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Market Expansion of Caffeine-Containing Products: Italian and Argentinian Yerba Mate Consumer Behavior and Health Perception

Mate is the most consumed beverage in South America. There is interest in expanding yerba mate sales into the old and new markets by promoting its health properties and energizing effects. The research study aims to explore Argentinian and Italian purchasing and consumption behavior and perception o...

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Detalles Bibliográficos
Autores principales: Samoggia, Antonella, Landuzzi, Pietro, Vicién, Carmen Enriqueta
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8345656/
https://www.ncbi.nlm.nih.gov/pubmed/34360411
http://dx.doi.org/10.3390/ijerph18158117
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author Samoggia, Antonella
Landuzzi, Pietro
Vicién, Carmen Enriqueta
author_facet Samoggia, Antonella
Landuzzi, Pietro
Vicién, Carmen Enriqueta
author_sort Samoggia, Antonella
collection PubMed
description Mate is the most consumed beverage in South America. There is interest in expanding yerba mate sales into the old and new markets by promoting its health properties and energizing effects. The research study aims to explore Argentinian and Italian purchasing and consumption behavior and perception of yerba mate. The exploration includes agro-food chain stakeholders’ views, and consumers’ habits, perception, knowledge of yerba mate in relation to other market positioning caffeine-containing products. Data collection includes qualitative method, such as interviews with agro-food chain stakeholders, that is producers, processors, consumers, and quantitative consumer survey. Data collection was carried out in Argentina and in Italy. Results show that in Argentina yerba mate consumption is driven by habit and tradition, and in Italy yerba mate is mostly unknown. Consumers tend to drink yerba mate in Argentina and other caffeine-containing beverages in Italy to socialize, and as source of energy. Consumers have little awareness of yerba mate antioxidant properties. Yerba mate provides the energy of coffee drinking, and the taste and pleasure of tea drinking. Italian consumers’ key challenge to yerba mate drinking is the longer time it takes, compared to the usual espresso. Italians perceive it as an energetic or relaxing beverage, with a consumption experience similar to tea and infusions. There is need to update commercialization strategy of yerba mate in Italy.
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spelling pubmed-83456562021-08-07 Market Expansion of Caffeine-Containing Products: Italian and Argentinian Yerba Mate Consumer Behavior and Health Perception Samoggia, Antonella Landuzzi, Pietro Vicién, Carmen Enriqueta Int J Environ Res Public Health Article Mate is the most consumed beverage in South America. There is interest in expanding yerba mate sales into the old and new markets by promoting its health properties and energizing effects. The research study aims to explore Argentinian and Italian purchasing and consumption behavior and perception of yerba mate. The exploration includes agro-food chain stakeholders’ views, and consumers’ habits, perception, knowledge of yerba mate in relation to other market positioning caffeine-containing products. Data collection includes qualitative method, such as interviews with agro-food chain stakeholders, that is producers, processors, consumers, and quantitative consumer survey. Data collection was carried out in Argentina and in Italy. Results show that in Argentina yerba mate consumption is driven by habit and tradition, and in Italy yerba mate is mostly unknown. Consumers tend to drink yerba mate in Argentina and other caffeine-containing beverages in Italy to socialize, and as source of energy. Consumers have little awareness of yerba mate antioxidant properties. Yerba mate provides the energy of coffee drinking, and the taste and pleasure of tea drinking. Italian consumers’ key challenge to yerba mate drinking is the longer time it takes, compared to the usual espresso. Italians perceive it as an energetic or relaxing beverage, with a consumption experience similar to tea and infusions. There is need to update commercialization strategy of yerba mate in Italy. MDPI 2021-07-31 /pmc/articles/PMC8345656/ /pubmed/34360411 http://dx.doi.org/10.3390/ijerph18158117 Text en © 2021 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Samoggia, Antonella
Landuzzi, Pietro
Vicién, Carmen Enriqueta
Market Expansion of Caffeine-Containing Products: Italian and Argentinian Yerba Mate Consumer Behavior and Health Perception
title Market Expansion of Caffeine-Containing Products: Italian and Argentinian Yerba Mate Consumer Behavior and Health Perception
title_full Market Expansion of Caffeine-Containing Products: Italian and Argentinian Yerba Mate Consumer Behavior and Health Perception
title_fullStr Market Expansion of Caffeine-Containing Products: Italian and Argentinian Yerba Mate Consumer Behavior and Health Perception
title_full_unstemmed Market Expansion of Caffeine-Containing Products: Italian and Argentinian Yerba Mate Consumer Behavior and Health Perception
title_short Market Expansion of Caffeine-Containing Products: Italian and Argentinian Yerba Mate Consumer Behavior and Health Perception
title_sort market expansion of caffeine-containing products: italian and argentinian yerba mate consumer behavior and health perception
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8345656/
https://www.ncbi.nlm.nih.gov/pubmed/34360411
http://dx.doi.org/10.3390/ijerph18158117
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