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Fruit Juice - Brazil - June 2016

“Despite high sugar content, fruit juice has a positive image among Brazilians as 98% agree that they are better for their health than CSDs (carbonated soft drinks). There is space for innovation and brands should use health credentials to boost sales.
Companies producing different varieties of juices, be it cold-pressed, organic, with grains, seeds, and/or with vegetables, could offer tasting events in order to grow awareness. As they can usually be more expensive or present more exotic flavors or combinations, customers can be put off of trying them and stick to what they are used to. Brands could team up with local bakeries, for instance, to hold such events. Free samples could also be tailored for replacing breakfast or to accompany lunch.”
– Andre Euphrasio, Research Analyst

This report examines the following issues:

  • Using packaging to boost sales
  • Added-value drinks such as vegetable blends and cold-pressed juice to diversify the market

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Table of contents

  1. Overview

    • What you need to know 
      • Products covered in this report
        • Excluded
        • Executive Summary

            • The market
              • The recession is affecting the packaged juice market
                • Figure 1: Forecast of Brazil retail sales of juice, by value, 2011-21
              • Market drivers
                • The economy is going through a bad time
                  • Key Players
                    • Coca-Cola holds 42.9% of share by value
                      • Figure 2: Value shares in the juice retail market, 2014 and 2015
                    • The consumer
                      • Freshly squeezed juice and powdered juice are the main types
                        • Figure 3: Usage of fruit juice and juice drinks, Brazil, May 2016
                      • Fruit juices are popular during lunch
                        • Figure 4: Occasions for drinking fruit juice and juice drinks, Brazil, May 2016
                      • 100% fruit juice, reduced-sugar, and organic beverages are the most likely to benefit among new products
                        • Figure 5: Interest in new juice products, Brazil, May 2016
                      • What we think
                      • Issues and Insights

                        • Using packaging to boost sales
                          • The facts
                            • The implications
                                • Figure 6: New Maguary packaging, Brazil, May 2016
                              • Added-value drinks such as vegetable blends and cold-pressed juice to diversify the market
                                • The facts
                                  • The implications
                                  • The Market – What you need to know

                                    • The juice category is suffering worldwide
                                      • The outlook for the Brazilian market is also not positive
                                        • Changes in lifestyle and an aging population
                                        • Market Size and Forecast

                                          • Worldwide juice market
                                            • Domestic juice market performance
                                              • Figure 7: Retail sales of juice in Brazil, by value, in R$ billion, 2011-15
                                              • Figure 8: Retail sales of juice in Brazil, by volume, in million liters, 2011-15
                                              • Figure 9: Retail market volume consumption per capita (liter) of bottled water, carbonated soft drinks, and juice, Brazil, 2010-15
                                            • Brazil presents low consumption per capita
                                              • Figure 10: Worldwide consumption per capita of juice, selected countries
                                            • Segment performance
                                              • Figure 11: Retail value sales of juice, in R$ billion, 2014-15
                                              • Figure 12: Retail volume sales of juice, in million liters, 2014-15
                                            • Forecast for the juice market
                                              • Figure 13: Forecast of Brazil retail sales of juice, by value, 2011-21
                                              • Figure 14: Forecast of Brazil retail sales of juice, by volume, 2011-21
                                          • Market Drivers

                                            • The Brazilian population is slowly aging
                                              • Brands can target healthy lifestyles to increase consumption
                                                • Promotion of organic and sustainable food
                                                  • The Brazilian economy is struggling
                                                    • Inflation is diminishing consumers’ spending power
                                                      • Figure 15: IPCA monthly change, by percentage, January 2014-April 2016
                                                    • Unemployment rate keeps increasing
                                                    • Key Players – What You Need to Know

                                                      • Coca-Cola leads the market with 42.9% of share by value
                                                        • British soft drink maker Britvic acquired Ebba
                                                          • New line with fruit pieces
                                                          • Market Share

                                                            • Coca-Cola is the market leader with 42.9% of market share by value
                                                              • Britvic gains control of Ebba
                                                                • Figure 16: Value shares in the juice retail market, 2014 and 2015
                                                                • Figure 17: Volume shares in the juice retail market, 2014 and 2015
                                                              • Increased competitiveness due to new entrants
                                                                • Ambev acquires Do Bem and debuts in the juice market
                                                                • Who’s Innovating?

                                                                  • Maguary launches new line with fruit pieces
                                                                    • Figure 18: Maguary Pedaços peach flavored, Brazil
                                                                  • Maguary Fruit Shoot focused on children
                                                                    • New cola flavor to compete with soft drinks
                                                                      • Reducing added sugar content
                                                                        • Figure 19: New Del Valle products, Brazil, 2015
                                                                      • Famiglia Zanlorenzi invests in vegetable juice products and snack juice
                                                                        • Figure 20: Famiglia Zanlorenzi’s new product launches, Brazil, 2016
                                                                      • Packaged juice in bottles have seen substantial growth
                                                                        • Figure 21: New product launches of packaged fruit juice in carton, Brazil
                                                                        • Figure 22: New product launches of packaged fruit juice in bottle, Brazil
                                                                      • Glass bottles should be advertised as good for the environment
                                                                        • Figure 23: New products using glass bottles, Brazil
                                                                        • Figure 24: New product launches of packaged fruit juice, by type, Brazil 2012-16
                                                                    • The Consumer – What You Need to Know

                                                                      • Freshly squeezed juice and powdered juice are the main types
                                                                        • Juices boost high usage during lunch
                                                                          • Fruit juices are seen as a healthy
                                                                          • Usage of Fruit Juice and Juice Drinks

                                                                            • Freshly-squeezed juice is the most popular juice type, drunk by 55% of consumers
                                                                              • 100% fruit juice products have been expanding
                                                                                • Figure 25: New product launches of 100% fruit juice and juice drinks, Brazil 2011-16
                                                                                • Figure 26: Top 5 flavors in 100% juice products, Brazil, 2011-16
                                                                                • Figure 27: Usage of fruit juice and juice drinks, Brazil, May 2016
                                                                              • Powdered juice is the main juice drink in Brazil
                                                                                  • Figure 28: Powdered juice containing stevia, Argentina and the US
                                                                                • Nectar is the most consumed RTD packaged juice
                                                                                  • Figure 29: Usage of fruit juice and juice drinks, Brazil, May 2016
                                                                              • Occasions for Drinking Juice

                                                                                • Juices are most consumed as part of lunch
                                                                                  • Figure 30: Occasions for drinking fruit juice and juice drinks, by age, Brazil, May 2016
                                                                                  • Figure 31: Juice products aimed at meals, worldwide
                                                                                • 16% of juice drinkers drink juice as a replacement for breakfast
                                                                                  • Figure 32: Occasions for drinking fruit juice and juice drinks, by age, Brazil, May 2016
                                                                                  • Figure 33: Juice products aimed at replacing meals, worldwide
                                                                                • Drinking juice as a snack is only done by 11%
                                                                                  • Figure 34: Juice products aimed at snacking, worldwide
                                                                                • Consumption of juice as a snack presents an upmarket skew
                                                                                  • Figure 35: Occasions for drinking fruit juice and juice drinks, by socioeconomic group, Brazil, May 2016
                                                                                  • Figure 36: Orbis Healthy Kenshoku Bijin, Japan
                                                                                  • Figure 37: Occasions for drinking fruit juice and juice drinks, Brazil, May 2016
                                                                              • Attitudes toward Juice and Juice Drinks

                                                                                • Fruit juices enjoy a positive image
                                                                                  • Improving credentials of fruit juice products for children
                                                                                    • Figure 38: Juice products aimed at children
                                                                                    • Figure 39: Juice products containing vegetables aimed at children
                                                                                  • Adding fruit pieces for a more sensorial experience
                                                                                    • Figure 40: Fruit juice products with fruit pieces, worldwide
                                                                                    • Figure 41: Attitudes toward juice and juice drinks, Brazil, May 2016
                                                                                • Interest in New Products

                                                                                  • 100% fruit juice beverages are the most likely to benefit among new products
                                                                                    • Figure 42: New products containing organic ingredients, Brazil
                                                                                  • Alternatives to reduce sugar content
                                                                                    • Figure 43: Products using apple juice to replace sugar, Brazil
                                                                                  • Beverages with added functional benefits attracts 18% of consumers
                                                                                    • Figure 44: New products containing functional benefits, Brazil
                                                                                  • Adding grains to create healthier products
                                                                                    • Figure 45: Juice products with added grains/seeds, worldwide
                                                                                  • Using locally-sourced ingredients to promote freshness
                                                                                    • Figure 46: Highlighting locally-sourced ingredients on the packaging
                                                                                  • Only 7% of consumers would pay more for cold-pressed juices
                                                                                    • Figure 47: New cold-pressed juice products, Brazil
                                                                                    • Figure 48: Interest in new juice products, Brazil, May 2016
                                                                                • Appendix – Market Size and Forecast

                                                                                    • Figure 49: Value sales for juice, Brazil, 2011-21
                                                                                    • Figure 50: Volume sales for juice, Brazil, 2011-21
                                                                                • Appendix – Methodology and Definitions

                                                                                  • Fan chart forecast
                                                                                    • Abbreviations

                                                                                    Companies Covered

                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                    Fruit Juice - Brazil - June 2016

                                                                                    £3,277.28 (Excl.Tax)