New Zealand’s initial response to the emergence of COVID-19 in 2020 involved closing its borders and implementing lockdowns and travel restrictions, significantly impacting on-trade juice sales. However, the country’s success in combating the pandemic has meant that since this period, the country has largely returned to levels of normalisation with on-trade outlets free from any operating restrictions.
While 2020 witnessed significant panic buying, which influenced off-trade demand for juice, the effects of COVID-19 continued to be felt in 2021 through changes in ways of working. Most offices in New Zealand have adopted more flexible policies, and as a result, remote working has become widespread, resulting in stable demand for juice through off-trade, rather than reverting back to pre-pandemic levels in the wake of the boost which the category received the previous year due to lockdowns in the early stages.
The Healthy Star Rating System was introduced in 2014 as a way of educating consumers on the overall nutritional value of packaged foods. The voluntary system sees most pure fruit juice receiving between four and the maximum five stars.
While traditional juice flavours such as apple and orange remain popular in New Zealand, younger consumers are increasingly opting for more interesting and exotic flavours such celery, cucumber, beetroot, ginger and turmeric, and this is likely to characterise flavour innovation over the forecast period. Similar to trends seen in competing soft drinks categories such as RTD coffee and RTD tea, these trends have their genesis in on-trade outlets such as juice bar chain Tank.
While sugar content characterised health and wellness preferences over the review period, COVID-19 has brought functional health and wellness benefits to the forefront of consumers’ decision making, and this mindset is likely to remain over the forecast period. As such, opportunities exist for players in the category to leverage immune-boosting and support attributes of juice to leverage consumer demand and perceptions towards functional beverages such as juice.
Environmental concerns around excess packaging and single-use plastic are influencing consumers’ decision making, and as such, sustainability trends are likely to influence players in multiple ways. The most obvious of these is packaging, with a focus on reducing waste through the use of recycled plastic and reducing packaging overall.
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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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