It is consumed by 96.5 percent of Italians between the ages of 18 and 65, and is considered an energizing, relaxing and convivial drink. For many it represents the best way to start the day, take a break or simply carve out a space for themselves. Coffee is the star of a survey conducted by the AstraRicerche Institute on behalf of the Coffee Promotion Consortium.
Three types of consumers emerge from the study: weak drinkers (36 percent) who consume 1 or 2 cups a day, medium drinkers (36 percent) who consume 2-3 cups a day, and strong drinkers (27 percent) with more than three cups a day. What attracts Italians most is the taste of coffee (95.6 percent), followed by its aroma (94.6 percent) and color (77.2 percent).
Those who most often indulge in good coffee are men, proportionally as their age increases, at least up to age 54. They reside mainly in the Northwest (Piedmont and Lombardy) and in the South, (Latium, Calabria, Apulia and larger islands) and prefer pure coffee.
Women and young people, on the other hand, prefer macchiato coffee, cappuccino, café latte and mocha coffee. Coffee made with the moka, a great classic, is much loved by the over-55s (49%) and in the Triveneto (50%), while younger people choose the new pod or capsule machine almost equally with the moka.
Especially women like to drink coffee at home (92%). When? The preferred times are in the morning (80%), after lunch (76%) mid-morning (59%) or in the afternoon (50%). In any case, they prefer never to give up morning coffee as soon as they wake up (58%).
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