Table of Contents
Executive Summary
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- Challenges
- Brazilian consumers prefer freshly squeezed juice
- Consumers find it difficult to differentiate juice categories
- High sugar content is a consumption barrier for some segments
- Opportunities
- Different consumption occasions can appeal to consumers
- Packaging varieties contribute to satisfying different demands
- Sustainable claims can add value to juices
- What we think
The Market – What You Need to Know
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- Juice market grows, driven by healthy and natural options
- Forecast of low orange harvest can affect prices
Market Size and Forecast
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- Juice market grows, driven by healthy and natural options
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- Figure 1: Retail sales of juice, by value and volume, 2013-23
- Retail sales forecast is optimistic in terms of value and volume
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- Figure 2: Forecast of retail sales of juice, by value, 2013-23
- Figure 3: Forecast of retail sales of juice, by volume, 2013-23
Market Drivers
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- Political and economic uncertainties can be a barrier
- Health problems press the government to adopt new measures
- Forecast of low orange harvest can affect prices
Key Players – What You Need to Know
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- Coca-Cola leads the market with several players
- MID reinforces its positioning with “collaborative” juice drink machine
- Juices with non-sweet flavors are gaining space worldwide
Market Share
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- Coca-Cola leads the market with several players
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- Figure 4: Top companies’ retail sales shares in the juice market, by value, 2016-17
- Figure 5: Top companies’ retail sales shares in the juice market, by volume, 2016-17
Marketing Campaigns and Actions
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- Del Valle reduces the size of its juice cans to remain competitive
- Pif Paf enters the market of natural juices
- J. Macêdo enters the powdered juice market with Sol
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- Figure 6: Sol powdered juices
- Jasmine becomes a player in the category of organic juices
- Promotional action gives juice refill to consumers
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- Figure 7: Natural Leve campaign
- MID reinforces its positioning with “collaborative” juice drink machine
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- Figure 8: MID campaign
- Frooty launches an açai-based line of juices and smoothies
Who’s Innovating?
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- Ethical and environmental claims can be better explored
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- Figure 9: Launches of juices with ethical and/or environmental claims, by top three countries and Brazil, considering the total number of juice launches in each country, 2017
- Juices with non-sweet flavors are gaining space worldwide
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- Figure 10: Global launches of non-alcoholic drinks and juices with sour, salty and/or spicy taste, 2015-17
The Consumer – What You Need to Know
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- Soy-based juices can appeal to those aged 25-34
- Apple flavor can gain relevance with premium options
- Vitamins and smoothies can invest in indulgent flavors
- Vitamins can add value to concentrated juices and attract workers
- Frozen fruit pulp can boost vegetable and fruit blends
Juice Consumption
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- Consumption of 100% fruit juice grows, but price still is a barrier
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- Figure 11: Juice consumption, April 2018
- RTD fruit nectars with textures can appeal to men
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- Figure 12: Juice consumption, by gender, April 2018
- Soy-based juices can appeal to those aged 25-34
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- Figure 13: Juice consumption, by age, April 2018
Juice Flavors
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- Apple flavor can gain relevance with premium options
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- Figure 14: Juice flavors, April 2018
- Sparkling juice powder can replace carbonated soft drinks
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- Figure 15: Juice flavor, by any consumption of juice powder, April 2018
- Passionfruit nectars with relaxing benefits can appeal to women
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- Figure 16: Juice flavors, by gender, April 2018
Juice Perception
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- Low-calorie drinks may be helping the category’s image
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- Figure 17: Juice perception, April 2018
- Fruit nectars could bet on natural sweeteners
- Vitamins and smoothies can invest in indulgent flavors
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- Figure 18: Jamba Juice smoothies
Opinions towards Juice
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- Addition of apple juice needs to be better communicated
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- Figure 19: Opinions towards juice, April 2018
- Transparent packaging can differentiate smoothies for children
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- Figure 20: Opinions towards juice, by children at home, April 2018
- Vitamins can add value to concentrated juices and attract workers
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- Figure 21: Opinions toward Juice, by working status, April 2018
Interest in New Products
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- Frozen fruit pulp can boost vegetable and fruit blends
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- Figure 22: Interest in new products, April 2018
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- Figure 23: Coco Legal delivery service
- Juices that help digestion appeal to women aged 16-34
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- Figure 24: Interest in new products, by gender and age, April 2018
- Use of imperfect fruit/vegetables brings a sustainable appeal
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- Figure 25: Interest in new products, by working status, April 2018
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Forecast
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- Market size and forecast
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- Figure 26: Retail sales of juice, by value and volume, 2013-23
- Figure 27: Forecast of retail sales of juice, by value, 2013-23
- Figure 28: Top companies’ retail sales shares in the juice market, by value, 2016-17
- Fan chart forecast
Appendix – Correspondence Analysis
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- Methodology
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- Figure 29: Juice perception, April 2018
- Figure 30: Juice perception, April 2018
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