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Fruit Juice and Juice Drinks - Brazil - June 2015

INTRODUCTION
Definition
Segment definitions
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Forecast of Brazil retail sales of juice, by value, 2010-20
Market drivers
Companies, brands, and innovation
Figure 2: Company retail market share by value in the juice market, 2013-14
The consumer
Figure 3: Frequency of drinking juice and juice drinks, by type, April 2015
What we think
ISSUES AND INSIGHTS
Sugar and fruit juice
The facts
The implications
Figure 4: Nutritional facts tables, Sufresh and Greenday, Brazil
TREND APPLICATION
Help Me Help Myself
Figure 5: Greenday’s products with main benefit highlighted, Brazil
The Big Issue
Transumers
MARKET DRIVERS
Key points
Tax reduction on juice drinks
Changes in labelling and juice content for juice drinks
Figure 6: New packaging for Sufresh orange showing juice content on the bottom, April 2015
Reduction on sugar intake
Restrictions on processed food publicity
WHO’S INNOVATING?
Key points
Reduced sugar juice products are on the increase
Figure 7: New product launches in Brazil with reduced claims, 2011-15
Figure 8: New product launches containing reduced sugar, Brazil
Alternatives to refined sugar
Figure 9: Amazon juice products with stevia, by AMA Waters, December 2013, Brazil
Figure 10: New product launches using stevia, Worldwide
Mixing coconut water with fruit juices is an alternative to reduce sugar
Figure 11: NPD of coconut water mixed with fruit juices, Brazil
100% whole juices new product launches have skyrocketed
Figure 12: New product launches for 100% whole juices, 2010-14, Brazil
Figure 13: New product launches of whole juice, Brazil
Figure 14: Sufresh 100% innovative package design, 2014, Brazil
Cold-pressed ‘raw’ juices positioned as healthier
Figure 15: New product launches of juices using the cold-press process, Brazil
Juices blended with vegetables are a good way to reduce sugar and add vitamins
Figure 16: NPD vegetable juices, Brazil
Juices with functional benefits
Figure 17: NPD with functional claims, Brazil
Figure 18: Functional claims, 2011-14, Brazil
Figure 19: NPD with functional claims, Brazil
Products aimed at children
Figure 20: New juice products aimed at children, Brazil
Figure 21: Healthier alternative of new juice products aimed at children, Brazil
Figure 22: Healthier alternative of new juice products aimed at children, Worldwide
Interesting and unusual products worldwide
Figure 23: NPD in juice products worldwide
MARKET SIZE, FORECAST, AND SEGMENT PERFORMANCE
Key points
Worldwide juice market
Figure 24: Worldwide juice markets of selected countries, CAGR retail value and consumption per capita
Market performance
Figure 25: Retail sales of juice in Brazil, by value, 2010-14
Figure 26: Retail sales of juice in Brazil, by volume, 2010-14
Forecast for the juice market
Figure 27: Forecast of Brazil retail sales of juice, by value, 2010-20
Figure 28: Forecast of Brazil retail sales of juice, by volume, 2010-20
Segment performance
Figure 29: Retail value sales of juice, in R$ million, 2013-14
Figure 30: Retail volume sales of juice, in million liters, 2013-14
Forecast methodology
MARKET SHARE
Key points
Coca-Cola Company is the leading company in the Brazilian juice market
Figure 31: Company retail market share by value in the juice market, 2013-14
Figure 32: Company retail market share by volume in the juice market, 2013-14
Figure 33: New coconut water products launched in 2013-14, by company, Brazil
Specialist brand do bem
Figure 34: RTD juice products by do bem
COMPANIES AND BRANDS
The Coca-Cola Company
Product range
PepsiCo (Amacoco Água de Coco da Amazônia)
Product range
Wow! Nutrition
Product range
Tampico
Product range
Empresa Brasileira de Bebidas e Alimentos (Ebba)
Product range
THE CONSUMER – FREQUENCY OF DRINKING JUICE AND JUICE DRINKS
Key points
Consumption of juices presents a high frequency
Figure 35: Frequency of drinking juice and juice drinks, April 2015
Freshly squeezed juices enjoy the highest frequency
Figure 36: Frequency of drinking juice and juice drinks, by type, April 2015
Powdered juice drinks also boost high consumption
Figure 37: Frequency of drinking juice and juice drinks, by socio-economic group, April 2015
Ready-to-drink juice products
Figure 38: Frequency of drinking juice and juice drinks, by region, at least once in the six months to April 2015
Figure 39: Frequency of drinking juice and juice drinks, by socio-economic group, at least once in the six months to April 2015
100% whole fruit juice has space to expand
THE CONSUMER – REASONS FOR DRINKING JUICE AND JUICE DRINKS
Key points
Nutrition and weight control are the main reasons for drinking juice
Figure 40: Reasons for drinking juice and juice drinks, April 2015
Specific juice drinks for different times of the day
THE CONSUMER – ATTITUDES TOWARD JUICE AND JUICE DRINKS
Key points
Vegetables and the Brazilian variety
Figure 41: Attitudes toward juice and juice drinks, April 2015
Using the Brazilian variety to increase consumption
Vegetables can play a healthy role in the juice segment
There is still confusion among all the types of juice available
Blending coconut water can help with reducing sugar intake
Figure 42: Attitudes toward juice and juice drinks, April 2015
DEs are more inclined to make their own juice
Figure 43: Attitudes toward juice and juice drinks, April 2015
THE CONSUMER – INFLUENCING FACTORS TOWARD THE PURCHASE OF JUICE AND JUICE DRINKS
Key points
Flavor plays a major role in juice purchase
Figure 44: Influencing factors toward the purchase of juice and juice drinks, April 2015
…but for socio-economic group DE, price is still vital
Figure 45: Influencing factors toward the purchase of juice and juice drinks, April 2015
Figure 46: Influencing factors toward the purchase of juice and juice drinks, by socio-economic groups, April 2015
Branding is more important than health benefits
Figure 47: Influencing factors toward the purchase of juice and juice drinks, April 2015

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