Table of Contents
Executive Summary
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- Market overview
- The impact of COVID-19 on juice
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- Figure 1: Expected impact of COVID-19 on juice, in the short, medium and longer term, July 2020
- The impact so far
- Short and medium term (2 years)
- Long term (2-5 years)
- Challenges
- Lower family income may impact more expensive segments
- Sugar should represent the most significant consumption barrier
- Opportunities
- Immune system concerns boost juice consumption
- Private label nectar juice can appeal to C12 and DE consumers
- Addition of vitamin D can boost sales of juice concentrates among families and the elderly
- Fruit juice with plant-based milk could be consumed as a snack
- What we think
Market Drivers
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- Worsening of Brazil’s economic crisis reduces household income
- Competition with Asian countries impacts green coconut producers
- Orange juice exports grow 16% in 11 months
Key Players – What You Need to Know
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- Market leaders invest in new products
- Products for kids and with no added sugar dominate the market launches
- Organic ingredients and private labels with premium positioning have space to grow in Brazil
- Innocent Juices keep growing thanks to a new range, and Pulp & Press expands with branding campaign
Market Share
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- Coca-Cola leads
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- Figure 2: Leading companies’ retail sales share of juice, by value – Brazil, 2018-19
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- Figure 3: Leading companies’ retail sales share of juice, by volume – Brazil, 2018-19
Marketing Campaigns and Actions
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- Do Bem launches new range for kids
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- Figure 4: Do Bemzinho campaign, Brazil, June 2020
- Life Mix launches range of functional juices
- Liv Up enters the natural juice segment
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- Figure 5: Liv Up new range launch, Brazil, October 2019
- Del Valle launches new natural range with no added sugar or preservatives
- Del Valle launches Fruit + Vegetables range
Who’s Innovating?
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- Organic ingredients can appeal to AB consumers
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- Figure 6: Top 3 ingredients’ positioning in the five largest juice markets, 2017-2019
- Launches of premium private label juices can grow
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- Figure 7: Launches of private label premium juices per region, 2017-19
Case Studies
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- Innocent Drinks grows during the crisis, thanks to juice range reformulation
- Pulp & Press expands by investing on branding
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- Figure 8: Pulp & Press campaign
The Consumer – What You Need to Know
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- Family-sized juice concentrates can attract consumers who are willing to save money
- Private label nectar juice can appeal to C12 and DE consumers
- Multipacks with varied flavors can attract consumers who are stocking up on groceries
- Addition of vitamin D can boost sales of juice concentrates among families and the elderly
- Fruit juice with plant-based milk could be consumed as a snack
- Juice shots with functional benefits can appeal to women
Juice Consumption
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- Family-sized juice concentrates can attract consumers who are trying to save money
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- Figure 9: Juice consumption, Brazil, May 2020
- Powdered juice with fruit and vegetable flavor can attract parents
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- Figure 10: Juice consumption, by parents of children up to 18 years old, Brazil, May 2020
- Smoothie kits can attract consumers aged 25-34
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- Figure 11: Juice consumption, smoothie, by age, Brazil, May 2020
Juice Consumption Frequency
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- Coconut water brands could emphasize local production
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- Figure 12: Juice consumption frequency, coconut water, Brazil, May 2020
- Private label nectar juice can appeal to C12 and DE consumers
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- Figure 13: Juice consumption frequency, ready-to-drink nectar juice, by socioeconomic group, Brazil, May 2020
Reasons to Consume Powdered Juice
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- Powdered juices that boost immunity can attract consumers
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- Figure 14: Reasons to consume powdered juice, Brazil, May 2020
- Multipacks with varied flavors can attract consumers who are stocking up on groceries
- Powdered juice mixed with iced tea can appeal to consumers who like to try a wide variety of flavors
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- Figure 15: Interest in buying, by reasons to consume powdered juice, Brazil, May 2020
Most Important Claims
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- Addition of vitamin D can boost sales of juice concentrates among families and the elderly
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- Figure 16: Most important claims, by age group, Brazil, May 2020
- Juices with probiotics can attract consumers who seek good physical and mental health
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- Figure 17: Most important claims, Brazil, May 2020
- Organic juices with sustainability claims can boost consumption among the AB
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- Figure 18: Most important claims, organic, by socioeconomic group, Brazil, May of 2020
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- Figure 19: Seal showing support for French agriculture, France, December 2019
Attributes by Subcategory
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- Fruit juices mixed with iced tea are seen as refreshing
- Fruit juice with plant-based milk could be consumed as a snack
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- Figure 20: Attributes by subcategory, fruit juice with plant-based milk, Brazil, May 2020
- Ready-to-drink 100% juice with added protein can attract consumers who seek nutritious products
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- Figure 21: Attributes by subcategory, ready-to-drink 100% juice, Brazil, May 2020
Interest in Buying
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- Powdered juices mixed with plant-based milk have potential to attract consumers
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- Figure 22: Interest in buying, Brazil, May 2020
- Juice shots with functional benefits can appeal to women
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- Figure 23: Interest in buying, juice shot, by gender, Brazil, May 2020
Appendix – Abbreviations
Appendix – Market Size and Market Share
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- Market Size
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- Figure 24: Retail sales of juice, by value – Brazil, 2014-19
- Figure 25: Retail sales of juice, volume – Brazil, 2014-19
- Market Share
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- Figure 26: Leading companies’ retail sales share of juice, by value – Brazil, 2014-19
- Figure 27: Leading companies’ retail sales share of juice, by volume – Brazil, 2018-19
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