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Juice - Brazil - July 2017

“The preference for freshly squeezed juice in Brazil makes it necessary for packaged juice to offer a strong differential to appeal to consumers. Innovations such as usage of organic and natural ingredients can help boost the category, especially among older people, who have a high interest in these attributes and show the lowest level of fruit juice consumption.”
– Andre Euphrasio, Research Analyst

This Report looks at the following areas:

  • Increasing transparency about ingredients used
  • Popularizing products made from 100% pure juice
  • Developing juice products for older consumers

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The market
            • Figure 1: Forecast for retail sales of juice, by value, Brazil, 2012-22
          • Market drivers
            • Key players
              • Figure 2: Top companies’ retail sales shares in juice*, by value, Brazil, 2015-16
              • Figure 3: Juice products launches, Brazil, 2012-16
            • The consumer
              • Freshly squeezed juice leads consumption
                • Figure 4: Juice usage, Brazil, April 2017
              • High fruit content influences purchases
                • Figure 5: Influence factors when buying juice, Brazil, April 2017
              • Consumers are looking for healthful options
                • Figure 6: Purchase behaviors, Brazil, April 2017
              • Quality and price are barriers to consumption growth
                • Figure 7: Consumption barriers, Brazil, April 2017
              • Concentrated juices have better image than powder juices
                • Figure 8: Attitudes toward juice, Brazil, April 2017
              • What we think
              • Issues and Insights

                • Increasing transparency about ingredients used
                  • The facts
                    • The implications
                      • Figure 9: Nectars with reduced ingredients
                    • Popularizing products made from 100% pure juice
                      • The facts
                        • The implications
                          • Developing juice products for older consumers
                            • The facts
                              • The implications
                                • Figure 10: Information on the front of packaging, Brazil
                            • The Market – What You Need to Know

                              • Retail sales should reach R$9.7 billion in 2022
                                • WHO recommends more taxes on drinks with sugar
                                • Market Size and Forecast

                                  • The global market of juice
                                    • Market performance
                                      • Figure 11: Retail sales of juice, by value, Brazil, 2012-16
                                      • Figure 12: Retail sales of juice, by volume, Brazil, 2012-16
                                    • Per capita consumption is low
                                      • Figure 13: Retail sales in different segments of juice, by value (R$ billion), 2015-16
                                      • Figure 14: Retail sales in different segments of juice, by volume (in liters/millions), 2015-16
                                      • Figure 15: Per capita consumption (in liters) of bottled water, carbonated soft drinks and juices, Brazil, 2010-16
                                    • Forecasts for the market of juice
                                      • Figure 16: Forecast of retail sales of juice, by value, Brazil, 2012-22
                                      • Figure 17: Forecast of retail sales of juice, by volume, Brazil, 2012-22
                                  • Market Drivers

                                    • Pressure for sugar reduction
                                      • 6.2% of Brazilian adults have diabetes and 21.4% suffer from hypertension
                                        • Beverage advertising targeting children
                                          • Aging population presents challenges and opportunities
                                            • Brazilian economy shows signs of improvement
                                              • Inflation is dropping
                                                • Unemployment rate is falling
                                                  • Government maintains cuts in the interest rate
                                                  • Key Players – What You Need to Know

                                                    • Coca-Cola leads the market
                                                      • Britvic buys Bela Ischia
                                                        • Coca-Cola buys AdeS
                                                        • Market Share

                                                          • Coca-Cola leads sales in value
                                                            • Figure 18: Top companies’ retail sales shares in juice*, by value, Brazil, 2015-16
                                                            • Figure 19: Top companies’ retail sales shares in juice*, by volume, Brazil, 2015-16
                                                          • Launch of new products
                                                            • Figure 20: New products, Natural One, 2016-17
                                                            • Figure 21: New products, Britvic, 2016-17
                                                          • Coca-Cola launches Del Valle 100% juice and Laranja Caseira in PET bottles
                                                            • Figure 22: New products, Coca-Cola, 2017
                                                        • Competitive Strategies

                                                          • Consolidation
                                                            • Britvic acquires Bela Ischia
                                                              • Heineken buys Brasil Kirin
                                                                • Coca-Cola buys soybean juice brand AdeS
                                                                  • Ambev buys Do Bem and enters the market
                                                                    • Digital activity
                                                                      • Advertising and marketing
                                                                      • Who’s Innovating?

                                                                        • The Juice category still leads the market of non-alcoholic drinks
                                                                          • Figure 23: Launch of non-alcoholic drinks, by category, Brazil, 2012-16
                                                                          • Figure 24: Juice products launches, Brazil, 2012-16
                                                                          • Figure 25: Juice products launches, by subcategory, Brazil, 2012-16
                                                                        • Carton packaging is the main format used in the category
                                                                          • Figure 26: New packaged juice, carton packaging, Brazil, 2016-17
                                                                          • Figure 27: New packaged juice, in bottle, Brazil, 2017
                                                                        • Using glass packaging to stand out
                                                                          • Figure 28: Products with glass packaging, Brazil, 2017
                                                                          • Figure 29: New packaged juice, by type of packaging, Brazil, 2012-17
                                                                        • Private labels vs branded
                                                                            • Figure 30: New whole juice, private label vs manufacturer brand, Brazil
                                                                            • Figure 31: New juice, private label vs manufacturer brand, Brazil, 2012-16
                                                                        • The Consumer – What You Need to Know

                                                                          • Freshly squeezed juices dominate the category
                                                                            • Consumers want products made from 100% pure juice
                                                                              • Consumers want healthful juices
                                                                                • High price may be damaging consumption
                                                                                  • Innovating with concentrated juices
                                                                                  • Juice Usage

                                                                                    • Natural fruit juice consumption is nearly universal
                                                                                        • Figure 32: Juice usage, Brazil, April 2017
                                                                                      • Powdered fruit juice drinks are highly consumed
                                                                                          • Figure 33: Innovations in powdered juices and vitamins, world
                                                                                        • Whole juice benefits can boost consumption
                                                                                          • Figure 34: New launches of whole juices, Brazil
                                                                                        • Nectars show greater reduction in consumption
                                                                                        • Influencing Factors When Buying Juice

                                                                                          • Increasing the variety of products with low sugar content
                                                                                            • Figure 35: Products with no/low sugar content, Brazil
                                                                                            • Figure 36: Products made with stevia, world
                                                                                            • Figure 37: Influence factors when buying juice, Brazil, April 2017
                                                                                          • Juices with vegetables can appeal to older consumers
                                                                                            • Figure 38: Influence factors when buying juice, by age, Brazil, April 2017
                                                                                          • Brand is an important factor for 34% of Brazilians
                                                                                            • Opportunity to provide functional benefits
                                                                                              • Figure 39: Juices with functional benefits, world
                                                                                          • Purchase Behaviors

                                                                                            • Consumers are looking for more-healthful options
                                                                                              • Figure 40: Purchase behaviors, Brazil, April 2017
                                                                                            • Developing products focused on sports
                                                                                              • Figure 41: Juices/vitamins focused on sports, world
                                                                                              • Figure 42: Purchase behaviors, by gender and age, Brazil, April 2017
                                                                                          • Consumption Barriers

                                                                                            • High price may be holding consumption back
                                                                                              • Figure 43: Consumption barriers, Brazil, April 2017
                                                                                            • Fruits are a barrier to consumption of juices
                                                                                              • Young consumers want variety
                                                                                                • Figure 44: Flavor innovations, world
                                                                                            • Attitudes toward Juice

                                                                                              • Concentrated juices have a more positive image than powdered juices
                                                                                                • Figure 45: Innovations in concentrated juices, Brazil
                                                                                                • Figure 46: Attitudes toward juice, Brazil, April 2017
                                                                                              • Positioning fruit vitamins to replace meals
                                                                                                • Figure 47: Juices positioned as substitutes for a meal, world
                                                                                              • Innovations in vegetable juice
                                                                                                • Figure 48: Innovations in vegetable juice, world
                                                                                            • Appendix – Market Size, Forecast, Abbreviations, and Support Information

                                                                                              • Market size and forecast
                                                                                                • Figure 49: Value of retail sales of juice, Brazil, 2012-22
                                                                                                • Figure 50: Volume of retail sales of juice, Brazil, 2012-22
                                                                                                • Figure 51: Best- and worst-case scenarios for the retail sales of juice, by value, Brazil, 2016-22
                                                                                                • Figure 52: Best- and worst-case scenarios for the retail sales of juice, by volume, Brazil, 2016-22
                                                                                              • Fan chart forecast
                                                                                                • Abbreviations

                                                                                                Companies Covered

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

                                                                                                Juice - Brazil - July 2017

                                                                                                US $3,995.00 (Excl.Tax)