Off-trade volume sales of 100% juice in Kenya look set to contract throughout the forecast period, with the not from concentrate and reconstituted categories both projected to record consistent declines in this regard. Demand is likely to be depressed by heightened budget-consciousness among consumers, as these types of products are relatively expensive and it is expected inflationary pressures will continue to drive up unit prices and erode purchasing power for some time.
In contrast to 100% juice, nectars (25-99% juice) is expected to see retail volume sales increase at robust rates throughout the forecast period, with growth anticipated to surpass that recorded over 2018-2023. Comparatively low unit prices will ensure this category is better insulated from more cautious attitudes to discretionary spending among Kenyans arising from the ongoing spike in inflation.
Rising health awareness among Kenyans will remain the most influential trend when it comes to new product development activity in juice over the forecast period. Manufacturers will continue to respond to this shift by expanding their offers of varieties that are lower in sugar and contain fewer or no artificial flavours, preservatives, colours etc.
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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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