Espresso Remains Italy’s Favorite Coffee as Moka Pots Gain Popularity
Rome: Espresso continues to dominate the coffee scene in Italy, maintaining its status as the most popular type of coffee among Italians.
According to Ansa News Agency, a recent survey conducted ahead of International Coffee Day highlights that 51.6% of Italians prefer espresso as their coffee of choice, cementing its role as a cultural icon and symbol of Italian identity.
The survey, titled “Italians and Coffee,” was carried out by AstraRicerche for the Italian Coffee Committee of Unione Italiana Food. It offers a comprehensive analysis of the evolving coffee preferences and market trends in Italy. While pods and capsules remain the leading choice with 59.5% preference, the traditional moka pot is closing in with 55.2%, followed by the automatic espresso machine at 34.4%.
The study reveals a shift in the market dynamics, as capsules have seen a decline from their previous 65% market share between 2021 and 2023. In contrast, moka pots are experiencing a resurgence after years of decline, and automatic machines are gaining traction among consumers. The survey also indicates that coffee consumption is ingrained in Italian daily life, with seven out of ten Italians enjoying the beverage daily. Women lead in daily consumption at 73%, slightly ahead of men at 69%. The 35-65 age group records the highest consumption rate of over 75%.
Despite the popularity of espresso, alternatives such as instant coffee, Americano, French press, and cold brew remain on the periphery of regular consumption. Specialty coffee, organic, and Fairtrade options are also niche areas with limited popularity. The Italian Espresso Institute (IEI) highlights significant increases in raw material prices, with annual rises of up to 90%, and challenges in sourcing traditional coffee varieties. The current difficulties are attributed to factors like climate change, insufficient production, and rising demand from expanding markets such as China and India.
Giuseppe Lavazza, president of the Italian Coffee Committee, points out the drastic increase in the cost of Arabica and Robusta varieties, with Robusta up by 200% and Arabica nearly 300%. Lavazza attributes these record levels to poor harvests and market speculation driven by political and legislative uncertainties. Alessandro Borea, president of the Italian Espresso Institute, echoes these concerns, highlighting the pressure on the entire supply chain. Roasteries focusing on quality face challenges in maintaining standards while dealing with rising import costs and market speculation. Despite price increases being reflected in price lists, consumers often do not immediately perceive the impact on their cup of coffee.
Italian consumers value the art of roasting but lack familiarity with coffee geography, with 44.1% mistakenly believing that coffee crops exist in Italy. This misconception is more prevalent among younger individuals aged 18-24, rising to 42%, despite only experimental crops existing in Sicily. Additionally, only 40.5% of Italians are aware that coffee beans are green or yellow before roasting, with many assuming they are brown or black. While almost everyone is familiar with the Arabica variety, knowledge about Robusta is limited to 56.7%, and awareness of Liberica and Excelsa remains below 15%.