Introduction. Growing demand in Europe for healthy and nutritious food and beverage products with new flavours creates opportunities for supplying the European market with novel fruit juices including tropical fruits like açaí (Euterpe oleracea Mart.). Materials and methods. One tropical fruit species from Brazil, i.e., açaí, was selected as a case species. Via expert interviews, a review of consumer studies regarding tropical fruit consumption, field visits and literature research, a SWOT analysis was conducted in order to map the opportunities, threats, strengths and weaknesses related to açaí and its potential in the West European fruit juice industry. Results. Opportunities stem from growing consumer interest in natural, healthy and nutritious fruit juices, the need for health-oriented innovations in the food industry and growing interest in variety, novel tastes and ethnic foods. Unfamiliarity, health claim credibility and European market access requirements constitute the main threats. Strengths pertain to the nutritional value of açaí and its tropical origin, and the existence of well-established national açaí markets and processing industries. Weaknesses result from the irregular supply and inconsistent açaí quality, lack of advanced know-how in cultivation and processing issues, and scant insights into the fruit’s nutrient profile. Conclusion. The findings indicate that açaí, which has outstanding nutritional values and health-related benefits, could have substantial potential in the West European fruit juice market. Key attention points pertain to creating awareness among consumers and building familiarity with açaí and its products, and obtaining in-depth knowledge about its nutritional characteristics and concomitant health benefits.