This paper sets out to analyze the preferences of yerba mate consumers to determine the criteria they use when purchasing the product. To this end, questionnaires based on theoretical models of purchase behavior have been applied to anon-probabilistic sample chosen for accessibility. The technique of correspondence factor analysis (CFA) was then employed to examine data generated from the questionnaires. Our results show that only some of the consumers consider mate price in their decision to purchase the product, which suggests that they would be willing to pay more if there were an additional advantage. Generally, consumers surveyed showed no brand loyalty, consistent with oscillations in product quality. They also showed awareness of packaged product expiration dates and "nutrition facts," information that is now required by Brazilian packaging laws. Considering the value consumers attach to foods rich in nutrients, producers have been slow to fully exploit these market characteristics. It was also found that many of the surveyed consumers strongly rejected the idea of having sugar and other ingredients added to the mate, which should also be taken into account by this sector's marketing professionals.