A Two-Track Juice Market : Opportunities in Flavourful , Functional and Healthful Juices

The two-track global juice market

While global juice growth was strong over the review period, we have entered an era of two-track global growth, in which developing markets are succeeding with low-juice content juice and developed markets struggle to stimulate growth in traditionally popular juice categories, such as 100% juice.

Flavour first and fortified juice drinks

The biggest geographic growth story is Asia, where flavour-rich juice drinks (with low-juice content) have grown by leaps and bounds over the past decade, and are now on a par with the major carbonates brands in terms of brand impact and growth potential. While juice is declining in North America and Europe, fruit flavour and texture remain growth drivers in the developing world.

Healthier, affordable nectars

Globally, parents are seeking affordable but healthier options for children’s juice. In Latin America, there has been strong growth in the shelf-stable nectars category, as a healthier, more natural alternative to artificial fortified concentrates and unaffordable 100% juices.

Going premium in 100% juice

Despite continuing declines in overall volume terms, there remains niche growth potential in local superfruit and ultra-premium 100% juices that satisfy the lifestyle requirements of affluent consumers. Speciality brands have bucked the mainstream decline in the segment with high quality ingredients, superior processing techniques, and vegetable and herbal ingredients.

Future prospects determined by high sugar and calorie solution

While reduced sugar, alternatively sweetened juices will have a place in the future product mix, the industry will need more and better answers to address consumer concerns over high sugar and calorie levels in juices. Solutions that emphasise lower sugar fruits, vegetables and herbal ingredients or even smaller portions should benefit.

Consumers will continue to seek fresh and natural juice drinks, with affluent consumers prepared to pay a considerable premium for juices that meet their lifestyle needs.

Re-imagining children’s drinks

In emerging markets, where juice volume growth prospects are strongest, there is a need for brands to focus on segmentation. More attention must be paid to crafting brands that appeal to children, as well as parents. Multiserve nectars in Latin America have been f the most successful in conveying fresh but affordable health to parents.

In developed markets, the days of many traditional children’s juice drinks are numbered, with juice boxes and pouches unable to meet the expectations of parents in terms of sugar content and natural ingredients. Innovation is required to keep juice relevant as a children’s beverage.

Keeping pace with consumers

Juice drinks have experienced surging demand in China, driven by a flavour-first approach, with flavour innovations and a marketing approach that resembles the engagement strategies of major carbonates brands in other regions.

Keeping brands fresh and relevant with consumers will be a challenge in this fast-paced environment, with domestic players taking share. Recent growth has demonstrated the importance of functional elements to drive sales in Asian juice drinks. Juice products that promote wellness, alleviate specific ailments or promote greater energy could be significant winners over the forecast period.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment