User Profile

Premium Segment

The Brazilian Nespresso users are from the premium segment. Some data from the research:

  • The segment looks for convenience and quality over price.
  • Almost all the customers are from retail, around 95,2% in 2021. Coffee is consumed at home or work instead of in coffee shops.
  • Almost half of the consumers are from the state of São Paulo (44,5%).
  • Users try several channels to solve their problems. (Based on the complaints found on Facebook, Reclame Aqui, and in the company’s forum).
  • There is not a clear gender split.

Key takeaways

  • Quality and convenience are essential.
  • A and B economic classes.
  • Retail consumers. Home and office consumption.
  • All support channels must be visible.