Potential For 100 Percent Juice Market Growth In Developing Countries

Tuesday, September 27th, 2016 | 592 Views

Despite the worldwide economic slowdown and the recent debate around sugar, the market for 100 percent juice should return to growth in the future, according to a report by Tetra Pak.

The beverage remains a significant part of the average consumer diet, with more than 40 percent of people drinking it daily. Additionally, consumers say they are willing to pay a premium for juices that they associate with healthy choices.

Emerging growth hotspots and slowing decline in established markets seems to be stabilising for the beverage type, bringing it back to growth going forward to 2018.

The rising market for 100 percent juice will be mostly in developing countries, with remarkable growth already taking place in China and Brazil, and other hotspots in countries such as Malaysia, India and Indonesia.

Products focused on health and out-of-home consumption are predicted to grow, as such products trend particularly strong with Millennials, the most influential generation of consumers yet.

Industry response has largely been innovation in three key areas:

  • Vegetable nutrition: Vegetable blends, where vegetables and fruit are combined, lowering the natural sugar content and adding health benefits, are now the fourth most popular 100 percent juice flavour globally. New product launches using vegetables as an ingredient tripled in 2015 compared with 2012.
  • All natural: Over the last six years, not from concentrate juice has gained market share compared with reconstituted products, rising from 25 percent in 2009 to almost 30 percent in 2015. New launches for products that make “all natural” claims have seen a compound annual growth rate of 25 percent between 2012 and 2015, especially those with no additives and/or preservatives.
  • Specialty 100 percent juice: More than 60 percent of consumers globally say they are interested in products with proven health benefits. As well as adding vegetables into the mix, producers are increasingly offering “fortified with” or “vitamin-enriched” 100 percent juice. For example, in 2015 fortified products with functional health benefits in immunity, heart health, digestion, bone health, brain health and beauty made up two-thirds of new product launches.

“It is good to see that brands globally are turning the challenges presented by changing lifestyles and the sugar debate into opportunities. They are driving growth in the 100 percent juice category with new products that capture the imagination of consumers, stretching beyond traditional fruit juices such as orange and apple, to a range of inventive vegetable blends, and new fruit flavours, creating endless possibilities for new recipes,” Tetra Pak president and CEO Dennis Jönsson said.

“As ever, the key to success is innovation, offering the right product at the right time to meet the modern consumers’ needs, and, just as importantly, capturing their attention and making a connection with them,” Mr Jönsson added.