INTERNATIONAL COFFEE DAY, NEW SURVEY REVEALS: ITALIANS PRIORITISE QUALITY, ORIGIN AND TRACEABILITY OVER PRICE

Findings from the new AstraRicerche survey conducted in collaboration with Segafredo for International Coffee Day: 82.6% of Italian consumers prioritise quality, while for 43.8%, the coffee break has become a springboard for action. A ritual that spans generations – from Baby Boomers (84%) to Gen Z (58%) – and is most deeply rooted in Southern Italy (79%)

From an automatic daily habit to the conscious pursuit of a quality experience: coffee consumption in Italy is evolving. This is the picture emerging from the survey conducted by AstraRicerche in collaboration with Segafredo to mark International Coffee Day. The findings reveal increasingly informed and discerning Italian consumers, who place far greater importance on the quality of the raw ingredients (82.6%), flavour profile (71.8%) and supply chain traceability (51.5%) than on price (61.1%).

This growing awareness is also transforming the meaning of the ritual itself: for a significant proportion of Italian consumers (43.8%), a cup of coffee is no longer simply a passive break but a conscious moment of recharging, where the pursuit of quality goes hand in hand with the motivation to get moving and take action.

“The findings of this research confirm a trend we have been observing and supporting for some time: consumers are becoming increasingly aware and uncompromising in their demand for excellence,” said Pierluigi Tosato, CEO of Massimo Zanetti Beverage Group. “As a Group, we have a responsibility to respond to this growing sophistication by ensuring a transparent supply chain, careful traceability and superior quality in every cup. Coffee is no longer seen simply as a beverage, but as a valuable experience that must reflect our deep respect for the raw ingredients and for the people who choose our products every day.”

“We are witnessing a genuine paradigm shift,” commented Giacomo Tesolin, Chief Marketing Officer of Massimo Zanetti Beverage Group. “As the AstraRicerche survey clearly shows, the coffee break has evolved into a moment of active recharging, a vital spark that brings generations together. Our mission as a brand is precisely to embrace this dynamism: we want to transform the Segafredo experience into the perfect springboard for action, inspiring consumers through a contemporary and stimulating approach.”

A HABIT FOR MORE THAN 3 IN 4 ITALIANS: COFFEE CONSUMPTION PEAKS AT 79% IN SOUTHERN ITALY

According to the study, coffee consumption remains a cornerstone of Italian identity: more than three in four Italians (75.6%) drink coffee regularly, while 62.1% never miss their daily cup. This ritual spans generations, becoming more widespread with age – from Gen Z (58%) to Baby Boomers (84%) – and reaching its highest level in Southern Italy (79%).

What is particularly revealing, however, is how consumers choose their coffee and the meaning they attach to the ritual itself. Today, almost half of Italians (48.9%) describe themselves as coffee enthusiasts, while 61.8% want to know the supply chain and exact origin of the coffee they drink.

Equally interesting is the way consumers experience their coffee break. The traditional moment of pure relaxation now accounts for just one-third of respondents (32.7%), giving way to the emergence of the “active break”. For 43.8% of consumers, coffee has become the ideal fuel to build momentum and get moving again, while for 22.3% it provides a direct push towards action. This evolution is being driven particularly by younger members of Generation Z, 25% of whom see their coffee break as a strategic and social opportunity to share an idea and find the courage to bring it to life.

THE NEW SEGAFREDO COMMERCIAL AND DEDICATED COMMUNICATION CAMPAIGN

Bringing this new spirit of initiative, highlighted by the research findings, to life is Segafredo’s new global commercial, created by BBH London and airing from today. The film translates the “Take Your Shot” positioning into a visual narrative, moving decisively beyond traditional clichés of coffee as a moment of simply slowing down.

Instead, a cup of coffee becomes a vital catalyst: the visual storytelling captures the precise moment when the protagonist considers the different options available before confidently making their move.

This invitation to create opportunities comes to life through an extensive multichannel communication campaign: from exposure across Italy’s leading national television networks (Rai, Mediaset, Warner Bros. Discovery, La7 and Sky) to a strong presence on digital and social platforms, extending into physical retail environments through tastings and dedicated displays in cafés and major retail chains.

For further information: Spencer & Lewis for Segafredo.