Despite an improved economic climate, juice suffered a further decline in volume sales in 2018 due to increasing concerns about its high sugar content. As a result, manufacturers will continue to focus their marketing activities on the health benefits and nutritional value of juices in an effort to appeal to the rising number of health-conscious consumers.
Over the forecast period the category should benefit from brand manufacturers’ expected focus on the development of higher added-value products. Despite higher price points, cold pressed juices are attracting more attention from health-conscious consumers, although this currently remains a niche in the off-trade due to consumers’ lack of knowledge about this technology.
In line with the healthy living trend and supported by increasing disposable incomes, a shift from ambient to chilled juices was evident over the review period. The chilled juice category is witnessing strong growth at the expense of ambient juices, with coconut and other plant waters enjoying continued growth, largely taking share from juice drinks and nectars.
The juice category in Spain continued to be largely dominated by local players in 2018, with the leading brand manufacturers J García Carrión and Juver Alimentación, as well as the leading private label operator Mercadona, being domestic companies. Major international manufacturers present in the category include Eckes-Granini International with its Granini brand, Cía de Bebidas Pepsico with the brand Tropicana and Cía Servicios de Bebidas Refrescantes with Minute Maid.
Children’s juices posted an increase in sales in 2018, benefiting from the launch of new products from Cía Servicios de Bebidas Refrescantes (Coca-Cola) and Eckes-Granini. One of the strongest launches in 2018 was Eckes-Granini’s Fruti Zero range, a juice for children which contains stevia instead of artificial sweeteners.
Private label continued to lead juice in 2018, with both Mercadona and Carrefour offering a wide range of juice products at affordable prices. Private label products remained attractive to consumers as both Mercadona and Carrefour continued to modernise their products and packaging, offering freshly squeezed juices at competitive prices.
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This industry report originates from Passport, our Soft Drinks market research database.