What will we discover in 2025 in the bar and café arena? After years of growth for chain and brands, the industry is embracing hyper-localization, focusing on local ingredients and flavors to create authentic and sustainable experiences. A trend that responds to consumers’ desire for deeper connections with local communities and reduced environmental impact, and thus intertwines with tourism trends.

Demand for experiential drinking experiences also continues to grow, with thematic events-for example, linked to concerts, sporting events, or local holidays-offering true multisensory immersions. Nostalgic cocktails from the 1990s, reimagined in a contemporary key, are back in vogue, while drinks such as bubble tea consolidate as refined nonalcoholic alternatives, in a trend known as sober-curious.

In response to this trend, Zummo of Spain has designed a new technology. “This new technology is designed to maximize the yield of each citrus fruit, offering an economical and efficient solution in a market where fruit prices continue to rise,” the company explains. “It's an innovation on top of last year's launch of an innovative pineapple peeler and slicer that transformed the way people prepare healthy snacks in just 15 seconds.”

However, for innovation to reach the counter, it is also necessary to apply it to upstream processes, as witnessed by Opem, a company that manufactures packaging equipment for the sector: “All of our plants are custom-built, based on specific directions provided by customers. Some already feature highly industrialized production, while others need to come up with a new design. Starting from these considerations, we are able to work out the most suitable solutions for everyone.”

HostMilano, at fieramilano – Rho from 17 to 21October 2025, will present a complete representation of the entire supply chain thanks to the synergies between the Bars, Coffee Machines and Vending, and Coffee-Tea area within the SIC – Salone Internazionale del Caffè.