It is one of the most evocative Italian symbols, it represents well-being, the Dolce Vita, and is an inevitable break during our days: let’s talk about coffee.
Almost all Italians love this black drink, and most of them can’t spend their day without drinking it.
I a Research conducted by AstraRicerche on behalf of the Coffee Promotion Consortium, the consumption habits of Italians and the role that hot drinks play in their lives were analyzed.
The study involved a sample of 1000 individuals, aged between 18 and 65. The interviews were conducted online to analyze what part coffee played in the days of Italians.
From the data of the survey, it emerged that coffee remains the favorite drink of Italians. Almost all the interviewees (96.6%) consume coffee or coffee-based drinks at least now and then.
But not only.
Espresso coffee is not only loved for its intense taste, for the variety of preparations, or because it is an energizing drink.
In Italy, drinking coffee is a real ritual gesture that embraces both the gustatory dimension and the emotional sphere of consumers.
The Covid-19 emergency has brought about a huge change in coffee consumption habits, limiting its use outside home. This has affected both from a practical point of view and on the emotional aspects connected to coffee.
In this article, we will examine the survey’s results and explore in depth the relationship of Italians with coffee.
When and where do we drink coffee?
According to the research carried out by AstraRicerche, the favorite time for Italians to have a coffee is in the morning. Coffee as soon as you wake up is a deeply rooted ritual for almost all Italians. About 80% of the people interviewed believe that sipping a good coffee is essential to start the day well.
The morning cup is usually only the first cup that is consumed by almost all people. Italians drink an average of 3 coffees a day: 4 out of 10 oscillate between a minimum of two cups and a maximum of 3, while the same number consumes from 3 to 4 cups of coffee a day.
The favorite place to drink coffee is at home, where consumption takes place both alone and in company in a perfect coffee corner in the kitchen. About 90.3% of respondents love to taste the drink at home, taking care of all the preparation.
Compared to the results of the previous research (carried out in 2014), domestic consumption has increased by almost one percentage point, but the methods of preparation have changed: the use of traditional Moka is the preferred extraction method for 37.2 of the interviewees. Gradually, however, the traditional coffee machine is giving way to the professional coffee machine, preferred by 40% of coffee lovers.
Drinking coffee at the bar remains one of the most deeply rooted habits in Italians, despite the lockdown and the restrictions that have been imposed. 65% of respondents love the aroma of espresso and consider the consumption of coffee at the bar a real ritual.
Geographically, the greatest consumption of coffee occurs in large cities and in the South, where every occasion is good for a cup of coffee.
Usually, older people prefer coffee, while younger people tend to like it less.
The importance of sustainability
AstraRicerche’s survey also focused on how sensitive Italians are to aspects such as social and ecological sustainability.
As regards social sustainability, Italians have declared that they prefer brands that guarantee the protection of workers throughout the production process.
Furthermore, for many of the interviewees, product quality is of paramount importance.
70% of consumers pay attention to the cultivation of the product and prefer to buy coffee beans from organic crops. Another important thing is that no pesticides and genetically modified organisms (GMOs) are not used.
In addition to these aspects, coffee lovers focus on the choice of brands that indicate the organoleptic characteristics of the coffee and the origins of production.
Coffee connoisseurs appreciate a powder that keeps its properties intact over time and that, during extraction, makes you feel all its nuances of taste.
Emotions matter too
Associated with Italy and the Dolce Vita, coffee is considered the symbol of Italianness by 84.3% of respondents.
But not only. From the answers that the researchers obtained, it emerged how coffee is important on an emotional level.
The cup of coffee in our country is not just an object, but it contains sensations of well-being and comfort. The black drink, in fact, in addition to being the most popular drink in our country is also synonymous with human warmth and conviviality.
For 83.7% of Italians, it is one of the pleasures of life.
85% of people consider coffee as an excuse to take a break from work or daily activities. Many use the coffee break to spend time with friends or work colleagues (about 82.3%).
Over half of people love coffee and enjoy its aroma as if it were a real moment of pleasure. For almost 50% of the interviewees, coffee represents a moment of pause to relax and disconnect from the everyday routine.
Over a third of the interviewees prefer to enjoy their coffee in solitude, allowing themselves a few moments for themselves. Consuming coffee turns into a real moment of introspection in which to collect thoughts, emotions, and energy.
Covid and the subsequent isolation also had various consequences on the sensations associated with the consumption of coffee.
Italians miss the ritual and meaning they associated with the consumption of coffee. 60.3% said they miss coffee outside home. Espresso, Ristretto, or Moroccan coffee from the bar are considered a way to start the day well, a moment to have a chat and savor the aroma of coffee.
From research conducted by AstraRicerche for the Coffee Promotion Consortium, it emerged that coffee continues to be one of the most loved drinks by Italians.
From this research on the consumption habits of Italians, people drink an average of 3 cups of coffee a day. The first is that of the morning considered irreplaceable by 80% of the interviewees.
The data also highlighted that the coffee extraction system is changing in Italian homes. In fact, among the made in Italy coffee machines, people are leaving the traditional Moka, in favor of more modern machines.
The favorite place to sip coffee is at home but the bar continues to play an important role despite the constraints related to the Covid-19 emergency. 65% of consumers love to have coffee at the bar, in fact, as a place that favors sociability.
Besides, the flavor of the espresso remains one of the most appreciated by coffee lovers.
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