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Changes in consumer behaviour and his constant search for convenience and practicality in products and services stimulated the demand for coffee capsules, a fast-growing market in India. However, little is known about consumer behaviour and preferences regarding this product, motivating this study. We aimed to understand coffee capsule consumption through the lens of the Theory of Practice, to analyse the specificities that structure this market and guide the behaviour of its consumers. Through a qualitative and descriptive study, supported by the conduction of semi-structured interviews and participant observation in virtual groups of these product’s consumers, we found that the consumption of encapsulated coffees is conditioned to the disposition of time and company of the interviewees and that the product’s quality perception is still low. In addition, there is great resistance to acquiring and consuming generic capsules. Coffee capsules are ready-to-use sachets that make preparing a single cup of coffee easier. Since they are single-use items, they do not lose aroma, flavour, or intensity once opened. Coffee capsules simplify the process by allowing you to insert the preferred flavour capsule into the machine and press the button.