In 2021, on-trade volume sales of juice are expected to fall even further, having already seen a dramatic decline in the previous year. Foodservice outlets have not seen the return of dine-in visitors, with the prospects of the channel’s recovery severely impacted by the implementation of PPKM measures.
Nectars and reconstituted 100% juice have been amongst the categories most affected by the outbreak of COVID-19, as most of these products are sold in modern grocery retailing channels, such as convenience stores, supermarkets and hypermarkets. During the government’s PSBB (2020) and PPKM (2021) measures, which impose social restrictions and social distancing, some modern grocery retailing outlets such as supermarkets and hypermarkets located in shopping centres experienced shorter operating hours, reducing footfall and therefore sales of nectars and reconstituted 100% juice through these stores.
Tirta Alam Segar remains the largest player in juice, as its two flagship brands, Ale Ale and Floridina, have extensive distribution in traditional channels, which have not been as affected by COVID-19 restrictions as the products sold in modern grocery retailers. Floridina was also launched in a new ready-to-drink format in 2020, incorporating a more modern pack design so as to appeal to youths and Millennials.
Juice is expected to see a return to on-trade volume growth in 2022 with a double-digit increase in sales supported by the easing of PPKM restrictions as the immediate threat from COVID-19 wanes or the disease becomes a managed fact of life. However, on-trade volume sales of juice are not expected to return to the levels seen before the outbreak of COVID-19 by the end of the forecast period.
As the Indonesian economy recovers from the impact of the pandemic over the forecast period, increasing disposable incomes and consumer confidence will complement the growing appeal of juice for those seeking healthier alternatives to other types of soft drinks such as carbonates. In addition, the launch of new flavour variants of popular brands has strengthened consumer interest in the category.
With efforts imposed to curb the spread of COVID-19 having a considerable economic impact and leading to heightened consumer budget-consciousness, existing players in juice are expected to maintain their selling prices. To improve profitability, however, they might also look to reduce pack sizes, as consumer purchasing power is estimated to take more than two years to return to its original condition.
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This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.See All of Our Definitions
This report originates from Passport, our Juice research and analysis database.
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