In 2023, the Lavazza Group, a Piedmontese multinational coffee company, had a turnover of 3.1 billion euros, up 13% from 2022. And now it intends to double it in the next ten years. A path that primarily passes through the United States and China, which are the two markets where Lavazza is expected to grow the most over the next five years. "In the United States", explains patron Giuseppe Lavazza, "we will focus on omnichannel, with a particular emphasis on ecommerce. The US coffee market is heavily oriented toward online purchases for both domestic and out-of-home consumption. The expansion of our presence through distribution channels and platforms will increase revenues to 1 billion in five years, doubling in a market worth 400 million euros to us". The strategy for growth in China is different. "By 2025, we plan to open approximately a thousand stores, quintupling the current 200, with local partners. Our presence will need to be accompanied and conveyed in an area where the coffee product is increasingly popular". "In addition to exports, growth is driven by innovation and sustainability. This year marks the 20th anniversary of the Lavazza Foundation, which was founded to promote sustainable coffee cultivation and help small farming communities thrive. The foundation has supported more than 50 projects and is currently funding 33 projects in 20 countries across three continents, benefiting nearly 200,000 people".
|