Venditalia: An evolving show for an evolving market

Arguably the world’s most important vending show, Venditalia 2016 took place from the 4-7 May at Fieromilanocity, just outside the city of Milan.

Vending exhibitors from all over the world showcased their latest products, services and technology at the tenth edition of international exhibition Venditalia. Organised by Venditalia Services and promoted by Trust, the technological advances and investment evident throughout the show demonstrated the inevitable move of the automatic retail industry towards a better and more functional interaction between machine and consumer.


The numbers

An incredible 22,000 visitors were registered by Venditalia’s organisers this year. This was an increase of 10% compared to 2014, clearly reflecting the upturn in the prospects of the automatic retail trade, and the continued success of the coffee-to-go sector. The 2016 edition of Venditalia also marked a larger number of foreign visitors; 26% were from outside Italy, an increase of 16%. With representatives from 101 different countries, Venditalia is clearly increasing its international influence and reach.

2016_05_04 Lunada Venditalia-3The greater visitor numbers this year probably reflected the greater number of exhibitors and the growth of the show itself. 270 exhibitors showcased their top products and services this year at Venditalia (an increase of 20% compared to last year), occupying a total area of almost 14,000 square meters. With nineteen product categories represented and 52 product previews presented, visitors had an action-packed and dynamic four days.

“Venditalia closes this year with a result of which we are very satisfied,” commented Ernesto Pylons, president of Venditalia. “It really demonstrates a worldwide event: 101 different nationalities came together at the fair to discuss the most important changes and innovations in vending. But it is not just the numbers which make Venditalia the most important event in the international vending industry. Equally important is, in fact, the content and quality of the exhibition. For this our thanks, once again, to our exhibitors. To all of them and to our visitors we will see you in 2018.”

Commenting on industry data on the automatic market prepared by Accenture for Trust in 2015, Paul Andrigo, senior manager at Accenture, said: “The entry of non-traditional actors in recent years is changing the competitive landscape of the [vending] industry. An ever greater attention to the final consumer, the digitization and assortments dedicated to the rental type are becoming distinctive factors. ”


The exhibitors

Exhibitors ranging from independents to international corporations not only showcased their latest products, but also shared ideas for pushing the industry forward. Mobile and touch screen technologies were prevalent, for example, and some machines offered the provision of free WiFi in public locations available from vending machines, machines that become WiFi hotspots, and dedicated apps for vending. Sustainability and eco-friendly business was also a hot topic – encompassing reverse vending; sustainability and social inclusion projects, and ways to promote healthier diets featuring gluten-free, lactose-free, trans fat-free, sugar-free, organic and vegan products.

Payments provider SUZOHAPP’s European vending team was out in strength at Venditalia. Carles Aleixandre, executive vp & general manager commented: “This was the most exciting and busy Venditalia to date for us. Operators appreciate that our focus is to help them improve their operations. Today it is not just about checking and accepting cash and offering cashless solutions. The industry revolves around the management of cash – with detailed online information to support the accounts and maintenance departments of our customers. All in all, the feedback from visitors to our stand was excellent. We will continue to innovate and ensure that the level of vertical integration increases alongside the benefits of working with SUZOHAPP.”

For N&W, Venditalia was the perfect occasion to present Hi!, its new cashless payment system that reads MiZip keys, tags and other cards, designed to gather information and sales statistics that are vital to operators.


Numbers breakdown:


20,000 operators

77% Italian

23% non-Italian

26% new visitors



79% Italian

21% non-Italian

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Venditalia will return in 2018. Visit for more information.