44 pages, May 2014
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Fruit/vegetable juice comprised one fifth of soft drink retail value in the Middle East and Africa (MEA) in 2013. This briefing will explore the opportunities within health and wellness juice as obesity rates rise. It explores the role of stevia in revitalising innovation in reduced-sugar juice, the growing demand for novel ingredients in fortified/functional juice and the use of claims to differentiate products and why superfruit juice remain niche in the MEA, given its impressive rise globally
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100% juice leads off-trade consumption in the region, followed closely by juice drinks. Within juice, there is no one category which dominates across the region. Juice drinks lead in the Middle East and North Africa (MENA) while nectars lead in Southern Africa.
Health and wellness still remains niche in the MEA, as for the majority consumers knowledge of nutrition remains somewhat limited. Therefore, naturally healthy juice, predominantly comprising 100% juice, leads health and wellness juice.
Reduced-sugar juice remains limited in MEA, as there is a lack of understanding in the added value of a product in which the level of an ingredient in a product has reduced. With the rising prevalence of obesity but a love for sweet products, manufacturers are looking to utilise the naturally sourced sweetener stevia, in order to retain the sweet taste but reduce the sugar content of products and maintain a natural image.
FF juice is a growing category, and is over five times larger than reduced-sugar juice in the MEA, as there is growing demand for additional functionality from all drink products, driven by the young population. Functional ingredients are being utilised by juice manufacturers globally – a strategy which can be adopted by MEA-based companies.
While superfruit juice has seen extremely strong growth globally, it remains niche in the MEA. Local companies are in the best position to reap the rewards of this potentially lucrative category, but flavours must resonate with local consumers.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.