The group's president Illy, Andrea Illy, said that in the last decade coffee has grown from a raw material to a product "premium", and that the high-end segment is the "most dynamic" currently on especially in new markets such as Asia.
Illy has highlighted the fastest growing high-end compared to cheaper product, even though the "severe" economic downturn in Europe has reduced consumption, an effect that was considered "temporary."
"Coffee will reach the level of some super premium French wines? Perhaps, what is certain is that it is premium, "insisted Illy, whose company ranked No. 12 in the world market and whose mixture serves more than 6 million cups a day in over 140 countries.
This trend contributes the introduction of coffee culture in new areas such as Japan and South Korea, where it takes on special occasions, which makes the demand for quality is higher.
Illy has stressed that the global demand for coffee grows currently at a rate of between 2% and 2.5% annually, compared to an average of between 1% and 1.5% in the past decade, while the production does not increase sufficiently, which could lead to price increases in the future.
In this regard, said that Brazil is the country that has high production through increased productivity, but "there will come a day when it will be necessary to increase the number of acres, and to make that decision the price will have to be higher ", even though the rise and registered.
As obstacle to extend the cultivation, has cited the rising costs of production, working both in the case of Brazil, and oil, which makes up 50% of the cost of a bag.
Also pointed to environmental issues such as climate change, which has already affected producers like Colombia, whose annual harvest has risen from 12.5 million bags to 8.5, as well as weather uncertainty in other areas like Indonesia or India , which makes them very variable production.
It emphasized the distortion in coffee prices caused by the "very high volatility" in financial markets, which last year led to contributions achieved all $ 3.2 per pound, while just ten years ago were at $ 0.14.
This price increase of raw materials last year forced "to raise prices at the worst possible economic climate," acknowledged Illy, with producers whose policy is to pay an amount above the market average return for higher quality and to ensure a sustainable supply chain.
For the current year expected to increase in sales compared with 2011, when revenues of 342 million euros, although considered "very difficult" to give a forecast by market volatility, which expected to stabilize in 2013.
The main markets for Illy currently outside Italy, where coffee is a leader in quality, are France, Japan, South Korea and the U.S., as noted by its chief, who added that the "most interesting" for the future are China and Brazil, and there is room for improvement in India.
Illy has also referred to the growth potential of the market for machines and coffee pods "espresso", both offices to homes, of which the Italian group sells "third generation" and "are contributing to the growth of company. "