The Coffee market

The specialisation, selling and marketing of coffee represent the main in continual evolution, a fashinating one that is open to many successful placing initiatives.

It is by no means an exaggeration to say that the coffee market is an indicator of society. In fact interest (the relative expansion flow) stems from public demand that calls for a quality "class" of the product and, in this case, of coffee shop interiors seen as an attractive, prestigious format/location.

Consumption of coffee - of caffee - is dictated by parameters dictated by habits, fashions and needs, at times even setting the trends themselves: outlining a profile of the present consumer standard thus becomes a priority.

One of today's fresh trends shows an important increase in the consumpition of coffee outside the home and a conscious demand by a better-informed and reassured consumer - who is consequently harder to please - who becomes the main testimonial in spontaneous word of mouth advertising.

The important social role that coffee plays in daily life has been widely documented, as ritual/expedience/belonging, an observation backed by up-to-the-minute market surveys aimed at the acquisition of news formulas/proposals for high profile franchising.