transforming the consumer experience and driving the market

Historically recognized as one of the world’s largest coffee producers, Brazil is undergoing a metamorphosis that redefines its position in the world of beverages. The premiumization of the sector has resulted in a profound evolution in coffee culture and, as a result, consumers are more sophisticated in their choices and brands that manage to incorporate authenticity, quality and an engaging experience will stand out in the market.

Premiumization is not just a momentary trend, as it is shaping the way we consume and perceive it. Whether in a cup of coffee made with freshly roasted beans, filtered, in capsules or soluble – at home, in the office, in the doctor’s office or in the coffee shop. This transformation is fueled by a growing search for quality, differentiated origins and refined preparation methods that generate unique sensory experiences for consumers.

It is no surprise that consumption data confirms this change. The premium coffee market is growing exponentially, indicating that consumers are willing to pay more for an enhanced sensory experience. The rise of specialized coffee shops and the multiplication of artisanal preparation methods confirm the consolidation of this trend.

At the heart of this movement, the French brand L’OR emerges as a pioneer in Brazil, bringing a premium and unprecedented approach to national retail. Responding to this growing demand for premium coffees has allowed the brand to explore specific regions, altitudes and processing methods that highlight unique characteristics in the beans. L’OR does not just offer a drink, but a sensorial journey that highlights aromatic notes and preparation methods as essential elements of the consumer experience. Just try one of the coffees from the Origens line or the newest launch from the Sabores line, the L’OR Chocolate coffee capsules, which have an aromatic profile, with a subtle touch of dark chocolate and can be paired with desserts that have chocolate in their composition. , such as brownies with syrup or brigadeiro, the traditional Brazilian sweet.

The premiumization of coffee in Brazil is a phenomenon that reflects the search for quality and new experiences. The trend is here to stay and has shown that only brands that manage to incorporate an engaging sensory experience for the consumer will be able to stand out in the market, which continues to evolve. After all, the important thing is to serve a coffee for each cup.

*Susana Hernandez is the Marketing Director at Jacobs Douwe Egberts Brasil (JDE), a global tea and coffee company, which has in its portfolio the coffee brands Pilão, L’OR, Café do Ponto, Caboclo, Café Pelé and Damasco.