Collaborations between well-known brands, such as the recent Coca-Cola and Oreo partnership, are of mutual benefit to companies by way of sales and marketing promotion. The partnerships allow collaborating brands to leverage their existing fan bases and create a buzz around the product. As such, beverage companies need to innovate beyond their markets, as 65 % of global consumers say it is essential or nice to have a well-known brand when deciding to make a purchase*, says GlobalData, a leading data and analytics company.
In August this year, The Coca-Cola Company announced a partnership with Mondelez to launch a limited-edition cola with flavours inspired by Oreo cookies. As well as recently, the two global brands have released Oreo Coca-Cola cookies. This collaboration aims to celebrate the bond between the food and drink-based brands as they label themselves “besties” and offer consumers a unique and playful experience.
Similarly, Fanta, another brand under Coca-Cola, is rolling out a limited-edition apple flavour variant called Fanta Zero Afterlife. This launch is timed for Halloween and is part of Fanta’s Halloween activity. The packaging will feature Beetlejuice-themed designs, creating a strong association with Fanta and Warner Bros. Pictures brands.
George Shaw, Consumer Analyst at Globaldata, comments: “This marketing campaign aims to drive talkability and engage both Fanta and film fans. Moreover, these collaborations and limited-edition products are part of a larger trend in the beverage market, where companies are constantly looking for ways to innovate and attract consumers with unique offerings. By partnering with well-known brands or incorporating popular themes, companies can generate brand excitement and increase sales.”
By introducing limited-edition flavours, companies can create a sense of urgency and encourage consumers to try the product before it’s gone. The impact of these collaborations and limited-edition products is significant. GlobalData’s Q2 2024 Global consumer survey reveals that consumers value novel and unique features when making purchasing decisions and 60 % of them consider it essential or nice to have novel/unique features when deciding to make a purchase. This aligns with the strategy of Coca-Cola.
According to GlobalData, the global carbonates market is projected to reach USD 521 billion by 2029, and global companies are collaborating to capture market share.
Shaw adds: “This highlights the competitive nature of the carbonates industry and the importance of innovation and strategic partnerships. Coca-Cola and Fanta’s collaborations demonstrate their efforts to stay ahead in the market and attract consumers with unique offerings.”
Coca-Cola is not the only beverage brand using collaborations. GHOST, a supplement lifestyle brand, has launched a lineup of hydration drinks in collaboration with Sour Patch Kids. This collaboration aims to provide consumers with a familiar tasting way to optimise their hydration during intensive workouts. GHOST can tap into the popularity of the Sour Kids Patch brand to attract a new base of customers previously unreached by hydration beverages and attract a potentially younger demographic.
Shaw concludes: “The collaborations between beverage brands like Coca Cola and Ghost showcase the importance of innovation and strategic partnership. As consumer demand for novel and distinctive offerings grows, these collaborations in the carbonates and sports drinks markets are crucial for capturing market share and increasing brand loyalty.”
*GlobalData 2024 Q2 Consumer Survey – Global, published in July 2024, included 22,016 respondents
Orange supply has been low in Brazil since early 2023. In April, the pear oranges available in the market were the ones that ripen out of the usual period. However, the ones that were harvested earlier are not well accepted by consumers in the table market, since they did not reach the ideal maturation stage.
Despite low supply, pear orange prices weakened, due to the arrival of early varieties, such as hamlin, westin and rubi, to the market. Last month, the average price for pear oranges closed at BRL 46.87 per 40.8-kg box (on tree), 3.08 % lower than that from March but still 11.56 % higher than that in April last year, in nominal terms.
As the availability of pear oranges is low, many farmers – majorly in northern SP – tried to anticipate the harvesting of early varieties, aiming to take advantage of the current firm prices and make cash flow during the inter-harvest.
Ponkan tangerine
The prices for ponkan tangerine dropped last month too. While in March, supply was low, in April, the harvesting stepped up. Still, availability was not that high. The average price for ponkan tangerine closed at BRL 64.07 per 27-kg box (on tree) in April, 8.56 % lower than that in March but 40.6 % up from that in April/22, in nominal terms.
Tahiti lime
Opposite to the scenarios observed in the markets of oranges and ponkan tangerine, for tahiti lime, prices are on the rise, boosted by low supply – as the peak of harvest took place in the first bimester of 2023, supply in lower now.
The Brazilian exports of orange juice are on the rise in the current season (2022/23). According to data from Secex (Foreign Trade Secretariat), between July/22 and Feb/23, Brazil exported 776.3 thousand tons of Frozen Concentrate Orange Juice (FCOJ) Equivalent, 14 % more than that shipped in the same period of the previous season. Revenue totaled USD 1.5 billion, 34 % higher, in the same comparison.
The higher increase in the revenue than in the volume exported highlights the higher average price paid for the commodity exported by Brazil. Data from Secex show that the quotations for the national FCOJ Equivalent rose 22 % between the last and the current seasons, and for Not-From-Concentrate juice, 7 %.
Exports to the European Union, the number one destination for the Brazilian orange juice, have decreased 2 % this season, while revenue has increased 16 % because of the recent valuations.
To the United States, exports are on the rise. In the current season, 240 thousand tons of the product have been shipped to this destination, a staggering 82 % up from that last season. Revenue more than doubled (+ 110 %), totaling USD 478.7 million. With shipments to the EU being stable and the increase to the USA, the share of the Brazilian juice in the total imported by the USA rose from 19 % in 2021/22 to 31 % in 2022/23.
It is important to mention that America’s high demand for the Brazilian juice is linked to the fact that the 2022/23 orange season in Florida has been compromised by the high incidence of greening and natural disasters, such as hurricanes and frosts.
The Brazilian exports of orange juice increased in the first months of the 2022/23 season (July and August 2022). According to data from Secex, Brazil exported 175.9 thousand tons of Frozen Concentrate Orange Juice (FCOJ) Equivalent in July/August, 8 % more than that in the same period last year. Revenue totaled USD 332.6 million, 32 % up in the same comparison.
The exports of non-concentrate juice (NCJ) have had the highest increase this season, totaling almost 292.7 thousand tons, with a revenue of USD 108.3 million, 14 % and 24 % up from that in July/August last year. On the other hand, the revenue from FCOJ exports rose higher than that for NCJ, by 36 %, totaling USD 224.3 million in the first two months of the current crop; the volume shipped increased by 6 %, totaling 122.7 thousand tons.
These increases were already expected for this season, considering that, in 2021/22, the Brazilian exports were limited by estimates for low stocks of orange juice.
In August, CitrusBR reported that, in June/22, only 143 thousand tons of FCOJ were stocked, a steep 55 % down from that in June/21. CitrusBR considered a possible increase in the exports to the USA because of the low orange production in Florida, due to the high incidence of greening.
DESTINATIONS – The European Union continues as the number one destination for the Brazilian orange juice, with a share of 62 % in the total exported – in the same period last season, its share was at 64 %. The second major destination for the national juice is the United States, with a share of 21 % in the total, against 25 % in 2021. The share of other destinations increased from 12 % last season to 17 % this season (considering the months of July and August).
The traditionally popular flavours of cola, lemon-lime and pepper saw a combined 4.3 % volume decrease in 2020, according to GlobalData. While these flavours will remain dominant, one of the leading data and analytics companies says that leading drinks brands are making room to experiment with unique, limited-time-only flavours that entice a young generation that is fuelled by a fear of missing out (FOMO).
George Shaw, Beverages Analyst at GlobalData, comments: “These shock factor, experimental beverages tug on the ‘FOMO’ strings – especially when a lot of buzz is generated across different social platforms. Capturing the attention of online influencers is key as they could share the ‘crazy concoctions’ to their social feeds. Further, curiosity is a powerful drive. According to GlobalData’s Q2 2021 consumer survey, around a third* of US consumers purchase new varieties of soft drinks out of curiosity.”
GlobalData notes that some of the more unusual ingredients that have grown in popularity in the past year include floral flavours, such as rose, violet and elderflower*. Further, the analytics company expects to see brands experiment with spice flavours in the coming colder months. Coca Cola cinnamon is an example of an industry leading company experimenting with unusual ingredients, which sets a good example for other companies to follow suit.
Soft drinks flavours were taken to a new level in August, with PepsiCo’s release of its ‘Flamin Hot Mountain Dew’. The company released the teen gamer’s ‘dream drink’*as it combined the Cheetos flamin hot flavour with energy drink. The product* was released through its online store and used twitter to promote.
Shaw continues: “Flamin Hot Mountain Dew was both a limited edition, as well as limited to two six-can cases per order – creating an air of exclusivity and leveraging FOMO.”
This is not the first time PepsiCo has experimented with ‘unusual’ flavours.
PepsiCo’s collaboration with Peeps in March saw it release a marshmallow soda, which was only available to participants that shared a tweet enjoying springtime activities – tagging Pepsi and using a hashtag. Rather than being a catalyst for sales, this was a fun promotional campaign wherein PepsiCo increased consumer and brand interaction.
Shaw adds: “People spend a lot on fizzy drinks – as admitted by 34 %* of US consumers in GlobalData’s survey. Successful collaborations and innovations from PepsiCo will pave the way for the continuation of innovative flavours across the soft drinks landscape in the future.”
*GlobalData’s Consumer Survey Results – Q2 21 US. 35 % of ‘Often’ and ‘Sometimes’ responses combined
**GlobalData’s 2021 Global Consumer Survey – Ingredients & Flavours
Orange prices have been on the rise in the Brazilian in natura market this month – the upward trend of quotes has been observed since July. Although the share of late varieties is increasing in the in natura market, in general, supply is low, while consumption is increasing sharply, due to the current high temperatures in Brazil.
Between October 1st and 15th, the average price for pear oranges was 36.52 BRL per 40.8-kilo box, on tree, 14.7 % higher than that in the first fortnight of September.
Low supply, mainly of high-quality oranges, is expected to keep prices on the rise in Brazil in the coming weeks. Besides, estimates for a 26 % decrease in the output of the 2020/21 crop should be revised, due to the drought and high temperatures in São Paulo State, which should reduce even more the volume harvested compared to the official estimates.
Data released in early October by the ABCM (Brazilian Association of In Natura Citrus) indicate that the 2020/21 citrus crops in São Paulo and in Minas Gerais States are, indeed, going to be lower. The drought faced by the sector in the major producing months hampered the development of fruits, which are small-sized. ABCM reported that, soon, the retail market and distributors may have lower supply of in natura citrus – or even a lack of products.
ABCM entrenches that the high temperatures and low rains between July and August damaged the fruits from the second flowering in the 2020/21 crop, which accounted for most of the output. In this scenario, agents believe that Fudencitrus’ next estimates, forecast to be released in December, may be revised down.
ORANGE JUICE – The 2020/21 orange crop in Florida was damaged by the hot and dry weather, which constrained groves’ productivity. Thus, the American orange output should be lower, which may lead the country to import higher amounts of orange juice. This scenario may favor the Brazilian sector, since Brazil is the top supplier of orange juice to the United States.
Between Oct/19 and Jul/20 (2019/20 season), the USA imported lower volumes of orange juice: 38 % of concentrated juice and 39.5 % of fresh juice, compared to that in the previous season, according to the Florida Department of Citrus (FDOC).
Although the Brazilian juice is losing market share to that from Mexico, the orange harvest from Mexico in the 2019/20 season (Nov/19 to Oct/20) decreased sharply, which may constrain juice production. According to the USDA, the Mexican supply should be 45 % lower than that in the previous season, and orange juice production, 60 % lower. Although initial inventories are high, juice supply should be 50 % lower.
However, it is worth to mention that the crops from São Paulo and the Triângulo Mineiro should also be lower in 2020/21. According to a report from Fundecitrus released last month, the harvest in the Brazilian citrus belt should total 286.72 million boxes, 26 % down compared to that in the previous season. This volume may decrease even more because of the drought in this region in the past months, which may even reduce supply in the 2021/22 season.
The trading pace in the market of in natura orange was slow in Brazil in the first fortnight of October. Besides the lack of high quality fruits, rains in São Paulo State limited harvesting activities and lowered the available supply even more. Demand, in turn, was low too, mainly due to the Brazilian holiday on October 12, when liquidity usually decreases.
Purchasers reduced pear orange acquisitions, opting for lower priced varieties, such as valencia. From October 1 to 15, pear orange quotes averaged 32.90 BRL per 40.8-kilo box, on tree, 6.8 % up compared to that in the same period of September. Valencia oranges, however, were traded at 28.89 BRL per box, 8.9 % up in the same comparison.
Regarding tahiti lime, rainy weather hampered fieldwork and prices rose in the first fortnight of October. From Sept. 30 to Oct. 15, tahiti lime quotes averaged 81.98 BRL per 27-kilo box, harvested, 21.6 % up in the same comparison. Precipitation, on the other hand, should favor fruit growth on tree, based on the estimates for a slight supply increase this month.
2019/20 SEASON – The first purchase offers for the oranges from the 2019/20 crop have started to be reported in the market of São Paulo State. On an ad hoc basis, large-sized processors have bid prices around 22 BRL per 40.8-kilo box, harvested and delivered at processors, with the possibility of a bonus in the sales price of orange juice in the international market. Processors bidding prices have been lower than in the spot market this season (at 24 BRL per box for prompt-delivery).
In general, according to agents from processors, farmers are cautious regarding closing trades in advance, since the next season output is still uncertain. Although blossoming was considered positive in most orchards, the weather will be crucial for a good flower settlement – in the same period last year, many fruitlets were lost, reducing production in the 2018/19 season.
Besides, the result of the Presidential Election in Brazil may influence both the exchange rate and, consequently, the price received by processors for orange juice sales in the international market. The farmers consulted by Cepea that have already been contacted by processors, mainly for renegotiation, say they will wait for a better definition in the coming months to decide whether to sell or not their fruits.
Brazilian citrus farmers believe the next orange crop in São Paulo will have positive results, mainly in the orchards located in southern state, where the weather is more favorable (with rains interleaved with sunny days). Farmers are focused on the central area of the state, where intense heat and smaller rain volumes have already caused fruitlets to drop.
