UK Coffee Trends 2025: What 12 Months of Sales Data Taught Us About British Coffee Drinkers
We analysed a year of Caffé Prima sales data to understand what UK coffee drinkers actually buy; not what they say they want, not what's trending on social media, but what they spend money on. Here's what we found.
Key Findings:
Based on a year of real UK sales data, this report shows that while single origin coffee is growing fast, multi-origin blends still dominate volume. Dark roast demand remains strong, and decaf is a stable, serious category rather than a niche.
Why This Data Matters
Caffé Prima sells coffee beans online to offices, reception rooms, independent cafes and coffee houses, and hospitality businesses across the UK. We analysed the real purchase data from thousands of orders over 12 months to find trends in customer behaviour that can help guide your purchase decisions for the next year.
The Trends
Single origin coffee sales nearly tripled. Our Brazilian single origin grew 196% year-on-year. Yes, nearly three times the previous year's sales.
Dark roast is growing faster than medium roast. Italian Mahogany (our darkest roast) grew 43% year-on-year. The specialty coffee industry has spent years pushing lighter roasts, but a significant portion of UK drinkers still want bold, intense coffee.
Multi-origin coffees (coffee blends) remain the volume leaders. Despite the single origin growth, our two best-selling products are still multi-origin: Roma and Continental. Consistency and versatility win for everyday drinking.
Decaf demand is real and stable. Our Decaffeinated Brazilian Arabica is our fourth best-selling coffee overall. Demand held steady year-on-year.
Trend 1: The Single Origin Surge
The data: Brazilian single origin sales grew 196% year-on-year.
What it means: UK coffee drinkers are becoming more curious. Five years ago, single origin was a specialty coffee shop thing. Now, home brewers and small cafes want to know where their beans come from.
Brazilian coffee is a good entry point: it's smooth, low-acidity, approachable. The 196% growth suggests people are trying single origin for the first time and starting with something accessible rather than jumping straight to complex African coffees.
Who's buying: Based on order patterns, growth is coming from both home users buying 1kg bags and small hospitality buying 6kg cases. Independent coffee shops in particular seem to be adding single origins as a premium option alongside their house coffee.
Trend 2: Dark Roast Loyalty
The data: Italian Mahogany (dark roast) grew 43% year-on-year. Continental (medium-dark) grew 38%.
What it means: The UK hasn't abandoned dark roast.
Specialty coffee culture has pushed toward lighter roasts that highlight origin characteristics and acidity. But our data shows strong, growing demand for traditional dark roasts with bold flavour, low acidity, and that classic "coffee" taste.
Italian Mahogany has a roast level of 5/5 - our darkest. It's an Arabica-Robusta combination designed for thick crema and intensity. The 43% growth tells us this isn't a shrinking legacy category. It's actively growing.
Who's buying: Italian Mahogany indexes higher in 6kg case orders than 1kg bags, suggesting it's popular with cafes and offices serving customers who want strong, traditional coffee.
Trend 3: Multi-Origin Still Dominates Volume
The data: Roma and Continental blends are our two highest-volume products. Roma grew 23% year-on-year. Continental grew 38%.
What it means: Single origin is growing fast from a smaller base, but multi-origin coffees still dominate actual volume. For everyday drinking consistency matters more than origin story.
Roma (medium roast, Brazil/Honduras/Vietnam) and Continental (medium-dark, Brazilian Arabica/Vietnamese Robusta) both offer reliable flavour profiles that work across brewing methods and taste preferences. They're not exciting, but they're dependable. And dependable sells.
The business insight: If you're a cafe or office choosing one coffee to stock, a versatile multi-origin is still the safe choice. Single origin is the add-on for customers who want something specific.
Trend 4: Decaf Is a Serious Category
The data: Decaffeinated Brazilian Arabica is our fourth best-selling product overall. Sales held steady year-on-year (within 2% of previous year).
What it means: Decaf isn't an afterthought purchase anymore. It's a significant, stable category with loyal repeat buyers.
The steady (rather than growing) numbers likely reflect a mature product: people who want decaf have found us and keep coming back. The category is holding.
We also launched Decaffeinated Espresso this year specifically for espresso machines and milk drinks and it is proving extremely popular. Early traction suggests demand for decaf isn't just for filter coffee, people want proper decaf espresso too.
Who's buying: Decaf orders skew toward repeat customers. First orders are more likely to be regular coffee; decaf gets added once people trust the quality. Hotels and offices with all-day coffee service are strong buyers, they need a decaf option that doesn't disappoint.
Trend 5: New Products Finding Traction
The data: We launched two new products this year: Espresso (medium roast multi-origin) and Decaffeinated Espresso (dark roast, Mountain Water and MC processed). Both are gaining traction.
What it means: There's room in the market for more options, particularly for espresso-focused products.
The Espresso product fills a gap between our lighter Brazilian (best for filter) and darker Italian Mahogany (best for dark roast fans). It's designed specifically for espresso machines and bean-to-cup machines at the medium roast level.
Decaffeinated Espresso addresses a specific problem: most decaf is designed for filter brewing. People who drink espresso-based decaf (lattes, flat whites, cappuccinos) often find generic decaf produces weak crema and thin body. This product uses processing methods that preserve espresso characteristics.
The Overall Picture: What UK Coffee Drinkers Want in 2025
Based on 12 months of sales data, here's what we're seeing:
What This Means for Different Buyers
For home coffee drinkers: You're not alone if you prefer dark roast. Despite what coffee media says, 43% growth in our darkest roast proves there's nothing wrong with liking bold, intense coffee. If you've been curious about single origin, Brazilian is a good starting point - smooth, approachable, nearly tripled in sales this year.
For offices and receptions: Multi-origin coffees like Roma and Continental remain your safest choice as they please the widest range of tastes. But make sure you have a decaf option. Our data shows decaf is a serious category, not an afterthought, and offices serving all-day coffee need one that actually tastes good.
For independent cafes and hotels: Consider adding a single origin as a premium option - demand grew 196% this year. Keep a reliable multi-origin as your house coffee. And take decaf seriously: our Decaffeinated Brazilian is our fourth best-seller overall. If you're serving espresso-based drinks, look for decaf specifically processed for espresso.
Frequently Asked Questions
What is the most popular coffee in the UK?
Based on Caffé Prima sales data, multi-origin medium roasts remain the most popular by volume. Our Roma (medium roast, Brazil/Honduras/Vietnam) and Continental (medium-dark, Brazilian Arabica/Vietnamese Robusta) are the two highest-selling products. These versatile coffees work across brewing methods and appeal to a wide range of tastes.
Is dark roast coffee still popular in the UK?
Yes. Despite specialty coffee trends toward lighter roasts, dark roast coffee is growing in popularity. Caffé Prima's Italian Mahogany (dark roast, 5/5 intensity) grew 43% year-on-year. A significant segment of UK coffee drinkers prefer bold, intense coffee with low acidity.
Is single origin coffee becoming more popular?
Yes, significantly. Caffé Prima's Brazilian single origin grew 196% year-on-year, nearly tripling in sales. UK coffee drinkers are increasingly interested in knowing where their beans come from. Brazilian coffee, with its smooth and approachable profile, is a popular entry point.
Do people actually buy decaf coffee beans?
Yes. Decaf is not a niche category. Caffé Prima's Decaffeinated Brazilian Arabica is the fourth best-selling product in the entire range, outselling several regular coffees. Demand is stable and comes from both home users and businesses serving all-day coffee.
What coffee should I buy for an office?
For offices, choose a versatile multi-origin coffee that works across different brewing methods and taste preferences. Roma (medium roast) or Continental (medium-dark) are reliable choices. Make sure to include a quality decaf option, decaf demand is significant in all-day coffee settings.
What coffee should an independent cafe stock?
Based on sales trends, consider: (1) a reliable multi-origin blend as your house coffee for consistency, (2) a single origin option for customers who want something premium (single origin popularity grew 196% this year), (3) a proper decaf that tastes good - it's a larger category than many cafes realise.
About This Data
This analysis is based on 12 months of Caffé Prima sales data (year-on-year comparison), covering orders from home users, offices, independent cafes, hotels, and other hospitality businesses across the UK.
For a full breakdown of our range with prices and brewing recommendations, browse our coffee beans category and coffee guides.
