Coffee counterfeiting rises as global prices surge

Rising global coffee prices are driving an increase in food fraud, with counterfeit products appearing on the market. Fraudsters are increasingly substituting expensive coffee beans with cheaper ingredients, most notably roasted soy. When roasted, soy can change color and aroma to closely mimic coffee, making it difficult to detect, especially in pre-ground varieties.

Industry leaders, including Giuseppe Lavazza, have noted that counterfeit versions of branded products are circulating within the European market. The surge in fraudulent activity is linked to significant price hikes; coffee raw material prices rose by 39% in 2024 due to harvest issues in Brazil and Vietnam.

Consumers are advised to be wary of prices that deviate significantly from market averages, particularly when shopping online. Warning signs of adulterated coffee include an unusual earthy aroma, inconsistent colors, or unexpected behavior when the powder meets water.