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Coffee prices are skyrocketing, and along with them, fake products are hitting the shelves. Made with prohibited husks and residues, these options are deceiving consumers. Learn how to identify and avoid fraud, protecting your health and your wallet.
The aroma of fresh coffee in the morning is part of the routine of millions of Brazilians, but, in recent months, what is found on supermarket shelves is not always what it seems.
With prices for roasted and ground coffee reaching record highs, products that mimic the taste of the beverage have started to gain traction, raising concerns about quality and food safety.
According to the Broad National Consumer Price Index (IPCA), the price of coffee has risen by more than 40% in 2024, reaching an average of R$ 48,90 per kilo.
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Amid this escalation, items labeled as “coffee flavor,” which do not contain the bean in their formulation, began to be marketed as more affordable alternatives.
However, industry experts warn that these products are made up of elements such as bark, mucilage, wood, stone and straw, substances prohibited for human consumption.
Quality threatened
Second Celírio Inácio da Silva, president of Brazilian Coffee Industry Association (Abic), this type of merchandise “uses subterfuges to deceive the consumer, who is also looking for solutions to continue purchasing the drink despite the high prices”.
In Brazil, health legislation prohibits the sale of coffee mixed with waste, and entities in the sector have been working together for four decades to ensure the supply of a quality product.
“The recommendation is that consumers only purchase coffees that have the Abic seal of purity and quality”, reinforces Silva.
To avoid purchasing adulterated products, experts recommend check the origin of the coffee, be wary of excessively low prices and research the reputation of brands.
“Coffee has attributes that are good for your health, and this can only be ensured through certification”, emphasizes the president of Abic.
Consumption remains strong
Even with the increase in prices, coffee consumption in Brazil remains high. According to data from Abic, between January and October 2024, sales volume grew 0,78%, confirming the strength of the domestic market.
“Coffee is present in 98% of Brazilian homes and is the second most consumed beverage in the world, behind only water. It cannot be treated with such disregard.”, says Silva.
Concern about production, however, continues.
Over the past four years, extreme weather conditions have had a direct impact on the grain harvest. Frost, water shortages and high temperatures have compromised supply, a problem that has been exacerbated by the climate events of 2023 and 2024.
According to a survey of National Supply Company (Conab), the 2024 harvest was 54,2 million 60-kilo bags, representing a drop of 1,6% compared to 2023.
This reduction contributed to higher prices and boosted the search for substitutes, including “fake” products.
Coffee sector seeks solutions
Amidst the challenges, producers and industries in the coffee sector are trying to find ways to mitigate the impacts of high costs.
In a report, the website Globo Rural highlights that, in addition to the need for more favorable climate conditions, coffee production also depends on government incentives and technological innovations that make the production chain more efficient.
Meanwhile, consumers are advised to remain vigilant and demand more transparency from brands.
The coffee market, essential to the Brazilian economy, is facing a critical moment, but inspection and awareness can prevent unsuitable products from becoming common options in the daily lives of Brazilians.
Another strategy to ensure quality and combat fraud is to strengthen certification.
According to Abic, consumers should always look for quality seals when choosing their products, as they guarantee that the coffee meets the required standards.
Furthermore, the entity advocates for the expansion of inspections in supermarkets and wholesalers, preventing unsuitable products from being distributed on a large scale.
Market impact
Replacing traditional coffee with lower quality products can affect the entire production chain, from farmers to industries and consumers.
Experts point out that if the upward trend in prices continues, the presence of adulterated coffees could grow even more, harming producers who invest in quality and food safety.
The search for solutions includes studies on the adaptation of crops to climate change and the use of new technologies to increase productivity without compromising quality.
Some experts also advocate public policies aimed at the coffee sector, ensuring that small and medium-sized producers can maintain their competitiveness in the market.
What to expect in the coming months
The expectation for 2025 is that coffee prices will remain high, but with the possibility of stabilization if climate conditions are favorable.
The first half-year harvest will be crucial in defining supply and the impacts on prices practiced in the domestic market.
The Brazilian coffee sector remains attentive to market movements and seeks to ensure that original, quality coffee continues to be consumers' main choice.
Meanwhile, the warning remains: you need to pay extra attention to what you are buying, to ensure that your daily cup of coffee does not pose a risk to your health or your wallet.
Greedy and hypocrites, who can guarantee that coffee husks and leaves are not already being mixed with the beans? If they are, it has been proven that they are not harmful to health, otherwise we already knew. So let's drink cheaper coffee. At least whoever is selling a coffee-flavored product today is saying so on the packaging, without deceiving anyone; whoever wants to buy it can buy it. The really good coffee is exported, here we are left with the leftovers. Who doesn't know that?
We have to replace “coffee” with other products or import from other countries, because we consume very poor quality products and pay a high export price.
Guys, it's easy. Just follow Lula's recommendations. Don't buy. It's a good thing you can exchange coffee for tea. I'll see when they get to the rice...