100% juice, which had remarkable total value sales growth before the pandemic, had a pronounced fall during 2020 and recovered well in 2021, but not to pre-pandemic levels. Total value sales growth of 100% juice was slightly hampered during the year as it is costly in Ecuador and with more time spent at home, consumers started making their own juice during the pandemic.
Juice players are taking advantage of the fact that fruit contains high levels of vitamins that assist in increasing one’s immunity and is considered to be healthy, which became important to consumers at the end of the review period with the outbreak of the COVID-19 pandemic. Thus juice manufacturers are highlighting their brands’ vitamin content through labelling and advertising.
The pandemic led to economic turmoil in Ecuador at the end of the review period. Consequently, consumers are more price sensitive and are more conscientious about analysing prices and packaging.
The Ecuadorian government is hoping to start 2022 with minimal impact from the pandemic due to their vaccination plan which was introduced at the end of 2021. The strategy includes mandatory COVID-19 vaccines for the Ecuadorian population that is older than five but excludes people with medical justification.
Many Ecuadorian parents are increasingly worried about their children’s diet and are expected to shift to juice that is perceived to be healthier with a lower sugar content. Indeed, nectars that contain fruit still need to conform to the traffic light system and thus nectar players need to indicate the product’s sugar content which is normally around medium due to the intrinsic fructose content of fruit.
The economic turmoil as a result of the pandemic is anticipated to remain a limiting factor for the recovery of juice and total volume and constant value sales will be positive although total volume sales is expected to be relatively subdued during the forecast period. Households’ price consciousness is expected to be particularly important for not from concentrate 100% juice as these products are especially costly due to the cost of the raw materials.
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Juice
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 DefinitionsThis report originates from Passport, our Juice research and analysis database.
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