Coffee drinkers are buying “less but better” as prices soar, according to Italian roaster Lavazza, fuelling demand for whole beans and bean‑to‑cup machines. Giuseppe Lavazza, chair of the family‑owned company, said the move toward whole beans is the sector’s “most important trend … People are looking for beans and they enjoy maybe to replicate at home the experience of the coffee shop.”

UK whole‑bean coffee sales rose 20.3% by volume in the year to May, far outstripping 2.8% growth for at‑home coffee overall, while bean sales climbed 36.8% by value and unit sales of bean‑to‑cup machines increased 33.5%, according to Nielsen data.

The shift follows four years of market upheaval; bad weather pushed arabica and robusta to record prices in 2025, forcing repeated retail price hikes. Lavazza generated revenues of €3.9bn in 2025, up 15.7%, with EBITDA rising 8.8% to €340mn. The group warns volatility remains the new constant and that at least two strong harvests in Brazil and Vietnam are needed to rebuild inventories.