As the health and wellness trends will only strengthen over the course of the forecast period, juice is expected to face ongoing challenges and high-sugar variants will see declining trends. That said, prospects look better for healthier positioned juices, for example 100% juice, low sugar options, and functional fruit juices.
The primary was for juice manufacturers to maintain and gain sales over the forecast period is to follow health and wellness trends, for example with natural ingredients and lower sugar content. For example, as seen with Spa Fruit (from Spadel SA NV) which was launched in 2022 and, indeed, contains natural ingredients and no added sugar.
Belgian consumers are increasingly seeking food and drink which can offer dietary benefits and, in line with the ongoing health and wellness trends, it is expected that players in juice will continue to explore functional variants in order to attract consumers’ attention. For example, as seen with organic functional shot drinks brand Holy Shot (from D-Drinks BVBA), with ginger and lemon, and maté and guarana; along with Vit Hit (from Jet Import NV SA).
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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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