Over the forecast period, juice will likely face many challenges as a whole. As the pandemic has come to a gradual end, Canadians will return to their pre-pandemic purchasing patterns.
Future possible regulations regarding the sugar content of soft drinks in addition to consumer education could influence the performance of juice moving forward. The new Canada Food Guide published in January 2019 stated that 100% juice is now considered to be a sweet drink which is to be consumed in moderation, compared to guidelines from 1977-2007 when 125ml of 100% juice was equivalent to one serving of fruit.
Whilst smaller players have generally had a hard time adapting to COVID-19, due to having fewer resources to cope with the category landscape changes, over the forecast period they are likely to continue thriving in niche areas of juice, particularly if they are able to offer a healthier positioning and innovative flavours. POM Wonderful is present with pomegranate juice and Rubicon offers a selection of exotic flavours which have been recognised with prestigious awards over the review period.
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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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