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Nationwide Survey Shows That 24% of Brazilians Reduced Coffee Consumption in 2025, While Coffee Shops Lose Customers and Wholesalers Gain Space.
Coffee, present in the routine of 98% of Brazilians, faces a decline in consumption due to rising prices that weigh on consumers’ wallets.
The research “Coffee – Consumer Habits and Preferences (2019–2025),” conducted in September this year, shows that 24% of respondents reduced their intake of the beverage, the highest rate in the historical series.
Only 2% reported having increased their consumption, compared to 16% in 2023.
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Survey Indicates Changes in Consumption Pattern
The survey, commissioned by the Brazilian Coffee Industry Association (ABIC) and conducted by the Axxus Institute in partnership with the Agronomic Institute of Campinas (IAC) and Unicamp, heard from 4,200 people across all regions of the country, stratified by gender, income, age, and locality.
The data indicate that the price surge explains the decline.
In the last two years, coffee has seen an increase of over 50% in the Consumer Price Index (IPCA), ranking among the foods that have increased the most.
In 2019, 29% stated they consumed more than six cups daily. Today, that percentage has fallen to 26%. Meanwhile, the group that drinks up to two cups grew from 8% to 14% in the same period.
Price Redefines Choices and Purchase Channels
The budget pressure directly impacts how consumers choose and buy.
In 2025, 39% of respondents said they opted for the cheapest option, a percentage that more than doubled compared to 2023, when it was 16%.
Brand loyalty has diminished, and coffee shops have seen a drop in attendance: the frequency plummeted from 51% in 2023 to 39% this year. Making the beverage at home has become the most viable solution for many consumers.
The points of sale have also changed. Wholesalers advanced from 24.6% preference in 2023 to 28.2% in 2025. Meanwhile, small retailers and coffee shops lost clientele.
In the digital environment, YouTube emerged as the primary source of information about coffee, mentioned by 13.2% of respondents, surpassing social networks and even specialized websites.
Despite the challenging scenario, the cultural connection to coffee remains strong.
The survey shows that 87% of consumers recognize the quality seal from ABIC as a trusted reference. Additionally, the habit of consuming the beverage right upon waking continues to be nearly universal.
