The fruit juice market - Portugal

1.1 Definition and scope of study

A fruit juice is a liquid or beverage made from fruit, and can be totally natural (100% fruit) or factory-produced from a mixture of fruit, water and other chemicals. It is therefore possible to segment this market according to the amount of fruit present in the drink. Based on this criterion, the market is divided into four main categories:

• Pure juice: fruit juices made entirely from pressed fruit, with no added carbohydrates or additives.
• Smoothies: drinks based on pure fruit, with no other additives.
• Concentrated juices: fruit juices made from fruit and water. The main aim of concentration is to improve and simplify juice transport, storage and conservation.
• Fruit nectars: fruit juices or pure fruit mixed with water and sugar.

The Portuguese juice market is strongly affected by the high tax pressure on sugar and by the evolution of health and well-being in Portugal. In addition, the low percentage of children in the population has acted as a growth inhibitor in recent years. As a result, between 2020 and 2023, a contraction of -0.04% per year is expected. Against this backdrop, players who take nutritional concerns into account can distinguish themselves, creating value close to their target audience, exploring higher unit prices and gaining further market share. For example, Vitamont is a French organic fruit and vegetable juice brand that has abandoned the mass market, focusing on organic food stores and specialist retailers such as the Celeiro chain.