During 2020, the pandemic had no more than a modest negative effect on off-trade volume sales of juice, as the economic shock of the pandemic, which led to a decline in discretionary spending, was partly offset by the fact that local consumers were spending more time at home due to restrictions on movement, resulting in a shift in demand from the on-trade to the off-trade. Unsurprisingly, premium brands performed particularly badly in 2020.
Even before the onset of the pandemic, the introduction of a sugar tax had begun to negatively affect demand for juice. This tax has not only made these products more expensive but also sharpened the focus of consumers on the high sugar content of juice generally.
The impact of the COVID-19 pandemic on on-trade sales of juice during 2020 was immediate and severe, with the shutdown of the country’s entire hospitality industry for an extended period and the absence of foreign tourists from the country for most of the year having a devastating impact on demand for reconstituted 100% juice in particular. In addition, the hospitality sector and the travel and tourism industry are among the main contributors to Thai GDP.
The rate of growth in off-trade volume sales of juice will accelerate in 2022, with economic conditions improving as pandemic restrictions are eased, boosting discretionary spending. Health and wellness is set to remain the main driver of new product development, with offerings fortified with vitamins set to be particularly popular – a trend that will accelerate the rate of growth in the unit price of juice.
The rate of growth in off-trade volume sales of juice will remain modest during the forecast period a whole, as other soft drinks perceived as healthier grow in popularity. The pandemic has resulted in major changes in consumer demand for soft drinks.
Coconut and other plants waters remains a niche, but it is expected to see robust growth in off-trade volume sales during the forecast period, as the health and wellness trend deepens. The product offer in coconut and other plant waters is widening, with C.
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Juice
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 DefinitionsThis report originates from Passport, our Juice research and analysis database.
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