Juice in Australia

PROSPECTS

Juice sales remain flat, with growth coming from not from concentrate 100% juice

While fruit juice contains naturally occurring sugars from fruit, health consciousness is stimulating more consumers into moving away from ambient juice and reconstituted juice. This move is motivated by perceived lower health attributes and the desire to reduce overall sugar consumption.

Drive for healthier premium juices raises unit prices

Consumers are increasingly opting for juices that are perceived as being fresher and healthier, such as those with no added preservatives, artificial flavours and colourings. This is leading to growth of premium juices, such as those with added ingredients such as vitamins and minerals, which offer health benefits, such as claimed immunity boosting properties.

Coconut and other plant waters set to increase in popularity

Coconut and other plant waters is set to increase its share of the overall juice category due to the perceived health benefits of electrolytes. Also important will be the healthy nature of these beverages, as they are low in sugar and perceived as being fresher than reconstituted juice.

COMPETITIVE LANDSCAPE

Lion retains lead in 2019 thanks to the popularity of its Daily juice brand

Lion remained the leader in juice in both off-trade volume and off-trade value terms in 2019. The company’s Daily Juice brand, a not from concentrate 100% juice, was the number two brand in juice.

H2Coco launches H2 juice, marketed as a better for you beverage

H2Coco benefits from strong brand recognition and consumer perception of quality. The new extension was launched in 2019 in Woolworths supermarkets and is marketed as an alternative to refined sugars and added preservatives.

Golden Circle introduces innovative sparking ambient juice

Heinz Co Australia also launched a new variant of its Golden Circle brand in early 2019, which is a juice free from artificial colours and flavours with no added sugar. This launch forms part of an effort of ambient juice brands to differentiate themselves in a category that has not experienced much change and innovation.

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