What you need to know
Total Brazil retail sales of 100% juice, nectars, and juice drinks grew 3.1% in 2015 and are estimated to reach R$7.3 billion in 2016 (3.5% growth year-on-year compared to 2015).
Despite a decline in volume consumption overall, the segment of pure juices increased 7% in volume in the period 2014-15, driven by positive health perception and fewer worries about the naturally occurring sugar in these products. Such growth has tempered losses seen in the much larger nectar segment, and the stagnation of juice drink sales.
The category competes with a growing array of beverage options, especially bottled water as well as foodservice and homemade offerings, as freshly squeezed juice is Brazilian consumers’ favorite type of juice. Mintel forecasts slow growth through to 2021.
Products covered in this report
This Report examines the market for fruit juice, juice drinks, and smoothies in Brazil.
For the market size data, the following products are included: all frozen, refrigerated or ambient fruit or vegetable juices; pure juice, RTD (ready-to-drink) nectars and juice drinks, including carbonated juices that consumers can drink without adding water. Coconut water is also included and it is classified as “pure juice” (coconut juice).
Market size includes sales of juice in all retail channels and the products included are divided into:
Whole/Pure juice: products consisting of 100% fruit juice;
Nectars: products containing 25-99% fruit juice, with added ingredients, mainly water; and
Juice drinks: fruit-based still drinks containing less than 25% fruit juice, with added ingredients such as water, but also sweeteners, flavorings, colorings and/or vitamins.
The retail sales only include packaged products.
For the purposes of this Report, Mintel has defined a smoothie as a drink that is made with pure crushed fruit, but which may also include a small amount of fruit juice or purée, yogurt, milk or soymilk, and is smooth in texture.
Excluded
The following are excluded from the market size:
Dehydrated/powdered juices that need to have water added;
Syrups, cordial and squashes which consumers must dilute with water;
Unpackaged freshly squeezed fruit juices which are made up from fruit at the point of purchase and consumed immediately (eg at fruit juice bars);
Smoothies;
Energy fruit drinks; and
Flavored waters.
Products excluded from the market size are selectively commented on in other sections of the report.
