Boston, MA -- (ReleaseWire) -- 06/17/2014 -- Coffee volume sales fell by 1% in 2013, a worse performance than the review period, which overall saw a negligible CAGR decline, but a slight improvement on the volume sales decline in 2012. Coffee penetration in Italy is very high; in fact almost 100% of Italian families drink coffee and Italians are strongly attached to their habit of drinking coffee. However, consumers are cutting back on consumption slightly, on the one hand drinking less in a bid to save money, but also drinking alternative hot drinks. The latter is particularly the case for female and younger generations which are showing growing interest in some healthier hot drinks, such as teas and infusions.
In coffee, the brand is still very important for Italian consumers, as they are traditionally loyal to a particular taste and very rarely decide to change it, if only to try new tastes with added value. However, in this current economic environment, consumers in Italy look for products which offer quality and convenience at the same time.
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Over the forecast period, off-trade coffee volumes are expected to see a slight negative CAGR, while on-trade coffee volumes will see a positive CAGR of 1%, resulting in an overall negative volume CAGR for total coffee. This is a slight improvement on the review period which fell marginally in terms of overall volumes. In terms of value, sales are expected to remain positive over the forecast period with an off-trade value CAGR of 2% at 2013 prices. While this is slower than the review period CAGR of 4%, it is coffee pods which is proving to be a positive influence on coffee value sales, although instant coffee is also set to see a marginal value increase over the forecast period, despite a decline in volume sales
Discover the latest market trends and uncover sources of future market growth for the Coffee industry in Italy with research from Euromonitor's team of in-country analysts.
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The Coffee in Italy market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
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