Juice registered negative off-trade volume growth over the course of 2021 and this can be attributed mainly to the diminishment of consumption opportunities since the onset of the COVID-19 pandemic. Unlike carbonates and various other categories of soft drinks, juice is not widely considered a beverage for everyday consumption.
On-trade volume sales of juice increased dramatically during 2021 as the category rebounded substantially after on-trade volume sales in the category dropped by half over the course of 2020. While the recovery seen in foodservice volume sales of juice was only partial, there are clear signs that consumers were once again prepared to drink juice in cafés, restaurants and other on-trade establishments.
No major changes were seen in the competitive landscape in juice during 2021, with all of the leading brands maintaining their previous value shares from 2020. The main reason for the lack of dynamism in the category’s competitive environment during the year is the pressure that has come on demand for juice since the onset of the COVID-19 pandemic and which has led the category’s leading brands, including Bliss, Sochnaya Dolina, Diney and Dena, to focus their marketing efforts mainly on maintaining their current respective positions in the category.
While the harsh realities of the COVID-19 pandemic had a very negative impact on volume sales of juice during 2020 and, to a lesser extent, 2021, the forecast period is expected to see a complete recovery for the category. Off-trade sales are expected to continue rising due to strong economic growth and development and the emergence of an increasingly affluent and sophisticated urban consumer base, with the adverse economic impact of the COVID-19 pandemic on household incomes expected to ease substantially as the forecast period progresses.
As mentioned above, one of the key factors that suppressed demand for juice during 2021 was the fact that numerous public events, important social gatherings and private celebrations were cancelled as a way of curbing the spread of the COVID-19 virus through Uzbekistani society. This is because juice consumption is generally tied to celebrations and social gatherings, with day-to-day consumption of juice much lower than what is typically seen in other countries.
A more diverse range of products is expected to be seen in juice during the forecast period, with the anticipated entry of new companies and brands set to underpin these changes. A wide range of local manufacturers and international brands are expected to begin offering juice during the forecast period, with potential new players likely to be attracted to the category by rising demand and emerging opportunities to capture the attention of consumers/ .
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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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