Although juice is one of the most diverse soft drinks categories, the need for further innovation remains relevant, especially as it is dependent on two major flavours: grape and orange. Although these are popular amongst Brazilians, greater diversification will be important in the forecast period in order to remain relevant and appeal to more experimental consumers.
COVID-19 has had a significant impact on Brazil’s economy. Many soft drinks categories have suffered due to falling disposable incomes and a greater focus on essential goods, while more affluent consumers have been maintaining demand for products with above-average prices, such as 100% juice.
Juice as a category overall has a positive perception amongst consumers as being healthy, and this is likely to remain the main driving force for juice to gain competitiveness against other soft drinks. The category can also explore the halo effect of its natural ingredients, and should explore more new ingredients that can bring more claims to the category.
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Juice
This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.
See All of Our DefinitionsThis report originates from Passport, our Juice research and analysis database.
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