This month is celebrated the International Coffee Day, a drink widely appreciated and consumed by the Latin countries, being part of the local culture. We sought to know the preferences and other details with a study on the ecglobal.com social network.
Among the most engaged in the study, we highlight the participants in Mexico, Argentina, Colombia, Chile and Peru.
One of the favorite versions of coffee is cappuccino (33%), followed by espresso (23%) and americano (18%).
To taste at home, 44% chose ground coffee and 34% opted for soluble coffee.
Talking about brand preference, Nescafé received 43% of the votes.
For the Latin consumer, the greatest attraction of coffee is the flavor (70%), followed by the origin (15%), factors that directly influence the purchase decision.
The preferred place of purchase for 71% of participants is the supermarket. The cafeterias received only 15% of the indications.
Good quality coffee is evaluated by taste (65%), aroma (28%) and brand (8%).
he drink is most consumed at home (80%). 11% prefer it at work and place of study, while only 9% go to establishments to enjoy. 89% consume the recommended daily doses. The number of cups varies from one or two (55%) to three or four (34%). 11% drink more than four cups a day.
Social distancing had an impact on coffee consumption. 56% said they drink more in the period. Most people (57%) do not have a specific reason for drinking coffee. For 22%, they feel more energetic. 9% improve when they have the flu, 7% reduce stress and 5% consume to socialize.
About product advertising, 53% said they had seen advertisements recently. The channels that impacted are television (61%) and social networks (23%).
An interesting fact is that 66% consider the habit of drinking coffee to be healthy. For 27%, it makes no difference. In fact, 87% of study participants would like to learn how to prepare different types of coffee.
The study shows that coffee is part of the life of the Latin public and tends to be more appreciated at home. The preference for buying in supermarkets suggests investments in points of sale. The increase in consumption in recent months was evidenced and it would be interesting to explore more about this change and if it is something that will continue ahead. Another highlight is the audience on TV and on social networks, suggesting investments in media.
Sample: 1,001 interviews, 51% of whom were men aged 35 to 54 years old, living in Latin American countries.