The coffee: an indispensable drink for Italians

Italians never give up coffee, even on vacation and even in times of financial straits, so that even last year, the volumes are stable, but there is also an increase especially in foreign markets.

 

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Even in times of crisis, the Italian families do not give up the daily ritual of coffee. The market for roasted coffee retailers, with a size of over 130,000 tons, worth around 1 billion euro last year was marked by a substantial stability in volumes and an increase of over 5% of sales value due to the increase in the average price. In a framework of consumption that have long since reached the ceiling in terms of volume, innovation and diversification become key levers.

Within the market, the segment of the coffee pods (pods and capsules) continues to be particularly dynamic, which in the year ending in May 2009 scored a 65% increase in volume.

The new coffee-makers are really more efficient more convenient, although they will probably never completely supplanted the pot, they are also conquering an important part of the market. The coffee in this way confirms his position as the most popular among hot drinks for Italians, that even in this period do not give up the pleasure of a good coffee whenever possible.

In Milan in 1764 wondered if you asked for a coffee, you could have in exchange a magazine. The cultural paper named "Coffee" by the brothers Verri, dealing with issues of social renewal.

And what say of the great Venetian playwright Carlo Goldoni, who called sixteen comedies exactly "The Coffee Shop", with the intent to reform the eighteenth-century theater.

If you ask today an espresso, you will be given a cup containing just a few inches of the drink, most often accompanied by a glass of sparkling or smooth water depending on the availability of the local and, in most cases is, however, is drunk after and not before, as it should rather be done to "wash" the palate and savor the full flavor.

The cafe has become changeable as the tastes are changing today. For less sophisticated palates, there is the "American" coffee, a brew in which the typical flavor is lost forever in the heated water. For those who are less international and want to integrate better in a multiethnic society, in Turin you may request a "Moroccan" and you will be served coffee with cocoa powder and milk foam. For the same, if you order in Bologna, you must use the name "Mont Blanc".

The use of coffee today is more and more rampant. From coffee at house to the office coffee vending machines when we have a free minute. Now there are also cosmetic creams based on caffeine to reduce cellulite. And what about the ginseng, which seems to convey the uses of Eastern tradition and our tradition, adding to the drink the energizing root. To cater for every taste, the coffee can be served inside a chocolate, cold in a can, or freeze-dried without the need of the cafeteria. In short, however you can call it and how much preparation you can develop, coffee still remains, even if abused, substandard and sometimes even a little snubbed, by definition the interlude more loved by the Italians.

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