Lavazza vs Toby's Estate:Which is more popular?
In September 2026, Toby's Estate had more branded searches than Lavazza among coffee brands in Australia. Toby's Estate had about 12,100 branded searches, while Lavazza had 4,400. Toby's Estate made up 20.9% of all coffee brand searches we track, and Lavazza accounted for 7.6%. When we asked ChatGPT and Google AI Overviews about coffee brands, Lavazza appeared in three of the four answers and Toby's Estate in one. Lavazza was mentioned before Toby's Estate in every answer.
Who do people search for more?
Toby's Estate, about 3 searches for every 1 for Lavazza
Who does AI mention more?
Lavazza, mentioned in 3 of 4 answers, Toby's Estate in 1
Who does AI recommend more?
Lavazza, named ahead of Toby's Estate in every answer
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Top coffee brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Lavazza was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Toby's Estate was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview. Lavazza was listed before Toby's Estate in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Lavazza1st
Moccona2nd
Vittoria Coffee3rd- Toby's Estate4th
Grinders5th
Campos Coffee6th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Lavazza3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Campos Coffee2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Vittoria Coffee1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Toby's Estate1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Moccona1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Grinders1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about coffee brands
4 answers
Asked ChatGPT
“What's the best coffee brand in Australia?”
Asked ChatGPT
“Which coffee beans in Australian supermarkets are best?”
Asked ChatGPT
“What are the most popular coffee brands in Australia?”
Searched Google, AI Overview
“coffee beans”
Searched Google, AI Overview
“instant coffee”
Google showed no AI Overview for this search.
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Is Lavazza or Toby's Estate more popular in search?
This chart shows how often people search Google for Lavazza and Toby's Estate by name. Each line represents a brand's share of searches for all six coffee brands we track, month by month, from searches in Australia.
Share of searches by month for Toby's Estate, Lavazza. The figures are in the table below the chart.
View monthly share of searches table
| Month | Campos Coffee | Vittoria Coffee | Toby's Estate | Moccona | Lavazza | Grinders |
|---|---|---|---|---|---|---|
| Oct 2025 | 35.5% | 19.4% | 23.7% | 8.6% | 7% | 5.8% |
| Nov 2025 | 35% | 19.1% | 23.3% | 8.5% | 8.5% | 5.7% |
| Dec 2025 | 31.5% | 21.1% | 25.8% | 7.7% | 7.7% | 6.3% |
| Jan 2026 | 31.5% | 21.1% | 25.8% | 7.7% | 7.7% | 6.3% |
| Feb 2026 | 33.3% | 18.2% | 27.2% | 8.1% | 6.6% | 6.6% |
| Mar 2026 | 31.5% | 21.1% | 25.8% | 7.7% | 7.7% | 6.3% |
| Apr 2026 | 27.3% | 22.3% | 27.3% | 9.9% | 6.6% | 6.6% |
| May 2026 | 31% | 20.7% | 25.3% | 9.2% | 7.5% | 6.2% |
| Jun 2026 | 31.9% | 21.3% | 21.3% | 9.5% | 9.5% | 6.3% |
| Jul 2026 | 26.9% | 26.9% | 22% | 9.8% | 8% | 6.5% |
| Aug 2026 | 30% | 24.5% | 20% | 10.9% | 7.3% | 7.3% |
| Sep 2026 | 25.6% | 25.6% | 20.9% | 14% | 7.6% | 6.2% |
How has the Lavazza and Toby's Estate comparison changed over the last 12 months?
3 findings
- Toby's Estate was ahead of Lavazza in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Lavazza’s share of searches among coffee brands in Australia moved from 7% to 7.6%, and its estimated monthly branded searches held steady at 4.4K.
- Across the 12 months ending September 2026, Toby's Estate’s share of searches among coffee brands in Australia moved from 23.7% to 20.9%, and its estimated monthly branded searches moved from 14.8K to 12.1K.
How did search popularity change for Australia coffee brands in September 2026?
2 changes
In September 2026, Toby's Estate gained share of searches among coffee brands in Australia, from 20% to 20.9%.
In September 2026, Lavazza rose from 6th to 5th among coffee brands in Australia.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Lavazza’s and Toby's Estate’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Lavazza
1 branded search term
- lavazza
Toby's Estate
1 branded search term
- tobys estate
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