THE SECTOR   CITRUSBR
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From Packing to Glass


Orange juice exported by Brazil is bottled by large foreign companies that finish the manufacturing of the product. While the NFC juice must be bottled without the addition of water or any other component that does not belong to the fruit, frozen concentrate juice can be used differently by the bottlers. They can either replenish only the water from the juice, so that it has the same concentration of the natural juice, selling it without the addition of other components (ie, 100% juice), or use only a percentage of juice for a greater amount of water, adding sugar and other products to make nectars (25-99% juice) or still drinks (less than 25% juice).
 
The comsumption of 100% juices, nectars and soft drinks varies widely from country to country, as well as percentage orange flavour over the total consumption of juice category. In the USA, around 30% of fruit drinks are orange flavoured, being nearly 80% juices, 20% soft drinks and 0.1% nectars. In Europe, on average, the orange flavour has 35% of market share, with 64% of juices, 19.5% of soft drinks and 16.5% of nectars. Even in China, for example, 86% of orange drinks are soft drinks, while 73% in India are nectars.
 
After packing the orange juice or, if necessary, dilute it to make nectars and soft drinks, bottlers can sell products with their own brands on the market - "branded" juice - or sell the juice to wholesalers, which is then called "private label". Anyway, the juice present in consumers meals every morning is the result of the integration of a complex chain, with Brazilian expertise in the production of oranges and orange juice, built over many years.