Coffee Culture - Brazil
Coffee is enjoyed regularly in Brazil because it is cheap. The majority of individuals drink coffee for personal pleasure. Senior Brazilians consume more coffee than their younger counterparts.
MOTIVATIONS AND ATTITUDES OF CONSUMERS IN BRAZIL
- Brazilians reserve coffee that is not good enough to be exported for local consumption (but still quite high quality), exporting only the best the country has to offer. For this reason, coffee is enjoyed regularly and cheaply in Brazilian culture.
- A majority of the individuals in Brazil (81%) drink coffee for personal pleasure, 48% say it is a habit and a tradition since childhood as a part of their breakfast. Others consume coffee as a stimulant, relaxer and to counter headaches.
DIFFERENCE IN CONSUMPTION BASED ON GENDER
- According to a National Dietary Survey, males consume more coffee than females. They have a 12% greater coffee intake than females.
- The highest intake of coffee was recorded among older males.
DIFFERENCE IN CONSUMPTION BASED ON AGE
- Millennials between the ages of 18 and 24 consume a lot of coffee in Brazil and other countries.
- Among persons aged 16 – 20 years old, 49% have 3.7 cups of coffee daily.
- 89% of senior Brazilians have coffee daily.
DIFFERENCE IN CONSUMPTION BASED ON RACE
We started the research by looking for data on coffee culture in Brazil. We looked for surveys and articles based on coffee consumption in Brazil. This proved successful as it yielded results in terms of consumer motivations and attitudes. However, the data we found was limited as part of the age group and race was not covered.
We then conducted a search on surveys done by market leaders in the coffee sector in Brazil to identify any psychographic and demographic details of the consumers. We referred to press releases, publications, and company blogs of leading coffee brands in Brazil. The company resources only focused on their offerings, competitive advantage, and financials. We also examined their marketing strategy as their target audience could be identified. However, the publicly accessible resources discovered no data that could be helpful in defining or deriving coffee consumption based on sex, age, and ethnicity.
Our final approach was to try to expand the study and search for studies in Brazil on consumer behavior and lifestyles. In this research, we intended to discover anything relevant to coffee consumption to know the gender, age, and race-based differences in coffee consumption. We explored sources such as International Communicaffe and National Coffee Association Blog among others. These sources did not provide any additional information other than what we already had.