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Coffee - Brazil - February 2013

“Coffee shops are an important channel that can be used to drive interest in the existing diversity among coffee varieties and drink types. While most consumers are not very adventurous, patrons of coffee shops are more open to experimentation.”

– Lucas Marangoni, Senior Drinks Analyst

This report will answer the following questions:

  • What are the main attitudes underpinning consumers’ relations to coffee?
  • What are the main consumption patterns established in the category?
  • What are the main ways operators can generate added value in the category?
  • How can operators most effectively tap into the growth potential of specialty or gourmet coffee?
  • What are the best ways to introduce young people to the category?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Coffee market volume sales in Brazil, 2007-12
              • Figure 2: Brazil retail coffee sales, by value, 2007-12
              • Figure 3: Brazil retail coffee sales, by segment, by volume, 2007-11
              • Figure 4: Brazil retail coffee sales, by segment, by value, 2007-11
            • Forecast
              • Figure 5: Value of retail coffee sales in Brazil, 2007-17
            • Companies
              • Figure 6: Leading companies' shares in the Brazil retail coffee market, by volume, 2011
            • The issues
              • Habitual consumption is a key element in the category
                • Figure 7: Coffee consumption behaviors, November 2012
                • Figure 8: Agreement with the statement “I prefer premium coffee over regular brands,” by socio-economic group, November 2012
              • Young people are an opportunity for the category
                • Figure 9: Coffee consumption, by age, November 2012
              • Movement in the market creates challenges and opportunities in the category
                • Figure 10: Agreement with the statement “I buy coffee based on price not based on brand,” by socio-economic group, November 2012
            • Habitual Consumption is a Key Element in the Category

              • Key points
                • Coffee consumption is an ingrained habit of Brazilians
                  • Figure 11: Coffee consumption behaviors, November 2012
                  • Figure 12: Locations where coffee is typically consumed, November 2012
                  • Figure 13: Usage of coffee, November 2012
                  • Figure 14: Frequency of consumption of filtered coffee (without milk), November 2012
                • Consumption habits of coffee differ by gender
                  • Figure 15: Agreement with the statement “I drink coffee more by habit than by desire,” by gender, November 2012
                  • Figure 16: Agreement with the statement “I drink coffee more by habit than by desire,” by gender and age group, November 2012
                  • Figure 17: Usage of espresso, by gender, November 2012
                  • Figure 18: Locations where coffee is typically consumed, by gender, November 2012
                • Consumer habits pose central challenge to the category in Brazil
                  • Figure 19: Selected countries’ share of global product launches—coffee and RTD chilled coffee, 2009-12
                  • Figure 20: New product launches in the coffee market by claim, U.S. and Brazil, 2012
                  • Figure 21: Attitudes to buying coffee, November 2012
                  • Figure 22: Agreement with the statement “I like to try new types of beer,” by age group, June 2012
                • What it means
                • Coffee, a Category Moving Toward Value-Added Products

                  • Key points
                    • The specialty coffee market in Brazil is growing, but has limited potential in short term
                        • Figure 23: Agreement with the statement “I prefer premium coffee over regular brands,” by gender, November 2012
                        • Figure 24: Agreement with the statement “I prefer premium coffee over regular brands,” by socio-economic group, November 2012
                      • The expansion of coffeehouses is essential for the development of a coffee culture in the country
                        • Figure 25: Agreement with the statement “I prefer premium coffee over regular brands,” by consumption channel used, November 2012
                        • Figure 26: Agreement with the statement “I like to try new brands of coffee other than what I usually buy,” by consumption channel used, November 2012
                        • Figure 27: Locations where coffee is typically consumed, November 2012
                        • Figure 28: Consumption of coffee in a café or coffeehouse, by socio-economic group, November 2012
                        • Figure 29: Consumption of coffee in a bar (or bakery), by city, November 2012
                      • Despite growth and new competition dynamics, the coffee capsules market will continue to be restricted to consumers with higher incomes
                        • What it means
                        • Young Consumers Provide Opportunity for the Category

                          • Key points
                            • Innovation and convenience are key to increase penetration among young consumers
                                • Figure 30: Coffee consumption, by age, November 2012
                                • Figure 31: Consumption of specialty coffees, by type, by age, November 2012
                                • Figure 32: Consumption of specialty coffees, by type, by socio-economic group, November 2012
                                • Figure 33: New product launches in the U.S. coffee market, by subcategory, 2009-12
                              • The craving for energy and its association with coffee is higher among young people
                                  • Figure 34: Agreement with the statement “I drink coffee because it keeps me awake,” by age group, November 2012
                                  • Figure 35: Agreement with the statement “I drink coffee because it keeps me awake,” by age group, by gender, November 2012
                                  • Figure 36: Selected attitudes toward RTD coffee, by age, U.S., June 2012
                                • Coffeehouses are emerging as a key avenue for introducing young people to the category
                                    • Figure 37: Agreement with the statement “I enjoy socializing with friends or family over a cup of coffee,” by locations where coffee is typically drunk, November 2012
                                    • Figure 38: Agreement with the statement “I like strong coffee,” by age, November 2012
                                  • What it means
                                  • Movements in the Field Create Challenges and Opportunities in the Category

                                    • Key points
                                      • A possible rise in the price of coffee beans is putting pressure on the industry and could impact consumers
                                          • Figure 39: Price evolution of coffee varieties, 1998-2012
                                          • Figure 40: Evolution of coffee retail price, per kg, in Brazil, 2005-11
                                          • Figure 41: Total volume of Brazil coffee market, 2005-11
                                          • Figure 42: Agreement with the statement “I buy coffee based on price not based on brand,” by socio-economic group, November 2012
                                        • Certification process is gaining strength and could become a differentiation element in domestic consumption
                                          • New status of Brazilian coffee and production regions creates opportunities for both industry and retail
                                            • What it means
                                            • Appendix – The Market

                                                • Figure 43: Coffee market volume, Brazil 2007-12
                                                • Figure 44: Value of retail coffee sales, Brazil 2007-12
                                                • Figure 45: Volume of coffee retail sales, by segment, Brazil 2007-12
                                                • Figure 46: Value of coffee retail sales, by segment, Brazil 2007-12
                                                • Figure 47: Companies’ share in coffee retail volume sales, Brazil, 2009-11
                                                • Figure 48: Value of retail coffee sales, Brazil 2009-17
                                            • Appendix – Consumer Research

                                              • Frequency of drinking coffee
                                                • Figure 49: Frequency of drinking coffee, November 2012
                                                • Figure 50: Frequency of drinking coffee, by type, November 2012
                                                • Figure 51: Frequency of drinking any type of coffee, by demographics, November 2012
                                                • Figure 52: Frequency of drinking regular filtered coffee without milk, by demographics, November 2012
                                                • Figure 53: Frequency of drinking regular filtered coffee with milk, by demographics, November 2012
                                                • Figure 54: Frequency of drinking espresso without milk, by demographics, November 2012
                                                • Figure 55: Frequency of drinking espresso with milk, by demographics, November 2012
                                                • Figure 56: Frequency of drinking instant coffee without milk, by demographics, November 2012
                                                • Figure 57: Frequency of drinking instant coffee with milk, by demographics, November 2012
                                                • Figure 58: Frequency of drinking cappuccino, by demographics, November 2012
                                                • Figure 59: Frequency of drinking hot specialty coffee beverage, by demographics, November 2012
                                                • Figure 60: Frequency of drinking chilled specialty coffee beverage, by demographics, November 2012
                                                • Figure 61: Frequency of drinking decaffeinated coffee, by demographics, November 2012
                                              • Locations where coffee is typically consumed
                                                • Figure 62: Locations where coffee is typically consumed,, November 2012
                                                • Figure 63: Locations where coffee is typically consumed, by demographics, November 2012
                                                • Figure 64: Locations where coffee is typically consumed, by demographics, November 2012
                                                • Figure 65: Locations where coffee is typically consumed, by frequency of consumption of regular filtered coffee (without milk), November 2012
                                                • Figure 66: Locations where coffee is typically consumed, by frequency of consumption of regular filtered coffee with milk, November 2012
                                                • Figure 67: Locations where coffee is typically consumed, by frequency of consumption of espresso (black), November 2012
                                                • Figure 68: Locations where coffee is typically consumed, by frequency of consumption of espresso with milk, November 2012
                                                • Figure 69: Locations where coffee is typically consumed, by frequency of consumption of instant coffee (without milk), November 2012
                                                • Figure 70: Locations where coffee is typically consumed, by frequency of consumption of instant coffee with milk, November 2012
                                                • Figure 71: Locations where coffee is typically consumed, by frequency of consumption of cappuccino, November 2012
                                                • Figure 72: Locations where coffee is typically consumed, by frequency of consumption of hot specialty coffee beverage, November 2012
                                                • Figure 73: Locations where coffee is typically consumed, by frequency of consumption of chilled specialty coffee beverag and decaffeinated coffee, November 2012
                                              • Coffee consumption behaviors
                                                • Figure 74: Coffee consumption behaviors, November 2012
                                                • Figure 75: Most popular Coffee consumption behaviors, by demographics, November 2012
                                                • Figure 76: Next most popular Coffee consumption behaviors, by demographics, November 2012
                                                • Figure 77: Coffee consumption behaviors, by frequency of consumption of regular filtered coffee (without milk), November 2012
                                                • Figure 78: Coffee consumption behaviors, by frequency of consumption regular filtered coffee with milk, November 2012
                                                • Figure 79: Coffee consumption behaviors, by frequency of consumption of espresso (without milk), November 2012
                                                • Figure 80: Coffee consumption behaviors, by frequency of consumption of espresso with milk, November 2012
                                                • Figure 81: Coffee consumption behaviors, by frequency of consumption of instant coffee (without milk), November 2012
                                                • Figure 82: Coffee consumption behaviors, by frequency of consumption of instant coffee with milk, November 2012
                                                • Figure 83: Coffee consumption behaviors, by frequency of consumption of cappuccino, November 2012
                                                • Figure 84: Coffee consumption behaviors, by frequency of consumption of hot specialty coffee beverage(eg, Caramel Macchiato, flavored latte, etc.) , November 2012
                                                • Figure 85: Coffee consumption behaviors, by frequency of consumption of chilled specialty coffee beverage and decaffeinated coffee, November 2012
                                                • Figure 86: Coffee consumption behaviors, by typical place coffee is drunk, November 2012
                                              • Attitudes to buying coffee
                                                • Figure 87: Attitudes to buying coffee, November 2012
                                                • Figure 88: Most common attitudes to buying coffee, by demographics, November 2012
                                                • Figure 89: Next most common attitudes to buying coffee, by demographics, November 2012
                                                • Figure 90: Coffee consumption behaviors, by frequency of consumption of regular filtered coffee (without milk), November 2012
                                                • Figure 91: Coffee consumption behaviors, by frequency of consumption regular filtered coffee with milk, November 2012
                                                • Figure 92: Coffee consumption behaviors, by frequency of consumption of espresso (without milk), November 2012
                                                • Figure 93: Coffee consumption behaviors, by frequency of consumption of espresso with milk, November 2012
                                                • Figure 94: Coffee consumption behaviors, by frequency of consumption instant coffee (without milk), November 2012
                                                • Figure 95: Coffee consumption behaviors, by frequency of consumption of instant coffee with milk, November 2012
                                                • Figure 96: Coffee consumption behaviors, by frequency of consumption of cappuccino, November 2012
                                                • Figure 97: Coffee consumption behaviors, by frequency of consumption of hot specialty coffee beverage (eg, Caramel Macchiato, flavored latte, etc.), November 2012
                                                • Figure 98: Coffee consumption behaviors, by frequency of consumption of chilled specialty coffee beverage or decaffeinated coffee, November 2012
                                                • Figure 99: Coffee consumption behaviors, by typical place coffee is drunk, November 2012
                                            • Appendix – GNPD Data

                                                • Figure 100: RTD coffee and chilled coffee product launches, by country, January 2009-December 2012
                                                • Figure 101: New product launches* in the U.S. coffee market, by subcategory, January 2009-December 2012
                                                • Figure 102: New product launches* in the Brazil coffee market, by subcategory, January 2009-December 2012
                                                • Figure 103: New product launches in the Brazil coffee market, by claim, January 2009-December 2012
                                                • Figure 104: New product launches in the Brazil coffee market, by company, January 2009-December 2012

                                            Coffee - Brazil - February 2013

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