Out-of-home coffee consumption is growing in Costa Rica

QCOSTARICA – Drinking coffee outside the home is a growing trend in Costa Rica, according to a study of coffee, machines, uses and habits in Central America, revealing that 73% of Costa Ricans prefer to drink coffee machine when they consume this drink outside. the House.

The four aspects highlight why the Tico prefers to consume coffee from the machine, the reason being its flavor (78%), the speed of obtaining it (41%), and its convenience and variety (22% and 24 % respectively).

In most Central American countries, consumers drink one to two cups of coffee a day and, if they are away from home, they first drink coffee from a machine.

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In Costa Rica, 25% drink one cup a day, while 23% drink two cups.

The Zenith Global study also showed the times of day when Costa Ricans prefer to consume this drink: 71% drink it in the afternoon, 67% at night and 55% in the morning.

A special occasion is not necessary for coffee consumption. The survey reveals that 63% of Ticos (Costa Ricans) consume coffee at work, 47% at all hours and, finally, 45% when going out with friends.

Progress in out-of-home coffee consumption

The arrival of the pandemic in 2020 has also brought changes and opportunities for the out-of-home consumption segment, including coffee consumption. One of them has been the leap made by electronic commerce, the transaction of goods and services by computerized means – mainly those carried out on the Internet -.

Globally, online sales of Nestlé’s out-of-home business grew nearly 50% in the second quarter of 2020, according to the World Coffee Portal. The reality in Costa Rica is not very different. According to Digital Market Outlook 2020, Costa Rica achieved a 48% growth in digital sales.

“From our business as a food and beverage solutions provider to the food service, hospitality and bakery segment, challenges have also brought us opportunities. On the one hand, to strengthen the acceleration of technologies and services for e-commerce, enabling agile, one-click access for our customers; which in turn had to lighten their digital platforms to bring the end products to consumers,” explained Andrés Calatroni, Regional Director of Nestlé Professional.

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A second opportunity was the increase in local purchases of raw materials. In January 2021, Nestlé Professional launched 100% domestic whole bean coffee in Costa Rica under the iconic Nescafé brand.

This launch is associated with support for the revival of the local economy, by supporting more than 1,000 producer families throughout the national territory. Small and medium-sized businesses such as bakeries, cafeterias and convenience stores benefit from the latest technology in Nescafé coffee machines: they grind beans instantly and provide end consumers with a high-quality drinking experience.

For information

Nescafé uses 100% Costa Rican grain, distributing the resources to 15 Costa Rican microbenefits. Nestlé coffee comes from four main coffee growing regions in Costa Rica: Brunca, Guanacaste, Tarrazú and Occidente. The grain is assembled in Coopeldos, a 100% national cooperative in the Guanacaste region, which causes a very positive local sector for all actors and has an impact on even more families.

Recently, to further consolidate its presence in the country, Nestlé opened the first point of sale of its emblematic Nescafé brand at Juan Santamaría International Airport (San José), thanks to the alliance with Newrest – the commercial partner – of coffee Malinche TO GO. store.

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“We officially inaugurated the Nescafé co-branded cafeteria at Juan Santamaría Airport, offering the thousands of passengers who pass through this point each year the unique opportunity to enjoy the precious and exquisite 100% Costa Rican coffee bean. At the same time, we support local coffee producers. We are grateful to Newrest for their support because this is possible thanks to the creation of alliances with strategic partners like them”, concluded Calatroni.

In line with what Calatroni mentions, there is the hotel sector, which is recovering little by little after the pandemic. The Costa Rican Hotel Chamber (CCH) conducted a survey ahead of Semana Santa in which it predicted an average room occupancy rate of 77%; however, 83% of respondents said they expected an improvement in overall occupancy for the second quarter of the year.

“The hotel recovery is gradually accelerating. With the perception obtained for Easter, we hope that this will improve in 2022 and as a result more jobs will be generated in hotels, more tourism and the economy will be reactivated,” said Flora Ayub, Executive Director of CCH.

In Costa Rica, Nescafé is the leading brand of coffee consumed outside the home. With over 1,500 vending machines placed in stores such as bakeries, cafeterias, gas stations, office centers and convenience stores.

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