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Juice in Australia
February 2022
2021 DEVELOPMENTS
Fresh hits to juice as purchases of larger pack sizes decrease the unit price and fewer lunch box drinks are required
Juice in Australia was already experiencing a gradual and prolonged decline prior to the COVID-19 pandemic, at least in volume terms, but this decline was exacerbated in 2021. In contrast to most other categories in soft drinks, this decline was not due to consumers attempting to avoid convenience channels.
Bega’s low prioritisation of its newly acquired juice brands offers opportunities for smaller, more innovative companies
Many of Australia’s most popular brands – Daily Juice, Mildura, Just Juice, The Juice Brothers and Berri – were, prior to 2021, owned by Lion Pty Ltd and therefore ultimately by Kirin Holdings Co Ltd. These brands were acquired by Australian company Bega Cheese Ltd in 2021, under the division Bega Dairy and Drinks.
Nudie plays a central role in driving value growth in juice
Although it is not yet the leading brand of juice in Australia – with both Golden Circle and Daily Juice still selling more – the success of Nudie is illustrative of the direction of the juice market in Australia. With the leading off-trade value share in not from concentrate 100% juice and third-placed in juice overall, Nudie plays a central role in driving value growth in the juice category.
PROSPECTS AND OPPORTUNITIES
Change to Health Star Rating set to have a negative impact on volume sales of juice
The juice market faced controversy in 2020 and 2021 due to the introduction of a new algorithm for the voluntary Health Star Rating system. This system, originally introduced in 2014, has been designed to advise consumers on the health impact of the food they consume.
Working and staying at home expected to have long-term channel and premiumisation impacts on juice volume sales
The uptake in working from home that was experienced during the pandemic is likely to become ingrained, with long-term impacts on Australians’ juice consumption habits. With in-office work less frequent, opportunities for on-the-go consumption will be less common.
Not from concentrate 100% juice to be responsible for extracting the greatest value from juice
Whilst volume sales of juice are expected to gradually decline over the forecast period, continuing the trajectory seen over the review period, the shift towards premium brands will continue to inflate unit prices, thereby stabilising value growth. As other opportunities to spend money have been put on hold during the pandemic, consumers have been able to afford permissible indulgences such as trading up their brand of juice.
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Overview:
Understand the latest market trends and future growth opportunities for the Juice industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Juice industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Juice in Australia report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Juice in Australia?
To what extent are health considerations impacting consumption of Juice in Australia?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Juice in Australia?
Which are the leading brands in Juice in Australia?
What potential exists for multinational or domestic soft drinks companies to expand in Australia?
How are products distributed in Juice in Australia?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Juice?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Juice in Australia - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Fresh hits to juice as purchases of larger pack sizes decrease the unit price and fewer lunch box drinks are required
Bega’s low prioritisation of its newly acquired juice brands offers opportunities for smaller, more innovative companies
Nudie plays a central role in driving value growth in juice
PROSPECTS AND OPPORTUNITIES
Change to Health Star Rating set to have a negative impact on volume sales of juice
Working and staying at home expected to have long-term channel and premiumisation impacts on juice volume sales
Not from concentrate 100% juice to be responsible for extracting the greatest value from juice
CATEGORY DATA
Table 1 Off-trade Sales of Juice by Category: Volume 2016-2021Table 2 Off-trade Sales of Juice by Category: Value 2016-2021Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021Table 4 Off-trade Sales of Juice by Category: % Value Growth 2016-2021Table 5 NBO Company Shares of Off-trade Juice: % Volume 2017-2021Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021Table 7 NBO Company Shares of Off-trade Juice: % Value 2017-2021Table 8 LBN Brand Shares of Off-trade Juice: % Value 2018-2021Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026Table 10 Forecast Off-trade Sales of Juice by Category: Value 2021-2026Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 23 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 31 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 32 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 34 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 41 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 42 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 43 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Australia
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Juice
Not from Concentrate 100% Juice
Reconstituted 100% Juice
Juice Drinks (up to 24% Juice)
Nectars
Coconut and Other Plant Waters
Juice
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.