Juice continues to suffer from growing consumer concern regarding the calorie and sugar content in such products, as well as consumer demand for natural and healthy beverages. Juice, which used to be considered as a healthy drink, is now susceptible to a high level of consumer scrutiny, as shoppers no longer perceive many products in the juice aisle as healthy.
The success story of coconut water in Canada seems to have inspired many suppliers to invest in this previously niche category. Consumers seem to be responding very well to these products, because of their healthy image.
The relatively high sugar and calorie content in most juices makes them an ideal target for the upcoming regulatory changes. These products might be subject to front-of-package nutrition labelling, which highlights products high in sugar, sodium and saturated fats.
Three key suppliers, PepsiCo Beverages, A Lassonde and Minute Maid Co of Canada, continued to dominate juice in retail value terms in 2018, thanks to their strong positions in 100% juice. The leading brand Tropicana from PepsiCo highlights its natural sources and lack of added sugar, water or preservatives in its communication.
Low-calorie juices are performing very well, and most suppliers are now trying to differentiate these products by explicitly highlighting their calories per serving on the packaging. Another key trend is to move from traditional juices towards smooth infusions, which can address consumers’ dread of calories, whilst at the same time offering the desired fruity taste.
Cold-pressed juice is a popular type of juice that appeals to consumers with its all-natural and healthy image and hence has experienced substantial growth. In cold-pressed juice, start-ups have been emerging and new products consistently introduced, with examples being Toronto-based Greenhouse Juice Co, Vancouver-based Mama Juice Co and Montreal-based Just Pressed Juice.
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This industry report originates from Passport, our Soft Drinks market research database.