European retail dictates the rules and affects Brazil's citrus

Cologne, Germany-all it takes is one visit to any German supermarket to understand the direction the thread of juices and, in fact, the prospect is not the best. The country leader in per capita consumption of the beverage, one of the members of the European Union, the retail spaces are intended for other by-products such as fruit flavoured and aerated waters.
Is there not a gradual shrinkage in demand for juices in the region and the Brazilian companies already feel this reflection. The structure of retail in Germany is slightly different from what is found in Brazil.
Conventional markets look like wholesalers, where the drinks are piled in the center of the corridors and the law of the lowest price applies. There are no shelves. The aerated, traditional or ' generic ' players take care of some of the biggest volumes presented. Flavoured waters are responsible for lower value, because they, alongside the multivitamin, have replaced the juices in everyday life. "In Europe, it's happening a phenomenon. Supermarkets seek volume upon the promotion of other products, are they who dictate the competition according to whatever more competitive for them, "said the Director of WeserGold, Thomas Mertens, one of the largest manufacturers of juice from Germany.
According to a survey from GFK retail consulting, presented by Mertens, Orange and Apple juices are still more drinks consumed by Europeans, but in decline. On the other hand, the multivitamin already take the third position and follow. Four and five positions in the ranking are occupied by mixes of products based on the common Orange and Apple juices, respectively.
As published in the DCI, the European fruit juice Association (AIJN) indicate that the Germans registered 2.4 billion liters consumption of juices and Nectars (with minor percentage of fruit) in 2014, followed by France which consumed 1.55 billion. However, the total demand for these drinks in the European Union had retraction of 10.02 billion liters in 2013 to 9.7 billion last year.
The General Manager of Louis Dreyfus Commodities, Murilo Parade, stresses that this scenario started to become more troubling over the past three years. "There was a promise of emerging growth that is not confirmed. China has never been a reality for the Brazilian orange juice as it was for other commodities. We had a hope that there would be a tradeoff with emerging that never materialized in volume about to transform the business. Thus, Europe upset us because it was our main market, "he recalls.
The executives say that there was a strong propaganda stating that the orange juice, in particular, brought health problems, such as weight gain. In this way, the sector that had been constituted on the basis of 100% juice began to adapt to conditions which now demanded smaller percentages of fruit in the drink. "We started to lose because there was a smaller volume of fruit," says Stop. Consumption among the Chinese was born with another dynamic, where the NECTARS are the most sought after. The Manager of the Dreyfus says that while a lot of stumbling, China imports the type NFC juice Brazil, which launches a new expectation of progress in this market.
"A strong trend that's going on is the consumer need to understand the origin of the product and the processes used in their manufacture. Bet on transparency, "adds the Director of WeserGold.
Way of the juice
After the fruit out of the orchards, go through the process and then by Brazilian ports, the orange juice has as one of its main entrances the Belgian terminal of Ghent. There are installed the operations of Dreyfus and Citrosuco. The Cutrale receives the product for Rotterdam in the Netherlands.
In Dreyfus's strategy highlights flex tanks, removable and with possibility of use by other juices, beyond the traditional orange flavour-although they never replaced the traditional product. Upon leaving the frozen vessel, the drink is sucked into other tanks responsible for the blend steps (blends), inclusion of pulp, etc.
"We have a difficulty is to explain to the consumer that, according to the quality of the crop, the juice can be more or less susceptible to changes in production NFC or FCOJ [focused]. In these cases we are taking into account the level of acidity of fruit and other specifics, "count the quality control manager, Rick Sabiran, and the plant manager, Hans Havelaar, of Dreyfus.