Lavazza sees rising competition in the US and China, but has many levers it can pull to secure market share

Investment, innovation and premiumisation are the key pillars of a growth strategy for the world’s two largest economies

Italy’s Lavazza has outlined a goal to grow annual revenues by more than 25% over the next few years, driven by growth in two sizeable and highly competitive markets – the US and China.

The Turin-based coffee giant achieved 16% year-on-year revenue growth to reach €3.9bn ($4.48bn) in 2025, with net profit up 12% at €92m ($105m).

It is now seeking to increase annual revenues to €5bn ($5.95bn) within the next few years, with approximately 20% of that coming from North America.

Amid investments to increase capacity at its production facility in Pennsylvania, boost marketing reach and ramp up e-commerce transactions, Lavazza achieved 27% year-on-year revenue growth in North America last year.