Juice in France

PROSPECTS

Uncertainty over privileged status of juices in France

Manufacturers have doubts about the ability of juice to post significant volume growth over the coming years. Demand within the area is set to be dampened again by a combination of negative factors.

Growth in chilled not from concentrate 100% juices and juice drinks

Without the contribution of chilled not from concentrate 100% juices and juice drinks, off-trade volume sales within juice would probably wane in the short term. Given the similarity of juice drinks’ consumer base (mostly younger people) and concerns surrounding such products (high sugar), the area suffers from similar concerns to carbonates.

Virtuous circle for organic juices, coconut and other plant waters

There are no signs that the success story of organic juice is set to end in the near future, with the trend equally impacting 100% juice, nectars and juice drinks and still being far from saturation. The area should still be able to deliver business opportunities for newcomers thanks to consumers’ eagerness for all that is organic and natural, along with the offering of increasingly accessible unit prices.

COMPETITIVE LANDSCAPE

PepsiCo consolidates leading position

Tropicana from PepsiCo France remains the undisputed leading brand in juices, with almost double the value sales of its closest contender, Joker by Eckes-Granini France. Tropicana still posted appreciable value growth in 2018 by re-investing in organic 100% juice with Tropicana Bio and reinforcing its offering of naturally functional Tropicana Essentiels juices.

Pressade continues to grow in popularity

Despite not being present in refrigerated cabinets, Pressade (GBO: Britvic) maintained low prices, launched various types of plastic aluminium pouches and scored a hit in the organic segment. Pressade Bio comes in carton brick packaging and benefits from the fact that it is perceived as a 100% juice, but is actually only a nectar, thus making it much cheaper than organic competitors.

Private label operators continue to lose sales share

Dragged down by the collapse of economy products, private label saw a further drop in sales share in 2018. Private label lines were the least well-equipped to answer consumers’ needs.

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