Coffee Prices Are Up, But More Consumers Are Buying Whole-Bean Coffee Than Ever Before

Though coffee prices are at a peak, the Financial Times reports that whole-bean coffee sales are also rising, suggesting a shift toward quality over quantity.

BY EMILY JOY MENESES
ONLINE EDITOR

Featured photo by Anastasia Zhenina

What to know:

• Despite rising coffee prices, consumers are prioritizing quality, veering toward whole-bean coffee and equipment to brew quality coffee at home
• Grinding coffee right before brewing, as opposed to buying pre-ground coffee, can lead to a more flavorful and nuanced cup
• The rise in whole-bean coffee reflects a more intentional approach to spending, especially amongst the Gen Z and Millennial generations

Long gone are the days when “taking a coffee break” meant spooning a pile of grounds into an old drip machine and calling it a day. Today’s consumers, especially those of the Gen Z and Millennial generations, are increasingly searching for specialty: a preference reflected in the rise of whole-bean coffee sales over the past year.

Coffee prices remain historically high, but rather than walking away from their daily ritual, many consumers appear to be changing how they buy and enjoy coffee. In an interview with the Financial Times, Giuseppe Lavazza, chairman of Italian coffee company Lavazza, shared that rising costs are encouraging more coffee consumers to prioritize quality over quantity, with many opting to purchase whole-bean coffee and invest in home-brewing equipment in lieu of their regular coffee shop runs.

“People are looking for beans and they enjoy maybe to replicate at home the experience of the coffee shop,” the chairman told the Financial Times. “Maybe they prefer to consume a little less but better.”

The quest for good coffee

One of the biggest reasons consumers are reaching for whole-bean coffee is the quality of the cup it helps produce. Coffee begins to lose its aroma and flavor shortly after it’s ground, as exposure to oxygen speeds up the oxidation process. Whole beans, on the other hand, retain their freshness for much longer, allowing drinkers to enjoy a more vibrant, nuanced cup as they grind their coffee just before brewing.

In the U.S., whole-bean sales have increased by 3% in the past year. In Europe, the shift is even more pronounced, with the Financial Times reporting that in the U.K., whole-bean coffee sales have risen by over 20% in the last year, with France seeing a 35% increase, Italy with 33%, and Germany with 31.2%.

For many consumers, the improvement in flavor makes whole-bean coffee feel like a worthwhile investment—even at a time when rising coffee prices are encouraging more thoughtful spending. The trend suggests that while consumers are becoming more selective with their purchases, quality coffee remains a priority.

Habits developed during the pandemic are lingering well into 2026

For many, the shift toward home-brewing and whole-bean coffee can be traced to the COVID-19 pandemic era, during which many homebound coffee drinkers filled their time learning how to brew café-quality coffee themselves.

According to the National Coffee Association (NCA), home coffee consumption is at its highest level in more than a decade. In their Spring 2026 report, the organization found that 85% of past-day coffee drinkers prepared coffee at home: the highest level since 2012. 

In their National Coffee Data Trends Report, the NCA also reported that more Americans are investing in espresso machines, with 12% of U.S. households owning an espresso machine in 2025 compared to 8% in 2020. In addition, research firm Circana reported that espresso makers, milk frothers, electric kettles, and single-serve brewing systems were among the fastest-growing small appliance categories in the first half of 2025.

A worthy investment

Coffee prices remain elevated compared with just a few years ago, driven by a combination of climate challenges, rising production and transportation costs, and ongoing supply chain disruptions caused by geopolitical conflicts. While some industry analysts believe improved harvests could help ease pressure on the global coffee market in the coming year, the outlook remains uncertain.

Whether coffee prices remain high or eventually begin to stabilize, one thing seems clear: Many consumers are becoming more intentional about how they spend their money. Rather than giving up coffee altogether, they’re investing in whole beans, home-brewing equipment, and the skills needed to recreate a café-quality experience at home.

As shoppers continue to seek greater value from every bag they buy, the growing popularity of whole-bean coffee suggests that, for many, quality is proving to be worth the investment.

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