MILAN, Italy – The aroma of a cup of black steaming coffee is every bit as evocative of Italy as the national anthem or the Colosseum. It is also central to the scene and setting of the Host trade exhibition.
Whether in Italy or farther abroad, cafès /bars are one of the most vibrant segments of the hospitality industry, and this vibrancy is clearly visible in the sheer number of repeat visitsto the Fair.
With 18 months still to go to the next Host, which takes place on 20-24 October 2017 at the Fieramilano fairgrounds, 65% of the available space has already been booked. The international flavour of the event is more salient than ever, as may be seen from the large number of foreign companies that have already reserved their places.
Spain (accounting for 19% of foreign exhibitors) is particularly well represented, followed by Switzerland (14%), Germany (12%) and the United States (9%).When it comes to the coffee market, however, Italy continues to lead the way, and Italian companies top the list for the highest number of repeat bookings.
The specific order of the foreign-based repeat visitors has changed, but the same countries remain at the top of the rankings, with Germany, Switzerland, Spain and the United States taking the top four spots so far for the 2017 exhibition.
Held every two years, with the next edition taking place in October 2017, Host is where you come to find the whole world of coffee – everyone from the producers of the beans and the companies that roast and blend them to the manufacturers of coffee-making machines and the brand name companies that sell the coffee, but also the designers and studios that create bar and café interiors.
SIC – The International Coffee Exhibition has become the point of reference for the whole industry ever since its first pioneering editions held in the Chamber of Commerce of Milan in the 1950s.
Now part and parcel – indeed the very heart and soul of Host – SIC Salone Internazionale del Caffè is an unmissable calendar date for anyone involved at any level in the world of coffee.
It is the place where the newest developments are unveiled, where top-level and independent seminars and training sessions are delivered, where exclusive insights into the industry are to be had and where visitors can try out new refined blends, participate in global-level competitions and watch top-class baristas displaying their skills.
Roaming around the stands and halls back in October 2015 there was no question that coffee was no longer viewed as a mere commodity but a product attracting an increasingly well informed and discriminating clientele to discover the finest single-origin coffees and most prestigious specialty blends. These are arguably the top-line tasting stars of the show at Host.
Existing alongside more classical offerings from the top “market-makers” that dominate the bulk of sales is a new but rapidly growing “gourmet” coffee niche, which is gaining traction worldwide.
In part its success is being driven by the openness of the International Hospitality Exhibition, which is always welcoming of new trends.
This feature of the exhibition, which offers a panoramic view of the market, from the level of the multinational company to that of the local roaster, has been much appreciated by the many buyers from all over the world.
SIC has moved beyond coffee to embrace not only the world of tea salons and tea in general, but also the coffee-machine industry (including automated vending machines) and the entire ice-cream and pastries segment.
It has thus expanded its reach to include a full mix of formats and products, which now imbricate and enrich the other two Host “macro-areas”, namely: (i) Professional catering/restaurant services in the Bread, Pizza and Pasta segments; and, (ii) Furnishings, interior décor and tableware.
This winning combination is being repeated and expanded in 2017, where the emphasis will once again be on presenting and showcasing the latest developments.In 2015, the Fair expanded its exhibition space by 40% and drew in 500 companies.
Already a series of major companies, best placed to take the pulse of the industry, have reconfirmed their attendance as exhibitors. They include: Andaluza De Cafès, Aromat Niederlassung Hamburg Der Dek Deutsche Extrakt Kaffee, Blaser Trading, Caffè Vergnano, Covim, Kimbo, Loring Smart Roast, Nordic Approach, Sandalj Trading Company and Torrefazione Portioli.
Tea has become a traditional and established part of Host by now, and is an area that is becoming ever more interesting and dynamic as it addresses the needs of a different sort of more health-conscious customer.Matcha, a green tea with antioxidant properties, is evidence of the type of new interest in this segment.
Euromonitor predicts healthy growth in the segment as more and more Italians experiment with new tastes and varieties and explore new types of consumption.
In 2015, sales turnover in the Italian tea market grew by 3% to €355 million, while sale volumes grew by 2% to 7 thousand tons.
This is an area that can satisfy even the expectations of international buyers that operate in markets that are traditionally more predisposed to tea consumption than Italy.
