Juice consumption in Australia has been declining gradually in volume terms on a per capita basis for well over a decade. While consumption briefly spiked during the pandemic due to loss of mobility driving consumers to purchase juices for at-home consumption instead of visiting juice bars, this growth is expected to be temporary.
The juice category in Australia has experienced significant premiumisation over the past two years due to the impact of the pandemic. As consumers shifted to purchasing juice for at-home consumption, they were able to purchase larger pack sizes and take advantage of the better price per litre for these pack sizes, allowing them to trade up to more premium not from concentrate 100% juice brands such as Nudie and Original Juice, both of which have grown their sales shares between 2019 and 2022.
Volume sales of juice are expected to continue their long-term gradual decline over the forecast period. However, despite the long-term trend of declining juice consumption, certain categories continue to have potential for growth.
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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 Definitions
This report originates from Passport, our Juice research and analysis database.
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