Orange juice has been one of the most popular breakfast beverages that all ages drink. Brazil is the world’s biggest producer of both oranges and orange juice, with more than 95% of its production is sold abroad and the majority of it in the form of orange juice. As regards the consumption of orange juice, Europe and the US are the world’s two largest markets. The biggest threat to Brazilian orange producers is that orange juice has become less popular in Europe and the US as a result to the changes in breakfast tastes. Orange juice is losing its reputation as a healthy juice option as some nutritionists asserting it can be as unhealthy as soft drinks (Gallas).
Brazilian orange producers are at risk of losing sales as orange juice …show more content…
The orange juice is still indeed juice drinkers’ preferred choice, the main problem that contributes to the decrease of sales is the fact that recently the orange juice has found to be as unhealthy as soft drinks. With the increase in demand after the improvement of nutritional content, Brazilian orange juice producers would be able to produce larger quantities and sell faster to avoid long storage times. This would allow them to sell fresher orange juice with more nutritional content. Additionally, the orange juice market has experienced the risk of reputational damage from the media which portrays it as unhealthy. Since the popularity of eating healthy has become a global phenomenon, the orange juice market should lower the sugar content and focus on health-oriented marketing. Implementing marketing strategies may have temporarily boosted sales, but it does not address the underlying problem facing the orange juice market. It is out of touch with current trends in customer preference; and they need to strengthen their public image as healthy drink to regain their