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Research Outline
Prepared for Carmen P. | Delivered July 24, 2019
Coffee Culture - Various Global Markets
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Goals
To understand the coffee culture in the following global markets:
Brazil
Russia
Mexico
Germany
Canada
Australia
UK
Spain
France
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Early Findings
BRAZIL
Brazilians drink coffee all day
long, and the most common type of coffee consumed is Cafezinho, in which "Brazilians boil water then add coffee and serve it at incredibly hot temperatures."
In Brazil, coffee drinkers tend to consume
small cups of cheaper coffee
since they drink so much in a day.
Brazilians
take pride in their coffee
because the local industry produces high quality coffee and supports about 8 million jobs.
Coffee drinkers in Brazil
usually drink black coffee with lots of sugar, and they like their coffee pure, meaning they avoid machine-driven coffees like espresso or coffees that require extra ingredients, such as mochas.
Brazil ranks 15th among the top 20 coffee-drinking countries in terms of per capita consumption.
CANADA
Coffee ranks as the
most consumed beverage
among adults in Canada with 72% drinking coffee daily.
Drip coffee
is the preferred type in Canada, but espresso is becoming more popular.
Canada is the
10th most coffee drinking country
in terms of per capita consumption.
Canadians primarily drink coffee
while eating breakfast at home.
Canadians drink
2.8 cups of coffee
per day.
Tim Hortons
is the Canadian's preferred coffee brand, both at home and away, having become part of "
Canada's cultural identity
."
Long, cold winters
contribute to the reasons Canadians drink coffee, according to a slightly dated (2016) report.
GERMANY
Coffee consumption
increases with age
in Germany.
In Germany,
60% of coffee drinkers
say that drinking the beverage makes them happy, and 43% would have trouble getting through the day without it.
Some 13%
of Germans consider themselves coffee connoisseurs, with that percentage increasing to 23% in the 35-44 age group.
Some 74%
of Germany coffee drinkers consume the beverage before 9am, while "48% drink it between 9am and 1pm and 4% claim to enjoy the drink at 9pm or later."
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