Julia Caesar speaks to Giuseppe Lavazza, chairman of coffee giant Lavazza, about the multiple challenges facing the industry today.
Many people around the world say they can’t function without their morning cup of coffee. In fact, global coffee consumption has been steadily rising with around two billion cups of coffee consumed every day. This growth is driven by rising demand in emerging markets like China and India, as well as the popularity of specialty and cold coffee beverages.
However, the industry itself is facing major challenges, including an increase in the cost of raw materials due to changing weather patterns, growing concerns over geopolitical instability impacting shipping routes, and economic uncertainty due to tariffs.
The coffee market, which was valued at approximately $495.5 billion in 2023, is a far cry from when Lavazza coffee was first established nearly a century ago in Turin, Italy.
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(Image: Giuseppe Lavazza. Credit: Jaimi Joy/Bloomberg via Getty Images)
