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.
Sources
- Estado de Minas 2018 – Mercado de cafés em cápsula esfria e desafia empresas
- Euromonitor Consulting – Tendências do Mercado de Cafés em 2017
- Rabobank – Coffee Pods Still Exciting Brazil’s Coffee Industry