Coffee research: more expert Italian consumers look for brands and drink coffee with less sugar

Coffee Experience 2010, the largest coffee tasting event in the world, has made its verdict.  And it has done so based on over 8.000 tastings (a 17% increase from 2009) carried out in Verona from the 8th to the 12th of April at the Agrifood Club, a show hosted within Vinitaly.  Thousands of visitors from nearly forty countries came for the tasting and tried 35 Italian coffees through this event organized by the Taster Study Center with the support of the Italian Espresso National Institute and the International Institute of Coffee Tasters.

An interesting trend has emerged from the data that was collected: the percentage of consumers read the coffee shop sign and look for a specific brand has increased (from 3% in 2009 to 4.6% in 2010).  "These are people that refuse the simplification of ‘100% Arabica’," says Luigi Odello, president of the Taster Study Center and professor of Sensory Analysis in Italian and foreign universities.  "The world of clients is beginning to focus on specific sensory qualities and on the brands  People are starting to choose the coffee shop accordingly to the coffee that is served."  In fact, the number of consumers that claim to choose coffee based on their own personal tastes is increasing (from 35.2% in 2009 to 37.4% in 2010).  "These small variations in percentage indicate a trend that could have a strong impact on the market," Odello states.  "We must remember that in Italy about 70 million espresso cups are served every day."

The position on the sugar is also changing.  In fact, the results of this research show that the number of people consuming coffee without sugar is increasing (from 30% in 2009 to 32.4% in 2010) as is the number of people choosing the macchiato (from 16.6% in 2009 to 18% in 2010).  "These two tendencies are compatible but need to be further investigated," Odello remarked.  "Those who prefer bitterness do so because they choose coffees well. On the other hand, those who prefer the macchiato prefer it because they normally drink a lower quality coffee and add milk to improve it?  Or it could be that they are using milk to simply avoid the calories from sugar."

Coffee Experience wants you: we are looking for baristas!

Do you want to be a member of the staff of Coffee Experience 2010? Two professional espresso machines, 30 coffee grinders, coffee in beans and pods: more than 7,000 coffees to be served in five days.

If you want to join our staff as a barista, please write to Coffee Experience will cover your accomodation in Italy.

Coffee Experience 2010, Verona, Aprile 8-12: the largest coffee tasting event in the world.

Coffee Experience is back, the largest coffee tasting event in the world

After last year’s lucky first edition, Coffee Experience is back, the largest coffee tasting event in the world. It will be held from the 8th to the 12th of April in Verona,at the Agrifood Club, the salon hosted within Vinitaly, the most important exhibition dedicated to wines and distillates. Even this year it will be possible to taste 35 different coffees available for the over 100,000 visitors that every year come to the exhibition in Verona.

"Last year we reached more than 7,000 tasting cards – says Luigi Odello, president of the Italian Tasters, VeronaFiere’s partner in the event – A precious amount of data that has evidenced industry trends. This year’s second edition will be an further test to verify the public’s tastes and preferences".

"Coffee Experience also represents a showroom of international importance for participating companies – continues Odello – The presence of foreign buyers and operators is in fact strong, strategic presence in a moment in which attention for expresso is growing abroad, and which in some nations has even surpassed traditional preparations".

Coffee Experience benefits the patronage of the Italian Espresso National Institute and of International Institute of Coffee Tasters.

The roasters that would like to participate with one or more products can write to or call 030 397308.