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Juice - What Innovations Consumers Want & Opportunities for the Industry - Brazil - April 2019

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This report covers the market for fruit juices, juice drinks, and smoothies in Brazil.

The market size data includes all frozen, refrigerated, or room temperature fruit or vegetable juices; pure juice, RTD (readyto-drink) nectars, and juice drinks, including carbonated juices consumers can drink without water. Coconut water is also included, and it is classified as “pure juice” (coconut juice).

Market size includes sales of juice in all retail channels and the products included are divided into:

  • Whole/Pure juice: products consisting of 100% fruit juice
  • Nectars: products containing 25-99% fruit juice with added ingredients, mainly water
  • Juice drinks: fruit-based still drinks containing less than 25% fruit juice, with added ingredients such as water, but also sweeteners, flavorings, colorings, and/or vitamins

“The survey shows 100% whole juices have appealed to consumers who are seeking healthy options, while powdered juices have attracted those who prefer affordable options without compromising taste. Products positioned in this middle range – not so cheap or so healthy – such as sweetened juice drinks and fruit nectars will have to innovate in order to remain competitive. Adding extra benefits such as high protein content and functional attributes, for example, may be a good strategy.”
– Marina Ferreira, Food and Drink Specialist

This report will cover the following areas:

  • 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

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Table of contents

  1. 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

                                                                        Juice - What Innovations Consumers Want & Opportunities for the Industry - Brazil - April 2019

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