Milan, 17 April 2025 – Creative coffee, sensory experience. Today, out-of-home coffee is being reinvented with signature drinks, gourmet blends, and photo-worthy presentations. Artistic latte art, infused aromas, unique toppings, and hybrid formats are turning espresso into the centrepiece of new rituals. The bar is evolving into a taste laboratory, blending tradition with innovation and driving sector growth.

According to the latest data from ANIMA Confindustria for 2023, the Italian sector for professional and semi-professional espresso machines is worth around €550 million (a 0.9% increase over 2022). Exports play a key role, making up over 75% of revenues — that’s €415 million (+2.5%).

Globally, analysis from Mordor Intelligence estimates the coffee machine market will be worth nearly $19 billion by 2025, surpassing $25 billion by 2030 (with a CAGR of 6%). In Europe, key markets include Germany, the UK, France, and Italy — the latter being the fastest-growing, with a CAGR of 6% between 2024 and 2029, mirroring the global average.

When it comes to raw materials, Eurostat confirms that Italy is the EU’s leading coffee roaster, with over 556,500 tonnes of roasted coffee — 25% of total European production. According to a study by Mediobanca, the global roasted coffee market is valued at around $120 billion, with steady growth expected in the coming years.

SIC: the international benchmark for the entire supply chain

To fully capitalise on these market opportunities, professionals need to stay on top of innovative technologies, new raw materials, and emerging consumption trends. The must-attend event to do just that? Host 2025, organised by Fiera Milano and taking place from 17 to 21 October.

Host Milano has long been the international benchmark for the entire coffee supply chain — from green bean to bar counter — thanks to SIC, the International Coffee Exhibition, which brings together the Bar–Coffee Machines–Vending and Coffee–Tea sectors.

This year, connections between sectors will be enhanced by a more fluid exhibition layout that makes it easier to explore the entire supply chain. SIC will be housed in Pavilions 8–12 and 16–20, strategically located in the heart of the exhibition centre. These double-level pavilions offer shorter, more intuitive visitor routes, while the skybridge linking Pavilions 12 and 16 on the upper floor ensures continuous foot traffic throughout the entire space.

An additional area in Pavilion 18 (opposite Pavilion 20) will encourage crossover with the Gelato and Pastry sectors — another key highlight of this edition. At Host 2025, the world of gelato and pastry will be on full display with a complete range of machinery, equipment, ingredients, and solutions for industry professionals. From artisanal production technologies to cutting-edge service concepts, this macro-area is the go-to place to discover everything needed to grow your business.

The prestigious World Barista Championship returns to Milan

For both industry professionals and coffee lovers alike, another big reason to attend Host 2025 and SIC is the highly anticipated return of the World Barista Championship — the most prestigious coffee competition in the world.

Focusing on promoting excellence in coffee and professional growth among baristas, the WBC gives coffee professionals a stage to showcase their skills in preparing espresso-based drinks, milk creations, and original signature beverages. This is a highly competitive event that brings together top baristas from over 50 national delegations, competing with passion, skill, and artistry for the coveted title. The Host 2025 edition marks the grand finale of a year-long journey that spans many of the world's coffee capitals.

Innovation steps forward once again with Smart Label

Alongside thrilling competitions, Host 2025 will feature a packed calendar of events that celebrate innovation and creativity through workshops, demonstrations, and talks with renowned experts.

Of particular note is the seventh edition of Smart Label – Host Innovation Award, which honours sustainable innovation and is promoted by Fiera Milano and Host Milano in collaboration with POLI.design and under the patronage of ADI – the Italian Association for Industrial Design.

Smart Label is open to companies exhibiting at Host 2025 and features three award categories: Smart Label, for products with outstanding innovation content; Innovation Smart Label, for breakthrough innovations that go beyond established trends; Green Smart Label, for products with distinctive eco-sustainable features. With growing interest each year, the award has attracted over 950 applications from around the globe across six past editions, with more than 280 products recognised to date.

The 44th edition of Host Milano will take place at Fiera Milano from 17 to 21 October 2025. Stay up to date at: host.fieramilano.it, @HostMilano

Among the top SIC – International Coffee Exhibition players already confirmed for Host 2025:

Brambati SpA, Cimbali Group SpA, Club House Srl, Essse Caffé SpA, Evoca SpA, Fiorenzato M.C. Srl, Franke Kaffeemaschinen AG, Groupe Seb, Ima SpA, Imperator Srl, Julius Meinl 1862 GmbH, Kimbo SpA, Olam Italia Srl, Sandalj Trading Company SpA, Simonelli Group SpA, T. Corporation (Caffe’ Toraldo)

Fiera Milano Press Office

Elisa Panico Cristofoli

M +39 331 6716900 – elisa.panicocristofoli@fieramilano.it

Press Office Alessia Rizzetto

Alessia Rizzetto, M +39 3495284994

Gerardo Mauro, M +39 3288948120

press.host@fieramilano.it, alessia@alessiarizzetto.com