Brazilian Coffee Consumers: Behavioral Insights From a Leading Global Coffee Market
Claudimara da Silva Portela, Thayna Viencz, Tatiana Colombo Pimentel, Paulo Henrique Machado de Sousa, Rafael Carlos Eloy Dias, Marta de Toledo BenassiABSTRACT
Brazilian coffee consumers were profiled through an online survey (1200 participants), analyzing preferences, habits, and attitudes. Behaviors of sweetened (SC) and unsweetened (UC) coffee drinkers were compared. Results reveal high coffee consumption rooted in family habits, tradition, socialization, and daily routines. A greater appreciation for differentiated coffees and preparation methods was observed, particularly among self‐identified enthusiasts. Additional trends included increased demand for medium‐roast, certified, gourmet, and specialty coffees, a rise in espresso, and growing purchases through online platforms and coffee shops. However, some consumers remain unaware of the health benefits of coffee ingestion, highlighting need for broader dissemination of information. Both groups value flavor and health aspects, but UC stood out for reduced food neophobia. While sugar use decreased among SC, UC consumers seemed more focused on quality and innovation, exploring preparation methods and emphasizing attributes such as roasting degree and origin. Findings highlight the coexistence of tradition and innovation in Brazilian coffee culture, providing insights for product development, marketing, and public health communication.