In 2020, 100% juice had seen its first improvement in retail volume sales in over a decade, thanks largely to stockpiling behaviour during the pandemic. Another reason for improved sales was the increase in consumer interest in products with potential immune benefits, with demand spiking for vitamin C and vitamin D from fruit juice (as well as from supplements and other fmcg industries).
While interest in immune support and vitamin content triggered growth in most juice categories in 2020, this benefit was limited in 2021 to brands making specific claims about product and ingredient functionality. Both fortified 100% juice and fortified juice drinks were growing in 2021, while added vitamin claims have increased in popularity, according to Euromonitor International’s Product Claims and Positioning System.
With 2019 being a difficult year for coconut water, many analysts expected the category’s turnaround in 2020 to be a temporary phenomenon resulting from stockpiling. 2021, however, has seen the category continue its growth at an even stronger pace.
Organic juice drinks will continue to be one of the most dynamic product areas over the forecast period as juices with relatively low concentrations of juice but high-quality ingredients and often functionality are launched on the market. Lemon Perfect, a new brand with zero sugar and a very low calorie count that is claimed to contain hydrating electrolytes and essential antioxidants shows the popularity of lightly flavoured juices that use high-quality ingredients.
On-trade growth will return for not from concentrate 100% juice in current value terms, reflecting the partially resurgent success of juice bars specialising in organic, cold-pressed and other made-to-order juices. These juice bars will continue to specialise in niche high-end products, which is pushing growth in unit price in on-trade value sales of not from concentrate 100% juice.
On 3 August 2021, PepsiCo announced the USD3.3 billion sale of its Tropicana and Naked fruit juice businesses to the French private equity firm PAI Partners, while retaining a non-controlling stake in a new joint venture for the brands.
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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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