Brazil is internationally renowned for its wealth of fresh fruits, and this is reflected in the wide variety of fruit juices available in the market. Brazil has consolidated itself as the largest producer and exporter of orange juice worldwide. Its orange juice production alone accounts for 62% of global orange juice production, facilitating 75% of the worldwide trade in this beloved beverage [1]. However, despite its dominance, this thriving market, valued at US$2.19 billion in 2023 [2], confronts several challenges. These include a decline in global demand, concerns over sugar content, and the ever-growing popularity of juice alternatives. Projections anticipate a modest annual growth rate of the Brazilian juice market of 1.78% for the period 2023-2027 [3].

In the contemporary digital age, food delivery introduces a compelling dimension to the beverage market. The question of whether the inhibitors of the juice industry are also impacting the performance of juice brands on food delivery platforms within Brazil brings an intriguing perspective to investigate. To address this question, we undertook a data analysis, examining the performance, growth trends, and pricing strategies of major juice brands within the Brazilian food delivery sector, utilising data from Dashmote.

Del Valle is dominating in the Brazilian food delivery market

Dashmote’s data shows that in Q2 2023, there were almost 1 million digital storefronts operating on Brazilian food delivery platforms. Notably, 40.0% of these storefronts have at least one branded beverage listing.

Del Valle emerged as the dominant player in the Brazilian delivery landscape, boasting an impressive 44K digital storefronts offering its products. This remarkable presence resulted in a substantial beverage penetration rate of 12.2%, which stands as the highest among all juice brands available in the market.  As a Mexican producer founded in 1947, Jugos del Valle covers up to 70% of the Brazilian market [4], and is considered the leading brand in the country.  It's noteworthy that since 2007, it has been a wholly owned subsidiary of Coca-Cola FEMSA, the main Mexican bottler of Coca-Cola. In fact, Coca-Cola Brazil was the company with the highest brand penetration in the ready-to-drink juice segment in Brazil [5]. Our food delivery data reflects this dynamic market domination.

As shown in the above graph, the remaining juice brands in the market exhibit notably smaller digital storefront listings. Specifically, five juice brands stand out with beverage penetration rates surpassing 1%, namely Natural One (1.8%), Maguary (1.4%), Tial (1.3%), Ades (1.2%), and Tampico (1.1%). The remaining brands struggle to achieve a substantial presence, with their beverage penetration rates residing below the 1% threshold, signifying a more limited market foothold. Our data reveals that, although a variety of local juice brands have a strong presence within the Brazilian beverage market, a strong digital presence in the food delivery sector remains largely untapped. By effectively leveraging food delivery data, juice brands have the opportunity to extend their brand's reach and prominence through digital platforms.

The majority of juice brands saw a positive growth in food delivery digital storefront listings last year

In recent years, the food delivery sector in Brazil has experienced an unprecedented surge, as evidenced by the data obtained by Dashmote. The total digital storefronts across Brazilian food delivery platforms exhibited a remarkable year-on-year (YoY) growth of 23.6% since Q2 2022. Along with the growing market, 8 out of 9 brands in the current analysis have demonstrated positive growths in their digital presence. 

Del Valle has achieved the most substantial YoY growth of 26.5% in its digital storefront listings. Following closely behind are Tial and Natural One, both registering impressive growth rates of 15.6% and 12%, respectively. In contrast, Tampico (+ 3.2%) and Aurora (+ 2.7%) have experienced more modest growth rates, representing the lowest figures among the brands assessed.  It is noteworthy that Do Bem stands as the sole juice brand to have recorded a decrease, with a notable decline of 20% in its digital storefront listings.

Dashmote's data also unveils an intriguing trend of diminishing digital storefronts in beverage sales. During Q2 2022, there were a substantial 460K digital storefronts selling beverages, but by Q2 2023, this number had dwindled to around 350K, reflecting a significant 24% decrease. This decline in the beverage segment within the food delivery market is particularly noteworthy, especially when contrasted with the expanding presence of juice brands. This phenomenon indicates that the juice segment is fiercely competitive within the food delivery market, as it manages to expand its digital footprint despite the shrinking beverage market.

Contrasting the pricing of juices in the Brazilian food delivery market

Based on the 2023 Q2 data from Dashmote, it is evident that the pricing of juices on various food delivery platforms exhibits significant variation among different brands.  Notably, the brand Aurora stands out with the highest average price, commanding a premium rate of R$5.1. Natural ONE (with an average price for 180ML) and Do Bem follow closely, with average prices of R$‎4.2 and R$3.5, respectively. The brand Del Valle, which boasts the highest number of listings, maintains a relatively modest average price of R$3.0. On the other hand, Tial emerges as the most cost-effective choice, offering the most economical juice option with an average price of R$2.5 on Brazilian food delivery platforms.

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