{"id":330348,"date":"2023-05-26T19:12:18","date_gmt":"2023-05-26T22:12:18","guid":{"rendered":"https:\/\/anba.com.br\/alem-de-cafe-players-apostam-em-amplo-mercado-de-cafeina\/"},"modified":"2023-05-30T18:24:28","modified_gmt":"2023-05-30T21:24:28","slug":"beyond-coffee-players-bet-on-diversified-caffeine-market","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/beyond-coffee-players-bet-on-diversified-caffeine-market\/","title":{"rendered":"Beyond coffee: Players bet on diversified caffeine market"},"content":{"rendered":"

S\u00e3o Paulo \u2013 Coffee<\/strong> simply as a hot drink is no longer a limitation for sector players from different countries. They believe Brazil needs to diversify its market and see the potential of other products that use coffee or caffeine as a differential. The discussions took place this Friday (26) at the Coffee Dinner & Summit in S\u00e3o Paulo, organized by the Brazilian Coffee Exporters Council (Cecaf\u00e9).<\/p>\n

\u201cThe coffee market is out-of-date. Now, we need to look at the caffeine market. This includes energy drinks and even beauty products,\u201d said Rodrigo Mattos, senior analyst at market intelligence firm Euromonitor.<\/p>\n

Executive Cyrille Janet, from SCTA, believes to stay on top, companies must modernize. \u201cConsumers are looking for different formats. During the pandemic, purchases moved to the web, takeout, or even in-office consumption. The malls were also on the internet, takeout, and companies. Brands grew boosted by innovation, renewal,\u201d he pointed out.<\/p>\n

Janet shared data depicting 88% of coffee consumption in the United States occurs in households. In this reality, the consumption of single servings has grown during the pandemic, surpassing the consumption of traditional methods.<\/p>\n

For those who still want to invest in coffee as a drink, Albert Scalla from Stonex said they need to focus on promoting consumption to avoid being left behind. \u201cThose who buy roasted coffee do not sell bags, but cups. So we see more and more companies pushing the [final] price [of the cup] upwards. Meanwhile, direct competitors grew, such as energy or caffeinated drinks,\u201d pointed out Scalla.<\/p>\n

Brazil<\/strong><\/p>\n

To position Brazil in this scenario, Pavel Cardoso, president of the Brazilian Coffee Industry Association (ABIC), believes it is up to the national industry to invest in marketing. Thus, consumer countries could see the Brazilian product as much more than a commodity. \u201cThe challenge remains precisely the export of roasted and ground coffee. A tremendous challenge, but an excellent opportunity to prepare our industrialists and Brazilian marketing,\u201d he said.<\/p>\n

For him, Brazil needs to transform the image of its coffee outside the country. \u201cWe are not only the biggest producer, but we surely produce the best coffees in the world,\u201d he pointed out.<\/p>\n

Pavel also recalled in the domestic market, the \u201cportioned coffees\u201d grew, driven by the habit of responsible consumption, since less is wasted when consumed in a single dose.<\/p>\n

For Mattos, who addressed the markets in Asian countries, traditionally avid tea consumers, it is time to look at other products besides strained coffee. Now, we need to look at the caffeine market. Japan is much ahead in ready-to-drink beverages. But there is also coffee as an ingredient. In items such as whey protein<\/em>, collagen, cold drinks, such as energy drinks, and even beauty products, due to their antioxidant properties, could probably be the future of caffeine,\u201d he concluded.<\/p>\n

Translated by El\u00fasio Brasileiro<\/strong><\/p>\n

Thais Sousa\/ANBA<\/div>\n","protected":false},"excerpt":{"rendered":"

Executives from Brazil and other countries discussed coffee sector opportunities for producers and industrialists. For them, the future lies in exploring the potential of other products containing caffeine. Items range from energy drinks to cosmetics.<\/p>\n","protected":false},"author":2324,"featured_media":330338,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[114],"tags":[19546,29842,9543,9534,10669,42266,42269,9805,1916,42267,1836,42268,42270,2188,4641],"class_list":{"0":"post-330348","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-news","8":"tag-asia-en","9":"tag-asia-en-2","10":"tag-brasil-en","11":"tag-brazil-en","12":"tag-cafe-ar","13":"tag-cafeina-en","14":"tag-caffeine","15":"tag-cecafe-en","16":"tag-coffee","17":"tag-consumo-en","18":"tag-consumption","19":"tag-europa-en","20":"tag-europe","21":"tag-export","22":"tag-exportacao-en"},"wps_subtitle":"Executives from Brazil and other countries discussed coffee sector opportunities for producers and industrialists. For them, the future lies in exploring the potential of other products containing caffeine. Items range from energy drinks to cosmetics.","_links":{"self":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/330348","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/users\/2324"}],"replies":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/comments?post=330348"}],"version-history":[{"count":0,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/330348\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media\/330338"}],"wp:attachment":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media?parent=330348"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/categories?post=330348"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/tags?post=330348"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}