L’increase in the cost of coffee recorded in the last three years is putting a strain on the wallet of Italian consumers who, to cope with high prices, try to protect their purchasing power. According to data fromShopping Observatory dell’app DoveConvienea has been registered increase in searches for promotional coffee by +140% in 2024, compared to last year. A trend that confirms how the offers represent a tool for not giving up the pleasure of this ritual which every day, according to DoveConviene, affects the 95% of Italians.
Looking at the formats, the coffee pods are positioned among the most coveted ones, with an increase in searches for discounts +165%followed by coffee capsules, searches for which grew by +114%.
But not only that: the results collected show that consumers are increasingly open to experiment with alternatives to traditional coffee, looking for hot drinks that give you the energy to start the day on the right foot. In fact, just think that, in 2024, the product category coffee substitutes recorded a +79% increase in searches for discounts and promotions.
In particular, in first position among the most sought after substitute products stands out theorzo (+98%), followed by ginseng (+81%). Third place, however, for the landwhich in the last year has seen searches for discounts and promotions grow by +75%.