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c Trade Show

Trends from Host Milano

October 20 – 24, Host Milano 2017, the leading world exhibition for hospitality, was welcoming its guests to see and try
innovations from all over the world. Fortieth edition of this even gathered 187 thousand visitors from 177 countries, including
China, the US, Russia, Australia, New Zealand etc. After five days of intense networking, the guests, composed mainly of pur-
chasing managers and company decision-makers, attended over 500 events that were scheduled during the exhibition, notably
including the FIPGC World Pastry Making Championships which, this year, in front of a stadium-style crowd, saw Italy claim
victory over 20 teams from all over the world, including China (second place) and Japan (third place).
Moreover, this year the audience grew up to 24.3% (compared with 2015), of whom 39% were from overseas. This event is
held once in 2 years so we could clearly see the areas experiencing the fastest growth included: Europe, China, the US, Russian-
speaking countries and the Middle East. All together Host Milano had 2,165 exhibitors from 52 nations: 1322 Italians (+4.4%)
and 843 foreigners (+13.4%).This time Coffee T&I was lucky to spend all 5 days in Fiera Milano to enjoy Host Milano 2017 to
the fullest and here are the most important trends right from Milan.

1 Capsules Coffee

During the expo you could see enormous amount of coffee capsules
and machines for it. Seems like it is the best way for Italians to com-
bine their love for coffee and fast
rhythm of modern life. According 2
to Statista’s Market Share of Coffee
Pods and Capsules report, each year
home consumption of coffee cap- Capsules Tea
sules grow at least 1% (with 70.6%
in 2017 and expected 71.3% in
2018), while office capsules users’ Tea in capsules is also one
number is declining year by year in more visible trend for Italian mar-
Italy. As Italy is famous for its ket. Following the success of coffee
love for coffee, especially in capsules, tea companies under-
espresso, people here stood what might be the most im-
really appreciate hav- portant for their Italian consumers
ing their quick caf- – convenience. Brewing tea and
feine fix at home using coffee in the same machine and us-
convenient capsules. ing minimum amount of equipment
can save you a lot of time and that
might be a future for the industry.

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