Social ritual, acquired taste or necessity. For everyone there is a different push
The pleasure of coffee it is an experience that spans centuries and cultures, and which is deeply rooted in Italian tradition. The strong and slightly bitter taste of the espresso, the persistent aftertaste that envelops the palate, the soft aroma that fills the air: everything combines to transform an ancient drink into a daily ritual for millions of compatriots. But it is not just a question of taste: coffee represents a symbol of conviviality, of meeting, of a break from the frenzy of today’s life. Not surprisingly, it is much loved, especially by the new generations. Here are the surprising revelations of a recent study conducted byItalian Espresso Institute.
the study on coffee drinkers
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The survey by the Italian Espresso Institute highlighted how coffee, and espresso in particular, appeals to all age groups, including GenZ. For i teenagercoffee is not just a way to start the day with energy, but an experience of sharing and belonging. The cup at the bar is therefore more than a symbol of national culture: it is a moment that unites, a break with friends, an informal chat, an opportunity to experience sociality. It is estimated that 7% of young Italians frequent the bar every day, while 15% go there at least once a week.
the choice of bar and café
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There quality of the coffee it constitutes the main driver in the choice of bar for 73.9% of those interviewed, both adults and adolescents. However, preferences regarding venue vary between generations: while adults attach great importance to professionalism of the bartender (7 out of 10), young people prefer comfortable environments where you can spend time relaxing. Adults express a high level of appreciation for the espresso at the bar, rating it with an average score of 8.6 out of 10. Despite a lower frequency of consumption at the bar, the desire for teenagers to find places that know how to combine remains strong quality and atmosphere.
The seven types of coffee consumers
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The investigation divides i coffee consumers in seven clusterseach with different motivations and approaches. Here they are in detail:
- The solitary aesthetes: they love the quality and atmosphere of the bar, but live the experience in an intimate way.
- The disinterested visitors: they see the bar as a routine, without attributing any particular meaning to it.
- Practical socializers: they consider the bar a meeting place, giving less weight to the quality of the coffee.
- The explorers of taste: they seek variety and value coffee as a sensory experience.
- Thoughtful quality lovers: they prefer quality, without necessarily associating it with energy or concentration.
- The energetic individualists: they consider coffee part of their lifestyle, a symbol of energy and personal pleasure.
- The coffee addict: they experience coffee as a passion integrated into their culture and daily life.
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