Italian Coffee Culture Hits Record High as Flat Whites and Oat Milk Gain Popularity
In Italy, Google Trends has revealed that coffee-related searches reached an all-time high in 2026, peaking in August. The interest in coffee is driven by a boom in flat whites and oat milk. Espresso remains at the heart of Italian habits, but new trends, alternative brewing methods, and plant-based drinks are gaining ground.
The top searched-for coffee-based drinks include espresso, cappuccino, caffellatte, iced coffee, caffè macchiato, affogato, and American coffee. However, the flat white saw a significant growth in interest, with searches increasing by 140% over the course of the year.
Italian consumers are also becoming more experimental, seeking out international trends and plant-based alternatives. Searches for oat milk reached an all-time high, while café au lait and filter coffee saw increases in interest. The use of Google's artificial intelligence-based tools is also on the rise, with users asking complex questions and using features like Google Lens to learn about coffee equipment.