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Coffee Shops - Brazil - October 2013

“The main challenge for coffeehouses is to attract more consumers at breakfast, narrowing the penetration gap in relation to bakeries. Flexible operating hours, enhanced breakfast offerings, and weekday promotions could help coffeehouses take advantage of this consumption occasion.”

– Lucas Marangoni Xavier, Senior Drinks Analyst

In this report we will discuss the following issues:

  • How can coffeehouses become more competitive in relation to bakeries?
  • What should coffeehouses consider in order to attract more young consumers?
  • How can the sector generate value and increase revenues by using origin attributes?
  • What alternatives can be used by coffeehouses in relation to high costs of retail locations?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Sales of coffeehouses in Brazil, by value, 2009-12
            • Forecast
              • Figure 2: Brazil coffeehouse market, number of coffeehouse units, 2008-18
              • Figure 3: Brazil coffeehouse market, value sales, 2008-18
            • Companies
              • Figure 4: Market share of coffeehouses in Brazil, number of units, 2012
            • The consumer
              • Figure 5: Frequency of drinking coffee, by outlet type, May 2013
            • The issues
              • Tapping into the breakfast occasion could help coffeehouses better compete with rivals such as bakeries
                • Figure 6: Coffee consumption in bakeries and coffeehouses, May 2013
              • Enhancing the atmosphere and food offering of coffeehouses can attract young consumers
                • Figure 7: Agreement with the statement “The atmosphere (eg music, comfortable seating, friendly staff) is more important than the coffee itself,” by age group, May 2013
              • Opportunities for product development in the coffeehouse sector
                • Figure 8: Agreement with the statement “I prefer to drink coffee-based beverages (eg Frappuccino, iced coffee, cappuccino, mocha, etc) rather than regular coffee at these venues,” by socioeconomic group, May 2013
              • What we think
              • The Market

                • Key points
                  • Although still small, the coffeehouse market has shown double-digit growth both in volume and value terms
                    • Figure 9: Number of coffeehouse units, by country, 2009-12
                    • Figure 10: Number of coffeehouse units in Brazil, by type of channel, 2009-12
                    • Figure 11: Sales of coffeehouses in Brazil, by value, 2009-12
                  • Forecast
                    • Figure 12: Brazil coffeehouse market, number of coffeehouse units, 2008-18
                    • Figure 13: Brazil coffeehouse market, value sales, 2008-18
                • Companies

                  • Key points
                    • The coffeehouse market is highly fragmented
                      • Figure 14: Market share of coffeehouses in Brazil, number of units, 2012
                      • Figure 15: Brazil coffeehouses, by number of outlets, 2009-12
                    • Casa do Pão de Queijo
                      • Rei do Mate
                        • Grão Espresso
                        • The Consumer

                          • Key points
                            • Frequency of drinking coffee, by outlet type
                              • Figure 16: Frequency of drinking coffee, by outlet type, May 2013
                            • Time of day when coffee is drunk out of home
                              • Figure 17: Time of day when coffee is drunk out of home, May 2013
                            • Attitudes toward coffeehouses
                              • Figure 18: Attitudes toward coffeehouses, May 2013
                            • Out-of-home coffee purchasing behavior
                              • Figure 19: Out-of-home coffee purchasing behavior, May 2013
                          • Tapping into the Breakfast Occasion Could Help Coffeehouses Better Compete with Rivals Such as Bakeries

                            • Key points
                              • Coffee consumption at home is still a barrier for coffeehouses
                                • Figure 20: Frequency of drinking coffee, once a day or more, by venue, May 2013
                                • Figure 21: Consumption of coffees at home once a week or more, by socioeconomic group, May 2013
                                • Figure 22: Agreement with the statement “I don’t go to these venues because I like drinking coffee at home,” by socioeconomic group, May 2013
                              • Higher employment creates opportunities for coffeehouses
                                • Figure 23: Agreement with the statement “I drink coffee outside my home more often than I used to,” by age group, May 2013
                                • Figure 24: Penetration of coffee consumption in bakeries and coffeehouses, by age group, May 2013
                                • Figure 25: Penetration of coffee consumption in bakeries and coffeehouses, by age group, May 2013
                              • Breakfast occasion represents an opportunity for growth for coffeehouses
                                • Figure 26: Coffee consumption occasions outside of home, May 2013
                                • Figure 27: Penetration of coffeehouses, by consumption occasion, May 2013
                              • What it means
                              • Enhancing the Atmosphere and Food Offering of Coffeehouses Can Attract Young Consumers

                                • Key points
                                  • Coffeehouses as meeting places for work/study
                                    • Figure 28: Penetration of coffee consumption at home and at coffeehouses, by age group, May 2013
                                    • Figure 29: Agreement with statement “Coffeehouses, snack bars, and cake shops are good venues to have work/study meetings,” by age group, May 2013
                                    • Figure 30: Agreement with statement “Access to the internet is essential when I go to a coffeehouse or venues that sell coffee,” by age group, May 2013
                                    • Figure 31: Agreement with statement "The atmosphere (eg music, comfortable seating, friendly staff) is more important than the coffee itself,” by age group, May 2013
                                    • Figure 32: Agreement with statement “Coffeehouses, snack bars, and cake shops are good venues to get together with friends ,” by age group, May 2013
                                  • Coffeehouses can attract more young consumers by offering a wider selection of savory snacks and meals
                                    • Figure 33: Agreement with statement “I often eat something with my coffee (eg cheese bread, toasted bread, etc)," by age group, May 2013
                                    • Figure 34: Agreement with statement “Coffeehouses with more options of savory snacks and meals are appealing to me,” by age group, May 2013
                                  • What it means
                                  • Opportunities and Challenges in the Coffeehouse Sector

                                    • Key points
                                      • A diverse coffee menu is necessary to meet consumers' demand
                                        • Figure 35: Agreement with statement “I drink coffee outside my home more often than I used to,” by age group, May 2013
                                        • Figure 36: Penetration of coffee consumption at coffeehouses, by socioeconomic group, May 2013
                                        • Figure 37: Agreement with statement “I prefer to drink coffee-based beverages (eg Frappuccino, iced coffee, cappuccino, mocha, etc) rather than regular coffee at these venues,” by socioeconomic group, May 2013
                                      • High cost of retail locations is a challenge for the sector
                                        • Figure 38: Agreement with the statement "A convenient location (eg close to home) is essential to me,” by region, May 2013
                                      • The coffeehouse sector can explore the provenance of Brazilian coffee
                                        • Figure 39: Agreement with statement “I prefer premium coffee to regular brands,” by socioeconomic group, November 2012
                                        • Figure 40: Agreement with statement “The source/origin of the coffee that I drink (eg Colombian coffee) at these venues is important to me,” May 2013
                                      • What it means
                                      • Appendix – The Market

                                          • Figure 41: Total volume of coffeehouses, units, Brazil, 2009-12
                                          • Figure 42: Total volume of coffeehouses, by channel, Brazil, 2009-12
                                          • Figure 43: Total value of coffeehouses, Brazil, 2009-12
                                          • Figure 44: Coffeehouses market share, Brazil, 2012
                                          • Figure 45: Market value forecast, Brazil, 2013-18
                                          • Figure 46: Market volume forecast, Brazil, 2013-18
                                      • Appendix – The Consumer

                                        • Frequency of coffee consumption
                                          • Figure 47: Most popular frequency of drinking coffee, by outlet type, May 2013
                                          • Figure 48: Next most popular frequency of drinking coffee, by outlet type, May 2013
                                          • Figure 49: Frequency of drinking coffee at coffeehouses, by demographics, May 2013
                                          • Figure 50: Frequency of drinking coffee at bakeries, by demographics, May 2013
                                          • Figure 51: Frequency of drinking coffee at restaurants, by demographics, May 2013
                                          • Figure 52: Frequency of drinking coffee at snack bars, by demographics, May 2013
                                          • Figure 53: Frequency of drinking coffee at bars, by demographics, May 2013
                                          • Figure 54: Frequency of drinking coffee at cake shops, by demographics, May 2013
                                          • Figure 55: Frequency of drinking coffee at street stalls, by demographics, May 2013
                                          • Figure 56: Frequency of drinking coffee at home, by demographics, May 2013
                                        • Time of day when coffee is drunk out of home
                                          • Figure 57: Time of day when coffee is drunk out of home, May 2013
                                          • Figure 58: Time of day when coffee is drunk out of home, by demographics, May 2013
                                          • Figure 59: Frequency of drinking coffee, by time of day when coffee is drunk out of home, May 2013
                                        • Attitudes toward coffeehouses
                                          • Figure 60: Attitudes toward coffeehouses, May 2013
                                          • Figure 61: Agreement with the statement “These are good venues to try different types of coffee,” by demographics, May 2013
                                          • Figure 62: Agreement with statement “The atmosphere is more important than the coffee itself,” by demographics, May 2013
                                          • Figure 63: Agreement with statement “A convenient location is essential to me,” by demographics, May 2013
                                          • Figure 64: Agreement with statement “Access to the internet is essential when I go to a coffeehouse or venues that sell coffee,” by demographics, May 2013
                                          • Figure 65: Agreement with statement “Coffeehouses with more options of savory snacks and meals are appealing to me,” by demographics, May 2013
                                          • Figure 66: Agreement with statement “Coffeehouses, snack bars, and cake shops are good venues to have work/study meetings,” by demographics, May 2013
                                          • Figure 67: Agreement with statement “I would like to have more options of coffeehouses that sell high-quality, premium coffee,” by demographics, May 2013
                                          • Figure 68: Agreement with statement “I prefer to drink coffee-based beverages (eg Frappuccino, iced coffee, cappuccino, mocha, etc) rather than regular coffee at these venues,” by demographics, May 2013
                                          • Figure 69: Agreement with statement “The source/origin of the coffee that I drink at these venues is important to me,” by demographics, May 2013
                                          • Figure 70: Attitudes toward coffeehouses, by frequency of drinking coffee at coffeehouses, May 2013
                                          • Figure 71: Attitudes toward coffeehouses, by frequency of drinking coffee at bakeries, May 2013
                                          • Figure 72: Attitudes toward coffeehouses, by frequency of drinking coffee at restaurants, May 2013
                                          • Figure 73: Attitudes toward coffeehouses, by frequency of drinking coffee at snack bars, May 2013
                                          • Figure 74: Attitudes toward coffeehouses, by frequency of drinking coffee at bars, May 2013
                                          • Figure 75: Attitudes toward coffeehouses, by frequency of drinking coffee at cake shops, May 2013
                                          • Figure 76: Attitudes toward coffeehouses, by frequency of drinking coffee at street stalls, May 2013
                                          • Figure 77: Attitudes toward coffeehouses, by frequency of drinking coffee at home, May 2013
                                      • Appendix – Out-of-Home Coffee Purchasing Behavior

                                          • Figure 78: Out-of-home coffee purchasing behavior, May 2013
                                          • Figure 79: Most popular out-of-home coffee purchasing behavior, by demographics, May 2013
                                          • Figure 80: Next most popular out-of-home coffee purchasing behavior, by demographics, May 2013
                                          • Figure 81: Other popular out-of-home coffee purchasing behavior, by demographics, May 2013
                                          • Figure 82: Out-of-home coffee purchasing behavior, by frequency of drinking coffee at coffeehouses, May 2013
                                          • Figure 83: Out-of-home coffee purchasing behavior, by frequency of drinking coffee at bakeries, May 2013
                                          • Figure 84: Out-of-home coffee purchasing behavior, by frequency of drinking coffee at restaurants, May 2013
                                          • Figure 85: Out-of-home coffee purchasing behavior, by frequency of drinking coffee at snack bars, May 2013
                                          • Figure 86: Out-of-home coffee purchasing behavior, by frequency of drinking coffee at bars, May 2013
                                          • Figure 87: Out-of-home coffee purchasing behavior, by frequency of drinking coffee at cake shops, May 2013
                                          • Figure 88: Out-of-home coffee purchasing behavior, by frequency of drinking coffee at street stalls, May 2013
                                          • Figure 89: Out-of-home coffee purchasing behavior, by frequency of drinking coffee at home, May 2013

                                      Companies Covered

                                      • Caffé Nero Group Plc
                                      • Cineworld
                                      • Costa
                                      • Enterprise Inns Plc
                                      • Facebook, Inc.
                                      • Fior Brands
                                      • Google, Inc.
                                      • Grazia
                                      • J. Sainsbury
                                      • Kraft Foods UK
                                      • Little Chef
                                      • Rainforest Alliance
                                      • Starbucks Coffee Company UK Ltd
                                      • Starbucks Corporation
                                      • Tesco (UK)
                                      • Union Hand-Roasted
                                      • Visa Europe
                                      • Westfield Group
                                      • Whitbread PLC

                                      Coffee Shops - Brazil - October 2013

                                      £3,174.67 (Excl.Tax)