As a vibrant, urban coffee culture emerges in cities like Moscow and St. Petersburg, brands and corporations need to adapt with evermore creative approaches to resonate with consumers’ values of identity and individuality. This article is about more than just coffee! It’s about coffee culture!Since the 16th century, coffee has made early mornings, long days, and often long nights, all the more palatable. Some prefer a creamy latte, others like their coffee black and strong. The truth is that we all have our individual preferences, resulting in a very specific concept of the perfect cup of coffee. Looking at the right device to produce the perfect brew however, one thing becomes immediately apparent: in today’s market, the options are vast and diverse! Everything is possible. From a $10 stove-top caffettiera to a $5,000 fully automatic bean-to-cup machine that comes with an app for your smartphone. The reason for this extensive consumer choice is a growing market. By 2020, the global market for electric household appliances as a whole is projected to reach 1.5 billion units. A growth driven by factors such as technological innovations and the resulting demand in replacing obsolescent units as well as a rising affluence of middle class populations in growing markets.
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