Juice saw a steep decline in off-trade value and volume sales in 2020 as the economic impact of COVID-19 negatively affected demand. The category had already been suffering due to the growing perception that many products on offer were not as healthy as originally thought, with some consumers creating home-made juice instead.
In the context of a series of crises including economic and political instability, along with ongoing challenges in containing COVID-19, many consumers went in search of cheaper options in 2020 and 2021 when it came to juice. Some consumers turned to making their own juice at home with this being seen to be not only healthier than packaged juice but also more affordable.
Arca Continental Lindley entered juice drinks (up to 24% juice) in 2021 with it launching its Citrus Punch product line. This launch helped to reinvigorate the category but it also generated increased competition for leading brand Cifrut from Ajeper, which lost share as a result.
Nectars remains the largest category within juice in Peru, with this being unlikely to change over the forecast period due to the greater affordability of these products. Nonetheless, growing concerns over the sugar content of these products and the fact that some products are perceived to contain artificial ingredients is expected to see them lose ground to 100% juice and other soft drinks.
Despite Arca Continental Lindley SA launching a new citrus punch product in 2021, this is an area of juice that is expected to see declining interest over the forecast period. Despite its tradition in the country many consumers, especially the younger generation, are showing interest in new and healthier options when it comes to juice.
With a growing focus on sustainability and supporting local businesses it is expected that more players will look to use local ingredients and local production over the forecast period. Aside from the environmental benefit of this it also offer the opportunity to make savings, while also creating a fresher image.
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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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