Juice in Finland

PROSPECTS

Bulk juice will keep declining, while premium sales are set to soar

Declining sales of juice have been stemming from lower demand for the highest volume area, bulk juice. This is, for example, shown in the steep volume decline of reconstituted 100% juice, whilst not from concentrate 100% juice saw growth in 2018.

Smoothies are prominent and will help to lift value sales

Since 2017, smoothies have become more visible in retailing. Whilst at the beginning of the review period smoothies were often in single-serve packs, by 2018 they were available in 1-litre packs, as well as new premium private label offerings.

Organic juice will see strong growth in the years to come

Organic juice is expected to see strong growth within juice in the coming years. Overall sales of organic products were still fairly moderate in 2018 – but the prospects are favourable, as all the key retailers included organic ranges in their selections from 2017 onwards.

COMPETITIVE LANDSCAPE

Eckes-Granini Finland leads with an extensive portfolio

Eckes-Granini Finland maintained its lead in juice in off-trade value terms in 2018, partly thanks to various brand acquisitions that took place in the last few years, and partly due to ongoing product updates. The newly acquired Brämhults, God Morgon and Rynkeby brands were located in the most dynamic juice categories, in not from concentrate 100% juice and smoothies, whilst on the other hand the company also had brands that declined, including brands such as the bulk juice Tropic brand.

After a decline in its share, second-ranking Valio strengthens its position

Local company Valio ranked second in juice in off-trade value terms throughout the review period. Its main brand Valio is trusted, but saw little product development in the review period.

Stable value sales of private label in the overall declining juice category

Whilst private label benefited from the economic downturn at the beginning of the review period, portfolio adaptations also maintained its value share during the better economic times. It was impressive that the private label value share remained stable whilst overall value sales within juice declined.

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