Pleasure & Design

When it comes to coffee there is an immediate mental association with pleasure, the pleasure of its aroma and flavor every morning, the pleasure of a break with colleagues at work, the pleasure of sipping it when meeting a friend. We are not talking about a simple drink, but rather an actual ritual, a momentary pause from the daily routine at different times of the day. It is one of the best-selling drinks in the world, and is enjoyed in many different ways reflecting an equally different number of traditions and cultures. It comes in a remarkable variety of flavors and blends.

Drinking coffee offers a daily break and opportunity to enjoy a moment of pleasure that few are able to do without. This is all the more true in Italy, where 80% of people say they cannot do without a good espresso. From the coffee break at work to drinking after meals, whether drunk at home or in a coffee shop, having a cup of coffee is a moment of undeniable pleasure and sociability. Drinking coffee is a time-honored ritual that appeals to all generations as a moment for meeting and sharing. Consumption outside the home makes up 32% of the turnover of the 149,000 coffee bars scattered throughout Italy, where an average of 175 coffees are served per day, amounting to a turnover of EUR 11 billion per year.

The coffee market is experiencing a particularly positive period with a strong growth trend that has lasted for over 10 years. Though a market contraction is expected in 2020, its stability should ensure 10.6% CAGR in the period 2020-25, with the market expected to already be larger in 2021 than it was in 2019.

The market is highly concentrated, and the 10 largest companies (like Nestlè, Starbucks and Mondelez) share 61% of the global market share. Despite having a theoretically similar product, comparable to a commodity, companies are able to differentiate themselves mainly through well-defined strategic positioning. Consumers do not perceive products of different brands as interchangable. This allows small companies to structure a precise strategy and ensure themselves a niche market.

The pandemic has greatly changed producer and consumer behavior in a period of strong transformation. After this crisis there will be a desire to start again and a desire to lighten up and experience relaxing moments. Those who manage to take advantage of these new and emerging needs will be able to create a lasting competitive advantage. Bars, restaurants and hotels will have to comply with hygiene and safety standards by rethinking spaces and offerings.

There is, in fact, a growing interest in more refined products whose origin is controlled, and completely new drinks. An example of this is cold brew coffee, prepared with a cold extraction system that can take a long time, but is capable of offering a new and fresh taste that is perfect for the warmer season.

Design has the task of grasping these changes by creating innovative spaces for new experiences. Taking this into account means that also the machines (new product development) will have to be designed with greater sensitivity in terms of materials and shapes to satisfy the most diverse tastes. Design aims to transform the coffee break into a more complete customer experience, emphasizing the quality of the products and paying greater attention to the needs of customers. The new roasteries, in fact, immerse customers in a rewarding sensorial adventure in which to experience coffee from the bean to the cup.