Juice will remain in negative volume figures over the forecast period, albeit inching closing back to growth in off-trade terms towards the end of the forthcoming years, whilst on-trade also looks set to decline. Ultimately, the category’s maturity and competition from other categories, being those perceived as either more innovative (energy drinks and RTD tea) or healthier (functional bottled water), will continue to place pressure on juice.
The best opportunities most likely lie in not from concentrate 100% juice, which looks set to be the strongest area over the forecast period. Premiumisation is likely to become relevant again, especially over the second half of the forecast period, when the negative effects of the inflation crisis are expected to subside and, in this context, the category will benefit the most from not from concentrate 100% juice, thanks to its positive perception in terms of health and wellness.
Given the category’s maturity, innovation in juice is likely to focus on blurring lines between different categories, i.e.
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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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