Nespresso Professional targets evolving Italian coffee consumption trends

The coffee sector in Italy is undergoing a transformation as consumption habits evolve beyond traditional moments. Projections suggest approximately 10 billion cups will be consumed in 2025 across the hospitality and office sectors. Growth is particularly notable during morning and lunch breaks, which are increasing at rates higher than the market average.

Nespresso Professional is focusing on the experience of coffee consumption rather than just the product itself. The company is utilizing Italy as a primary market for testing new formats and service models. This includes the Nespresso Flagship in Piazza Cordusio, Milan, which features Italy’s first Nespresso Bar. This space serves as a laboratory to observe new consumption rituals and develop models intended for international application. Additionally, the rise of hybrid work models is driving growth in the office segment as companies rethink workplace spaces.