in Italy.

In the first quarter of 2018, Nespresso and Illy won the highest number of mentions, Lavazza was the brand that generated the highest volume of engagement or interaction on Twitter or Facebook. Kimbo and Segafredo were the most active brands on social networks, while Pellini had largest growth of the fan base.

© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine

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