Juice in Germany

PROSPECTS

Concerned about health issues, consumers switch to premium juice

Juice continues to suffer from growing consumer concern regarding the calorie and sugar content in such products, as well as consumer demand for natural and healthy beverages. Juice, which used to be considered as a healthy drink, is now susceptible to a high level of consumer scrutiny, as shoppers no longer perceive many products in the juice aisle as healthy.

Coconut and other plant waters to remain the most dynamic category

The recent success story of coconut water in Germany seems to have inspired many suppliers to invest in this still niche category. Consumers seem to be responding very well to these products, because of their healthy image.

Quality over quantity

With consistently declining volume sales in most juice subcategories, manufacturers are adapting to new consumption preferences which position juice as an indulgence and premium product rather than a beverage intended for daily consumption. This is especially the case with superfruit juices which are particularly known for their health benefits.

COMPETITIVE LANDSCAPE

Eckes-Granini Deutschland remains the leader in juice

The domestic company Eckes-Granini Deutschland continued to lead juice in 2019 ahead of Aldi, Lidl and Rewe private label. With its two main brands Hohes C and Granini, Eckes continues to be innovative and to successfully extend its product portfolio, which led to a constant increase in value sales over the review period.

Private label loses value share

Despite Eckes-Granini being the biggest brand in juice for off-trade value sales, Aldi confirmed its leadership in off-trade volume terms in 2019. However, overall private label value share in juice is declining in favour of branded products.

Health claims and new flavours are the focus of smaller players

Cold-pressed juice is a popular type of juice that appeals to consumers with its all-natural and healthy image, hence has experienced substantial growth. In cold-pressed juice, start-ups have been emerging and new products consistently introduced.

Files are delivered directly into your account within a few minutes of purchase.