International Journal of Environmental Research and Public Health Article Market Expansion of Caffeine-Containing Products: Italian and Argentinian Yerba Mate Consumer Behavior and Health Perception Antonella Samoggia 1,* , Pietro Landuzzi 1 and Carmen Enriqueta Vicién 2 1 Department of Agricultural and Food Sciences, University of Bologna, 40127 Bologna, Italy;
[email protected] 2 Departamento de Economía, Desarrollo y Planeamiento Agrícola, Universidad de Buenos Aires, Buenos Aires C1417DSE, Argentina;
[email protected] * Correspondence:
[email protected]; Tel.: +39-051-209-6130 Abstract: 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 Citation: Samoggia, A.; Landuzzi, P.; to socialize, and as source of energy. Consumers have little awareness of yerba mate antioxidant Vicién, C.E. Market Expansion of properties. Yerba mate provides the energy of coffee drinking, and the taste and pleasure of tea Caffeine-Containing Products: Italian drinking.