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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Italian baristas, a minor celebrity and a little voodoo

by Carlo Odello

In New York I had the pleasure of meeting Neil Oney, Anne Nylander, the Tamp, President and Vice President recently Tamp, a consulting and training company for the coffee business.  Have a blog from a good cross section of coffee can get reality in the Big Apple (and not only that).  And in this blog recently, it seemed that effectively as Voodoo Barista discuss has been defined.  Who is this number?   Here is a synthetic and effective description: he works in a way inconsistent waste resources, is not in a position to be the correct amount of coffee in the filter dose and it with careful detail tamp, it will be confused all do this and at the end trying to pour an espresso.

In California in April, I attended an interesting debate highlighted the coffee trends of the American market.  Under these trends were more explosively celebrity barista.  He can say that to go to hell.  Let me explain myself: If you enter its place and as good Italian you ask for something that is not quite his vision of coffee, a dirty look you at least it is, perhaps not even there prepare for you.  This is, because he (or as I have seen in New York) is the star of his or her your coffee shop, and how dare someone ask for a variation on his or her your theme: he or she decides what should drink.

Now in Italy are not to miss anything, we us at the mercy of these baristas, half celebrity and half Voodoo.  That is to say at the mercy of the Lord know it alls in reality some great amateur.  Accurate statistics on how many are there does not exist, but they are certainly not uncommon.

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