Total volume sales of juice are set to record further declines in 2021, as the category faced the consequences of lockdown measures in both on-trade and off-trade channels. On-trade establishments have been impacted by reduced business hours earlier in the year, while due to the nature of juice’s short shelf life, many consumers were unable to stockpile these products compared to bottled water, concentrates or carbonates.
Traditionally, juice was marketed on its healthy offering, especially for children. However, as health-conscious consumers become increasingly educated on content, juice has failed to capitalise on the rising health and wellness trend in South Africa due to the perception of high sugar content.
Not from concentrate 100% fruit juice continues to struggle to record positive growth in 2021. Despite its fresh and healthier positioning, its average unit price through off-trade of ZAR33.
Juice is predicted to experience improving demand through off-trade from 2022/2023, with stronger volume growth expected for reconstituted 100% juice and juice drinks (up to 24% juice) due to their greater affordability compared to not from concentrate 100% juice. Although growth is anticipated to remain undynamic over the forecast period due to a preference for substitute categories such as orange carbonates and concentrates, juice drinks (up to 24%) is expected to show the fastest recovery in volume terms, while not from concentrate 100% juice will remain the largest volume category in off-trade share terms.
Leading players and brands will need to align the positioning of their products to be more attractive to health-conscious consumers who pay greater attention to the sugar and vitamins levels within juice. The likes of Clover Krush in not from concentrate 100% juice and Liqui-Fruit in reconstituted 100% juice lead these respective categories due to their product claims such as high in vitamin C and other vitamins, the hallmark of orange juice.
As noted in several packaged food and beverage categories, private label has come to the foreground based on more competitive price points compared to those of leading brands. Over the forecast period, the same trend is expected to gain momentum within juice.
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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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