Lavazza promoting coffee culture all around Hungary (x)

A cup of Italian espresso from Lavazza

Founded in Turin in 1895 and owned by the same family for 4 generations, Lavazza’s global presence is the result of over 125 years of growth:it is active in all business sectors and has operations in 140 markets, with 9 manufacturing plants in 6 countries and over 4,200 collaborators all over the world. With more than 30 billion cups of Lavazza coffee produced every year, the company aims at building a better world, one coffee at a time, offering products of superior quality, obtained through a sustainable model based on innovation, passion, authenticity, and expertise.Within this overall scenario, the presence of Lavazza currently represents a niche in Hungary, but its efforts and focus are all concentrated on ensuring an impressive growth.

Massimo Pepe

“In Lavazza we are driven by passion for our services and products:our aim is to always ensure impeccable quality and exceptional experiences for our customers, consumers and for all people. This is our commitment in Hungary, a relevant Market for Lavazza” comments Massimo Pepe, Lavazza Eastern Europe & Export Markets Director. “Aware of our current niche presence, our ambition is to double the business and market share in the next 3 years and gain a leadership position within the premium market, ensuring a relevant role within R&G category. We are focused and committed to this goal, working hard every day with the precious support of our local partners.”

If we take a look at the Hungarian coffee scenario, retail R&G market grew +10% CAGR in the last 3 years, with beans (+19%) and single-served (+20%) driving this growth. Leveraging on its expertise and high-quality product portfolio, Lavazza outperformed the market in the same period, growing +14% (CAGR MAT May 2022, Nielsen Data base). This successful result is a positive signal for the brand, whose retail strategy revolvesaround SS and beans as main priorities. To ensure consistent approaches in the Market, the collaboration with reliable partners is proving essential too: sharing the same values of the Italian coffee brand, ORBICO Hungary Kft, official distributor for retail/food service channels, is strongly supporting Lavazza in developing local strategies in line with Hungarian trends and needs.

“Lavazza aims at guaranteeing the best possible experience of coffee in all its forms, whatever the distribution channels, so that a moment of delight with the perfect product at any moment of the day can be offered.Therefore, we offer a rich product portfolio for each segment we are operating in, with diversified options among which to choose. In retail, for example, we offer Hungarian consumers the 100% most premium Arabica with Qualità Oro and Espresso or a balanced mix of Arabica and Robusta withQualità Rossa and Crema range – there is a coffee blend for every taste!” adds Massimo Pepe.

Not only is the company playing in the retail and Food Service segment, but also in the OCS/Vending one. The market is well-developed and is characterized by a quite competitive scenario to deal with. As a result, Lavazza strategy aims at developing Lavazza Brand awareness, highlighting the products’ premium added value and moving the attention to its high-standard quality and expertise. Even within the OCS/Vending business the collaboration with a reliable local partner is fundamental: sharing the same values and objective, Caffè Service Kft. is supporting Lavazza in designing solid and consistent strategies, molded on local trends and habits.

A cup of Italian cappucino from Lavazza

“Hungary plays a crucial role in our European strategy: we are working hand in hand with our local partners to enhance our presence and promote the most authentic Italian coffee culture across all distribution channels. At the same time, we have started investing in both media and communication in support of the retail segment: for the second year in a row, a TV flight has been planned, supported by dedicated digital plans and in-store communication all in Christmas period” concludes Massimo Pepe.

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