Market Expansion of Caffeine-Containing Products: Italian and Argentine Yerba Mate Consumer Behaviour and Health Perception
Market Expansion of Caffeine-Containing Products
Italian and Argentine Yerba Mate Consumer Behaviour and Health Perception
The content on this page comes from National Library of Medicine, and has been translated into Polish.
Link to source – https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8345656/
Abstract
Mate is the most commonly consumed beverage in South America. There is interest in expanding yerba mate sales into old and new markets by promoting its health and energising properties. This study aims to explore Argentine and Italian purchasing and consumption behaviours, as well as perceptions of yerba mate. The exploration covers the views of agri-food chain stakeholders and consumer habits, perceptions and knowledge of yerba mate in relation to other market-positioned caffeine-containing products. Data collection includes qualitative methods, such as interviews with agri-food chain stakeholders, i.e. producers, processors, consumers, and quantitative consumer research. Data collection was carried out in Argentina and Italy. The results show that in Argentina, yerba mate consumption stems from habit and tradition, while in Italy, yerba mate is mostly unknown. Consumers drink yerba mate in Argentina and other caffeine-containing beverages in Italy for social purposes and as a source of energy. Consumers have little awareness of the antioxidant properties of yerba mate. Yerba mate provides the energy of coffee along with the taste and pleasure of drinking tea. A key challenge for Italian consumers when drinking yerba mate is the longer time needed to drink it compared to a regular espresso. Italians perceive it as an energising or relaxing beverage, with a consumption experience similar to tea and infusions. There is a need to update yerba mate commercialisation strategies in Italy. Consumers have little awareness of the antioxidant properties of yerba mate. Yerba mate provides the energy of coffee along with the taste and pleasure of drinking tea. A key challenge for Italian consumers when drinking yerba mate is the longer time needed to drink it compared to a regular espresso. Italians perceive it as an energising or relaxing beverage, with a consumption experience similar to tea and infusions. There is a need to update yerba mate commercialisation strategies in Italy. Consumers have little awareness of the antioxidant properties of yerba mate. Yerba mate provides the energy of coffee along with the taste and pleasure of drinking tea. A key challenge for Italian consumers when drinking yerba mate is the longer time needed to drink it compared to a regular espresso. Italians perceive it as an energising or relaxing beverage, with a consumption experience similar to tea and infusions. There is a need to update yerba mate commercialisation strategies in Italy.
Keywords: mate, tea, caffeine, health, consumer, market, stakeholder, food neophobia scaleGo to:
1. Introduction
Mate is the most widely consumed beverage in South America. This is the name of the infusion made from yerba mate, which literally means “mate grass”, even though it is made from crushed, dried and roasted leaves of the Ilex paraguariensis shrub [ 1 ]. Yerba mate is known by various names, i.e. Paraguayan tea, Brazilian tea, chimarrao, Misiones or Argentine Green Gold tea. The plant grows in the northern part of Argentina, in southern Paraguay and Brazil, and in Uruguay [ 2 ]. In South American countries, mate has been drunk for centuries.
Today, Argentina is the world’s leading producer of mate (54% of green leaves), followed by Brazil (40%) and Paraguay (6%) [ 3 , 4 ]. Since 2009, yerba mate production has been steadily growing, except for 2017, when the harvest fell by -16% in response to overproduction the previous year. Sales of yerba mate have increased over time, rising from 253 million kg in 2016 to 262 million kg in 2018. The popularity of yerba mate in Argentina is evidenced by its inclusion in the basic food basket list [ 4 , 5 ]. The most recent market sales value of yerba mate is 1339 million USD, and by 2025 it is expected to reach 1650 million USD [ 6]. In 2020, only 14% of all yerba mate processed in Argentina was exported [ 6 ]. The rest was consumed domestically [ 7 , 8 ]. The main export destination for yerba mate is Syria, which absorbs 79% of exports, followed by Chile (16%), Libya (3%) and the United States of America (2%) [ 3 , 4 ].
Mate drinkers consume it daily, several times a day. Consumption habits are similar across all population groups in South American countries, regardless of consumers’ social or economic class. There may be differences in how consumers drink it. In Argentina, consumers prefer it hot and drink it through a straw, while in Paraguay it is usually consumed cold. Argentinians tend to add sugar to soften the characteristic bitter taste of yerba mate. Consumers drink mate throughout the day and in various contexts. People drink mate alone while studying or working, but very often drink it in a social context. Mate consumption is a cultural and historical tradition and an important form of social interaction. Thus, the health properties of yerba mate are not a key factor influencing its consumption.
In South America, the yerba mate market is at a mature stage, and market expansion opportunities are limited [ 9 ]. There is therefore a need to expand the yerba mate market beyond the borders of this continent as well [ 9 ]. In 2014, the Argentine National Yerba Mate Institute launched a strategic plan for sustainable yerba mate production, aimed at expanding its market position in South America and raising consumer awareness of yerba mate in Europe. The strategic plan aims to improve awareness of the health properties of yerba mate, change its perception as a “traditional” drink in South America, tap into the growing interest in healthy drinks and food in Europe, and draw on the cultural and culinary heritage of drinking tea and infusions in India [10,11,12].
In recent years, growing interest in healthy drinks has been slowly spreading mate around the world. Recent studies have shown a high polyphenol content, antioxidant properties, richness in vitamins B 1 , B 6 and C, and energising properties. Yerba mate may also act as a weight control ingredient, boost mental energy, improve mood, benefit the cardiovascular system, act as an anti-inflammatory, and ease allergy symptoms. The health properties of yerba mate have helped it gain popularity in North America. According to Drink Insight Network, yerba mate will grow in the European health beverage sector over the next five years [ 12]. Consumers value mate as a tea. There is an increasingly positive tendency to use mate tea in ready-to-drink (RTD) teas, energy drinks, carbonated soft drinks, and other non-alcoholic beverages. Market data confirm that gluten-free and organic products are the most popular health claims in new beverages containing yerba mate worldwide over the past four years. Therefore, mate processors are interested in studying claims about yerba mate and understanding consumer attitudes towards yerba mate, which is a novelty, especially among health-conscious and under-informed consumers. This would allow them to differentiate their yerba mate products [ 13 ].
Three other emerging phenomena testify to the potential of yerba mate in the global market. First, yerba mate became an emoji, and since December 2019 it has been usable in electronic messages on social media such as Facebook, Instagram, or WhatsApp. Second, the words yerba mate have seen growing interest in Google search trends. In 2019, it was googled twice as often as in 2004, mainly in South American countries and increasingly in Europe. Third, the image of yerba mate is promoted by celebrities, pictured with a mate gourd in their hands.
Given the growing interest in developing yerba mate sales in both established and new markets, together with new research findings on the nutritional and health properties of yerba mate, there is a need for a better understanding of how consumers perceive yerba mate and its market position in these markets. The research therefore focuses on Argentina, a country where consumers are familiar with yerba mate, and Italy, a country with a long tradition of drinking caffeinated beverages such as coffee. Given the identified research gaps, the objectives of the research questions are as follows:
- –to examine the opinions of agri-food chain stakeholders on the position of mate in the market, market expansion, prices, and views on consumer habits and perception of mate;
- –to examine the purchasing and consumption behaviour of Argentine and Italian consumers regarding yerba mate, with particular attention to consumer habits, perception and knowledge of yerba mate, including yerba mate consumption in relation to other caffeinated products;
- –to understand consumer perception of yerba mate in terms of health.
This study consists of several sections. First, the agronomic characteristics of yerba mate, producing countries, consumption habits and markets are described. The second part presents a literature review on the factors influencing yerba mate purchasing behaviour, the perceived benefits associated with its consumption, and awareness of the caffeine content of yerba mate. The third part explains the methodological framework of the research, outlining the approach to primary and secondary data collection and data analysis. The fourth part presents the results indicating the behaviour and perception of Argentine and Italian consumers. The fifth part discusses the current research findings in light of the available literature. Finally, the study concludes with closing remarks and certain implications for market management.
2. Production, Processing and Types of Yerba Mate Products
2.1. Production and Processing of Yerba Mate
Yerba mate is a pseudo-edible plant belonging to the order Frangulineas and the family Aquifoliaceas (Figure 1). The plant can live for more than a century, but vegetative growth lasts around 25–30 years. The shape of the leaves depends on the species and ranges from 3 to 20 cm. Misiones, an Argentine region bordering Paraguay and Brazil, is the best location for the growth of Ilex paraguariensis. As a tropical and subtropical plant, it needs high temperatures (average annual temperature of 20–23°C) along with high humidity. The ideal soil for yerba mate is acidic, clay-sandy soil rich in potassium and iron, such as that found in northern Argentina [ 14 ].
Mate plants and plantations (author’s photo).
Processing yerba mate is crucial for obtaining the product’s organoleptic properties. Processing gives it aroma, dries the product and makes it uniform and suitable for commercialization [ 14 ]. Processing is the biological degradation of vegetative tissue with strong dehydration caused by smoke and wood burning [ 15 ]. Processing consists of manual leaf harvesting, followed by roasting (sapecado), drying (secado, barbacuà, carijò), crushing (canchado, despalado) and ageing (estacionamiento) [ 15 ] (Figure 2).
Stages of yerba mate processing.
2.2. Key Yerba Mate Stakeholders
The National Yerba Mate Institute (INYM) is the institution that regulates and promotes the yerba mate value chain. It was established in 2002. INYM aims to support yerba mate stakeholders in monitoring the yerba mate market. INYM develops the pricing policy for fresh and processed leaves, formulates the Plan Estratégico de la Yerba Mate (PEYM) and manages the Argentine yerba mate website [ 3 , 4 ]. As part of promoting yerba mate, INYM supports participation in two major food trade fairs. The first is MATEAR, entirely dedicated to yerba mate, held in Buenos Aires. The second is Anuga Expo, held in Cologne, Germany.
The latest INYM data confirm that in November 2019, 12,285 operators were active in the yerba mate sector, of which 95% were located in Misiones and 3.5% in Corrientes. The vast majority (93%) of participants in the yerba mate agri-food chains are yerba mate producers. There are 311 processing companies. The yerba mate production system is highly polarised, with 11 companies or cooperatives producing and selling 79% of all yerba mate crops.
In 2018, the leading company was Establecimiento Las Marias SA (Gobernador Virasoro, Corrientes, Argentina). Its various brands (Taragüí, Unión, La Merced, Mañanita, Caá Porá) hold a 20% market share. It is followed by Cooperativa Agrícola de la Colonia Liebig Ltda (Corrientes, Colonia Liebig, Argentina) (12%), which markets the Playadito, Yemaypé and Mbareté brands. Other market players include Establecimiento Diez Hermanos (Apostoles, Misiones, Argentina) and Molinos Río de la Plata (Apostoles, CABA Misiones, Argentina) (9% market share each), La Cachuera SA (Apóstoles, Misiones, Argentina) (8% market share) and Santa Ana Establishment (Santa Ana, Misiones, Argentina) (6% market share).
2.3. Yerba Mate Composition, Types and Ritual Preparation
There are several types of yerba mate formats available for purchase in South America (Figure 3). First of all, different products have different properties based on the combination of three components: powder (polvo), the size of the chopped leaves (hoja), and stems (palo). The amount of stems affects the bitterness, durability, and intensity of the yerba mate infusion [ 16 , 17 ].
An infusion of yerba mate, cocido, and terere (author’s photo).
Secondly, yerba mate formats vary. Mate can be drunk in the form of dried leaves in a traditional mate vessel or in tea bags as mate “cocido” [ 16 ]. The traditional preparation of mate uses a mate gourd, a filtering straw, yerba mate, and hot water. Mate cocido is much easier to drink. It has the same properties as traditional yerba mate, except it’s placed in tea bags ready for brewing. Cocido has the same nutritional properties as traditional mate, but in smaller amounts. Despite the fact that mate is traditionally a hot drink, there is growing interest in cold mate in the form of “terere”, especially in Paraguay and during hot seasons. Terere can be prepared with cold water and ice, with fresh juice, or by adding herbs to the water. Terere has a lower polyphenol content than hot mate, but higher than mate cocido [18 , 19 ]. To get a sweeter drink, consumers add sweetened water or juice to terere. To increase children’s appreciation of it, cocido and classic mate tea are often mixed with hot milk (80°), coconut, cinnamon, or honey.
Thirdly, the availability of yerba mate combined with other herbs, e.g. mint, is growing. This product is called “yerba compuesta” and is a blend for consumers who don’t appreciate the taste of mate but want to enjoy its benefits [ 20 ]. Finally, an increasingly important aspect of yerba mate products is organic certification. It adds lasting value to the product [ 17 ].
3. Behaviours related to yerba mate consumption: the healthiest drink of the gods
3.1. Yerba Mate consumer behaviour
In ancient times, there was a historical bond between yerba mate and the indigenous people, who called it “the drink of the gods”. Yerba mate “conquered the conquerors” during the colonisation period, as well as the Jesuit missionaries, thus contributing to its lasting presence over time.
Nowadays, yerba mate consumption is deeply rooted in some countries. In Argentina, it was chosen as the country’s most representative product (38%), even ahead of asado meat (37%) [ 21 ]. However, few studies have analysed the reasons behind purchasing and consuming mate. Recent findings support the thesis that in Argentina, 74% of people drink it out of habit, 64% for its taste, 27% because it provides companionship and helps with socialising, and 20% for its health properties [ 22 ]. Research data confirms that 70% of Argentinians drink mate daily, and 80% at least once a month. The habit is more common among women (84%) than men (75%) [ 22]. The most commonly purchased yerba mate package sizes are half a kilogram (53.7%) and one kilogram (40.74%). Other sizes are also available on the market (two kilograms and a quarter kilogram [ 21 ]).
A key aspect of drinking yerba mate is its social nature. Preparing and drinking yerba mate is a ritual meant to be shared with other people. According to the ritual, when at least two people share mate, they may share the same straw, with one person becoming the cebador, or brewer, who performs the ritual and pours the mate tea for their companion.
The spread of yerba mate differs from country to country. In Syria, mate became popular following Syrian immigration to Argentina in the 19th century [ 3 , 4 ]. Nowadays in Syria, as well as in Chile and Uruguay, drinking mate is a tradition, while in other countries, such as Spain, its consumption occurs mainly among Argentinian communities [ 23 ].
3.2. Benefits of Consuming Yerba Mate
Earlier studies have analysed the chemical and biological benefits of mate, mainly comparing yerba mate, tea and coffee. The results support the thesis that coffee has better antioxidant properties than tea and mate [ 24 , 25 ]. Other studies confirm that mate is the hot beverage with the highest antioxidant properties, thanks to its high quercetin content [ 26 , 27 ].
Different findings regarding levels of antioxidant properties result from different sources of origin and the types of yerba mate studied [ 28 ]. Uruguayan and Brazilian mate has a stronger antioxidant effect than Argentinian mate [ 29 ].
Other studies have further highlighted the benefits of yerba mate. Mate is effective in fighting obesity [ 30 , 31 ], prevents heart attacks [ 32 ], helps avoid complications of chronic diabetes thanks to its anti-glycation effect [ 33 ], stimulates the nervous system [ 34 ] and contributes to intestinal motility [ 26 , 31 , 35 ]. Thus, yerba mate is a pleasant beverage with medicinal properties [ 36 ].
There is controversial research regarding the link between mate consumption and cancer risk. Some studies suggest that mate may have carcinogenic effects [ 37 ], while others support the view that mate may help prevent it thanks to its antioxidant properties [ 38 , 39 ].
Finally, in 2014, Ilex paraguariensis was genetically studied, paving the way for the development of molecular markers, gene mapping, genetic diversity analysis and selective breeding in yerba mate [ 40 ]. It was not until 2020 that academic research defined a lexicon describing the colour, aroma and taste of mate [ 41 ]. This jointly agreed standardisation of sensory profile attributes provides a useful reference for all stakeholders in the agri-food chain.
3.3. Consumers and Caffeine Content in Yerba Mate
Consumers often appreciate the effect of caffeine on stimulating the body and mind and on mental alertness [ 41 ]. Yerba mate contains caffeine (sometimes incorrectly called “mateine”). Caffeine intake in Argentina is estimated at around 288 mg per day per adult [ 42 ], and mate, a very popular beverage, may be the main source of caffeine [ 43 ]. Caffeine is an alkaloid (xanthine) responsible for the physiological stimulant effect on the central nervous system. There is growing interest among the public and scientists in the health benefits of habitual consumption of caffeinated beverages. The latest findings support the notion that consuming up to 300-400 mg of caffeine per day by healthy adults is not associated with any adverse effects [ 25 ,41].
Estimating the caffeine content of yerba mate is not easy (Figure 4). Studies have been conducted analysing the chemical composition of mate, with comparisons to other caffeinated beverages. Nevertheless, the results regarding the amount of caffeine in mate have been controversial, likely for several reasons. First, differences in caffeine content result from the percentage of elements in yerba mate. Since the caffeine content in leaves is higher than in woody parts, yerba mate with stems has a lower caffeine level than yerba without stems. Wooden stems reduce the effect of hot water, which extracts caffeine. Second, the caffeine level in mate powder depends on the origin of the mate. Powder from stems will have a lower caffeine ratio than that derived from processing leaves. Third, the difference between caffeine levels in studies results from different infusion preparation techniques (Table 1).
Mate caffeine content.
Table 1
Literature on data collection tools.
| Data collection | Issue | Author |
|---|---|---|
| Argentine focus group Argentine questionnaires | Reason for consumption | [21,22,44,45] |
| Argentine focus group Argentine questionnaires | Purchasing habits | [5,18,44,46,47,48,49] |
| Argentine focus group Argentine questionnaires Italian focus group Italian questionnaires | Caffeine levels | [26,29,42,43,50,51] |
| Argentine focus group Argentine questionnaires Italian focus group Italian questionnaires | Health properties | [27,28,29,30,34,35,36,37,52,53,54,55,56,57] |
| Italian focus group Italian questionnaires | Acceptance in new countries | [18,52,58] |
| Italian focus group Italian questionnaires | Food Neophobia Scale | [59,60] |
Studies confirm that the alertness effect of mate due to its caffeine content is lower than that obtained from coffee and similar to tea. The energy from coffee is more intense but shorter-lasting, while mate has a prolonged effect without sharp peaks.
4. Materials and Methods
To capture the characteristics of consumption, production and commercialisation of yerba mate, the methodological framework includes secondary and primary data on agronomic, commercialisation and consumption aspects.
Secondary data included a literature review to inform data collection. The literature review aimed to examine agricultural product characteristics and the perspectives of agri-food chain stakeholders regarding yerba mate. The primary work of examining the data included three phases described below.
4.1. Data collection
The primary data collection phase included three stages: (i) interviews with stakeholders from the agri-food chain and observations of the yerba mate market; (ii) focus group interviews with consumers; (iii) a consumer survey (Figure 5). Stage (i) was carried out in Argentina, while stages (ii) and (iii) were carried out in Argentina and Italy. Data collection took place from September 2019 to June 2020 in Argentina and from January 2020 to November 2020 in Italy. Data collection was based on a detailed literature review carried out to determine the content of the focus groups and survey interviews (Table 1).
Stages of the primary data collection phase.
4.1.1. Interviews with agri-food chain stakeholders and site visits
Qualitative data collection through interviews with agri-food chain stakeholders and site visits was carried out in Argentina and Italy. Its purpose was to examine the opinions of agri-food chain stakeholders on mate’s market position, market expansion, prices, and views on consumer habits and perceptions of mate. To capture stakeholders’ understanding of the mate market and the functioning of the agri-food chain, the interviews addressed agronomic, processing, and marketing aspects of yerba mate. Specifically, in Argentina, the interviews addressed the agronomic aspects of yerba mate and the characteristics of the agri-food chain, with particular focus on the organisation of the yerba mate supply chain and its commercialisation. In Italy, the analysis of the agri-food chain focused on in-person and online visits to points of sale, including large retailers and herbal shops.
Data collection involved visits to yerba mate plantations, plant nurseries, yerba mate processing cooperatives and commercial entities dealing with yerba mate. In particular, the researchers visited Misiones, the Argentine region with the highest mate production in the world. Those interested were given access to yerba mate plantations and nurseries as well as two yerba mate processing centres. The first yerba mate plantation was Yemarì, a natural organic yerba mate crop, the second was Cooperativa Liebig. With its 121 members, it is the largest yerba mate cooperative in Argentina. Cooperativa Liebig’s products are sold mainly under the Playadito brand, which is the most widely consumed mate brand globally. Cooperativa Liebig also has its own processing centre for drying and curing the leaves and packaging the final product.49 ]. Finally, during the “Matear” yerba mate fair, interviews were conducted with several yerba mate stakeholders, such as entrepreneurs, farmers and craftsmen producing gourds, bombillas and mate bags. Matear hosted several large mate companies, such as Cruz de Malta and Playadito, as well as many small local producers ( Appendix A ). Interviews were conducted with 25 stakeholders from the yerba mate agri-food chain.
4.1.2. Focus Group
The focus groups (FG) aimed to gather information on consumer perception of yerba mate and to collect data from the survey study. There is research on Argentine purchasing and consumption behaviour regarding yerba mate, whereas there is no research on Italian consumers’ perception of yerba mate. Thus, the FG aimed to consolidate information from the available studies and lay the foundation for the analysis of the Italian FG (Figure 6).
Structure and content of the FG dataset.
FG interview structure
The FG interview structure includes five sections (Figure 7). The content varied depending on consumers’ level of familiarity with yerba mate in both countries. The Argentine FGs covered perceptions of yerba mate, yerba mate purchasing and consumption habits, alternative yerba mate beverages, consumer knowledge and perception of the health benefits of yerba mate, and the market positioning of yerba mate. The Italian FG covered habits related to purchasing and consuming caffeinated beverages in order to gain knowledge and experience with yerba mate, exploring yerba mate as a possible alternative to other caffeinated beverages, consumer knowledge and perception of the health benefits of yerba mate, and market positioning of yerba mate.
Structure and content of the questionnaire data collection.
The FG implementation included a brief introduction about the structure of the focus group, the schedule and the objective. The moderator introduced themselves, followed by each participant, who shared personal details about their age, interests and occupation. The discussion was stimulated using sticky notes, colours and word associations.
The Argentinian FG explored motives for drinking yerba mate, types of yerba mate consumption style (e.g. mate, terere or cocido), the place and time of yerba mate consumption, authenticity, taste defined by culinary tradition, related food and possible alternatives to yerba mate, places to buy yerba mate and motivating factors, brand loyalty, willingness to innovate/experiment with yerba mate (e.g. flavoured), organic, fair trade, and consumption venues (e.g. mate bars or cafés). The moderator then introduced the topic of alternative yerba mate beverages. The aim is to understand substitutes for yerba mate in consumers’ minds, as well as the conditions, time and place in which other drinks represent an alternative to yerba mate. Similarly, Italian consumers described their habits regarding caffeinated drinks, including coffee, tea, chocolate, yerba mate. They discussed their consumption styles, place, time, favourite flavour, consumption occasions, and organic and fair trade features. The exchange of views was steered towards examining whether and how yerba mate could fit into the consumption of caffeinated beverages.
Next, the FG from both countries explored consumers’ knowledge of the health properties of yerba mate. To gather feedback, Post- it® sticky notes with proven properties of yerba mate were shown, and participants were asked to associate them with mate.
Finally, Argentinian and Italian consumers were asked about the market position of yerba mate and their willingness to pay a higher price for yerba mate positioned as health-promoting. In particular, in Argentina consumers described how to sell yerba mate in a country where it is not well known. In Italy, consumers expressed their opinions on how they would position yerba mate on the market. Argentinian and Italian consumers shared their views on what kind of value proposition, marketing communication plan content, should focus on the proposed properties of yerba mate, and finally, whether they would propose yerba mate as an ethnic product or as a breakfast drink, similar to coffee.
FG Interview Implementation
12 consumers took part in the study in both countries. FG participants were recruited using the snowball method and divided into two groups based on age. People under the age of 18 were excluded from the study. In Argentina, the FG inclusion criteria required people who drink yerba mate at least four times a week and consumers who buy yerba mate in person, in order to have a homogeneous group of knowledgeable yerba mate consumers. In Argentina, the two age groups included consumers aged over and under 30, while in Italy, consumers aged over and under 25. In addition, each group presented heterogeneity in terms of gender, social class and nationality of participants, in accordance with a non-discriminatory selection criterion.
The discussions were recorded in audio form with the written consent of participants. In Argentina, the FG was conducted in person. As a reward during the FG, refreshments such as cookies and bakery products, an anonymous partner and terere to share were offered. In Italy, the FG had to be conducted online due to COVID pandemic restrictions.
4.1.3. Survey
The consumer survey was conducted in Argentina and Italy. The structure of the survey is based on the results of the literature review and the FG findings. These two structures mirror each other, including questions designed to capture different ways consumers perceive and experience yerba mate in both countries (Figure 7).
Survey Structure
- TheArgentina
The questionnaire structure included several sections. The first part of the Argentine consumer survey aimed to understand how consumers perceive mate. This was intended to determine whether it is perceived as a tea, an infusion, or an energy drink. The second part contains a filter question that splits respondents into those who drink mate and those who do not. Mate consumers respond in section 3 , while respondents who do not drink mate skip to section 4. The third part focused on the motives and habits behind purchasing and consuming yerba mate (e.g. consumption of strong, smoked, organic, with/without stem, flavoured; points of sale; price; promotions; fair-trade; organic; health benefits; brand). The fourth part aimed to gather information on substitutes for yerba mate, the time of day it is consumed, and the place of consumption. The fifth part examined the perception of yerba mate’s health benefits among experienced consumers, such as Argentinians. The final part collected information on the respondents’ socio-demographic profiles.
- TheItaly
The consumer survey in Italy aimed to explore Italian consumers’ knowledge and perception of yerba mate, and to understand how yerba mate could fit into current Italian consumption of caffeinated beverages. The first part aimed to gather information on purchasing and consumption habits, as well as factors influencing caffeinated beverages (e.g. frequency of consumption; type of beverage; time and place of consumption; taste; points of sale; price; promotion). The second part examined consumers’ knowledge of and interest in yerba mate, by first presenting information about its properties, benefits, and versatility. The third part explored consumers’ willingness to try yerba mate. Consumers with a positive attitude answered questions about what their purchasing and consumption behaviours are or would be, as well as their perceived market position for yerba mate. Consumers were asked about the type of point of purchase, style of consumption, price range, the retailer’s physical shelf, etc.
Finally, consumers were assessed using the food neophobia scale. This scale helps to understand the extent to which consumers are generally reluctant toward food innovations. Food neophobia is a trait that can prevent consumers from trying unfamiliar foods, and it measures people’s willingness to try new foods or drinks [ 59 ]. Food neophobia is assessed using the Food Neophobia Scale (FNS), a widely validated 10-item questionnaire ( Appendix B ). The final section contained the respondents’ socio-economic information.
The surveys contained closed-ended questions. Responses used a 5-point Likert scale, with endpoints anchored from 1 “nothing” to 5 “a lot”. When a different scale was used, this is specified in the tables presented in the Results section.
Survey implementation
Data collection in both countries was conducted online. Questionnaires were distributed through a survey with an automatically generated QR code and an anonymous link via the Qualtrics survey program.
There were 150 Argentine respondents. In Argentina, distribution of printed QR code surveys was carried out at metro stations, university buildings and shops. They were distributed in the departments of Buenos Aires, Santa Fe and Misiones. In addition, the anonymous link was distributed via social media and chat. There were 150 respondents from Italy, and all gave consent to the processing of their data. In Italy, distribution of the printed QR code and anonymous link was only available online due to the COVID movement restrictions in place at that time.
At the beginning, the questionnaire asked for consent to process the data and explained the purpose of the research. The time needed to complete the questionnaire was about 6–7 minutes. There was no reward.
4.2. Data analysis
Data analysis differed between qualitative and quantitative data. Stakeholder interviews and focus group data were analyzed together with thematic content analysis. Issues were grouped based on the results of the review of the main literature and in preparation for the quantitative analysis. Thematic data analysis allowed for a direct comparison of the four focus groups. As a result, the analysis identified key themes and conceptual combinations focusing on broad topics, in line with the structure contained in the thematic discussion design [ 61 , 62]. The information was analyzed to find similarities between the opinions of the stakeholders interviewed on the research issues. Therefore, a comprehensive review of the qualitative data was carried out to define the broad picture. The interview information was ranked in terms of importance based on the research questions in order to filter the amount and sources of data [ 62 , 63 , 64 , 65 ]. Survey data were analyzed with frequency, means, and standard deviations. Chi-square and ANOVA analyses were performed to check the significance of the FNS. Consumer FNS scores were calculated according to the literature ( Appendix B ).
4.3. Survey sample
The research survey sample includes about 300 consumers, evenly split between Argentina and Italy (Table 2). In both countries there were more men (61% in Argentina and 57% in Italy) than women (39% in Argentina and 43% in Italy). The Argentine sample includes a larger number of students compared to Italy, where there were more working people. The average age exceeded 30 years. The Argentine sample also included consumers from South American countries familiar with yerba mate consumption.
Table 2
Socio-economic characteristics of the respondents.
| Socio-economic characteristics | Argentina % | Italy % | |
|---|---|---|---|
| Gender | Men | 61.1 | 56.9 |
| Women | 38.9 | 43.1 | |
| Total | 100 | 100 | |
| Employment | Student | 58.3 | 22.3 |
| Employed | 40.6 | 68.5 | |
| Inactive | 1.1 | 9.2 | |
| Total | 100 | 100 | |
| Residential area | Main geographic area | 85.5 (Argentina) | 87.9 (northern Italy) |
| Other areas | 14.5 (Chile, Paraguay, Brazil, Venezuela, Colombia) | 12.1 (central, southern Italy) | |
| Total | 100 | 100 | |
| Age | Average | 34-latek | 30-latek |
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5. Results
5.1. Yerba Mate Stakeholder View
Argentine stakeholders are aware of how consumers perceive yerba mate and support its perception as the country’s most beloved beverage. Consumers from every social class drink and share it in the same way. They believe that yerba mate is more than just the energy and flavor it provides. They believe in the social purpose of yerba mate. They consider offering a partner a way to start a conversation and welcome the other person into a very personal ritual.
Yerba mate stakeholders are aware that in order to expand their sales, it is necessary to enter new markets such as Europe, but they expressed a need to better understand how to approach foreign markets where yerba mate is not known. The results of the interviews with stakeholders support the view that different stakeholders have different perspectives on yerba mate expansion strategies and on the role that key stakeholders can play in supporting market expansion.
The research results support the thesis that yerba mate’s market expansion strategy can be approached in several ways. First, large and small companies approach the market differently. Interviewees shared the opinion that large companies guarantee competitive prices, while small producers direct their production toward traditional yerba mate with premium and innovative characteristics. They believe that both price differentiation and quality differentiation strategies — that is, sustainable, organic, naturally grown and fair trade products — can be appreciated in Europe. Second, stakeholders believe that yerba mate can be sold abroad with innovation in mind. It could be marketed as a healthy superfood and in new blended mate formulas. These could attract new consumers and introduce them to the taste of yerba mate. Some stakeholders believe that yerba mate could succeed as a healthier alternative to coffee. Third, yerba mate sales and export managers interviewed at trade fairs tend to focus on the organoleptic properties of yerba mate. They invest in unique flavors obtained through special blends, special traditional mate, and high-quality infusions. National stakeholders, such as INYM, are pursuing possible new uses for yerba mate as mate-based beverages, such as energy drinks.
The interviews with stakeholders examined the perceived contribution of INYM to supporting the yerba mate market and regulations, promoting its consumption, and protecting farmers and workers in the agri-food chain. Stakeholders emphasized the importance of INYM in establishing the “Corresponsabilidad Gremial” tax. This tax is included in the set price of fresh or dried yerba mate leaves. It is intended to cover the cost of worker insurance, and respondents believe it contributes to supporting a sustainable agri-food chain and the development of market relationships.
Interviewees among Playadito stakeholders supported the importance of the company’s organization for market development. The cooperative’s activities include yerba mate agricultural production, a nursery, processing centers, storage, and final packaging. The cooperative analyzes the market and invests in innovation at every level of the chain, including mechanical pruning, new agronomic techniques, and product quality and standardization. According to the interviewees, these allow for good product quality and market stability, which are valued by buyers and necessary for market development. For example, the plants grown in their nurseries come from certified seeds. All cooperative members have the same plants to ensure a uniform quality of the final product.
The significance of plants and agronomic aspects in supporting market expansion was confirmed by other interviewees. The Instituto Nacional de Tecnologìa Agropecuaria (INTA) manages the first and only certified seed centre for Ilex paraguariensis . INTA has various reproduction centres throughout Argentina, but the one dedicated to yerba mate is the Cerro Azul experimental station (Misiones). The seeds produced there are sold to various nurseries. The advantage of certified seeds is the high efficiency of the explants and the shorter time needed to start production, along with reliable raw material results and, consequently, the final yerba mate production.
The overarching perspective of the stakeholder interview results confirms that yerba mate production and market are strengthening in two directions: eco-oriented production, in line with the yerbales tradition combined with Nature; and cooperative-oriented production, investing in innovation, aimed mainly at guaranteeing good quality and high yields. Both models may be suitable for the European market. The former may appeal to consumers oriented towards sustainable food products who respect the traditions of the country of origin. The latter may support the supply to the European consumer market of a good-quality, healthy product that is, as far as possible, price-oriented.
Yerba mate is sold on the Italian market in various formats and points of sale. In supermarkets, traditional yerba mate is available in ½ kilogram packages. Retailers tend to sell only one brand of yerba mate, which may vary depending on the retailer. For example, a large high-end retailer sells the Taragüí brand by Establecimiento Las Marias, while another medium to large retailer offers only the Amanda brand from La Cachuera SA. Both brands are among the top five operators in the yerba mate market. Yerba mate packaged in Argentina and sold in Europe will, in accordance with European law, carry a label with a nutritional value table. In Italy, yerba mate is also often sold in herbal shops, sometimes in a smaller format or loose, depending on the weight desired by consumers.
5.2. Focus Group
The FG provided information on consumer perceptions of yerba mate and yerba mate habits in Argentina and Italy.
- TheArgentina
Factors influencing the purchase and consumption of yerba mate by Argentine consumers include habit, source of energy, companionship and ways of socialising. Mate is part of the tradition and identity of Argentine consumers. It is part of their folklore and a ritual deeply rooted in their culture, characterised by many ways of perceiving products.
“Mate is much more than just one thing: habits, personal experiences, energy”
This quote shows how consumers perceive mate as a drink deeply rooted in the minds of Argentine consumers. Argentine consumers associate yerba mate with the colour green and Nature. They believe there is a connection between yerba mate and nature. As consumers noted:
“I often say ‘let’s drink some green’ to invite friends to share a mate”
Moreover, mate means sharing the drinking experience, as it is a social moment to talk and be in good spirits:
“Yerba mate keeps me company and I believe that means sharing”
Similar quotes often came up during the FG discussion and highlight how the social aspect of mate is closely tied to this drink.
Yerba mate is their usual morning and breakfast drink, although Argentinians drink mate while doing various activities, such as studying, working, or eating and talking
“It’s common to drink mate while doing other activities”
Consumers pay attention to the quality of the mate drink, which is linked to the quality and preparation of the mate leaves.
“I want to make a good mate, and the temperature and gourd can make a difference”
Finally, there are further differences between younger and older consumers. Younger consumers pay attention to the organoleptic properties of yerba mate, which should be tasty and fresh when drunk as tereré. They appreciate it as a source of energy and a way to socialise. Younger generations have a positive attitude towards alternative types of mate, such as with sugar, coffee, and as tereré. The consumption habits of older participants stem from habit. Some of them started drinking mate at a very young age, in a milky version. As for younger generations, another reason for drinking mate is socialising. What’s more, consumers agree that hot mate is the real mate. The older generation appreciates the traditional bitter taste and smoky aroma, and is interested in premium and organic yerba mate. Moreover, older consumers associate mate with travel.
Argentinian consumers agree that mate can be replaced, apart from its socialising effect. The most suitable substitute product is coffee. Both drinks provide energy and have a stimulating effect thanks to their caffeine content, however users perceive a different type of energy. Coffee provides an immediate and stronger boost for a limited time, while yerba mate provides a steady energy boost over a longer period. Another substitute drink is tea. Mate and tea are similar in terms of consumption style and taste, and consumers did not mention aspects related to caffeine and energy. Consumers may swap mate for coffee at breakfast and at work, and for tea in the afternoon or better yet, when they feel unwell.
Younger and older consumers have different knowledge and perceptions of the health-promoting properties of yerba mate. Younger participants are more aware of the health-promoting properties of yerba mate. In particular, they recognise the antioxidant and diuretic properties of mate, which may further motivate its consumption. Older consumers are interested in the effects of yerba mate on the human body, but were generally unaware of them. They pointed out that excessive consumption of yerba mate causes stomach acidification. Finally, a highly valued benefit shared by both groups is the feeling of a “full stomach”. They acknowledge that drinking it without sugar can help with dieting.
Consumers have different views on how to promote yerba mate in a new country. Older consumers believe that mate should be positioned as an ethnic food or as an infusion, similar to green tea, in order to motivate new consumers to try it, especially if it is presented as a healthy tea. Younger consumers propose commercialising yerba mate in a way similar to coffee and advertising it as a cheaper and healthy alternative.
- TheItaly
The selection criteria for participants from Italy included consumers of coffee, tea, infusions and energy drinks. Firstly, consumers drink coffee because it provides energy, especially in the morning as a “fundamental start to the day”. Consumers drink coffee for its taste and aroma, as well as out of habit. Drinking coffee also has a social aspect, especially at work. Tea and infusion consumers are guided by taste and perceived healthiness. Consumers use energy drinks to get energy in the evening and at night, and also because they don’t contain alcohol. Additionally, younger consumers drink coffee for its caffeine content, while tea and infusions should have a delightful taste. Older consumers are interested in the shelf life of food products. Moreover, they appreciate that coffee is energising and quick to drink,
Due to consumers’ limited knowledge, Yerba Mate was introduced to participants, explaining its properties and how it is consumed. The researcher showed a traditional mate vessel with a straw, mate tea bags and a ½ kg pack of Yerba Mate. He explained the production process, the origin of the infusion and its benefits. He then asked to what extent participants would replace their usual beverages with Yerba Mate. There was a rather positive inclination towards Yerba Mate, with certain conditions.
Firstly, coffee consumers would drink mate to reduce their coffee intake during the day, but not for breakfast. Drinking coffee is a fixed habit:
“Dietary habits matter, and sometimes it’s not what you drink but what you’re used to”
Secondly, Italian consumers value the taste of food and appreciate the taste of coffee. So they should like the taste of mate:
“Taste is the foundation! It’s not so much a matter of price or anything else, what really matters is that Yerba Mate has to be good”
Thirdly, consumers were drawn to the traditional gourd, but convenience of consumption prevailed. For example, a glass bottle of Yerba Mate and cold mate in a thermal bottle would be welcomed. Tea drinkers drank mate from a tea bag. They would be motivated by the health benefits of Yerba Mate. Energy drink consumers were attracted by sugar-free properties. Consumers generally agreed that they might be interested in drinking mate in the traditional way. However, they believe that the time needed to drink it could be a barrier to it becoming a substitute for coffee.
“I’m curious about mate and I like the philosophy and lifestyle behind this drink. However, mate doesn’t seem functional and doesn’t fit into my life, because it isn’t easy and quick to drink”
“I would appreciate being able to drink mate quickly, similar to an Italian espresso”
“To some extent, mate is mysterious and that’s what I like about it”
Consumers provided many insights regarding the positioning of Yerba Mate on the Italian market. Consumers support the view that Yerba Mate could have two target groups, namely younger and older consumers. The first group would include consumers under 35–40 years old, who value the traditional ritual of drinking Yerba Mate. They may be sensitive to the boom that footballers and celebrities have created around Yerba Mate. Younger consumers may appreciate mate for its energising properties. The second group would consist of consumers over 40, who value the health benefits of Yerba Mate, drunk in the form of tea bags, which is easier to consume and contains less caffeine. Overall, Italian consumers may appreciate Yerba Mate from sustainable crops. Furthermore,
In terms of points of sale, respondents agreed on having various places where mate can be bought or consumed. Cafés, tea shops and bars offering ready-to-drink mate are viewed positively. Young people may appreciate the more traditional way of drinking with a gourd, while older people may prefer “easy and quick”. Suggested retail outlets include herbal shops offering mate at high prices and retail stores offering more competitive prices. Consumers suggest that the best product format is a half-kilogram pack, placed on the shelf close to teas and infusions, sold as a healthy alternative to coffee. In this case, yerba mate should be cheaper than coffee and similar in price to tea. There is agreement that mate could also be sold as an energy drink.
In summary, in Argentina mate consumption stems from habit and tradition, while in Italy it is already known. Younger generations are more inclined compared to older generations, as are health-conscious consumers. Drinking yerba mate and other caffeinated beverages is driven by socialising and experiences related to seeking energy. These are factors that vary between generations. Currently, health benefits are not key to drinking yerba mate. Consumers generally have limited awareness of its antioxidant properties, yet health benefits could represent an important value proposition for both traditional and new yerba mate consumers. Yerba mate satisfies the need for energy from coffee as well as the taste and pleasure of drinking tea. Mate can be a healthy alternative to coffee, tea and infusions, while still providing a hipster and energising experience.
5.3. Survey Results
5.3.1. Argentina
Argentine consumers mainly perceive mate as an infusion (39.7%) or tea (30.5%). Few consider it an energy drink (13.5%) or a ritual (6.4%). The main factors influencing mate consumption are habit (33.0%), socialising (24.4%) and taste (22.6%). Mate is consumed to a limited extent as a source of energy (11.7%) and for health reasons (3.9%).
Yerba mate is drunk regularly, as about half of respondents (44.5%) consume it daily. It is consumed at breakfast (40.0%), during afternoon breaks (49.4%), and rarely at night due to its caffeine content. It is often consumed at home (39.1%), as well as at work (18.5%), rarely outside the home. This finding confirms the growing success of the thermos and mate backpack market. It is not drunk during sports, as it is not considered an energy drink. The favourite way of consuming it is traditional hot mate (71.2%), cold terere (27.3%) and cocido in tea bags (9.3%). The favourite type of terere is with juice (47.5%), with cold water (32.5%) and with herbal flavours (20.0%).
Consumers most often buy mate in supermarkets (75.3%), and the favourite formats are half-kilogram (50.8%) and one-kilogram (35.3%) packages. The favourite types are mild with an intense flavour (“suave”) (26.6%) and with stems (“con palo”) (18.6%). Organic mate (10.0%) and smoked flavour (8.0%) are other important characteristics of mate. Consumers are not interested in consuming innovative yerba mate beverage recipes. Most of them have not tried any alternative uses (69.2%), and only a small portion (19.2%) is positively inclined towards innovative mate-based products. The most valued alternative uses of yerba mate are as ingredients in beverages and food recipes (10.0%).
The key factor driving yerba mate purchases is taste (4.53) (Figure 8). Other important elements include brand (3.5), promotion (3.48), blend and intensity (3.43), and price (3.14). Fair trade, organic, health, and seasonal aspects have limited importance. Given the significance of economic attributes, consumers value hedonistic aspects more than sustainability elements.
Factors motivating the purchase of yerba mate.
Taste is a key element in whether people drink mate or not. More than half of consumers dislike its taste. A minority of non-mate drinkers believe sharing the straw is unhygienic (16.7%) and prefer other beverages (16.7%). About one third of consumers have no substitute for yerba mate (31.9%), or rather drink coffee (30.7%), tea (15.1%), and infusions (12.7%). Energy drinks are not a good alternative to yerba mate.
Coffee is a reliable alternative to mate in the morning (76.6%), at home (39.2%), to some extent at work (26.6%), and in cafés (22.8%). Tea is a possible substitute for mate in the afternoon (46.7%), mainly at home (67.9%). Infusions can replace yerba mate (86.4%), especially at night (59.3%). The results on perceived health benefits of yerba mate confirm that about one third of consumers believe yerba mate has no health benefits (36%). Some consider it energising (41.3%), helpful for weight loss (20.7%), rich in antioxidants (17.3%), and diuretic (10.4%).
5.3.2. Italy
Italian Coffee, Tea, Infusion Consumption and Yerba Mate
Italian consumers drink various caffeinated beverages, including coffee (41.3%), tea (33.5%), infusions (19.8%), and energy drinks (4.1%). Factors influencing coffee consumption are taste (54%), habit (42%), energising effect (33.3%), and waking effect (25.3%). According to coffee consumer behaviour, users drink it once (25.2%), twice (42.9%), and three times a day (17.7%). Coffee consumption points are mainly at home (36.7%), at work (24.2%), and in bars/cafés (21.4%). Coffee consumers are keen to try an infusion with energising properties such as yerba mate.
Tea consumers drink this beverage for its taste (40.3%), relaxation (26.6%), and habit (14.8%). Consumers appreciate the health properties of tea (10.7%) and its energising effect (7.8%). Italian tea consumers are not innovation-driven. They value classic flavoured teas (39.5%) and green teas (22.0%). Possible alternatives are black teas (14.5%) and iced teas (10.5% lemon, 11.0% peach). The frequency of tea drinking is occasional (59.8%) and once a day (36.1%). It is most often drunk at home (74.2%), less often at work (14.5%) or in cafés (8.0%). The vast majority of tea drinkers (85.1%) are willing to try yerba mate, especially if it has health-promoting properties.
The group of infusion consumers is only partly homogeneous. Consumers drink infusions for relaxation (37.3%), for taste (31.8%), for health reasons (17.3%), out of habit (7.3%) and for energy (5.5%). Herbal teas were the most commonly consumed (61.7%), including chamomile (30.9%). Infusion consumption is occasional for most (73.2%), while a minority (19.6%) drink it daily. Infusions are most often consumed at home (73.6%) and at work (18.1%). Infusion drinkers are willing to try an infusion with potential health benefits, such as yerba mate (92.3%).
The results confirm that consumers approach coffee, tea and infusions differently. These different behaviours influence how they approach yerba mate and to what extent yerba mate could replace their favourite beverage. Confirming the focus group findings, the survey results show that yerba mate delivers the energy of coffee along with the sensory experience of tea and infusions. First, coffee drinkers may appreciate yerba mate if it is marketed as a stimulant, while tea and infusion drinkers will appreciate yerba mate’s health claims. Tea and infusion consumers can easily associate yerba mate’s health-promoting properties with herbal teas and chamomile. Second, the experience of drinking tea and infusions, characterised by a medium or long brewing time and the use of a large amount of water, is similar to the way yerba mate is consumed. In Italy,
Italian consumers’ perception of yerba mate
The research provides insights into how Italian consumers perceive the properties and ways of consuming yerba mate (Table 3). About 66% of respondents had heard of yerba mate. The vast majority of consumers are willing to try it or drink it again, as they appreciate it (85.9%, of which 32.8% had already tried it). The results confirm that 25% of consumers who do not drink caffeinated beverages drink yerba mate. All energy drink consumers are interested in yerba mate. A small minority of coffee (8%) and tea (5%) drinkers would not try yerba mate.
Table 3
Italian consumers’ perception of the properties and ways of consuming yerba mate.
| Would you try yerba mate? | % |
| Yes, I’ve tried it and I like it | 32.8 |
| No, but I would try it | 28.9 |
| Yes, but I’ve never tried it and I would like to | 24.2 |
| No and I wouldn’t want to try it | 5.5 |
| Yes, I’ve tried it and I don’t like it | 4.7 |
| Yes, but I’ve never tried it and I would like to | 3.9 |
| Total | 100.0 |
| Consumers (and non-consumers) by type of caffeinated beverage and willingness (or not) to try yerba mate | |
 | |
| Would you swap your coffee, tea, or infusion for yerba mate? | % |
| Yes, the taste is good | 42.6 |
| Yes, if it’s easy to drink | 15.5 |
| Yes, if it has health benefits | 13.2 |
| Yes, absolutely | 12.4 |
| Yes, but only at certain times of the day | 6.2 |
| No, absolutely not | 6.2 |
| No one else | 1.6 |
| Yes, other | 2.3 |
| Total | 100.0 |
| When do you drink yerba mate instead of coffee, tea, or infusions? | % |
| Afternoon | 35.8 |
| Late morning | 29.3 |
| Morning for breakfast | 20.0 |
| After lunch | 14.7 |
| Evening | 6.0 |
| Where would you buy yerba mate? | % |
| in a supermarket | 54.0 |
| In herbal shops | 38.0 |
| online | 32.7 |
| Specialty shops | 23.3 |
| In cafés-bars | 12.7 |
| Other | 0.7 |
| Where would you look for yerba mate in your supermarket? | % |
| Tea and infusions | 81.3 |
| Coffee | 11.0 |
| Energy drinks | 4.4 |
| Healthy drinks | 3.3 |
| Total | 100.0 |
Note: Answers with whole values are based on single-choice questions; when there are no whole values, the answers are based on multiple-choice questions.
Consumers who were not familiar with yerba mate received a brief explanation of yerba mate. Consumers interested in yerba mate expressed their favourite consumption experiences. Consumers are drawn to the traditional mate gourd and straw, both hot (42.1%) and cold (11.8%). Consumers also value yerba mate in tea bags (26.7%) and are interested in a sugar-free healthy energy drink based on yerba mate (10.9%) or capsules for coffee machines (7.7%).
Consumers have a positive attitude towards yerba mate and, under certain conditions, would switch their usual drink to yerba mate. It should appeal to their taste (42.6%), it should be easy and quick to drink (15.5%), and it should have health benefits (13.2%). Respondents willing to try yerba mate are not very inclined to replace their usual drink with yerba mate early in the morning (20.0%) or after lunch (14.7%), whereas they would prefer it mid-morning (29.3%) or, even better, in the afternoon (35.8%). The home (64.2%) is a suitable place for consumption, and sometimes work (27.7%). Consumers expect to buy yerba mate through various market channels, i.e. supermarkets (54.0%), herbal shops (38.0%), the Internet (32.7%), specialty shops (23.3%), and ready-to-drink bars/cafés (12.7%). When it comes to supermarket sales, consumers looked for yerba mate in the tea and infusion aisles (81.1%), near coffee (11.1%), energy drinks (4.4%), and among health drinks (3.3%). None of the respondents would look for it among ethnic foods. This is particularly interesting, since in Italy it is currently placed on shelves as an ethnic food.
Finally, the study results confirm that there is a limited relationship between food neophobia scale values and willingness to try yerba mate (Table 4). Older consumers are more neophobic (88.1%, mean FNS 1.88) compared to younger consumers (80.8%, mean FNS 1.81). The ANOVA values are statistically representative. The results confirm that there is no significant difference between younger and older consumers’ FNS values in the cross-analysis with willingness to try yerba mate.
Table 4
Food neophobia scale of Italian consumers and willingness to try yerba mate.
| FNS values in younger and older consumers | ||||||
| Younger % | Older % | |||||
| Low FNS values | 19.2 | 11.9 | ||||
| High FNS values | 80.8 | 88.1 | ||||
| Total | 100.0 | 100.0 | ||||
| Value | Standard deviation | Value | Standard deviation | |||
| Anova for average FNS values of younger and older consumers | ||||||
| Sum of squares | df | Mean square | F | Sig. | ||
| Between groups | 0.8 | 1.0 | 0.75 | 4.953 | 0.028 | * |
| Within groups | 22.7 | 149.0 | 0.15 | |||
| Total | 23.4 | 150.0 | ||||
| Mean | 1.81 | 0.4 | 1.88 | 0.3 | ||
| FNS values and willingness to try Yerba Mate | ||||||
| Younger | Older | |||||
| Yes, I would try it % | No, I would not try it % | Total % | Yes, I would try it % | No, I would not try it % | Total % | |
| Low FNS values | 22 | 10 | 21 | 13 | 20 | 14 |
| High FNS values | 78 | 90 | 79 | 87 | 80 | 86 |
| 100 | 100 | 100 | 100 | 100 | 100 | |
| Chi-square values | 0.338 | 0.421 | ||||
* Significant value p below 0.05.
There is a general positive interest in yerba mate. It could gain market share through beverages consumed in the morning and afternoon hours. This also applies to coffee, as long as quick consumption of Italian coffee is ensured. The current commercialisation strategy for yerba mate in Italy does not seem to align with the expectations of Italian consumers. They do not perceive it as an ethnic food. It is regarded rather as an energising or relaxing and healthy drink, which is why it can be found close to tea and infusions.
6. Discussion
This research study offers an innovative exploratory perspective for understanding how to increase yerba mate sales in old and new markets. It provides a comprehensive and preliminary look at agri-food chain stakeholders, from producers to consumers, regarding their approach to yerba mate production, management and marketing. Previous research has only briefly analysed the yerba mate sector from the perspective of economic market expansion, including stakeholders such as small and large producers, domestic entities, retail trade and consumers [ 6 , 19 , 21 ]. Other studies have focused on the agronomic and sensory aspects of yerba mate [ 14 , 15 , 17 , 41]. Analysing the economic strategies of stakeholders in the yerba mate agri-food chain, along with consumers’ purchasing and consumption behaviours and habits, makes it possible to understand what market expansion strategies could work in both established and new yerba mate consumer countries. Furthermore, the research provides preliminary insight into the potential to leverage the nutritional properties of yerba mate as a source of competitive advantage in the Argentine and European markets.
6.1. Yerba Mate Agri-food Chain Stakeholders
The current research findings confirm that there are varying levels of knowledge and differing visions of how to expand yerba mate sales into new markets. These results confirm the available national and international marketing management research [ 9 , 10 , 13 ]. Different actors, namely small and large producers, retailers, and economic, agronomic and yerba mate management promotion institutions, agree on the need to expand sales in the domestic yerba mate market [ 8 , 9 , 11]. The results confirm that strategic approaches to implementing market expansion lack an adequate understanding of yerba mate’s market potential in Argentina, as well as of market structure in countries with limited familiarity with yerba mate. These findings confirm previous research [ 8 , 9 , 11 ].
The interviewees’ opinions confirm that there are no shared strategic guidelines supporting the expansion of yerba mate in domestic and new markets [ 5 , 6 , 7 , 9 ]. This leads to different approaches among agri-food chain stakeholders, mainly related to producer size. The results confirm that small-scale yerba mate farmers tend to overvalue old family traditions and the nature-friendly yerba mate production process. As indicated in previous research [ 66 ], this relates to their limited ecological awareness and ecological knowledge. As confirmed by earlier studies, small-scale farmers are only weakly market-oriented and believe that reviving old production methods may be viewed positively by the market [3 , 9 ]. Big mate producers aim to improve production efficiency. They would like to produce three times more than they currently do. To further clarify earlier scientific research [ 13 , 15 , 66 ], the current research confirms that low production capacity stems mainly from two reasons. First, most yerbales ( Ilex paraguariensis plantations) are not in good condition. Smaller producers in particular have low plant density and inefficient management. Second, old yerbales are often kept as financial assets rather than as a source of income.
The results confirm the stakeholders’ particular interest in the prospect of internationalising yerba mate sales [ 7 , 9 , 11 ]. They confirm the usefulness of research that allows for a better understanding of the needs and desires of new consumers [ 17 ]. Current research shows that stakeholders can leverage the nutritional properties and health benefits of yerba mate. These are promising attributes characterising the innovative market positioning of yerba mate [ 67 ].
Argentine stakeholders need support in interpreting and approaching foreign markets. In particular, these research findings show a discrepancy between yerba mate commercialisation strategies in Italy and consumer perception. Yerba mate could be positioned in the tea, infusion and healthy beverage market, rather than in the caffeinated beverage market [ 48 , 67 ].
6.2. Purchasing and Consumption Behaviour of Yerba Mate Consumers
The results confirm that drinking yerba mate in Argentina is a national dietary tradition rooted in taste, habit and socialisation [ 21 , 38 , 46 ]. Awareness of the health benefits of yerba mate is limited, even though health benefits were the original reason for drinking mate in past centuries [ 21 , 22 , 23 , 24 , 25 , 26 , 27 , 28 , 29 , 30 , 31 , 32 , 33 , 34 , 36 , 46]. As emphasised in previous studies, women drink mate tea more often than men. They are more interested in organic certification than in fair trade [ 20 , 67 , 68 ]. Women value the taste of mate tea, while men are interested in its energising effects, especially if they are under 40 years old [ 22 ]. However, interest in and knowledge of the health properties of yerba mate is generally limited. This confirms the opportunity for national stakeholders to promote a comprehensive perception of the partner. The results confirm that it is not easy, if at all possible, to replace yerba mate with other beverages. For young consumers, the most promising beverages may be coffee for men and tea and infusions for women. Older consumers would choose tea [ 69].
The results confirm that mate tea is not common in Italy, even though it has been tried by a minority of consumers, mainly young people and women. Its current marketing is inconsistent with consumer expectations. It has the potential to be a substitute for coffee due to its energizing properties, and for tea and infusions due to its style of consumption. There are four main aspects arising from this. First, consumers do not expect to find mate in the ethnic food sections of retailers, where it is currently sold. A different position on the shelf and in the market could improve the perception of yerba mate, since Italian consumers tend to associate ethnic food with unpleasant or risky products. Second, coffee-oriented consumers show limited preference for mate tea, unless coffee consumption is driven by energy rather than taste. Tea and infusion-oriented consumers are more inclined towards mate tea.70 ]. Third, as confirmed by other studies, the results on food neophobia support the thesis that younger consumers are more open to new products than older consumers [ 71 ]. Fourth, the current price ranges of yerba mate are perceived as too high, particularly to attract new consumers. Higher prices may be accepted when purchasing yerba mate in herbal shops.
6.3. Management Implications
The research results provide a set of evidence-based management implications, focusing mainly on the expansion of yerba mate in the Italian market. These depend on the point of sale. First, retailers should determine a new shelf placement. Mate tea should not be placed among ethnic foods, but rather among teas and infusions. Second, mate tea should be sold in tea bags to match the style of consumption familiar to consumers. Third, retailers should offer more yerba mate brands, a wider price range, and new formats to allow consumers choice and varying purchasing power. Retailers could begin commercializing new mate formats, such as mate capsules, caffeine-free mate-based beverages, chewing gums, and cocktails [ 72 , 73 ].]. Fourth, herbal shops could offer yerba mate at lower prices, provide a higher level of service and advice, such as tasting sessions, and include yerba mate sets and accessories in their portfolio to provide a realistic mate experience. Additionally, herbalists could offer personalized mate blends, as is done with teas, to convey the full mate experience. Finally, in addition to traditional use, companies could further expand the use of yerba mate in a range of food products, such as in the production of beer, soft drinks, cosmetics, sweets, and functional cheeses, as well as in other non-traditional applications [ 74 ] . .
7. Conclusions
Yerba mate has the potential to become a beverage on the global market. This study presents a perspective on the management of the yerba mate agri-food chain, including the point of view of agronomy and processing as well as sales and purchasing strategies. The research provides insight into the market expansion of yerba mate, drawing on the experience of countries with a long tradition of yerba mate production and consumption, as well as the perceptions and attitudes of new potential markets towards this new beverage.
The research shows that there is a need to adapt the yerba mate drinking experience to the expectations of consumers from new countries. Stakeholders and consumers have a positive attitude towards the possibility of expanding the yerba mate market, both in countries that already consume yerba mate and in countries with little familiarity with this beverage. The study confirms that there is limited replication of the yerba mate consumption style in new countries. This confirms that highlighting the nutritional properties of yerba mate is an opportunity for both markets. The health properties of yerba mate have the potential to become a new attribute appreciated by markets oriented towards nutrition and health, such as Europe, as well as by countries that have valued yerba mate for its socialising and energising properties.
Yerba mate belongs to the category of caffeine-containing beverages. Caffeine intake limits are covered by dietary guidelines around the world, which aim to set upper limits on caffeine consumption to avoid risk. The value of this work lies in confirming preliminary insights into the potential of yerba mate as a tea that harmonises energising and health effects. New market positioning and market expansion require innovative practices involving a range of stakeholders in the yerba mate agri-food chain in agronomic and economic research in order to obtain high-quality raw material and effective production and management strategies.
Limitations and further research
The current study is a preliminary exploration of the market expansion of a product that is a beverage with a centuries-old tradition in one country and a fairly new beverage in another. Food market interest and scientific research on yerba mate have grown in recent years. Rapidly growing interest may cause research findings to quickly become outdated. The preliminary nature of the study is mainly due to the balanced but limited sample size in individual countries. Therefore, future research may build on and further develop the current study. Firstly, it could examine a statistically representative sample. Secondly, given the importance of taste, it could develop a sensory testing protocol. Finally, it could explore the positioning of yerba mate among health beverages,
The content on this page comes from National Library of Medicine, and has been translated into Polish.
Link to source – https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8345656/
