While classic juice brands have been grappling with sluggish performances due to their sugary image, players in functional juice have identified an opportunity to expand their portfolios to appeal to consumers seeking alternatives they perceive as healthier. One example is New Moon’s new lime drink, boasting 1,000mg of vitamin C – equivalent to 47 limes – launched in selected 7-Eleven stores in November 2023.
With consumers becoming increasingly health-conscious and looking to lead healthier lifestyles, the demand for juice drinks is likely to continue declining, despite product reformulations to launch reduced or no added sugar alternatives. Players may need to look at other ways to win over consumers.
Although orange juice remains a timeless favourite, local consumers are increasingly drawn to more exotic flavour profiles, which is leading to new flavour innovations within juice. This trend has prompted the entry of new brands in both the off-trade and on-trade channels.
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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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