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MILAN – When some major coffee players comment on specialty coffee, because it is a product they have decided to invest in, it is already newsworthy: here are Kimbo, Julius Meinl and Costadoro discussing a niche market that is nevertheless finding its place among the wider public in Italy.
The first to answer some questions is Massimiliano Scala, Head of Marketing at Kimbo.
Today, how much is specialty of interest to the end consumer? And in perspective, how much and how can this market grow? And if so, in what form (single origin or blend, light or dark roast, with what prevailing aromatic notes).
“In Italy it’s not a big thing, actually, but it’s starting to attract the attention of more sophisticated consumers, people who love to explore new flavors and try new experiences. This trend has come from international markets and has been fueled by the increasing globalization of consumption. Today, we believe that the single-origin specialty proposal should be flanked by a “more democratic” product with a smoother, less segmenting taste profile, and also better suited to the palate of Italian consumers accustomed to drinking espresso. We therefore believe that proposing specialty coffee blends to the consumer can add value.”
What channel do specialty sales in the Italian and foreign markets focus on?
“The trend initially emerged in the out-of-home market, in the specialty coffee shops. Initially favoured by direct sales at points of consumption, the phenomenon quickly shifted to the home and then accelerated with the growth of quality distribution and web-based sales. In Italy, this trend is mainly confined to the online market and the few specialty coffee shops in the country.”
The speciality lines of a more commercial brand often enter restaurants and bakeries of a certain level.
But are specialised coffee shops or large-scale retail trade still not very interested, or do you think you can penetrate these two targets as well, at least in those countries like Japan and China where Italian coffee brands, speciality and alternative extractions, are very attractive?
“We have not yet taken the decision to launch the Sapiente line in physical retail outlets or specialised coffee shops in Italy.
Instead, the international launch strategy will be adapted to the individual markets in which we operate. The business will initially be launched in the UK and US, where it will be primarily driven by online channels, complemented by our strongest out-of-home consumption points. We believe that, at an international level, the proposal of speciality blends rather than single-origins will provide our offer with a certain distinctiveness in comparison to the rest of the speciality market. Also, we want to enhance the art of blending, which is an all-Italian tradition.”
Same question to Julius Meinl, answered by Andreea Postolache, global sales director at Julius Meinl.
How interested is the end consumer in specialty coffee today? And looking ahead, how much and in what ways can this market grow?
“At Julius Meinl, we are witnessing a growing interest in specialty coffee among end consumers. What makes coffee truly special is the diversity of experiences it offers – from distinctive flavour notes to complex aftertastes. Consumers are increasingly curious about these nuances and are becoming more engaged with the craftsmanship behind an exceptional cup.
As a roaster, we consider numerous factors to deliver premium experiences – from bean origin, altitude, varietal and processing method to blend ratios and roast profiles. It’s encouraging to see that consumers are becoming as passionate about these details as we are.
We are dedicated to premium coffee experiences as specialty, which, due to its processing, absence of defects, and aromatic complexity, is one of the most complete coffee experiences. We do offer limited edition specialty coffees in our HoReCa portfolio. Education remains a key growth driver – through SCA-certified training at our global facilities, we empower customers to engage consumers with knowledge of origin, sensory skills, and the stories behind specialty coffee. This fosters appreciation, curiosity and lasting connections with coffee culture.”
In both the Italian and international markets, through which channels are specialty coffee sales primarily concentrated?
“In both Italy and across key European markets, specialty coffee consumption is primarily driven by smaller, independent coffee shops. These venues are often the first to adopt and promote specialty offerings, with a tighter but more engaged circle of repeat customers who actively seek curated flavour profiles and innovative brewing methods. We also see smaller coffee shops that may not define themselves as purely specialty but are looking to attract a segment of their customers who are curious about specialty coffee. These businesses often serve specialty options alongside more traditional blends, positioning them as a novelty or premium add-on to broaden their appeal.
Outside the independent café segment, we see growing interest from high-end gastronomy – restaurants, boutique hotels, and patisseries – that wish to elevate their coffee experience. E-commerce has also become an emerging channel for specialty coffee sales, particularly among younger consumers who prefer to explore premium coffee at home.
Specialty lines from more commercial brands often make their way into high-end restaurants and patisseries. However, specialised coffee shops and the mass retail (GDO) sector still seem relatively uninterested.”
Do you believe you can also reach these two segments – at least in countries like Japan and China, where Italian coffee brands, specialty products, and alternative brewing methods are particularly appealing?
“We agree that the Italian retail is really far from specialty coffee today. By we think that reaching these segments is not only possible, but already in motion. Julius Meinl has a dedicated subsidiary based in Shanghai, China, which allows us to stay close to market dynamics and build strong, local partnerships. Our Viennese heritage, commitment to quality, and continued focus on innovation resonate strongly with consumers in markets like China, where there is a deep appreciation for both tradition and craftsmanship.”
And Federica Trombetta, Head of Marketing & Online Operations, joins the discussion on speciality coffee.
How interested is the end consumer in specialty coffee today? And looking ahead, how much and in what ways can this market grow?
“I believe the specialty coffee market is destined to grow. In recent years, the price of coffee has seen significant increases, leading the end consumer to place more value on the raw material—and, as a result, on their daily experience, such as breakfast. From this perspective, clearly communicating within one’s coffee shop that a single-origin or specialty blend is being served will certainly become a competitive advantage for the barista 2.0.
We work with many international clients, and in particular, we receive very clear feedback from our London branch: outside of Italy, this approach is already a reality. The world of specialty coffee is evolving, with coffee shop chains offering specialty (or pseudo-specialty) coffee as a way to stand out, add value, and deliver a different kind of customer experience.
Single-origin coffee is undoubtedly fascinating, but perhaps still too complex for the general public to fully grasp. A well-crafted blend, on the other hand, can appeal to a wider audience, offering both quality and consistency.
At Costadoro, we are closely observing this trend and evaluating how to embrace it in line with our methods and timing, with the goal of offering a product that is unique yet accessible—a luxury for everyone.”
In both the Italian and international markets, through which channels are specialty coffee sales primarily concentrated?
“Sales of specialty coffee, both in Italy and abroad, are primarily concentrated in the Ho.Re.Ca. channel, where there is already a strong sensitivity to quality and the overall consumption experience. It is within this context that we find the most attentive partners, capable of truly enhancing the value of the product.
As I mentioned earlier, many of our specialty coffees—especially the 1 kg formats—are destined for our clients in the United Kingdom, a market where the specialty coffee culture is significantly more mature than in Italy. In this scenario, the roast is typically slightly lighter than what we are traditionally used to. This requires even greater care throughout the production process, especially considering we start with an already excellent raw material.
At Costadoro, regardless of whether the coffee is specialty or not, we always treat it with respect and ensure precise roasting to avoid any burning. Our goal is to highlight each origin and craft blends with unique flavor profiles, capable of offering a distinctive sensory experience.
We are also beginning to explore how to bring these products closer to the general public, thanks in part to new partnerships currently in development. It’s still an early-stage project, but it represents an important step in making the world of specialty coffee a “luxury for everyone.”
Do you believe you can also reach these two segments – at least in countries like Japan and China, where Italian coffee brands, specialty products, and alternative brewing methods are particularly appealing?
“We believe that for companies like ours—industrialized artisans—entering the world of specialty coffee is not only possible, but also essential. We have a solid structure, state-of-the-art equipment, and one of the most advanced R&D departments in the market. These are elements that passionate micro-roasters often lack, as they are more limited in terms of production capacity and large-scale quality control.
It’s true, as the question suggests, that many specialized coffee shops still struggle to fully understand the added value of specialty coffee—perhaps because they focus more on the price than on the origin and sensory quality. However, the current momentum in the coffee world and the rising prices of raw materials—which are now largely beyond control—are pushing consumers to better understand what they are drinking. This growing awareness is also encouraging cafés to rethink their offerings with a greater emphasis on quality.
As for large-scale retail (GDO), it’s certainly a more complex market for specialty coffee—mainly due to shelf life and the challenge of ensuring that the consumer finds a “freshly roasted” product on the shelf. That said, we believe there will be space in the future for specialty or single-origin projects even in the Italian GDO market.
Alternative brewing methods represent another interesting area, especially for coffee shops that aim to offer a true tasting experience. These methods are still underdeveloped, mainly because they require more time, training, and operational effort. However, for those who genuinely want to tell the story of a specialty coffee, they are among the most effective ways to highlight its quality and unique sensory characteristics.”
