In 2017, Royal FrieslandCampina sold its juice activities to investment company Standard Investment Management. This company decided to concentrate all drinks activities in one company, called Riedel Drankenindustrie, which is now the leader in juice.
One possible way of improving sales of juice might be the launch of fruit juice shots which contain popular healthy ingredients. In 2018, this type of product emerged in some high-end retailers.
With many consumers concerned about the sugar content of juice, many of the major players will put more emphasis on the water content of their products. This trend has already started and is very visible in juice drinks.
Dairy company Royal FrieslandCampina decided to sell its soft drinks activities to investment company Standard Investment Management in 2017. It was the leading player in juice by far, but the company decided its strategic focus should be on dairy.
Riedel Drankenindustrie wants to educate consumers to accept the 70% juice to 30% water ratio as the standard in the juice category. With the launch of nectars Appelsientje Volle Smaak, Appelsientje FrisFruit and Cool Best 70/30, the company wants to improve its image, whilst maintaining its products as 100% natural.
The juice category traditionally had a strong presence of brands aimed specifically at families with young children. Until a few years ago, juice had a favourable image as a healthy choice for children, as it is natural and contains vitamin C.
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This industry report originates from Passport, our Soft Drinks market research database.