Coffee Culture - Various Global Markets

Goals

To understand the coffee culture in the following global markets:
Brazil
Russia
Mexico
Germany
Canada
Australia
UK
Spain
France

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

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."

Proposed next steps:

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