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Juice - Brazil - April 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
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
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
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
The Coca-Cola Company expands its portfolio to retain leadership
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
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
Figure 3: Garibaldi’s biodynamic sparkling grape juice
WHO’S INNOVATING?
Latin America leads the world in launches of juice sweetened with stevia, but Brazil is only in seventh place
Figure 4: Launches of juices with stevia, by region, 2014-18
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
Figure 6: Launches of juices, by flavor – Brazil, 2014-18
Figure 7: Launches of juice with coconut water – Brazil, 2014-18
CASE STUDIES
High pressure processing allows Green People to preserve 100% natural juices for up to 45 days without preservatives or pasteurization
Figure 8: Information on the technique of cold processing and HPP used by Green People’s juices
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
Figure 11: Juice consumption occasions, smoothies – Brazil, January 2019
Figure 12: Batch Organics
Figure 13: Batch Organics before and after preparation
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Consumption of 100% whole juice grows by emphasizing the origin of ingredients
Figure 14: Juice consumption – Brazil, January 2019
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
Figure 16: Juice consumption – Brazil, January 2019
JUICE CONSUMPTION OCCASIONS
Digestive properties can stimulate the consumption of coconut water with a meal
Figure 17: Juice consumption occasions – Brazil, January 2019
Consumption of juice concentrate out of home can increase with “pocket” packages
Figure 18: Juice consumption occasions – Brazil, January 2019
CHANGES IN JUICE CONSUMPTION
Brazilians are using plastic straws less often to consume juices
Figure 19: Changes in juice consumption – Brazil, January 2019
Figure 20: Nescau’s ready-to-drink product with a paper straw
Figure 21: Information to ensure the recycling of plastic straws
Figure 22: Bob’s alternative to plastic straws
100% whole juices can invest in clean labels to encourage consumption
Figure 23: Campo Largo’s clean label
Brands can partner with bars and restaurants to increase organic juice offerings
Figure 24: Changes in juice consumption, by juice consumption occasions, at home and out of home – Brazil, January 2019
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
Functional benefits can help increase the popularity of mixed fruit juices
Figure 26: Behaviors toward juice – Brazil, January 2019
Figure 27: Juice Match
Approximately one in every three consumers usually dilute 100% whole juices with water
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
Figure 29: Behaviors toward juice, by gender – Brazil, January 2019
Figure 30: Naked Frozen Fruits Bar
Figure 31: Naked Frozen Fruits Bar
OPINIONS TOWARD JUICE
Apps can help consumers understand how the addition of fruit juice can reduce sugar levels
Figure 32: Opinions toward juice – Brazil, January 2019
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
Figure 35: Opinions toward juice, by socioeconomic group – Brazil, January 2019
Figure 36: Natural One
INTEREST IN INNOVATIONS
Brazilians have an interest in juices with anti-aging benefits
Figure 37: Interest in innovations – Brazil, January 2019
Juices made with low calorie fruits can attract consumers with children living in the household
Figure 38: Rethink Juice Splash
Juice concentrates in “shot” format can be positioned as daily vitamins for workers
Figure 39: Interest in innovations, by working status – Brazil, January 2019
Figure 40: Suja Organics
APPENDIX – ABBREVIATIONS
APPENDIX – MARKET SIZE AND MARKET SHARE
Market Size
Figure 41: Retail sales of juices, by value and volume – Brazil, 2013-23
Market Share
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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