2020
0
Brazil Juice Market Report 2020
2020-12-11T03:00:55+00:00
OX990170
3265
128583
[{"name":"Juice and Juice Drinks","url":"https:\/\/store.mintel.com\/industries\/drinks\/juice"}]
Report
en_GB
“Consumers will increasingly look for products that offer functional benefits, especially those related to immunity boost, in the short and medium term. It is also important to emphasize that Brazilians’…

Brazil Juice Market Report 2020

£ 3,265 (Excl.Tax)

Report Summary

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Juice Brazil market including the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

The juice market has benefited from the growing interest in healthy products. As suggested by Mintel’s Global Trend Driver Wellbeing, consumers want products and services that improve their physical and mental wellbeing. The COVID-19 pandemic has intensified this movement as people have worried more about their health. Additionally, the economic crisis that hit the country even before the pandemic has worsened, leading consumers to migrate to cheaper brands and categories. This scenario should remain the same in the coming years, as forecasts show that the country’s economic recovery will happen very slowly.

Expert analysis from a specialist in the field

Written by Laura Menegon, a leading analyst in the Food and Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers will increasingly look for products that offer functional benefits, especially those related to immunity boost, in the short and medium term. It is also important to emphasize that Brazilians’ average income has dropped significantly, which has led many to focus on cost cutting. Therefore, products that can deliver interesting functionalities at affordable prices will appeal to consumers.
Laura Menegon
Food and Drink Analyst

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • Excluded
          • Executive Summary

              • Market overview
                • The impact of COVID-19 on juice
                  • Figure 1: Expected impact of COVID-19 on juice, in the short, medium and longer term, July 2020
                • The impact so far
                  • Short and medium term (2 years)
                    • Long term (2-5 years)
                      • Challenges
                        • Lower family income may impact more expensive segments
                          • Sugar should represent the most significant consumption barrier
                            • Opportunities
                              • Immune system concerns boost juice consumption
                                • Private label nectar juice can appeal to C12 and DE consumers
                                  • Addition of vitamin D can boost sales of juice concentrates among families and the elderly
                                    • Fruit juice with plant-based milk could be consumed as a snack
                                      • What we think
                                      • Market Drivers

                                        • Worsening of Brazil’s economic crisis reduces household income
                                          • Competition with Asian countries impacts green coconut producers
                                            • Orange juice exports grow 16% in 11 months
                                            • Key Players – What You Need to Know

                                              • Market leaders invest in new products
                                                • Products for kids and with no added sugar dominate the market launches
                                                  • Organic ingredients and private labels with premium positioning have space to grow in Brazil
                                                    • Innocent Juices keep growing thanks to a new range, and Pulp & Press expands with branding campaign
                                                    • Market Share

                                                      • Coca-Cola leads
                                                        • Figure 2: Leading companies’ retail sales share of juice, by value – Brazil, 2018-19
                                                        • Figure 3: Leading companies’ retail sales share of juice, by volume – Brazil, 2018-19
                                                    • Marketing Campaigns and Actions

                                                      • Do Bem launches new range for kids
                                                        • Figure 4: Do Bemzinho campaign, Brazil, June 2020
                                                      • Life Mix launches range of functional juices
                                                        • Liv Up enters the natural juice segment
                                                          • Figure 5: Liv Up new range launch, Brazil, October 2019
                                                        • Del Valle launches new natural range with no added sugar or preservatives
                                                          • Del Valle launches Fruit + Vegetables range
                                                          • Who’s Innovating?

                                                            • Organic ingredients can appeal to AB consumers
                                                              • Figure 6: Top 3 ingredients’ positioning in the five largest juice markets, 2017-2019
                                                            • Launches of premium private label juices can grow
                                                              • Figure 7: Launches of private label premium juices per region, 2017-19
                                                          • Case Studies

                                                            • Innocent Drinks grows during the crisis, thanks to juice range reformulation
                                                              • Pulp & Press expands by investing on branding
                                                                • Figure 8: Pulp & Press campaign
                                                            • The Consumer – What You Need to Know

                                                              • Family-sized juice concentrates can attract consumers who are willing to save money
                                                                • Private label nectar juice can appeal to C12 and DE consumers
                                                                  • Multipacks with varied flavors can attract consumers who are stocking up on groceries
                                                                    • Addition of vitamin D can boost sales of juice concentrates among families and the elderly
                                                                      • Fruit juice with plant-based milk could be consumed as a snack
                                                                        • Juice shots with functional benefits can appeal to women
                                                                        • Juice Consumption

                                                                          • Family-sized juice concentrates can attract consumers who are trying to save money
                                                                            • Figure 9: Juice consumption, Brazil, May 2020
                                                                          • Powdered juice with fruit and vegetable flavor can attract parents
                                                                            • Figure 10: Juice consumption, by parents of children up to 18 years old, Brazil, May 2020
                                                                          • Smoothie kits can attract consumers aged 25-34
                                                                            • Figure 11: Juice consumption, smoothie, by age, Brazil, May 2020
                                                                        • Juice Consumption Frequency

                                                                          • Coconut water brands could emphasize local production
                                                                            • Figure 12: Juice consumption frequency, coconut water, Brazil, May 2020
                                                                          • Private label nectar juice can appeal to C12 and DE consumers
                                                                            • Figure 13: Juice consumption frequency, ready-to-drink nectar juice, by socioeconomic group, Brazil, May 2020
                                                                        • Reasons to Consume Powdered Juice

                                                                          • Powdered juices that boost immunity can attract consumers
                                                                            • Figure 14: Reasons to consume powdered juice, Brazil, May 2020
                                                                          • Multipacks with varied flavors can attract consumers who are stocking up on groceries
                                                                            • Powdered juice mixed with iced tea can appeal to consumers who like to try a wide variety of flavors
                                                                              • Figure 15: Interest in buying, by reasons to consume powdered juice, Brazil, May 2020
                                                                          • Most Important Claims

                                                                            • Addition of vitamin D can boost sales of juice concentrates among families and the elderly
                                                                              • Figure 16: Most important claims, by age group, Brazil, May 2020
                                                                            • Juices with probiotics can attract consumers who seek good physical and mental health
                                                                              • Figure 17: Most important claims, Brazil, May 2020
                                                                            • Organic juices with sustainability claims can boost consumption among the AB
                                                                              • Figure 18: Most important claims, organic, by socioeconomic group, Brazil, May of 2020
                                                                              • Figure 19: Seal showing support for French agriculture, France, December 2019
                                                                          • Attributes by Subcategory

                                                                            • Fruit juices mixed with iced tea are seen as refreshing
                                                                              • Fruit juice with plant-based milk could be consumed as a snack
                                                                                • Figure 20: Attributes by subcategory, fruit juice with plant-based milk, Brazil, May 2020
                                                                              • Ready-to-drink 100% juice with added protein can attract consumers who seek nutritious products
                                                                                • Figure 21: Attributes by subcategory, ready-to-drink 100% juice, Brazil, May 2020
                                                                            • Interest in Buying

                                                                              • Powdered juices mixed with plant-based milk have potential to attract consumers
                                                                                • Figure 22: Interest in buying, Brazil, May 2020
                                                                              • Juice shots with functional benefits can appeal to women
                                                                                • Figure 23: Interest in buying, juice shot, by gender, Brazil, May 2020
                                                                            • Appendix – Abbreviations

                                                                              • Appendix – Market Size and Market Share

                                                                                • Market Size
                                                                                  • Figure 24: Retail sales of juice, by value – Brazil, 2014-19
                                                                                  • Figure 25: Retail sales of juice, volume – Brazil, 2014-19
                                                                                • Market Share
                                                                                  • Figure 26: Leading companies’ retail sales share of juice, by value – Brazil, 2014-19
                                                                                  • Figure 27: Leading companies’ retail sales share of juice, by volume – Brazil, 2018-19

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