Purpose The purpose of this paper is to analyze consumer behavior based on the structures of attributes, consequences, and values identified by consumers of beverages obtained from capsules. Consumers of the brands Nescafé Dolce Gusto and Nespresso capsule-based beverages were selected, and comparatively analyzed to understand the possible differences perceived by the consumers of each brand. Design/methodology/approach Based on a soft laddering technique, 27 in-depth interviews were carried out among the users of Nespresso and Dolce Gusto. This technique allowed differentiating the attributes of each brand, as well as defining common/cumulative elements. Findings Individual values of achievement and personal pleasure, mainly reached through better living standards, were dominant for all consumers. Dominant chain analysis results showed the perceptions of consumers were different for each brand. Generally, both brands’ consumers seek quality and practicality. However, Dolce Gusto delivers a product perceived as having more functional benefits, thus serving consumers seeking more variety when it comes to different types of beverages. On the other hand, Nespresso serves a more selective niche market, whose consumers rather value brand quality and reliability. Originality/value The characteristics and product specifications show similarities with food consumption trends, which justify the growth of this market in recent years. Therefore, strategies and the consumers’ demand for the capsule market show a promising trend on the coffee and drinks market in Brazil, deserving special attention from both companies and producers.