Volume sales of coffee are expected to grow 0.2% from 2013 to 2021 in Italy, making the country's No. 1 coffee brand (in volume sales), Lavazza, needing to turn to other markets for future growth, according to Euromonitor International.
Valued at $28bn globally and expected to grow another $8.3bn by 2020, according to Euromonitor, the instant coffee market is taking developing areas of the world by storm but not gaining much traction in developed ones.
As café chain Starbucks announces plans to offer instant coffee at its stores to diversify in the current economic climate, the European coffee industry says it does not expect a similar shift in consumer habits in the near future.
The British are the biggest consumers of instant coffee in Europe,
driven by the desire for speed and convenience. But new research
from Mintel shows that many of the new instant coffee products
launched over the last year were not...
Speciality products such as cappucino have boosted sales of instant
coffee in Germany, according to the latest figures. Young people
seeking alternatives to sugary soft drinks are the main consumers
of these products.