Table of Contents
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
-
Back to top