The growth in e-commerce market of ground roasted coffee in Italy peaked in July 2018, when it registered +208 percent compared to the previous year. In the following months, the sector continued to grow, even though at a slower pace. In March 2020, the lockdown enforced due to the coronavirus emergency seemed to have encouraged the online sales of ground roasted coffee, which increased by 137 percent. When looking at the value of the e-commerce market for roasted coffee it can be observed that this sector was worth 19.5 million euros in 2018. The constant growth registered during 2019 brought the value at 29.3 million. Moreover, thanks to the steep increase registered in March 2020, the e-commerce market for ground roasted coffee in Italy reached 11.4 million euros during the first quarter of 2020, suggesting a significant increase for the whole year if this trend continues.
Where do Italians buy their coffee?
The e-commerce market for grounded coffee is made up of a number of different online platforms. Apparently, the most popular among Italian customers was Amazon, used by 22 percent of the respondents. When analyzing the popularity of online marketplaces among different age groups, Amazon still came out on top. 35-to-44 year-olds resulted to be the fondest of buying coffee online. More than half of the respondents in this age group reported to have purchased coffee online in the 12 months prior to the survey.
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Fiera Milano. (May 8, 2020). Monthly percentage growth of ground roasted coffee e-commerce market in Italy from 2018 to 2020 [Graph]. In Statista. Retrieved August 25, 2024, from https://www.statista.com/statistics/1123746/ground-coffee-e-commerce-market-growth-italy/
Fiera Milano. "Monthly percentage growth of ground roasted coffee e-commerce market in Italy from 2018 to 2020." Chart. May 8, 2020. Statista. Accessed August 25, 2024. https://www.statista.com/statistics/1123746/ground-coffee-e-commerce-market-growth-italy/
Fiera Milano. (2020). Monthly percentage growth of ground roasted coffee e-commerce market in Italy from 2018 to 2020. Statista. Statista Inc.. Accessed: August 25, 2024. https://www.statista.com/statistics/1123746/ground-coffee-e-commerce-market-growth-italy/
Fiera Milano. "Monthly Percentage Growth of Ground Roasted Coffee E-commerce Market in Italy from 2018 to 2020." Statista, Statista Inc., 8 May 2020, https://www.statista.com/statistics/1123746/ground-coffee-e-commerce-market-growth-italy/
Fiera Milano, Monthly percentage growth of ground roasted coffee e-commerce market in Italy from 2018 to 2020 Statista, https://www.statista.com/statistics/1123746/ground-coffee-e-commerce-market-growth-italy/ (last visited August 25, 2024)
Monthly percentage growth of ground roasted coffee e-commerce market in Italy from 2018 to 2020 [Graph], Fiera Milano, May 8, 2020. [Online]. Available: https://www.statista.com/statistics/1123746/ground-coffee-e-commerce-market-growth-italy/