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Brazilian Orange Juice Case Study: Seizing Opportunities for Market Development in the Brazilian Orange Sector
Datamonitor, April 2011, Pages: 20
While Brazil has achieved a key position in global orange juice due to its history of research and investment, the industry now faces global competition from other innovative and less expensive fruit-based drinks, resulting in falling consumption. This study examines the challenges and opportunities in the segment and provides strategic insights on how to increase orange juice consumption.
Features and benefits
- Increase consumption of orange juice both in the Brazilian and international markets by identifying new marketing strategies and consumer segments.
- Invigorate brands by understanding the local consumer preferences, with supporting consumer, product and market data.
- Enhance your market positioning by identifying the most important trends in the fruit drinks segment that are shaping consumer purchases.
Highlights
- Agribusiness is one of the major pillars of the Brazilian economy, accounting to around 25% of the Brazilian GDP. Brazil is the world’s largest producer of orange and orange juice, accounting to 85% of the orange juice exported worldwide.
- While there is an increasing demand for orange juice in the Brazilian market, a constant decrease in consumption of this beverage has been observed in more mature markets such as Europe and the US, and is strongly affecting major orange juice suppliers: Florida, in the US, and São Paulo, in Brazil.
Your key questions answered
- What factors contribute to Brazil leading the orange juice segment?
- What key elements are threatening Brazil’s leading position in the orange juice segment?
- What are the most urgent actions that the Brazilian orange juice industry has to take in order to assure its leading position?
- What marketing strategies should be adopted by the orange juice industry to increase orange juice consumption in a global basis?
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