Juice in Finland

PROSPECTS

Volume sales decline, but premium and organic products along with rising demand for smoothies point to higher value growth

Volume and value sales of nectars and fruit drinks (up to 24% juice) continued to decline in 2019, and over the year sales of reconstituted 100% juice declined as well. Maturity as well as health and wellness considerations contributed to the declining demand, which is expected to continue throughout the forecast period.

A number of new organic products arrive on the market in 2018-2019

Organic juice continues to see growing demand, and as manufacturers continue to launch new flavours and packaging options and all key grocery retailers are now carrying organic products, its prospects for growth over the forecast period remain strong. New launches in 2019 included God Morgon Organic 100% squeezed fruit orange juice, also made available in a smaller 250ml bottle (launched in summer 2019) and Marli Vital juice containing collagen and vitamin C in a new flavour, Apple Lychee.

Smoothies are increasingly visible in retailing, and attracting more interest with a constant flow of new flavour combinations

Towards the end of the review period, smoothies became more visible in retailing, and in a widening variety of interesting flavour combinations. Among the new smoothies that appeared on the Finnish market in 2019 were Pago Mango-Coconut and Chili-Carrot-Mango & Ginger and Cherry-Blackcurrant & Rose.

COMPETITIVE LANDSCAPE

Private label and Eckes-Granini continue to lead in juice, with both having gained value share in 2019

Heavy competition among juice players continues in Finland. Private label held the highest value share in 2019, and strengthened its position in nectars and 100% juice over the year.

An abundance of new flavour combinations generate interest in juice

New flavour combinations from branded players continued to attract interest in 2019. Within 100% juice, Eckes-Granini replenished its God Morgon Origin series with Columbia/Brazil Orange/Mango, Sicily Red Orange and Sweet Brazil Orange.

Players actively engage in advertising and marketing, using YouTube, mobile apps and a Next Level campaign to attract younger consumers

Players in Finland’s juice arena are actively pursuing advertising and marketing activities and making greater efforts to engage with consumers in order to gain their interest and loyalty. For instance Eckes-Granini featured its three new Pago Smoothie launches on YouTube in 2018, then in summer 2019 it supported its Marli Juissi brand targeting the younger generation by developing a mobile phone app and creating the popular Next Level campaign, which included giving away nearly 3,200 prizes, including Samsung Galaxy mobiles, to participants that entered the codes from the scratch surface on the juice packaging.

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