What this shift means for brands like Lavazza, and how to respond
By Daniele Foti
February 23, 2026
5 MIN READ
This article is featured in the Magazine “Private Label and National Brands: Decoding Food Retail”, created in collaboration with Global Retail Brands. You can find more insights about the Magazine and additional articles here.
As private label products continue to gain momentum across grocery and mass retail, particularly in categories like coffee, the question isn’t about staying on the shelf, it’s about staying relevant. It’s about how branded products can continue to differentiate themselves in a landscape where price, packaging, and quality benchmarks have risen across the board.
In a competitive and emotionally driven category, where consumer preferences shift rapidly and brand loyalty is increasingly fluid, standing out requires more than name recognition. It demands clarity of purpose, consistency in quality, and a deep understanding of what consumers truly value. The most resilient branded products are those that don’t compete head-to-head with private labels, but instead complement them by offering distinct value: identity, emotional connection, and the ability to spark loyalty through experience.
At Lavazza, a family-owned Italian brand with a presence in more than 140 countries, we see this as both a challenge and an opportunity. Our approach is grounded in what has guided us for over a century: delivering a high-quality experience built on craftsmanship, innovation, and trust. Coffee is a personal ritual. It’s not just about flavor, it’s about how it makes people feel. And brands that understand that emotional connection will continue to play a meaningful role in people’s lives.
Private labels have certainly raised the bar and, in many cases, improved category standards. But branded products continue to bring something distinct: emotional resonance, a sense of identity, and long-term consumer trust. The goal is not ubiquity, but recognition. In practice, that means leading with purpose, keeping quality at the center, and ensuring that every product reflects the values that consumers have come to expect. Recognition, after all, isn’t built on visibility alone, but on trust earned over time.
The Power of Touchpoints and Strategic Partnerships
Today’s consumer journey is no longer linear. Shoppers are increasingly omnichannel. They browse online and buy offline, check prices in-store while standing in the aisle, and discover products on social media before ever seeing them on the shelf. In this context, retail is more than just distribution, it’s an opportunity to express brand identity in a tangible, immediate way. Every touchpoint matters. Packaging, placement, promotions, and the product itself must all work together to tell a cohesive story and deliver an experience that earns trust. A well-designed bag or capsule, a compelling on-shelf display, or a brand video shared via digital channels: each becomes a moment to reinforce positioning and spark recognition.
This is where strategic brand-retailer partnerships become essential. As the coffee category continues to evolve, there’s growing emphasis on collaborations that go beyond distribution to deliver added value, such as through innovation, storytelling, and consumer engagement. In our case, in 2025, this will include initiatives such as new and exclusive product launches, expanded shelf presence for key segments, and integrated in-store and digital storytelling designed to reinforce heritage, quality, and differentiation at the point of sale.
These initiatives are not simply marketing exercises, they are tools to create real distinction in crowded aisles, helping retailers attract consumers who are seeking more than just convenience. Innovation, of course, also plays a central role. But it’s never about chasing trends, it’s about understanding how consumer habits are evolving and creating products that truly resonate.
One of the most notable shifts we’re seeing in the coffee category is a growing demand for bolder, more expressive flavors, especially in at-home formats. Recent launches, such as our flavored K-Cups, inspired by iconic Italian desserts like Tiramisu and Vanilla Affogato, are a direct response to this trend offering a new dimension of flavor exploration.
Similarly, the increasing demand for decaffeinated options that don’t compromise on taste points to a broader desire for products that balance indulgence and well-being. Consumers no longer view decaf as a secondary choice, they expect the same richness and aroma, reimagined for different moments of the day.
Earning Shelf Space in a Shifting Market
At the same time, it’s important to be mindful of the broader market dynamics at play. Value chains are under pressure across the board from production costs to supply chain resilience, which creates real tension between competitiveness and sustainability. For retailers, the opportunity lies in striking the right balance between private label efficiency and branded value. The brands that will earn their place on the shelf are those that deliver both credibility and incremental growth through quality, innovation, and shopper engagement.This is where branded products can offer more than just shelf presence.
When backed by strong storytelling and cultural relevance, they can deepen consumer engagement and elevate the overall retail experience. From global campaigns to appearances at high-profile events, brand visibility, when done with intention, can reinforce trust and create lasting connections. These efforts don’t just support brand equity, they contribute to a more dynamic and differentiated shopper journey.
As we look ahead, several enduring shifts are shaping the coffee aisle: a growing appetite for expressive flavors, increased interest in premium experiences at home, and a desire for products that feel personal and intentional. These aren’t passing fads, they reflect how people live, what brings them comfort, and what they reach for in everyday moments. The brands that thrive in this environment will be those that stay true to their purpose, evolve thoughtfully, and consistently deliver on what matters most to their consumers.
For Lavazza, that means continuing to honor our roots while building toward the future. It means helping retailers create meaningful differentiation and lasting consumer relationships. And above all, it means elevating everyday coffee moments, one cup at a time.
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