The decaf revolution: 62% of Brits avoid coffee in the PM, Lavazza’s newly expanded decaf range promises a perfect cup at any time

• The demand for decaf is growing, as a quarter (25%) of British coffee drinkers are actively seeking alternative decaf options
• Finding quality decaf is a challenge for many coffee lovers, with nearly half (46%) of regular coffee drinkers and a surprising one-third (34%) of decaf drinkers agreeing it’s hard to come by
• For regular coffee drinkers seeking a caffeine-free alternative or decaf enthusiasts, Lavazza is bringing variety to its award-winning naturally decaffeinated range, adding a new intense coffee blend

Recent Lavazza research uncovers that Brits believe drinking decaf is a compromise as 32% of coffee drinkers believe it’s inferior to regular coffee and 46% assume it doesn’t taste as good. To shatter these misconceptions, renowned Italian coffee brand, Lavazza, launches a new decaf coffee blend for beans in its already No1 bestselling decaf range.

The research reveals that 44% of Brits believe there isn’t enough choice when it comes to decaf, 34% of decaf drinkers also find it difficult to find good quality options, Lavazza is expanding the possibilities for the 25% of coffee drinkers who would drink more decaf if there were more options and the 32% who desire better-tasting alternatives.

As well as tastes and availability, Lavazza’s research reveals widespread misunderstanding about the decaffeination process itself. 11% of British coffee drinkers believe it’s unsafe and only 20% state that they are familiar with how decaffeination works.

Lavazza’s Decaf range utilises a natural decaffeination process which harnesses the properties of carbon dioxide to remove the caffeine at molecular level, preserving the delicate flavours and aromas of selectively chosen coffee beans. This process ensures the creation of decaf coffee blends that preserve the full-bodied Lavazza taste and aroma, resembling caffeinated blends, so you can enjoy the same coffee experience you crave without the caffeine kick.

The UK coffee market has experienced a huge spike in decaf coffee shoppers over the last year, with a 45% increase in sales[i]. Over half (51%) of British coffee drinkers believe decaf is better for their wellbeing and 46% of decaf drinkers consider it the healthy choice (between decaf and regular coffee). 62% of Brits avoid drinking regular coffee later in the day, showing Brits are becoming notably conscious of their caffeine intake. 

Matthew Case, Sales Director at Lavazza UK, says, “Lavazza believes that superior quality Italian coffee blends should be available to coffee lovers everywhere, including those seeking decaffeinated options. We’ve seen strong growth in the decaf coffee category – both in the market and for our existing award-winning blend. Despite the evident demand, the options available are still limited and often fall short for coffee lovers, lacking that full-bodied flavour that they crave.

We are committed to elevating the decaf experience and choice available without sacrificing on taste. That is why we’re expanding our decaf range to include a new intense blend to complement our already bestselling Lavazza Decaf product. To discover the full range of Lavazza Decaf products*, visit Lavazza.co.uk, the range is also available at all major grocers including Tesco, Sainsbury’s and Waitrose.”