Juice in France

PROSPECTS

Ongoing low declining demand for juice, although perceived healthier niche of coconut and other plant waters performs well

Juice in France continued to post a worrying volume decline in 2019 for several reasons. The category is experiencing competition from home-made juice prepared by using fresh fruit, emulating the trend for the cold-pressed format.

Move towards organic chilled variants will support higher value sales

Mainstream players need to retain consumers’ attention by further expanding their organic and chilled offers with growing interest towards upgrading emerging towards the end of the review period. Although the largest volume category of not from concentrate 100% experienced an ongoing slow decline in 2019, the move by modern grocery retailers, including convenience stores, supermarkets and hypermarkets, to continue expanding their shelves dedicated to organic products, is an encouraging sign that local consumers are prepared to pay more for premium quality, thus supporting higher current value growth over the forecast period.

Poor image of ambient juice may be improved through reformulation and use of locally-sourced produce

Demand for ambient juice is expected to slowly decline over the forecast period, despite the more positive performance by juice drinks (up to 24% juice) in 2019 which has benefited from a low unit price. However, the overall image of ambient juice such as reconstituted juice and nectars is poor due to their low-cost presentation in cartons rather than bottles which highlight the colour of the juice.

COMPETITIVE LANDSCAPE

Leading players within juice strengthen positions with move towards organic variants

Juice continued to be led by Orangina Suntory France SAS in both off-trade and on-trade volume terms in 2019 due to the strength of its brand Oasis in juice drinks (up to 24% juice). On the other hand, PepsiCo France SNC retained its leadership of juice in value terms.

Offer of functional juice using interesting flavour combinations likely to attract health-conscious consumers

In line with the rising health and wellness trend in France and the demand for greater specific value, producers are continuing to invest in chilled functional juice such as the use of superfoods including the spirulina-based Innocent Fa-Bu-Bleu, which naturally colours the product blue, adding interest; local products such as Charles & Alice le Jus Francais Frais, which is positioned as a local, authentic and premium product; and fruited water such as O’Fruity Bio and Oasis O’Verger with the latter accompanied by an amusing advertising campaign in 2019, which emphasised that it only contained naturally occurring sugars from the fruit. The increasing trend to mix two or three different fruits or ingredients that offer a variety of functions or nutritional benefits was also evident with the introduction of Tropicana Apple Kiwi Cucumber, while Cidou Bio Jus & Infusion combines popular locally-sourced apple juice with 40% herbal tea-infused water to offset the low sugar content.

Forecast period is likely to see intensified competition within organic segment, leading to higher margins

Competition with the organic segment is likely to intensify over the forecast period, as players see this as a way to increase their margins by capitalising on the growing trend for healthy natural and premium products. Following the success of Pressade Bio from Fruité Entreprises SA prior to the review period which is perceived as a 100% juice, but is actually only a nectar, which therefore makes it much cheaper than organic competitors, producers have begun to focus on a range of organic juice products including Joker le Bio and Tropicana Bio.

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