The removal of the tax on sweetened beverages in 2023 sparked growth in the juice category. However, over the forecast period, juice is expected to return to decline.
While 100% juice has been amongst the stronger performers in juice in recent years, the category faces notable challenges going forward. These products are seen as healthier than other juice options, and, indeed, many other soft drinks options, as they resonate with consumers’ increasing preference for natural products and ingredients.
Before the sweetened beverages tax went into effect, Tnuva and Priniv were in talks for Tnuva to purchase shares in Priniv, the fifth largest player in the juice category. However, once the tax was set to go into effect, Tnuva decided not to purchase the shares.
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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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