For the upcoming entry in the Italian market of the global player Starbucks, we analyzed the geographical retail distribution of the mono-brand stores of five main players in the coffee production and distribution market in Italy: Nespresso, Bialetti, Illy, Vergnano and Segafredo, plus the capsules distribution of Illy and Lavazza

1. 1
Waiting for Starbucks:
A shot in the coffee
market in Italy
RE Analytics
intelligence@re-analytics.com
31st March 2016

2. 2Data as of 31st March 2016. Copyright (c) RE Analytics srl 2016.
Distribution, copy total or partial, by any phisycal or digital means is prohibited.
Competitive intelligence analysis
RE Analytics is the independent competitive analysis provider in retail geo-
positioning.
This document represents the geographical retail distribution of the mono-brand
stores of five players in the coffee distribution market in Italy: Nespresso, Bialetti,
Illy, Vergnano and Segafredo, plus the capsules distribution of Illy and Lavazza.

3. 3Data as of 31st March 2016. Copyright (c) RE Analytics srl 2016.
Distribution, copy total or partial, by any phisycal or digital means is prohibited.
A shot of espresso: Italian overview
Boutique Nespresso Bialetti Store Espressamente Illy Coffee Shop 1882 Segafredo Shop
39 135 24 44 5

4. 4Data as of 31st March 2016. Copyright (c) RE Analytics srl 2016.
Distribution, copy total or partial, by any phisycal or digital means is prohibited.
Monobrand stores and boutiques
16 10 8 2 3
42
33
28
21
11
6
4
10
1
3
31
6
2
3
2
3
1
0
0 1
Nord-Ovest Nord-Est Centro Sud Isole
MONOBRAND STORES
Nespresso Bialetti Illy Vergnano Segafredo

5. 5Data as of 31st March 2016. Copyright (c) RE Analytics srl 2016.
Distribution, copy total or partial, by any phisycal or digital means is prohibited.
Mass distribution channels for capsules
339
519
708
88
11
549
383
349
244
94
0
200
400
600
800
1000
1200
Nord-Ovest Nord-Est Centro Sud Isole
CAPSULES DISTRIBUTION
(INCL. MASS RETAIL CHANNELS)
Distribuzione Lavazza Distribuzione Illy

6. 6Data as of 31st March 2016. Copyright (c) RE Analytics srl 2016.
Distribution, copy total or partial, by any phisycal or digital means is prohibited.
Monobrand stores and boutiques
16
42
6
31
3
10
33
4
6
1
8
28
10
2
0
2
21 1
3
0
3 11
3
2
1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Nespresso Bialetti Illy Vergnano Segafredo
MONOBRAND STORES
Nord-Ovest Nord-Est Centro Sud Isole

7. 7Data as of 31st March 2016. Copyright (c) RE Analytics srl 2016.
Distribution, copy total or partial, by any phisycal or digital means is prohibited.
Mass distribution channels for capsules
339
549
519
383
708
349
88
244
11
94
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Distribuzione Lavazza Distribuzione Illy
CAPSULES DISTRIBUTION
(INCL. MASS RETAIL CHANNELS)
Nord-Ovest Nord-Est Centro Sud Isole

8. 8
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