Juice volume sales are expected to stagnate in the forecast period. The trend of divergent performances across categories will continue.
There is set to be a growing trend in fortification and functionality in juice over the forecast period, which is expected to refresh demand across all juice categories and add value for consumers. Examples of brands that have already adopted this approach include Rynkeby and its Orange & Sea buckthorn juice, which is fortified with vitamins C and D, as well as its Apple & Rosehip variant, which is fortified with vitamins C, B6, B12.
Reconstituted 100% juice is expected to see the biggest sales decline over the forecast period, with the fall in sales deriving from consumers cutting their consumption of mass juice products, largely for health reasons. Some volume is also migrating to not from concentrate 100% juice, which is increasingly becoming the focus of juice manufacturers thanks to its better margins and greater resonance with evolving consumer demand trends.
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This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.See All of Our Definitions
This report originates from Passport, our Juice research and analysis database.
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