This article presents a survey of the consumption trends for different beverages available in Brazil such as water, milk, and juices focusing on the analysis of this market and its evolution in the 90’s. This research emphasizes the orange juice situation since its consumption and strategic importance turn out orange juice as a strong agricultural product for the international market. The methodology used was in-depth interviews with executives about four relevant aspects of the environment, which could explain the probable changes coming in 2010. As a result, tables were developed with the expected changes, the relevant aspects, and the importance for the orange juice sector.