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Juice - Brazil - June 2018

"Brazil’s juice market is on the rise, as it appeals to both consumers looking for more healthful drink alternatives and those who are seeking more affordable beverage options. The category, however, is very competitive. In addition, Brazilian consumers prefer freshly squeezed juice, which means brands need to innovate in terms of flavor, texture, benefits, packaging, and communication to attract and retain customers."
– Marina Ferreira, Food and Drinks Specialist

This Report looks at the following areas:

  • Brazilian consumers prefer freshly squeezed juice
  • Consumers find it difficult to differentiate juice categories
  • High sugar content is a consumption barrier for some segments

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Brazilian consumers prefer freshly squeezed juice
              • Consumers find it difficult to differentiate juice categories
                • High sugar content is a consumption barrier for some segments
                  • Opportunities
                    • Different consumption occasions can appeal to consumers
                      • Packaging varieties contribute to satisfying different demands
                        • Sustainable claims can add value to juices
                          • What we think
                          • The Market – What You Need to Know

                            • Juice market grows, driven by healthy and natural options
                              • Forecast of low orange harvest can affect prices
                              • Market Size and Forecast

                                • Juice market grows, driven by healthy and natural options
                                    • Figure 1: Retail sales of juice, by value and volume, 2013-23
                                  • Retail sales forecast is optimistic in terms of value and volume
                                    • Figure 2: Forecast of retail sales of juice, by value, 2013-23
                                    • Figure 3: Forecast of retail sales of juice, by volume, 2013-23
                                • Market Drivers

                                  • Political and economic uncertainties can be a barrier
                                    • Health problems press the government to adopt new measures
                                      • Forecast of low orange harvest can affect prices
                                      • Key Players – What You Need to Know

                                        • Coca-Cola leads the market with several players
                                          • MID reinforces its positioning with “collaborative” juice drink machine
                                            • Juices with non-sweet flavors are gaining space worldwide
                                            • Market Share

                                              • Coca-Cola leads the market with several players
                                                  • Figure 4: Top companies’ retail sales shares in the juice market, by value, 2016-17
                                                  • Figure 5: Top companies’ retail sales shares in the juice market, by volume, 2016-17
                                              • Marketing Campaigns and Actions

                                                • Del Valle reduces the size of its juice cans to remain competitive
                                                  • Pif Paf enters the market of natural juices
                                                    • J. Macêdo enters the powdered juice market with Sol
                                                      • Figure 6: Sol powdered juices
                                                    • Jasmine becomes a player in the category of organic juices
                                                      • Promotional action gives juice refill to consumers
                                                        • Figure 7: Natural Leve campaign
                                                      • MID reinforces its positioning with “collaborative” juice drink machine
                                                        • Figure 8: MID campaign
                                                      • Frooty launches an açai-based line of juices and smoothies
                                                      • Who’s Innovating?

                                                        • Ethical and environmental claims can be better explored
                                                          • Figure 9: Launches of juices with ethical and/or environmental claims, by top three countries and Brazil, considering the total number of juice launches in each country, 2017
                                                        • Juices with non-sweet flavors are gaining space worldwide
                                                          • Figure 10: Global launches of non-alcoholic drinks and juices with sour, salty and/or spicy taste, 2015-17
                                                      • The Consumer – What You Need to Know

                                                        • Soy-based juices can appeal to those aged 25-34
                                                          • Apple flavor can gain relevance with premium options
                                                            • Vitamins and smoothies can invest in indulgent flavors
                                                              • Vitamins can add value to concentrated juices and attract workers
                                                                • Frozen fruit pulp can boost vegetable and fruit blends
                                                                • Juice Consumption

                                                                  • Consumption of 100% fruit juice grows, but price still is a barrier
                                                                    • Figure 11: Juice consumption, April 2018
                                                                  • RTD fruit nectars with textures can appeal to men
                                                                    • Figure 12: Juice consumption, by gender, April 2018
                                                                  • Soy-based juices can appeal to those aged 25-34
                                                                    • Figure 13: Juice consumption, by age, April 2018
                                                                • Juice Flavors

                                                                  • Apple flavor can gain relevance with premium options
                                                                    • Figure 14: Juice flavors, April 2018
                                                                  • Sparkling juice powder can replace carbonated soft drinks
                                                                    • Figure 15: Juice flavor, by any consumption of juice powder, April 2018
                                                                  • Passionfruit nectars with relaxing benefits can appeal to women
                                                                    • Figure 16: Juice flavors, by gender, April 2018
                                                                • Juice Perception

                                                                  • Low-calorie drinks may be helping the category’s image
                                                                    • Figure 17: Juice perception, April 2018
                                                                  • Fruit nectars could bet on natural sweeteners
                                                                    • Vitamins and smoothies can invest in indulgent flavors
                                                                        • Figure 18: Jamba Juice smoothies
                                                                    • Opinions towards Juice

                                                                      • Addition of apple juice needs to be better communicated
                                                                        • Figure 19: Opinions towards juice, April 2018
                                                                      • Transparent packaging can differentiate smoothies for children
                                                                        • Figure 20: Opinions towards juice, by children at home, April 2018
                                                                      • Vitamins can add value to concentrated juices and attract workers
                                                                        • Figure 21: Opinions toward Juice, by working status, April 2018
                                                                    • Interest in New Products

                                                                      • Frozen fruit pulp can boost vegetable and fruit blends
                                                                        • Figure 22: Interest in new products, April 2018
                                                                        • Figure 23: Coco Legal delivery service
                                                                      • Juices that help digestion appeal to women aged 16-34
                                                                        • Figure 24: Interest in new products, by gender and age, April 2018
                                                                      • Use of imperfect fruit/vegetables brings a sustainable appeal
                                                                        • Figure 25: Interest in new products, by working status, April 2018
                                                                    • Appendix – Abbreviations

                                                                      • Abbreviations
                                                                      • Appendix – Market Size and Forecast

                                                                        • Market size and forecast
                                                                          • Figure 26: Retail sales of juice, by value and volume, 2013-23
                                                                          • Figure 27: Forecast of retail sales of juice, by value, 2013-23
                                                                          • Figure 28: Top companies’ retail sales shares in the juice market, by value, 2016-17
                                                                        • Fan chart forecast
                                                                        • Appendix – Correspondence Analysis

                                                                          • Methodology
                                                                            • Figure 29: Juice perception, April 2018
                                                                            • Figure 30: Juice perception, April 2018

                                                                        Juice - Brazil - June 2018

                                                                        US $3,995.00 (Excl.Tax)