Juice in India

PROSPECTS

Juice continues to report strong growth driven by value-added juice drinks

Consumers in India are becoming more health conscious and with rising awareness of the benefits of having juice there is an increase in consumption. The fast lifestyle of millennials does not allow them to have sufficient nutrients from home-cooked foods.

Juice with high functional value, added benefits report growth through subscriptions

Raw Pressery, Juro, Cold Press and Raw Leaf are bundling products such as weekly detox juice, body weight management and vitamin enhancers and selling the juice to health-conscious consumers through a subscription model. Juices sold through this channel are generally tailor made to individual customers.

Manufacturers focus on offering local flavours, superfruit ingredients and coconut water

Consumers in India are looking for juice with superfruit ingredients and indigenous flavours. However, these juices have not been widely available in the retail channels and most often have been made in homes.

COMPETITIVE LANDSCAPE

Landscape continues to be consolidated despite fall in Dabur’s shares

Coca-Cola, Parle Agro, PepsiCo and Dabur together accounted nearly three quarters of off-trade value sales of juice in 2018 primarily due to their successful portfolios of mango-based drinks. Despite the entry of multiple start-ups offering a wide array of products, these companies are expected to account maintain their leading positions over the forecast period.

Mango generates the most sales, prompting new offers

Mango is the bestselling flavour in India, buttressed by robust distribution across India. Entry-level products from these companies helped them to sustain competition and witness growth in volume sales.

Raw Pressery reports strong growth driven by health-conscious consumers

Raw Pressery has created a unique portfolio of products associated with high functional benefits and value addition targeting consumers with health goals. Consumers have adopted these products despite premium pricing, primarily to address health care and lifestyle-related issues.

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