The brand new Brazilian specialty coffee market

In Brazil, specialty coffee is a burgeoning market, stimulated by product-related events, research and opening of specialized coffee shops. However, there is a paucity of public domain information and statistics about Brazilian specialty coffee consumers' characteristics and buying behavior. Th...

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Bibliographic Details
Published inJournal of food products marketing Vol. 25; no. 1; pp. 49 - 71
Main Authors Guimarães, Elisa Reis, Leme, Paulo Henrique Montagnana Vicente, De Rezende, Daniel Carvalho, Pereira, Sérgio Parreiras, Dos Santos, Antônio Carlos
Format Journal Article
LanguageEnglish
Published Philadelphia Routledge 02.01.2019
Taylor & Francis Ltd
Subjects
Aficionado
Coffee
Coffee industry
Coffeehouses
connoisseur
Consumer groups
consumer research
Consumers
craft consumer
Multivariate analysis
Public domain
Quantitative research
specialty coffee
Statistics
Brazil
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Summary:In Brazil, specialty coffee is a burgeoning market, stimulated by product-related events, research and opening of specialized coffee shops. However, there is a paucity of public domain information and statistics about Brazilian specialty coffee consumers' characteristics and buying behavior. Through a descriptive and quantitative research, based on 834 self-administered questionnaires analyzed through descriptive and multivariate statistics, this paper builds a general profile of the Brazilian specialty coffee consumer. Furthermore, it verifies the applicability of the 'connoisseurship' and 'third wave' concepts to the national market and identifies three distinct consumer groups - regular consumers, enthusiasts, and experts - that differ by their level of interest and engagement with specialty coffee, shown by their product acquisition criteria and consumption motivations. There were similarities between Brazilian connoisseurs and coffee professionals, here combined in the same cluster and named 'experts', which leads to important questions about the current context of the Brazilian specialty coffee market.
ISSN:1045-4446
1540-4102
DOI:10.1080/10454446.2018.1478757