In the forecast period, the propensity of consumers in New Zealand to trade-up to more premium offerings such as not-from-concentrate 100% juice will largely be determined by economic factors, and the extent to which high inflation rates impact consumer confidence. Since young families are the primary target demographic for this juice category, it is particularly susceptible to economic pressures on the family budget.
With children and teenagers the primary target demographic for juice, the category is susceptible to demographic pressures, in this case the stagnant growth in the number of children in New Zealand. Even before migration channels were put on hold during the pandemic, New Zealand was expecting a continued decline in its birth rate.
The on-trade channel only accounts for a small proportion of juice consumption in New Zealand, so the return to foodservice outlets resulting from the easing of the pandemic will not make a large difference either to total sales or to off-trade sales. On-trade sales of juice are, however, likely to see continuous volume growth in the forecast period.
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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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