That Italians are great coffee lovers is a bit of a cliché, but one that is reflected in an important economic reality. According to research by Mediobanca, the Bel Paese is the second largest producer in Europe and the world’s leading exporter of roasted coffee, generating a value of 4.5 billion euros.

These are true records when considering that the global roasted coffee market is worth more than $120 billion, with consumption of 170.8 million 60 kg bags, equivalent to 3.1 billion cups drunk every day. With regular growth between 1 percent and 2 percent, consumption could reach 208 million bags by 2030, or 3.8 billion cups per day.

However, this growth is linked to profound evolutions in consumption habits: from pop-up cafeterias, sensory tastings, and pairings with art and design, to apps and AI that allow for bespoke beverage configurations-from blend to temperature-the customer is increasingly looking for a personalized experience that also looks to new extraction methods, premium blends, and traceable single-origins. Here's how companies in the industry are responding to these challenges.

“The trend is to adopt increasingly sustainable solutions with low environmental impact,” says Giulio Zanandrea, CEO at Caffè Carraro 1927. “We are strongly committed to this direction: for example, we use production waste from raw coffee to produce biogas. In addition, we have implemented photovoltaic systems to ensure energy self-sufficiency. Roasting plants are increasingly oriented toward developing and promoting products with social and environmental certifications, supporting a sustainable model. However, it remains the conscious choice of the consumer that really makes the difference.”

Innovation and sustainability are also central for Guido Sicuro Musetti, President at Musetti Group: “Consumers are looking for an experience, and specialty coffees, traceable origins, special fermentations, and alternative extraction methods are emerging. Driven by these transformations, innovation is working on several fronts: from technologies that improve the efficiency of production processes and reduce environmental impact, to sustainable materials and packaging,” he continues. “Finally, digitization is playing an increasingly relevant role: from supply chain traceability to consumer data analysis, coffee is being integrated into digital ecosystems capable of delivering more personalized and transparent experiences.”

“There is a growing consumer interest in quality, sustainability and innovation, particularly on personalizing the consumption experience,” concludes Francesco Giordano, General Manager at Caffè Trucillo. “We are a roasting company that was born artisanal and became industrial, which has never forgotten its origins and wisdom, and we respond by focusing on innovation. For example, with a new degassing system for mocha coffee (the delicate resting phase after roasting) that reduces the time from 48-72 hours to only 3-4 hours. On the sustainability front, we are very committed to farmer communities.” 

The future of this fascinating world is to be previewed in the Coffee-Tea area of Host 2025, at Fiera Milano’s Rho fairgrounds from 17 to 21 October 2025.