The spread of COVID-19 in Japan led consumers to become even more health-conscious than they were before, placing an even greater focus on healthy eating. During the review period, health-conscious consumers had started shunning juice as they looked to reduce their sugar intake.
While the health benefits of juice are likely to form a key part of the strategies of players within juice, it will be important that they do not lose sight of promoting its good taste. While consumers are likely to increasingly look for soft drinks which are good for their health, if the product does not taste good, then they will generally move on to another option fairly quickly.
Traditionally, the key target audience for juice products was children, but the changing demographic composition of the Japanese population means that companies will have to expand their consumer base or risk seeing sales decline. With the decline in the consumer base of children, the focus is expected to shift towards the needs of adult consumers.
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Juice
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 DefinitionsThis report originates from Passport, our Juice research and analysis database.
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