Juice sales in Eastern Europe dipped slightly into negative territory in 2020, impacted by increasing price sensitivity among consumers due to the economic impact of Coronavirus (COVID-19) in the region. The previously booming growth of not from concentrate 100% juice slowed considerably in 2020, with consumers put off by these products’ high prices during a period of belt tightening. Positive growth is expected for juice sales in the region over the forecast period.
While on-trade sales of juice were decimated in 2020, off-trade sales held up relatively well, with a minor decline seen in this year, compared with the minor increases in the two previous years. On-trade outlet closures, lockdowns and other restrictions to control the spread of COVID-19 hit the on-trade much harder than the off-trade, given essential retailers like grocery stores remained open throughout the pandemic. However, some on-the-go consumption was lost in the off-trade and consumers may have reined in their spending on more expensive juice products given the pandemic’s economic impact.
Prior to the pandemic, not from concentrate 100% juice was seeing dynamic growth. This product is popular due to its freshness, enhanced nutritional value and generally healthy attributes, particularly against the backdrop of a burgeoning health and wellness trend in the region. Although growth slowed markedly in 2020 – being among the more expensive juice products, consumers were having to watch their spending due to the negative effect COVID-19 had on purchasing power – this product will be the most dynamic juice type over the forecast period, particularly with health being top of mind in the wake of the pandemic.
Juice will see positive annual growth rates from 2021, which will peak at 2% in 2024. As noted above, reduced-sugar and NH superfruit juices as well as organic 100% juice, albeit most of the latter from relatively small bases. Not from concentrate 100% juice will be a product that will be unaffected by the sugar taxes being introduced in some of the region’s countries. not from concentrate 100% juice will see dynamic growth, as will coconut and other plant waters and a number of HW categories, including
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