Juice in Australia

PROSPECTS

Health and wellness concerns sees the popularity of 100% juice increase

While fruit juice contains naturally occurring sugars from fruit, the rising tide against sugar continued to impact juice consumption in Australia. Growing health consciousness has resulted in consumers transitioning from reconstituted juice to not from concentrate juice.

Citrus shortage continues to impact the local market

A shortage of Valencia oranges had an impact on the local market in Australia in 2018. Citrus Australia chief executive Judith Damiani’s commented on the situation in trade press The Weekly Times by saying that “a short season, decreased Valencia production and strong export demand were the contributing factors behind the shortage”.

Premiumisation within juice contributes to strong unit price growth

The growing popularity of more premium juice products contributed to strong unit price growth in juice, with growth higher in 2018 than in 2017 or in any other year over the review period. One example of this growing premiumisation is the launch of Sunraysia’s Beetroot with Apple and Cloudy Apple with Apple Cider Vinegar juices in March 2018.

COMPETITIVE LANDSCAPE

Lion remains the leading player

Lion remained the leader in juice in both total volume and off-trade value in 2018. The company’s Daily Juice brand, a not from concentrate 100% juice, was the number two brand in juice.

New product developments focus on flavour variety

New product developments within juice are focusing on introducing new flavour variants and ingredients to provide consumers with more choice. One example of this flavour variety is Nudie’s “Nothing but winter goodness”, a limited-edition juice variant incorporating pink grapefruit and apple.

Nudie Foods Australia records growth as Australian consumers’ value the freshness of not from concentrate 100% juice

Nudie Foods Australia’s share within juice increased in both total volume and off-trade value in 2018, as it had done in previous years, due to consumers appreciating the freshness of the company’s products and their utilisation of Australian fruit. For example, on the packaging the company’s 3-litre apple juice notes that it contains “nothing but 30 apples” and incorporates “100% Australian fruit”.

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