What you need to know

Brazil’s juice market has been gaining space in recent years. The main reason is the growing interest among consumers in health and also the fact the category has been offering affordable options without compromising flavor. Powdered juices, for example, have been replacing carbonated soft drinks on consumers’ shopping lists due to their price. According to the survey conducted for this Report, 55% of consumers who have drunk powdered juice in the previous six months agree with the statement, “I drank powdered juice instead of carbonated soft drinks to save money.”

On the other hand, ready-to-drink 100% whole juices, which are usually more expensive, have attracted those who seek health benefits combined with convenience. The survey shows 30% of consumers have had ready-to-drink 100% whole juice in the previous six months. This percentage, however, is still far below freshly squeezed juice (77%), although the segment tends to attract consumers of juices with added sugar, such as nectars. According to the survey, 71% of those have had 100% whole juice in the previous six months agree with the statement, “I drank 100% whole juice instead of juice nectars to be healthier.”

Products positioned in this middle range – not so cheap, or so healthy – are the most likely to be impacted in the coming years. The industry has agreed to reduce the sugar levels of industrialized beverages so manufacturers of sweetened juice drinks and fruit nectars will have to reformulate their products and at the same time add benefits that justify the prices.

Definition

This Report covers the market for fruit juices, juice drinks, and smoothies in Brazil.

The market size data includes all frozen, refrigerated, or room temperature 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 soy milk, 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.

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