What you need to know
Brazil’s juice market has been performing well. As consumers look for more healthful drink options, the category grows both in terms of value and volume. The market, however, is highly competitive, with several small companies fighting for space. Innovations such as the addition of proteins and vitamins and the development of new flavors and textures can help the subcategories stand out, given that consumers still find it difficult to understand the different types of juices available in the market.
Definition
This Report covers the market for fruit juices, juice drinks, and smoothies in Brazil.
The market size data includes: all frozen, refrigerated, or ambient fruit or vegetable juices; pure juice, RTD (ready-to-drink) nectars, and juice drinks, including carbonated juices consumers can drink without 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;
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 figures 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, cordials, and concentrates which consumers must dilute with water;
Unpackaged freshly squeezed fruit juices which are made from fruit at the point of purchase and consumed immediately (eg at fruit juice bars);
Smoothies;
Energy fruit drinks;
Flavored waters.
Products excluded from the market size are selectively commented on in other sections of the Report.
