22 ■ BRAZIL
C&CI
Although it is likely to
March 2010
narrowly miss earlier
Brazil set to become
domestic consumption
targets set for this year,
world’s largest consumer
Brazil’s domestic con-
sumption continues to
increase quickly, thanks
to ongoing efforts to
increase the quality of
the coffee available to
Brazilian consumers
ABIC’s strategy of increasing the quality
H
aving jumped by more than 4 per
of coffee available to consumers seems
cent in 2009 compared to the previ-
to be working, and demand for
ous year, coffee consumption in
iconic products such as Nespresso is
Brazil is expected to increase by another 5
increasing quickly
per cent in volume terms this year to 19.31
million bags, according to the Brazilian Asked what proportion of total Brazilian tinues to be at home. In fact, as he
Coffee Industry Association (ABIC). Per production is accounted for by domestic explained, more than 95 per cent of the
capita consumption in Brazil in 2009 consumption, Mr Herszkowic noted that, Brazilian population of more than 15 years
reached 5.81kg of green coffee equivalent currently, domestic consumption accounts of age now declare that they drink coffee
per annum, with the Brazilians drinking an for around 40 per cent of the Brazilian crop, every day. (More figures about coffee con-
ever greater range of coffee beverages with the greatest increase in domestic con- sumption and trends in Brazil can be found
including espressos and cappuccinos. sumption taking place in Sao Paulo, Rio de at www.abic.com.br/estat_pesquisas.html
According to ABIC’s figures, industry Janeiro and Minas Gerais states. "The great- (or by visiting www.abic.com.br, then
sales last year are estimated to have been est increase is probably are taking place in ‘Estatísticas,’ then ‘Pesquisas,’ and
some US$6.8 billion, and the forecast for the northeast and central western parts of ‘Tendências do Consumo de Café no
2010 is for sales to reach a level of US$7.1 Brazil, because of huge, ongoing develop- Brasil em 2008’).
billion. With the growth in 2009 and forecast ment of these areas," he told C&CI.
5 per cent increase in sales in 2010,
Focus is on quality
Brazilian domestic consumption will soon
Younger drinkers
break through the 20 million bag level and Asked what plans ABIC has to continue to
could reach 21 million bags by 2012, a level
to the fore
drive up domestic consumption, and
that on current trends would make Brazil the Asked for a rough breakdown of the demo- whether there are any new initiatives under
world's largest consumer, surpassing even graphic profile of the ‘new’ coffee drinkers way or planned, Mr Herszkowic said ABIC
the US. in Brazil, Mr Herszkowic said that many of was continuing to develop its existing strat-
the new coffee drinkers are middle class, egy, which is one of increasing consump-
More purchasing
aged 21 to 29 years, and are drinking cof- tion by increasing the quality of the coffee
fee at their place of work, and in cafes, but available to Brazilian consumers. "This
power
the really big increase in consumption con- means stimulating coffee roasters to join
In a recent statement, Almir José da Silva the various quality and certification pro-
Filho, President of ABIC, said that, with the grams like the Programa de Qualidade do
positive growth prospects for the Brazilian
"Consumption increased by
Café (PQC), the Cafés Sustentáveis do
economy in 2010 and the increasing pur- Brasil (PCS) and another initiative targeting
chasing power of people on lower incomes,
4.15 per cent in 2009, reaching
coffee houses and cafes, to help them
it was "natural" that consumption would con-
a level of 18.39 million bags,"
training baristas and coffee shop owners,
tinue to grow rapidly, a view shared by
Nathan Herszkowic, the Executive Director
Mr Herszkowic told C&CI in
and monitor the quality of the coffee they
offer to their customers.
of ABICS. mid-February. "ABIC estimates "On other hand, we also continue to
"Consumption increased by 4.15 per cent
that this growth will continue
develop our Coffee and Health Programme,
in 2009, reaching a level of 18.39 million with a great amount of information, material
bags," Mr Herszkowic told C&CI in mid-
and will be at least 5 per cent
on the Internet and literature talking about
February. "ABIC estimates that this growth
in 2010."
the benefits of coffee. These are distributed
will continue and will be at least 5 per cent in to the population by roasters and supermar-
2010." kets. Our ‘Café na Merenda’ (coffee at
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