Italian coffee resists high prices and is the fourth most exported product

"Italian coffee is an icon recognised throughout the world: its strength lies in the ability to select the raw material and in the know-how with which it is processed. It is a sector capable of innovation both in terms of product and industrial processes. Enhancing and making people understand each stage of the supply chain, from the selection of the beans to the cup, can only strengthen the appreciation of this beverage,' comments Giuseppe Lavazza, president of the Italian Coffee Committee.

According to a survey by AstraRicerche, 'coffee is the daily pleasure par excellence of Italians, a ritual that spans generations, territories and lifestyles, bringing everyone together: 97.7% of Italians drink coffee and 71% do so every day'.Women, with 73% of daily consumption, slightly outnumber men, who stand at 69%, and the age group that drinks it the most is that between 35 and 65 years of age (over 75%).

Espresso is the preferred method of preparation for 51.6% of Italians, with percentages increasing with age. It is loved both at the bar, where it achieves an average score of 8.06, and at home, where it always comes close to 8. 83% associate it with an opportunity to get together, 81.8% with the convenience of quick preparation, 59% with a pleasure that is accessible to all.

Meanwhile from Fipe-Confcommercio they invite us to overcome the polemics on the high cup price, given that "despite the significant increase in the cost of raw materials and energy the price of a cup in Italy, on average 1.20 euro, is the lowest in Europe". "It is time to focus on values," says Aldo Mario Cursano, deputy vice-president of Fipe, "instead of continuing with the price polemics that damage businesses and even consumers because they tend to pass on the idea that an espresso is the same everywhere regardless of the quality of the blends, the care of the service and the comfort of the environments.

Italians, however, know little about the origin and supply chain of coffee. IfBrazil is recognised by the majority as the world's leading coffee producer (72% of Italians), it is surprising thatalmost half of Italians (44.1%) believe that coffee cultivation exists in our country, to which is added a 20.5% who think it is even relevant cultivation. A belief that rises to 42% among 18-24 year olds. Only four out of ten Italians (40.5%) know that beans before roasting are green or yellow, while the majority imagine them to be already brown or black.