After showing record growth rates in 2021 and 2022, demand for juice will continue to rise heading into 2023, despite the negative economic context of high inflation and potential recession that will likely impact Chile in the coming year. In promoting this growth, more affordable juice options, including private label, Kapo and Frugo, will be key to driving demand for juice drinks, while the likes of Watt’s will remain a strong growth driver of 100% juice, due to the detriment of foreign, imported, and more expensive names, which consumers will look to replace.
Bottled water is one of the main competitors to juice in Chile and is expected to strengthen its threat over the forecast period through flavoured options, as players look to gain further share from juice if the latter is unable to identify innovative options to retain consumers. Bottled water is perceived as healthier, more affordable and offers a strong variety, which local consumers value.
With a nascent trend for natural products and the search for healthier soft drinks than many other juice types, while offering differentiation to bottled water, Chileans are becoming increasingly receptive to coconut and other plant waters. However, despite already being launched in the local market before the review period, the product remains a niche, and while there are predictions for further dynamic growth, its penetration is likely to remain low in the coming years.
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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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