Coffee research: more expert Italian consumers look for brands and coffee with less sugar

Coffee experience 2010, the largest coffee tasting order in the world, has made its decision.  And it has done so on the basis of more than 8,000 tastings (an increase of 17% from 2009) from the 8th to the 12th of April at the agrifood Club, a show within Vinitaly hosted in Verona.  Thousands of visitors from nearly forty countries came for tasting and 35 Italian coffee through this event, organized by the button study center with the support of the Italian espresso National Institute and the International Institute of coffee examiner attempts.

An interesting trend emerged from the data that was collected: the percentage of consumers read the coffee shop signs and looking for a particular brand (from 3% in 2009 to 4.6% in 2010) has increased.  "Are people who reject the simplification of the ' 100% Arabica", "says Luigi Odello, President of button study center and Professor of sensory analysis in Italian and foreign universities."  "The world of clients begins to focus on certain sensory qualities and choose coffee served on the brands that people start the coffee shop according to."  In fact increases the number of consumers who claim coffee that choose based on your own personal taste (from 35.2% in 2009 to 37.4% in 2010).  "These small variations a trend show percentage, which could have a strong influence on the market" means Odello.  "We must not forget, that in Italy approximately 70 million are espresso cups every day served."

The position on the sugar is also change.  In fact, show the results of this research, the coffee to consume the number of people without sugar (from 30% in 2009 to 32.4% in 2010) as increases the number of people, is the choice of macchiato (from 16.6% in 2009 to 18% in 2010).  "These two trends are compatible, but must be investigated further," noted Odello.  "The bitterness rather do those, because you choose good coffee." On the other hand, those who prefer the macchiato prefer because you usually lower quality coffee and add milk to improve it?  "Or it could be that you will use milk simply avoid the calories of sugar."

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