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Coffee - Brazil - September 2015

“Brazilians are getting busier and demand more practical products. Due to this, the development and launch of new coffee capsule products has skyrocketed. Nevertheless, filtered coffee is still the most consumed type of coffee by a long shot. The growing interest in specialty or gourmet coffees is generating demand for value-added products in the category, although the majority of consumers still do not see all the qualities of a gourmet coffee, leaving a hard task for brands.”
Andre Euphrasio, Research Analyst

This report looks at the following:

• Roast and ground (fresh): This is when coffee is sold in the form of coffee beans or when the coffee beans are sold ready-ground. It also includes premium coffee, and coffee capsules/pods. This is the largest sector accounting for 97% of volume share of the market.
• Instant coffee: This is where, through various processes, the coffee is dehydrated into the form of powder or granules for sale, and prepared by adding these to hot water. It is subdivided into:
• Instant plain: Requires only the addition of hot water but contains no added ingredients.
• Instant specialty: Requires only the addition of hot water and can have added ingredients such as milk powder, sugar, sweeteners in products like latte or cappuccino.

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Table of contents

  1. Introduction

      • Definition
        • Terms
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Forecast of Brazil retail sales of coffee, by value, 2010-20
              • Market drivers
                • Companies, brands, and innovation
                  • Figure 2: Value shares in the coffee retail market, 2013-14
                • Coffee pods are the fastest growing format
                  • Figure 3: New product launches in the Brazilian coffee market, by format, 2011-14
                • The consumer
                  • Coffee is consumed by the majority
                    • Figure 4: Consumption of coffee on any occasion, July 2015
                  • Flavored instant coffee is the most desired product
                    • Figure 5: Interest in new products and innovations, July 2015
                  • Price is a highly influential drive
                    • Gourmet coffee needs to improve its marketing
                      • What we think
                      • Issues and Insights

                        • Increasing the variety of coffee among women
                          • The implications
                            • Figure 6: Repertoire of quantity of types of coffee, by gender, July 2015
                            • Figure 7: Coffee with added benefits, worldwide
                            • Figure 8: Nestlé’s Skinny Cow RTD iced coffee range, US
                          • Making coffee more attractive to younger consumers
                            • The implications
                              • Figure 9: Consumption of coffee on any occasion, by age, July 2015
                              • Figure 10: Interest in new products and innovations, by age, July 2015
                          • Market Drivers

                            • Key points
                              • Zero tax for capsule coffee machines
                                • National production of coffee capsules
                                  • ABIC to promote coffee consumption
                                    • Current economic instability
                                      • Starbucks to expand its ready-to-drink products
                                      • Who’s Innovating?

                                        • Key points
                                          • Coffee pods are the fastest growing format
                                            • Figure 11: New product launches in the Brazilian coffee market, by format, 2011-14
                                            • Figure 12: New ground coffee products, Brazil
                                            • Figure 13: New pod/capsule coffee products, Brazil
                                            • Figure 14: Senseo’s product launches, Brazil, 2013-15
                                            • Figure 15: 3coracoes’s product launches, Brazil, 2013-15
                                          • Wine merchant stepping into the coffee business
                                            • All-in-one beverage machine
                                              • The coffee market in Brazil lacks in flavor innovation
                                                • Figure 16: New launches of flavored coffee products, Brazil, 2011-14
                                                • Figure 17: Flavored coffee products
                                              • Combining limited edition with flavors
                                                • Figure 18: Limited Edition Variations Grands Crus, by Nespresso, Brazil
                                                • Figure 19: Seasonal coffee products, worldwide
                                            • Market Size, Forecast, and Segment Performance

                                              • Key points
                                                • Worldwide coffee market
                                                  • Figure 20: Worldwide coffee markets of selected countries, CAGR retail value and consumption per capita
                                                • Market performance
                                                  • Figure 21: Retail sales of coffee in Brazil, by value, 2010-14
                                                  • Figure 22: Sales of coffee in Brazil, by volume, 2010-14
                                                • Fresh coffee dominates the market in Brazil
                                                  • Figure 23: Retail volume sales of coffee, in (000) tons, 2013-14
                                                  • Figure 24: Retail value sales of coffee, in R$ million, 2013-14
                                                • Value sales of instant coffee keep on growing
                                                  • Figure 25: Retail volume and value sales of instant coffee, in (000) tons and R$ million, 2013-14
                                                • Coffee market value growth is expected to slow
                                                  • Figure 26: Retail sales of coffee, by value and volume, Brazil 2010-20
                                                  • Figure 27: Forecast of Brazil retail sales of coffee, by value, 2010-20
                                                  • Figure 28: Forecast of Brazil retail sales of coffee, by volume, 2010-20
                                              • Market Share

                                                • Key points
                                                  • The coffee market is slowly consolidating
                                                    • Figure 29: Value shares in the coffee retail market, 2013-14
                                                    • Figure 30: Volume shares in the coffee retail market, 2013-14
                                                  • Yawning requires coffee
                                                  • Companies and Brands

                                                    • 3corações Alimentos S.A
                                                      • Product range
                                                        • D.E. Master Blenders 1753 (Douwe Egberts)
                                                          • Product range
                                                            • Melitta Group
                                                              • Product range
                                                                • Grupo Maratá
                                                                  • Product range
                                                                    • Mitsui Alimentos
                                                                      • Product range
                                                                      • The Consumer – Occasions for Drinking Coffee

                                                                        • Key points
                                                                          • Coffee is consumed by the majority
                                                                            • Figure 31: Consumption of coffee on any occasion, July 2015
                                                                            • Figure 32: Consumption of coffee on any occasion, by age, July 2015
                                                                          • Coffee is most consumed at breakfast
                                                                            • Figure 33: Occasions for drinking coffee, by any type of coffee, July 2015
                                                                          • Regular filtered coffee is most consumed on any occasion
                                                                            • Figure 34: Occasions for drinking coffee, by type, July 2015
                                                                          • Boosting instant coffee sales
                                                                              • Figure 35: Micro-ground coffee products, worldwide
                                                                            • Grinding beans for breakfast is done by 10% of respondents
                                                                              • Figure 36: Occasions for drinking coffee, by type, July 2015
                                                                              • Figure 37: Coffee beans to be ground at home, Brazil
                                                                            • Coffee capsules have much space to grow
                                                                                • Figure 38: Consumption of coffee capsules, by socioeconomic group and region, July 2015
                                                                            • The Consumer – Interest in New Products and Innovations

                                                                              • Key points
                                                                                • Flavored instant coffee is the most desired product
                                                                                  • Figure 39: Interest in new products and innovations, July 2015
                                                                                  • Figure 40: Interest in new products and innovations, by gender and age, July 2015
                                                                                  • Figure 41: Flavored coffee mix products, Brazil
                                                                                  • Figure 42: Flavored coffee mix products, worldwide
                                                                                • Instant coffee from artisan brands is also desired
                                                                                  • Coffee bags are handy for any occasion
                                                                                    • Figure 43: Interest in single-serve coffee, by gender and age, July 2015
                                                                                    • Figure 44: Coffee bags in a tea bag style, worldwide
                                                                                  • Coffee subscription service
                                                                                    • Ready-to-drink coffee is more attractive to young consumers
                                                                                      • Figure 45: Ready-to-drink coffee products, Brazil
                                                                                      • Figure 46: Interest in RTD iced coffee products, by gender and age, July 2015
                                                                                    • Cold brew might be appealing to Brazilians
                                                                                        • Figure 47: Cold brew coffee by Urban Remedy, Brazil
                                                                                    • The Consumer – Influencing Factors When Purchasing Coffee

                                                                                      • Key points
                                                                                        • Price is a highly influential drive
                                                                                          • Figure 48: Influencing factors when purchasing coffee, July 2015
                                                                                        • Major retail brands preferred over coffeehouse brands
                                                                                            • Figure 49: Influencing factors when purchasing coffee, July 2015
                                                                                            • Figure 50: Coffeehouse brands products, Brazil
                                                                                          • Flavor can play a role in increasing sales
                                                                                            • Figure 51: Influencing factors when purchasing coffee, July 2015
                                                                                            • Figure 52: Flavored coffee products
                                                                                          • Getting inspiration from the bakery market
                                                                                            • Regional provenance can add premium cues
                                                                                                • Figure 53: Coffee products highlighting regional provenance
                                                                                              • Certified coffee
                                                                                                • Caffeine-free coffee launches remain stable
                                                                                                  • Figure 54: Launches of caffeine-free coffee products, 2013-15
                                                                                                  • Figure 55: New caffeine-free coffee products, Brazil
                                                                                                  • Figure 56: Flavored caffeine-free coffee products, worldwide
                                                                                              • The Consumer – Attitudes and Behavior toward Coffee

                                                                                                • Key points
                                                                                                  • Gourmet coffee needs to improve its marketing
                                                                                                      • Figure 57: Attitudes and behavior toward coffee, July 2015
                                                                                                    • Supermarket private label brands have opportunities
                                                                                                      • Figure 58: Attitudes and behavior toward coffee, July 2015
                                                                                                    • Branded labels have the majority of new launches
                                                                                                      • Figure 59: New product launches in the coffee market, by private label versus branded, 2011-14
                                                                                                      • Figure 60: New coffee product launches by private labels, Brazil, 2011-15
                                                                                                    • Single-dose coffee has space to blossom
                                                                                                        • Figure 61: Attitudes and behavior toward coffee, July 2015
                                                                                                        • Figure 62: Single-dose coffee products, Brazil

                                                                                                    Companies Covered

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                                                                                                    Coffee - Brazil - September 2015

                                                                                                    £3,174.67 (Excl.Tax)