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44
WINDOW
ON T HE WORLD
34 cups of coffee drunk
per person and per week
in the United States
Trend
COFFEE BUT NOT
BLACK COFFEE
Whilst in Europe espresso confirmed itself as the benchmark
over the past few years, people in the United States drink
more filter coffee with various other ingredients added, such
as milk, cream, sugar, flavoured syrups, caramel etc. All over
the world in fact, there is an increasing tendency to drink
milk-based coffees such as cappuccino, caffe latte and
macchiato. This is a strong trend, which is probably
linked with the rapidly increasing number of "coffee shops",
which, through imitation, have encouraged the emergence of
a multiple beverage product offer to appeal to all audiences.
These high-performance and high-end devices, whether they
use pod coffee or are fully-automatic espresso machines with
accessories to create frothy milk, reproduce the variety and
quality of professional coffee at home, whilst allowing users
to give their coffee their own personal touch.
USA
Over to the experts!
Supported by the expertise of Krups in this sector,
2012 was a particular successful year for coffee.
In Germany, the brand's home market, the Group has developed
a particularly strong product offer, led by the fully automatic
EA 9000 espresso machine. Well known for its high performance,
reliability and quality, this machine has also been awarded the Stiftung
Warentest label, which is a benchmark for meaningful German consumers.
Boosted by its success, Krups' development in the coffee market has
continued on the other side of the Atlantic and has benefited from
a large-scale marketing campaign. In particular, Krups has continued
its "Krups Best Brew Awards 2012" campaign, in search of the most
popular establishments in 10 major cities, as well as the most
talented baristas. This has proved to be an original way
of highlighting coffee aficionados.