COMPETITIVE LANDSCAPE
Luigi Lavazza SpA retains lead of consolidated competitive landscape
The competitive landscape of coffee in Italy remained fairly consolidated among three major players in 2025: Luigi Lavazza SpA, Nespresso Italiana SpA, and Nestlé Italiana SpA, each holding extensive portfolios. Despite losing value share, primarily in fresh ground coffee, Lavazza maintained its position as the leading player overall, due to its strong presence in standard fresh ground coffee and options in fresh ground coffee pods through its Lavazza A Modo Mio and Lavazza Blue lines.
Smaller players show dynamism, while L'Aromatica focuses on its pod formats
In terms of value growth, Bialetti Industrie SpA and Gruppo Gimoka Srl were the most dynamic companies in the competitive landscape of coffee in 2025. Despite their marginal presence in Italy, both companies were highly active in fresh ground coffee pods, which was the fastest-growing category during the year.
L’Or Espresso focuses on influencer marketing for more personable approach
In 2024, L’Or Espresso, a brand owned by Jacobs Douwe Egberts IT Srl (JDE Peet's BV), made a strategic shift by investing the majority of its marketing budget in influencer marketing rather than traditional methods such as TV, print, and point-of-sale advertising. The campaign, managed by the company Territory, proved highly successful, generating nearly 60 million views on social media through a combination of nano-influencing and macro-influencing.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Coffee industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Coffee industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Coffee in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Coffee in Italy?
- To what extent are health considerations impacting consumption of Coffee in Italy?
- What are the traditional preferences in Coffee in Italy? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Coffee in Italy?
- Which are the leading brands in Coffee in Italy?
- How are products distributed in Coffee in Italy?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Coffee?
- Where is future growth expected to be most dynamic?
Coffee in Italy - Category analysis
KEY DATA FINDINGS
Convenience and affordability are major trends drives coffee’s performance
Pricing influences consumers’ purchasing decisions
Strong performance by fresh ground coffee pods driven by convenience and innovation
Italians to increasingly seek sophistication and convenience in their coffee of choice
Vending offers growth potential as alternative channel outside of the home
Sustainability set to influence innovative packaging solutions
Luigi Lavazza SpA retains lead of consolidated competitive landscape
Smaller players show dynamism, while L'Aromatica focuses on its pod formats
L’Or Espresso focuses on influencer marketing for more personable approach
Grocery retailers dominate distribution, with private label making gains
Dynamic performance by retail e-commerce supported by DTC channels
Hot Drinks in Italy - Industry Overview
Hot drinks continues to experience price challenges but premiumisation is evident
KEY DATA FINDINGS
Mixed performance for hot drinks but perceived healthier options attract consumers
Innovation focuses on sustainability in coffee
Rising preference for bean and pod formats impacts standard fresh ground coffee
Strong emphasis on wellness and functionality within tea
Convenience and health trends to drive future demand for hot drinks
Further innovation in sustainable packaging and sophisticated drinks solutions
At-home consumption of hot drinks set to further decline
Major coffee players retain overall lead of competitive landscape
Yogi Tea leverages health trends to record further dynamic growth
Supermarkets remains leading distribution channel, offering competitive private label
E-commerce and vending most dynamic channels from low base
Foodservice vs retail split
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Coffee
-
- Fresh Coffee Beans
-
- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
-
- Instant Standard Coffee
- Instant Coffee Mixes
Coffee
This is the aggregation of fresh coffee and instant coffee. Please note that foodservice sales of coffee are volumes sold to the on-trade (foodservice) sector and not those sold to the consumer.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Coffee research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!