Introduction: Brazil has been known as the largest producer, exporter and second largest consumer of coffee in the world. A research released in 2015 by the British Journal of Nutrition revealed the Northeast region with the highest habitual consumption of coffee in the country. In 2019 SEBRAE announced Pernambuco as the second largest coffee producer in the Northeast, with approximately 4.8 thousand hectares cultivated, generating annual sales of R$ 8.5 million. Objective: In this context, the objective of the research was to investigate the coffee consumption habits in Pernambuco. Methodology: Residents of the five mesoregions in state were approached, totaling 1010 participants who answered a structured questionnaire by Google Forms. The research was divided in two parts: socio-demographic questionnaire and research on consumption habits. Results: The age group between 18 and 30 years old (37.6%) and female audience (64.9%) were predominant. Among those interviewed, 97.4% called themselves coffee consumers, 64.1% regularly consume filtered coffee in their homes, with 20.9% in the cloth strainer and 43.2% in the paper strainer, 65, 7% of these use the Melitta® strainer and 65.8% usually sweeten coffee. Among consumers, 40.4% usually consume the drink twice a day, in portions of 90mL, 67.4% in the morning. When asked about the possibility of buying a regional quality coffee, even of a higher value, 65.1% claimed that they would buy the product. When asked about characteristics they expect to find in a good coffee, most opted for dark color, roasted, bitter, full-bodied and persistent flavor. Conclusion: These results demonstrate that the majority described traditional coffee as a good coffee. This type of coffee has a very dark roast, often to mask defects, strong bitterness and no sweetness, hence the need to sweeten it. Pernambuco has one of the best arabica coffees, still unknown. This coffee presents sensory characteristics of quality different from those observed in this research, a work of presentation and introduction of this coffee is necessary. Thus, it would be possible to contribute to the strengthening of coffee cultivation in Pernambuco and region appreciation, as well small producers, in addition to preserving the health of consumers.