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.
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.
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.
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.
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.
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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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.
See All of Our DefinitionsThis report originates from Passport, our Juice research and analysis database.
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