Juice in Germany

PROSPECTS

Juice in Germany is a saturated category

Juice in Germany is a saturated category. Per capita consumption has reached its limit and it is becoming difficult for manufacturers to attract further consumers despite the frequent launch of new products and flavours.

Value lies in health benefits

With more hectic lifestyles, consumers are increasingly looking for convenient and natural ways in which to get the recommended amount of fruit and vegetables. This is benefiting not from concentrate 100% juice, which is generally perceived as being of a higher quality and more natural than other types of juices.

Coconut and other plant waters is a growing niche

Coconut and other plant waters continued to register strong growth in 2018, albeit from a low base, with volume and value sales being much weaker when compared to other soft drinks categories. While the big boom for coconut water following huge advertising campaigns over the review period is over, the product’s consumer base is fairly loyal and keeps growing, according to trade sources.

COMPETITIVE LANDSCAPE

Domestic player Eckes-Granini Deutschland continues to lead juice

The domestic company Eckes-Granini Deutschland continued to lead juice in 2018 through its two main brands, Hohes C and Granini. By regularly adding to its product range, the company is seeking to expand its consumer base, offering drinks for all consumer tastes and needs.

Small players gain ground

Companies such as innocent Alps and True Fruits are gaining ground in terms of both volume and value share. Both companies have been focusing on not from concentrate 100% juice, a growing category, regularly introducing new products as well as working on packaging design.

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