Erva-mate (Ilex paraguariensis): pesquisa de temáticas relevantes no Brasil utilizando a metodologia de grupo focal

Abstract

Yerba mate (Ilex paraguariensis) is a product of strong sociocultural and economic relevance in Brazil, especially in the Southern region, where its consumption is widely associated with traditional practices, emotional bonds, and regional identity. Despite its importance, there is still a lack of qualitative studies that investigate the perceptions, symbolic representations, and factors influencing both consumption and non-adherence to the product. Thus, this study aimed to identify the main themes, figures of speech, and symbolic elements related to yerba mate among consumers and non-consumers, using the focus group methodology integrated with textual analysis techniques.In-person focus group sessions were conducted with regular consumers and non-consumers, totaling 20 participants. The discussions were analyzed through Word Association, Sentiment Analysis, Correspondence Analysis, and Latent Semantic Analysis (LSA), allowing for the identification of recurring themes and a deeper understanding of the emotional and cultural structures embedded in discourse about yerba mate.Among consumers, predominantly affective themes emerged, such as family, rest, joy, conversation, and well-being, showing that yerba mate functions as a mediator of social interaction and the continuity of traditions. Sentiment analysis reinforced this pattern, revealing a predominance of positive emotions, especially trust and joy. Among non-consumers, themes related to tradition, culture, and habit stood out, indicating that even without consuming it, they recognize yerba mate as a widely disseminated cultural symbol.When envisioning new products, consumers expressed curiosity mixed with uncertainty, while non-consumers showed greater openness to innovation, associating yerba mate with potential market expansion and the search for functional foods. Health-related discussions revealed general unfamiliarity with the bioactive composition of yerba mate, although both groups acknowledged potential benefits and risks associated with consumption at high temperatures.Regarding the future of yerba mate, there was convergence toward an expectation of growth, either through the maintenance of traditional forms among consumers or through product diversification and expansion of the national market. It is concluded that the main themes identified—tradition, affection, social interaction, identity, curiosity, innovation, and healthfulness—constitute fundamental elements to guide research strategies, product development, and the valorization of the production chain, directly contributing to initiatives such as NAPI Erva-mate.