With quality issues affecting oranges, and with orange juice accounting for the majority of sales in the juice category, tests of mixtures between orange and other flavours have become more visible in Brazil. Although already commonly used with other flavours, mainly lemon (used to compensate for the high acidity of lemons), apple has also been the go-to fruit juice to combine with orange juice to compensate for the lack of sweetness.
There is a rule in the juice category in Brazil: flavour generates recurrence and health generates experimentation. However, the problem for the category has always been finding consumption occasions outside of breakfast.
Coconut water, although normally a very stable category in Brazil, has been seeing a surge in off-trade volume sales, as post-pandemic, consumers have been going back to their normal routines, including sports and travel. The category has often been left with little innovation, but now has an opportunity presented to it: to become an ingredient and a claim.
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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 Definitions
This report originates from Passport, our Juice research and analysis database.
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