|【英語タイトル】Italy Coffee Market - Growth, Trends, COVID-19 Impact, and Forecasts (2021 - 2026)|
❖ レポートの概要 ❖
The Italy Coffee market was valued at USD 3.16 billion in 2020 and the market is projected to register a CAGR of 2.3% during the forecast period (2021-2026).
Coffee is an integral part of Italian culture. According to Eurostat statistics, Italy is the second-largest importer of green coffee beans in Europe, after Germany.
Owing to the lockdown, which was in effect in the country by the end of the first quarter of 2020 all non-essential businesses were ordered to remain closed, with a particular focus on the On-Trade channel. The market was negatively impacted by COVID-19 in 2020 and is expected to decline by around 6-8%.
Despite restrictions being eased, a full recovery to pre-covid levels, in the on-trade channel is not expected before 2022. Over the long term, increased demand is expected from the off-trade channel owing to consumers growing comfortable with consumption at home during the lockdown.
As in-house consumption represents a major share of the coffee market, this segment is becoming increasingly diverse, at a steady pace, with a wide range of options available in terms of quality (standard and specialty coffee), origins, blends, and product forms (whole beans, ground, capsules, pods, coffee extracts, instant coffee, and others).
In Italy, increased personalization within the coffee industry, from coffee beans to standard ground coffee and coffee pods, along with the availability of different ranges of products offering high-quality coffee pods and capsules, is expected to support the market growth.
Key Market Trends
Lifestyle and Culture Drives Coffee Market in italy
Coffee is an integral part of Italian culture. Italians tend to value high-quality coffees, and are loyal to specific flavors and Italian brands. Coffee is consumed at various moments of the day, usually with sugar and no milk – with exceptions such as cappuccino, macchiato, marocchino, and caffè latte. 75% of the coffee consumed by Italians was drunk at home. Coffee has become an integral part of Italian culture, with around 8 million bags imported annually. Availability of Wide Range of Coffee Type, Flavors and Brewing styles and growth in the number of food outlets, retail stores are some of the drivers fuelling the growth of the coffee market.
International Players Disrupting the Traditional Coffee Chain
With the strong heritage of traditional coffee drinking culture, Italians prefer to drink coffee from local independent coffee shops. Italy is the leading country in the number of out-of-home coffee servings in Europe. Growing consumer trends for convenience, healthier eating is going to disrupt the traditional coffee market in the country. Coffee quality is considered a leading success factor for a coffee shop in Italy. There is a relative lack of knowledge about what constitutes the quality making it change the traditional consumer behaviour. To give a third-wave coffee culture, international brands like Starbucks, opened their first store in Milan, Italy in 2018. With growth primarily expected from traditional brands of local speciality shops and Starbucks, imminent arrival into the market helps the growth of the coffee market during the forecast period. Therefore, with the incoming of Starbucks in Italy, therefore this factor is further expected to increase the availability of different types of coffee products in the market studied.
The market is highly competitive, with the presence of key players operating in the market, including Nestle SA, Kimbo S.p.A., and Luigi Lavazza SpA. The sustainable competitive advantage through differentiation is high. Manufacturers are increasingly introducing product innovations, in terms of offerings, price, and packaging. This has led to a high degree of competition in the market.
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1.1 Study Assumptions & Market Definition
1.2 Scope of the Study
2 RESEARCH METHODOLOGY
3 EXECUTIVE SUMMARY
4 MARKET DYNAMICS
4.1 Market Drivers
4.2 Market Restraints
4.3 Porter’s Five Forces Analysis
4.3.1 Bargaining Power of Suppliers
4.3.2 Bargaining Power of Consumers
4.3.3 Threat of New Entrants
4.3.4 Threat of Substitutes
4.3.5 Degree of Competition
5 MARKET SEGMENTATION
5.1 By Product Type
5.1.2 Ground Coffee
5.1.3 Instant Coffee
5.1.4 Coffee Pods and Capsules
5.2 By Distribution Channel
220.127.116.11 Convenience Stores
18.104.22.168 Specialist Retailers
6 COMPETITIVE LANDSCAPE
6.1 Most Adopted Strategies
6.2 Market Positioning of Players
6.3 Company Profiles
6.3.1 LUIGI LAVAZZA S.p.A.
6.3.2 Nestlé S.A
6.3.3 Kimbo S.p.A.
6.3.4 Massimo Zanetti Beverage Group
6.3.5 Illycaffè S.p.A.
6.3.6 Casa del Caffe’ Vergnano S.p.A.
6.3.7 Aromatica Srl
6.3.8 Gruppo Gimoka S.R.L
6.3.9 Pellini Caffè S.p.A.
6.3.10 Hausbrandt Trieste 1892 S.p.A.
7 MARKET OPPORTUNITIES AND FUTURE TRENDS
8 IMPACT OF COVID-19 ON THE MARKET