Consumer perceptions, attitudes and acceptance of new and traditional mate tea products

Abstract Consumption of teas has been increasing around the world. In Brazil, mate tea, prepared from yerba mate ( Ilex paraguariensis ), is the most popular tea and its popularity is increasing due to the development of new mate-based products and the increasing health consciousness of the Brazilian population. Further development of the mate market in Brazil requires accurate consumer profiling, focusing on tea drinking behavior, preferences and perceptions. We applied a questionnaire to mate tea consumers to assess their beliefs, consumption behavior, and taste preferences. We also explored the acceptability of tea made from yerba mate processed in different ways: immediately after harvest and after eight months of storage, varying the percentage of leaves and sticks. One hundred consumers evaluated six experimental samples and two commercial mate teas. Results indicated that mate was most consumed in tea bag form, followed by ice teas. The preferred flavors were natural and lemon. Most of the consumers (61%) consumed mate with sugar, drinking it at home before bedtime. Product quality, brand and price were the most important aspects taken into account when purchasing mate. The majority of consumers were not satisfied with the products currently offered in the market, and the main criticism was poor quality and packaging. Consumers accepted all tasted samples, except the tea prepared with 100% sticks. Commercial teas were less preferred than the experimental teas, indicating that there are opportunities for further development of commercially viable mate products.