Juice in India

PROSPECTS

Rising health-consciousness and demand for convenience boost juice

Rising consumer health-awareness, supported by government campaigns, a media focus on health and increasing access to the internet, is generating a growing interest in nutrition. In combination with the hectic character of modern urban lifestyles, this is boosting demand for juice, which is seen as a quick and convenient way to take on essential nutrients, especially when packaged in small formats suitable for on-the-go consumption.

Developing ethnic flavours

Major players in juice are focussing on the development of ethnic flavours. Coca-Cola India, PepsiCo India, ITC Foods, and Dabur India are introducing local flavours and low-sugar drinks.

Rising demand for not from concentrates

A growing number of companies are focusing on the development of not from concentrates products, which are benefiting from consumer perceptions that they provide greater nutritional value than products made from concentrate. Consumers became more aware of this distinction when ITC promoted its B Natural brand with a “no concentrate” campaign, which included asking rivals Dabur and PepsiCo to produce juice without using concentrates.

COMPETITIVE LANDSCAPE

Leaders focus on targeting local tastes

The four leading companies in juice, Coca-Cola, Parle Agro, PepsiCo and Dabur, are all focusing on ethnic flavours. While leading player, Coca-Cola, added ethnic flavours to its Minute Maid brand, Dabur introduced variants such as Masala Guava, Masala Pomegranate and Alphonso Mango to the portfolio of Réal.

Leading brands focus on updating images

Coca-Cola’s Maaza and Parle Agro’s Frooti are the two leading brands in juice in India. Both brands have been subject to updating, as Coca-Cola and Parle Agro have looked to adapt them to evolving demand trends and recognised the growing importance of younger consumers to the development of juice in the market.

Raw Pressery aims at further expansion

Rakyan Beverages’ Raw Pressery was the most dynamic brand in juice in both volume and value terms in 2019, and is expected to see ongoing strong growth supported by the increasing consumer interest in natural products. The rise in health-awareness is leading to consumer concerns about the potential impact of consuming artificial additives such as sweeteners, preservatives, colourings and flavourings.

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