Water takes center stage on professional tables. Research by market analyst Mordor Intelligence indicates that demand for refrigeration and filtration systems is on the rise, in part because water coolers and purifiers allow to get rid of bottle transport and disposal, thus offering benefits not only in terms of economics, but also sustainability.

Due to their ability to reduce costs and environmental impact, microfiltered water systems, in natural or sparkling versions, are also conquering the market. The chillers market has increased by 30.6 percent globally, and in Europe, refrigeration and filtration technologies are also becoming a strategic factor for craft breweries and venues that focus on zero-mile beverages.

“An example of this evolution is ice, which today is no longer considered just as an accessory item, but a real food item, with the concept ‘Ice is Food’,” explains Paolo Baronzio, Sales Manager at Brema. “It is therefore essential to ensure impeccable standards: today we use sustainable refrigerants and connectivity systems to monitor machines, also looking at demanding and growing segments such as mixology. Also always relevant are the luxury hotels and the sports segment.”

“The most dynamic sectors are high-end hospitality, to optimize food presentation and preservation; delivery, which requires precise temperature control in its processes; and bars and cocktail bars, where quality ice is essential to the customer experience,” adds Cristina Cordón, CEO at Spain-based ITV Ice Makers. “In line with the growing use of smart systems in professional kitchens, a key innovation is IoT connectivity applied to ice machines.”

Another area where water is increasingly important is coffee extraction, as Rodi Blask, Manager Communications Professional Filter at Brita, explains: “At Brita, we know how important water quality is to the coffee experience. Our range of filtration solutions ensure that fans enjoy a superior cup, regardless of the quality of the tap water. In particular, they reduce substances that negatively affect the taste and aroma of coffee.”

From BWT water+more agree Sergio Barbarisi, International Key Account Manager, and Massimo Baldessarini, Sales Manager Italy Ho.re.ca - Vending: “Water treatment has gone from being a system to prevent limescale to a central factor in the success of the finished product. Today we talk about the relationship with the result of coffee in the cup, with steaming, or for the perfect washing of glasses and cutlery. Technology is key: from softening to decarbonation, from absorption to reverse osmosis, from controlled mineralization to micro- and nanofiltration.”

To find out how water and ice are opening up new business prospects in the restaurant and out-of-home industries, the must-see event is Host 2025, at fieramilano - Rho from 17 to 21 October 2025.