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Fruit Juices - Brazil - December 2013

“The sales of ready-to-drink juices are expected to continue to post robust growth. Further switching from fresh juices and powdered juice drinks to ready-to-drink fruit juices is expected to fuel volume sales going forward, in line with recent trends.”

– Jean Manuel Gonçalves da Silva – Senior Food Analyst

Some questions answered in this report include:

  • How can ready-to-drink juice drive quality associations to compete with freshly squeezed drinks more effectively?
  • How can packaging NPD drive trial of nectars Brazilian consumers?
  • What initiatives can help operators to tap more effectively into the popular use of juice as a meal accompaniment?
  • How can operators in the market innovate to reach even more young consumers?

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Table of contents

  1. Introduction

      • Definition
        • Terms
        • Executive Summary

            • The market
              • Figure 1: retail value sales of ready-to-drink juices in Brazil, 2008-18
            • Companies
              • Figure 2: Leading companies in the ready-to-drink juice retail market in Brazil, volume, 2012
            • The consumer
              • Two thirds of adults drink nectars
                • Figure 3: Juice consumption in Brazil, by selected frequencies, October 2013
              • Meals and refreshment are the key occasions for juice
                • Brands more important than price in fruit juice
                  • Issues
                    • Fresh juices can serve as inspiration for the ready-to-drink juice segment
                      • Figure 4: Consumption of juice and ready to drink juice, October 2013
                    • Affordable prices can increase sales of juices to lower-income consumers
                      • Figure 5: Consumption of juice and juice drinks, October 2013
                    • Tailored products can help brands tap into the popularity of juice as a meal accompaniment
                      • Figure 6: Reasons for drinking juice and juice drinks, October 2013
                    • Fruit juices with an energy proposition can attract young consumers
                      • Figure 7: Consumption of selected types of juice once a day or more, by age, October 2013
                    • What we think
                    • The Market

                      • Key points
                        • Sales of ready-to-drink juices are expected to increase in the coming years
                          • Figure 8: Value retail sales of juice in Brazil, 2008-18
                          • Figure 9: Volume sales of juice in Brazil, retail, 2008-18
                          • Figure 10: Share of juice in packs of <300ml and >800 ml, of all new product launches in the juice market in Brazil, 2010-13
                          • Figure 11: Per capita consumption of fruit juice, in selected countries, 2012
                          • Figure 12: Consumption of fruit juices in Brazil, selected types, October 2013
                      • Companies

                        • Key points
                          • The fruit juice market remains highly fragmented
                            • Figure 13: Leading companies in Brazil’s retail ready-to-drink juice market, volume, 2012
                          • Local differences lead to a fragmented market
                            • Figure 14: Consumption of ready-to-drink nectar and freshly squeezed juices, by region, October 2013
                          • The variety of fruit in Brazil affects juice preferences
                            • Figure 15: New product launches in the fruit juice market in selected markets, by flavor, 2012
                          • Local production supports Coke’s lead
                            • Wow Nutrition follows Coke to focus on quality
                              • Figure 16: Leading companies in the Brazilian retail juice market, value and volume, 2012
                          • The Consumer

                            • Key points
                              • Freshly squeezed juices are the most popular type
                                • Figure 17: Juice consumption in Brazil by selected frequencies, October 2013
                              • Meals are the main occasion for drinking juices
                                • Figure 18: Reasons for drinking juice and juice drinks, October 2013
                              • Brand is the factor that most influences juice purchases
                                  • Figure 19: Attitudes towards ready-to-drink nectar, October 2013
                              • Fresh Juices Can Offer Inspiration for the Ready-to-drink Juice Segment

                                • Key points
                                  • Brazilian consumers prefer fresh juice
                                    • Figure 20: Consumption of fresh juice and ready-to-drink nectar, October 2013
                                  • Ready-to-drink nectars are best placed to emulate fresh juices
                                    • Figure 21: Agreement with the statement “I eat fresh fruits/vegetables most days,’ by socio-economic group, June 2012
                                  • Fruit pulp can help ready-to-drink juices replicate the fresh juice experience
                                    • What it means
                                    • Affordable Prices and Convenience Can Drive Uptake of Juice among Lower-income Consumers

                                      • Key points
                                        • Popularity of powdered juice drinks indicates that many consumers search for affordable prices
                                          • Figure 22: Consumption of juice and juice drinks, October 2013
                                          • Figure 23: Consumption of powdered juice drinks, by socio-economic group, October 2013
                                        • Intermediate pack size can make ready-to-drink juices more affordable
                                          • Figure 24: Share of juice in packs of <300ml and >800 ml, of all new product launches in the juice market in Brazil, 2010-13
                                        • What it means
                                        • Tailored Products Can Help Brands Tap Into the Popularity of Juice as a Meal Accompaniment

                                          • Key points
                                            • Mealtime is the main occasion for drinking juice among Brazilian consumers, especially women
                                              • Figure 25: Reasons for drinking juice and juice drinks, October 2013
                                              • Figure 26: Consumption of juice and juice drinks “as an accompaniment to meals,” by gender and age, October 2013
                                            • The beer category can offer inspiration for the development of premium/gourmet juices
                                              • Figure 27: Share of Premium products of all new products launches in the Brazil beer market, 2010-13
                                            • What it means
                                            • Fruit Juices with an Energy Proposition Can Attract Young Consumers

                                              • Key points
                                                • Young Brazilians are the most frequent users of prepared juices
                                                  • Figure 28: Consumption of selected types of juice once a day or more, by age, October 2013
                                                  • Figure 29: Agreement with the statement regarding fruit juice, “I always try new flavors when I see them in the supermarket,” by age, October 2013
                                                • Adding superfruits can help juice drinks forge an energy proposition
                                                  • What it means
                                                  • Appendix – Market Size and Forecast

                                                      • Figure 30: Overall volume sales of fruit juice in Brazil, 2008-18
                                                      • Figure 31: Overall volume sales of fruit juice in Brazil, 2008-18
                                                      • Figure 32: Retail value and volume sales of fruit juice in Brazil, 2008-18
                                                  • Appendix – Frequency of Drinking Juice and Juice Drinks

                                                      • Figure 33: Frequency of drinking juice and juice drinks, October 2013
                                                      • Figure 34: Frequency of drinking juice and juice drinks – Freshly squeezed juice, by demographics, October 2013
                                                      • Figure 35: Frequency of drinking juice and juice drinks – Ready-to-drink nectar usually sold in a carton/box, by demographics, October 2013
                                                      • Figure 36: Frequency of drinking juice and juice drinks – Ready-to-drink juice made from concentrate generally sold in PET bottles, by demographics, October 2013
                                                      • Figure 37: Frequency of drinking juice and juice drinks – 100% ‘Whole’ juice generally sold in glass bottles, by demographics, October 2013
                                                      • Figure 38: Frequency of drinking juice and juice drinks – RTD soy and juice drink generally sold in a carton, by demographics, October 2013
                                                      • Figure 39: Frequency of drinking juice and juice drinks – Squash, by demographics, October 2013
                                                      • Figure 40: Frequency of drinking juice and juice drinks – Powdered juice drink, by demographics, October 2013
                                                      • Figure 41: Frequency of drinking juice and juice drinks – Juice made from frozen fruit pulp, by demographics, October 2013
                                                  • Appendix – Reasons for Drinking Juice and Juice Drinks

                                                      • Figure 42: Reasons for drinking juice and juice drinks, October 2013
                                                      • Figure 43: Most popular reasons for drinking juice and juice drinks, by demographics, October 2013
                                                      • Figure 44: Next most popular reasons for drinking juice and juice drinks, by demographics, October 2013
                                                      • Figure 45: Frequency of drinking juice and juice drinks, by reasons for drinking juice and juice drinks, October 2013
                                                  • Appendix – Attitudes towards Buying Carton Juice

                                                      • Figure 46: Attitudes towards buying carton juice, October 2013
                                                      • Figure 47: Most popular attitudes towards buying carton juice, by demographics, October 2013
                                                      • Figure 48: Next most popular attitudes towards buying carton juice, by demographics, October 2013
                                                      • Figure 49: Other attitudes towards buying carton juice, by demographics, October 2013
                                                      • Figure 50: Frequency of drinking juice and juice drinks, by most popular attitudes towards buying carton juice, October 2013
                                                      • Figure 51: Frequency of drinking juice and juice drinks, by next most attitudes towards buying carton juice, October 2013
                                                      • Figure 52: Reasons for drinking juice and juice drinks, by most popular attitudes towards buying carton juice, October 2013
                                                      • Figure 53: Reasons for drinking juice and juice drinks, by next most popular attitudes towards buying carton juice, October 2013
                                                  • Appendix – General Attitudes towards Drinking Juice

                                                      • Figure 54: General attitudes towards drinking juice, October 2013
                                                      • Figure 55: Most popular general attitudes towards drinking juice, by demographics, October 2013
                                                      • Figure 56: Next most popular general attitudes towards drinking juice, by demographics, October 2013
                                                      • Figure 57: Other general attitudes towards drinking juice, by demographics, October 2013
                                                      • Figure 58: Frequency of drinking juice and juice drinks, by most popular general attitudes towards drinking juice, October 2013
                                                      • Figure 59: Frequency of drinking juice and juice drinks, by next most popular general attitudes towards drinking juice, October 2013
                                                      • Figure 60: Reasons for drinking juice and juice drinks, by most popular general attitudes towards drinking juice, October 2013
                                                      • Figure 61: Reasons for drinking juice and juice drinks, by next most popular general attitudes towards drinking juice, October 2013

                                                  Companies Covered

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                                                  Fruit Juices - Brazil - December 2013

                                                  £3,277.28 (Excl.Tax)