April 2020 was a record month of April for sales of yerba mate in Argentina. The lockdown, and a significant change in the habit of sharing mate with friends and co-workers increased yerba consumption in Argentina. Argentines have not stopped drinking yerba mate for fear of the coronavirus. Far from it. But they are driniking it in a different way. Since the lockdown began individuals are using their own personal mate equipment (mate, drinking pipe and thermos) and so sales of mate equipment has increased noticeably.

Data released by the Argentine National Yerba Mate Institute (INYM) indicate that in April yerba producers shipped 24.3 million kilos of yerba to the domestic market, 3.67% more than in the same month last year. According to the INYM, in 2019 an average of 110 liters of mate was consumed per person per year in the country. The president of the INYM, Juan José Szychowski, explained that this record has been increasing in recent years. In 2019, sales grew 5.8% annually. The domestic demand for yerba increased by 15 million kilograms. The total volume was 277.3 million kilograms, a record. And if this trend continues, 2020 could well be a record year for production. 

According to  Szychowski, the increase in consumption in April is a result of 3 factors. Firstly, the enforced lockdown meant that people stayed at home and if an individual previously drank mate once in the morning and once at night, now perhaps he or she does it more often.

Secondly, the sale of mate equipment increased sharply as a result of the warnings from health authorities about sharing mate with family, friends and co-workers. This is a well-established tradition in Argentina even if it sometimes strikes visitors as strange.

Thirdly, says Szychowski, the industry reinforced its marketing message with which it has been incentivizing consumption for several years. This messaging, given the backdrop of Covi-19, was accompanied by advice on health care in the media. 

Finally, the export boom continues. In 2019, this sector exported 39 million kilos. The destinations with the highest demand were Syria, Chile, Lebanon, the United States, Spain, Germany, France, Russia, South Korea, Israel, Bolivia, Uruguay and Brazil.

Original article: La Voz