Roasted coffee sales in the Italian retail channel were worth €1.19 billion in 2017, down by 0.6% in value and by 4.3% in volume compared to the previous year, according to a study by IRI. However, coffee capsules bucked the trend, growing by 16.8% in value to €282.2 million, and by 20% in volume, with prices over four times higher than the category average.

The growth of the capsule segment has progressively changed the roasted coffee category, with most of the players redefining their offers to sustain market performance. Private label brands have also expanded their ranges to include capsules, reaching a share of 12.9% in value (+1.5%).