Table of Contents
Executive Summary
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- Challenges
- Agreement with the Ministry of Health should accelerate the reduction of sugar levels in the juice category
- Ban on plastic straws increases debate on the subject and calls brands to action
- Opportunities
- Consumption of coconut water can grow with a greater diversity of products
- Juices with high protein content can gain space by highlighting health benefits
- Juice-based carbonated drinks can stand out as an alternative to carbonated soft drinks
- What we think
Market Drivers
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- Growing incidence of obesity among children represents an opportunity for juices with reduced levels of sugar and calories
- Beverage association signs an agreement with the Ministry of Health to reduce sugar levels of fruit juices
- New proposal on nutrition labeling may change consumers’ perception about the category
- Cities are banning the use of plastic straws for drink consumption
Key Players – What You Need to Know
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- The Coca-Cola Company expands its portfolio to retain leadership
- Obrigado receives the “B Corporation” certification
- Latin America leads the launches of juice sweetened with stevia, but Brazil is in seventh place
- High pressure processing allows Green People to preserve 100% natural juices for up to 45 days without preservatives or pasteurization
Market Share
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- The Coca-Cola Company expands its portfolio to retain leadership
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- Figure 1: Top companies’ retail sales shares in the juice market, by value – Brazil, 2016-17
- Figure 2: Top companies’ retail sales shares in the juice market, by volume – Brazil, 2016-17
Marketing Campaigns and Actions
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- Coca-Cola Brazil enters the market of coconut water
- Coca-Cola launches Yas, a hybrid drink
- Obrigado receives the “B Corporation” certification
- Garibaldi launches Brazil’s first biodynamic juice
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- Figure 3: Garibaldi’s biodynamic sparkling grape juice
Who’s Innovating?
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- Latin America leads the world in launches of juice sweetened with stevia, but Brazil is only in seventh place
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- Figure 4: Launches of juices with stevia, by region, 2014-18
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- Figure 5: Zevia’s documentary on the usage of sugar and sweeteners in foods and beverages
- Coconut water has had the greatest growth in launches in the past five years in Brazil
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- Figure 6: Launches of juices, by flavor – Brazil, 2014-18
- Figure 7: Launches of juice with coconut water – Brazil, 2014-18
Case Studies
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- High pressure processing allows Green People to preserve 100% natural juices for up to 45 days without preservatives or pasteurization
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- Figure 8: Information on the technique of cold processing and HPP used by Green People’s juices
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- Figure 9: Green People’s campaign
- Figure 10: Green People’s campaign
- Batch Organics invests in smoothies to be prepared at home that combine health attributes with an indulgent appeal
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- Figure 11: Juice consumption occasions, smoothies – Brazil, January 2019
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- Figure 12: Batch Organics
- Figure 13: Batch Organics before and after preparation
The Consumer – What You Need to Know
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- Manufacturers can invest in super foods to add value to powdered juices and attract AB consumers
- Digestive properties can stimulate consumption of coconut water with a meal
- Brazilians are using plastic straws less often when they consume juices
- Companies can invest in frozen bars for the quick preparation of vegetable juices and to attract women who seek convenience
- Coconut water can be used to bring a refreshing touch to seasonal summer juices
- Brazilians have an interest in juices with anti-aging benefits
Juice Consumption
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- Consumption of 100% whole juice grows by emphasizing the origin of ingredients
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- Figure 14: Juice consumption – Brazil, January 2019
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- Figure 15: Behaviors toward juice, by juice consumption – Brazil, January 2019
- Manufacturers can invest in superfoods to add value to powdered juices and attract AB consumers
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- Figure 16: Juice consumption – Brazil, January 2019
Juice Consumption Occasions
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- Digestive properties can stimulate the consumption of coconut water with a meal
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- Figure 17: Juice consumption occasions – Brazil, January 2019
- Consumption of juice concentrate out of home can increase with “pocket” packages
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- Figure 18: Juice consumption occasions – Brazil, January 2019
Changes in Juice Consumption
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- Brazilians are using plastic straws less often to consume juices
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- Figure 19: Changes in juice consumption – Brazil, January 2019
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- Figure 20: Nescau’s ready-to-drink product with a paper straw
- Figure 21: Information to ensure the recycling of plastic straws
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- Figure 22: Bob’s alternative to plastic straws
- 100% whole juices can invest in clean labels to encourage consumption
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- Figure 23: Campo Largo’s clean label
- Brands can partner with bars and restaurants to increase organic juice offerings
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- Figure 24: Changes in juice consumption, by juice consumption occasions, at home and out of home – Brazil, January 2019
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- Figure 25: Pure Organic Co.’s chicken bowl, Andiamo’s grilled chicken, and Jacarandá’s galeto with Korin’s organic raw material
Behaviors toward Juice
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- Functional benefits can help increase the popularity of mixed fruit juices
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- Figure 26: Behaviors toward juice – Brazil, January 2019
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- Figure 27: Juice Match
- Approximately one in every three consumers usually dilute 100% whole juices with water
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- Figure 28: Hansells All Natural syrups
- Companies can invest in frozen bars for the quick preparation of vegetable juices and attract women who seek convenience
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- Figure 29: Behaviors toward juice, by gender – Brazil, January 2019
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- Figure 30: Naked Frozen Fruits Bar
- Figure 31: Naked Frozen Fruits Bar
Opinions toward Juice
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- Apps can help consumers understand how the addition of fruit juice can reduce sugar levels
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- Figure 32: Opinions toward juice – Brazil, January 2019
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- Figure 33: Food Scanner
- Figure 34: Desrotulando
- Coconut water can be used to bring a refreshing touch to seasonal summer juices
- Change of location in supermarkets can help boost the perception of naturalness among AB consumers
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- Figure 35: Opinions toward juice, by socioeconomic group – Brazil, January 2019
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- Figure 36: Natural One
Interest in Innovations
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- Brazilians have an interest in juices with anti-aging benefits
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- Figure 37: Interest in innovations – Brazil, January 2019
- Juices made with low calorie fruits can attract consumers with children living in the household
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- Figure 38: Rethink Juice Splash
- Juice concentrates in “shot” format can be positioned as daily vitamins for workers
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- Figure 39: Interest in innovations, by working status – Brazil, January 2019
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- Figure 40: Suja Organics
Appendix – Abbreviations
Appendix – Market Size and Market Share
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- Market Size
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- Figure 41: Retail sales of juices, by value and volume – Brazil, 2013-23
- Market Share
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- Figure 42: Top companies’ retail sales shares in the juice market, by value – Brazil, 2016-17
- Figure 43: Top companies’ retail sales shares in the juice market, by volume – Brazil, 2016-17
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