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Tetra Pak, ,PROTECTS WHAT’S GOOD, Tetra Brik, Tetra Classic, Tetra Fino, Tetra Gemina, Tetra Prisma, Tetra Recart, Tetra Rex, Tetra Top, Tetra Wedge, Tetra PlantMaster, Tetra Hoyer Frigus and Tetra FlexDos are some of the trademarks belonging to the Tetra Pak Group.

www.tetrapak.com

Theme: Juice, Nectar, Still Drinks

Argentina and Uruguay Tetra Pak SRL Maipú 1210, Piso 7º C1006ACT Buenos Aires Tel +54-114 317 0400, Fax +54-114 317 0433 Australia Tetra Pak Oceania 2A Hill Road, Homebush Bay, N.S.W. 2127Tel +61-2 8719 7300, Fax +61-2 9648 1732Austria and Hungary Tetra Pak Austria and Hungary Ltd P O Box 200, Industrial Site 2041 Budaörs, HungaryTel +36-23 418 000, Fax +36-23 418 018 Balkans Tetra Pak Production d.o.o. Beograd Milutina Milankovica 11b, 11070 Belgrade, SerbiaTel +381-11 2017 333, Fax +381-11 2017 380Baltic States Tetra Pak Nordics 41 Mukusalas Str 1004 Riga, Latvia Tel +371-760 2000, Fax +371-760 2100 Belgium Tetra Pak Benelux A.Gossetlaan 28A Bus 1, 1702 Groot Bijgaarden Tel +32-2467 6811, Fax +32-2466 2665 Brazil and Paraguay Tetra Pak LtdaAv.das Nações Unidas,4777– 10° andar Ed.Villa-Lobos – Alto de Pinheiros05477-000 São Paulo, SPTel +55-11 5501 3200, Fax +55-11 5501 3342 Canada Tetra Pak U.S. and Canada 1610-16th Ave, Richmond Hill, Ontario L4B 4N6 Tel +1-905 780 6030, Fax +1-905 780 4900Central America and Caribbean Tetra Pak S.A.Plaza Globus Building, 7th fl,Samuel Lewis Ave y Calle 55 Obarrio, Panama Tel +507-208 57800, Fax +507-264 2600Central Asia Tetra Pak Central Asia22 Zenkov Street, 050010 Almaty, KazakhstanTel +7 727 259 84 00, Fax +7 727 258 25 42Chile Tetra Pak de Chile Ltda Av El Bosque Sur 130, Piso 8 Las Condes, 676 0435 SantiagoTel +56 2 940 7000, Fax +56 2 940 7091 China and Hong Kong (PR) Tetra Pak China Ltd 29th fl, CITIC Sq, 1168 Nanjing Xi Lu, Shanghai 200041Tel +8621-3217 4688, Fax +8621-3217 4680Colombia and Ecuador Tetra Pak Ltda World Trade Center, Calle 100 No 8A-55, Torre C, Oficina 209, Bogota Tel +57-1 628 3630, Fax +57-1 628 3660Czech and Slovak RepublicsTetra Pak Ceska republika sro. Nova cesta 17, 140 21 Praha 4 Tel +420-2 6100 7111, Fax +420-2 4144 5963 East Mediterranean Tetra Pak East Med.Mkalles 691 Centre, Beiruth, LebanonTel +961-1-693 777 Fax +961-1-693 888 Egypt Tetra Pak Egypt Ltd 44 Palestine Street, New Maadi, CairoTel +20-2 754 7420, Fax +20-2 754 7341 Finland Tetra Pak Nordics Meijeritie 2, 00370 HelsinkiTel +358-207633611, Fax +358-207633601 France Tetra Pak France420, rue d’Estienne d’Orves,92705 Colombes Cedex Tel +33-1 56 47 5000, Fax +33-1 56 47 5150Germany Tetra Pak GmbH & Co Frankfurter Strasse 79-81, 65233 Hochheim Tel +49-6146 590, Fax +49-6146 592 32 Tetra Pak Processing GmbHSenefelder - Ring 27, 21465 Reinbek Tel +49-40 600 910, Fax +49 40 600 91800 Greece, Cyprus and Israel Tetra Pak Hellas SA 56, Kifissias Ave & Delfon St, 15125 Marousi, Athens Tel +30-210 616 7500, Fax +30-210 619 9600 India Tetra Pak India Pvt Ltd Global Business Park, Tower C, 5th fl.Mehroli-Gurgaon Rd 122001 Gurgaon, HaryanaTel +91-124 256 5630, Fax +91-124 406 4308

TETRA PAK PROCESSING AND PACKAGING SYSTEMS ARE MARKETED BY

Indonesia PT Tetra Pak IndonesiaJl. Buncit Raya Kav.100, Lantai 3 Jakarta 12510Tel +62-21 7917 8000, Fax +62-21 7917 8080Iran Tetra Pak Iran1st fl. Khorshid Bldg.No.1264, Vali Asr Ave.Tehran 1435674173Tel +9821-82 139 000, Fax +9821-82 139 499Ireland Tetra Pak UK and Ireland 5th Floor, 1 Tuansgate, Belgard Square East,Tallaght, Dublin 24Tel +353-1 467 8000, Fax +353-1 467 8088Italy Tetra Pak Italiana SpA Viale della Resistenza 56/A, 42048 Rubiera (RE)Tel +39-0522 263 411, Fax +39-0522 263 659Tetra Pak Food Engineering SpAVia Saragat N. 4, 20054 Nova Milanese (MI)Tel +39-0362 4951, Fax +39 0362 495 300Japan Nihon Tetra Pak K.K. Kioicho Fukudaya Bldg. 6-12, Kioicho, Chiyoda-ku, Tokyo 102-8544Tel +81-3-5211 2111, Fax +81-3-5211 2011Kenya and East Africa Tetra Pak Eastern AfricaP O Box 78340, Nairobi Tel +254 20 6909 000, Fax +254-2 532 083 Malaysia and Singapore Tetra Pak (Malaysia) Sdn Bhd1201 Level 12 Uptown 2, No.2 Jalan SS21/37 Damansara Uptown, 47400 Petaling Jaya, Selangor Darul EhsanTel +603 7724 7000, Fax +603 7729 1166 Mexico Tetra Pak SA de CV Av.Ejército Nacional 843-B, Antara Polanco, Torre Paseo, Acceso A-Piso 2, Col.Granada,Del.Miguel Hidalgo, C.P.11520 México, D.F.Tel +52-55 2122 8700, Fax +52-55 2122 8747 Middle East Tetra Pak Arabia LOB 15, 6th fl Jebel Ali Free Zone, DubaiTel +971-4 8811222, Fax +971-4 8811809Netherlands Tetra Pak BeneluxOostelijke Randweg 48 4782 PZ MoerdijkTel +31-168 386500, Fax +31-168 386 600 Tetra Pak Processing Systems BVHoofdveste 18, 3992 DG HoutenTel +31-305 349 999, Fax +31-306 349 900New Zealand Tetra Pak Oceania Level 3, 8 Pacific Rise, Mt Wellington, Auckland 1060Tel +64 9 573 5588, Fax +64 9 573 5599North Africa Tetra Pak Maghreb 69 rue Othmane Ibnou Affane 3ème etage,20000 Casablanca, MoroccoTel +212 2248 8150, Fax +212 2248 8151Norway Tetra Pak Nordics P.O.Box 477, 1327 LysakerTel +47-67 83 30 00, Fax +47-67 83 30 01 Pakistan Tetra Pak Pakistan Ltd 316 - Upper Mall, Lahore 54000Tel +92-42 5710070-77, Fax +92-42 5710065 Peru and Bolivia Tetra Pak SA (Perú)Av Victor A.Belaúnde 147 Centro Empresarial Edif. Real Seis Ofic. 403 Lima 27Tel +51 1 212 1060, Fax +51 1 440 1420Philippines Tetra Pak Philippines Inc7/F Net One Center 26 St.Cnr. Third Ave Crescent Park W Distr Bonifacio Global City Taguig 1634, Metro Manila Tel +63-2 976 3400, Fax +63-2 818 1072Poland Tetra Pak SP. zo.o. u. 1-go Sierpnia 8A, 02-134 WarsawTel +48-22 5434 000, Fax +48-22 5434 001 Portugal Tetra Pak Ibéria SAAv do Forte 12, 2790-072 CarnaxideTel +351-21 416 5600, Fax +351-21 4165771Russia and Belarus Tetra Pak A/O8, Wilhelm Pieck str, 129226 MoscowTel +7-095 787 8000, Fax +7-095 787 8001

Saudi Arabia Tetra Pak Arabia P O Box 9454, Jeddah 21413 Tel +966-2 635 1515, Fax +966-2 635 2640 Slovenia, Croatia and Albania Tetra Pak AdriaSpruha 36, Trzin, 1236 Ljubljana Tel +386-1 5304 200, Fax +386-1 562 1564South Africa Tetra Pak South Africa (Pty) Ltd 100 Electron Avenue, Isando, Gauteng 1600Tel +27-11 570 3000, Fax +27-11 570 3149South Korea Tetra Pak Ltd 7F Hyundai Ansung Tower, 737-35 Hannan-dongYongsan-gu, Seoul 140-895Tel +82-2 799 2300, Fax +82-2 798 3498 Spain Tetra Pak Ibéria Latón, 8 (Poligono Finanzauto) 28500 Arganda del Rey (Madrid)Tel +34-91 876 9500, Fax +34-91 876 6390 Sweden and Denmark Tetra Pak Nordics Box 3627, 103 59 StockholmTel +46-8 679 2000, Fax +46-8 611 1010Lund office: Ruben Rausings gata, 221 86 LundTel: +46 46 36 10 00, Fax +46 46 36 47 50Switzerland Tetra Pak Schweiz AG Europastrasse 30, 8152 Glattbrugg Tel +41-44 804 6600, Fax +41-44 804 6650Taiwan Tetra Pak Taiwan Ltd 4, Wen Ming 3rd Street, Lin Kou Ind. Park 3,Taoyuan 333 Tel +886-3 328 3111, Fax +886-3 328 4214 Thailand Tetra Pak Thai Ltd 1042 Soi Sukhumvit 66/1, Sukhumvit RoadBangchak, Bangkok 10260 Tel +66-2 704 3000, Fax +66-2 704 3010 Turkey Tetra Pak AS Buyukdere Caddesi Nurol PlazaNo: 71 A Blok Kat: 10, 34398 Maslak-Istanbul Tel +90-212 276 5000, Fax +90-212 285 0025Ukraine Tetra Pak Ukraine Mezhigirska ul.82, 04080 Kiev 80 Tel +380-44 230 3939, Fax +380-44 230 3949United Kingdom Tetra Pak UK and Ireland Bedwell Rd., Cross Lanes, Wrexham LL13 0UTTel +44-870 442 6000, Fax +44-870 442 6001Tetra Pak Processing UK Ltd.Swan House, Peregrine Business ParkGomm Road, High Wycombe HP13 7DLTel +44 870 442 6400, Fax +44 870 442 6401USA Tetra Pak U.S. and Canada 101 Corporate Woods Parkway,Vernon Hills, IL 60061Tel +1-847 955 6000, Fax +1-847 955 6500Venezuela Tetra Pak C.A. Ave Francisco de Miranda Edif Torre KPMG piso 7, Chacao Caracas 1060Tel +58-212 277 71 00, Fax +58-212 266 6838 West Africa Tetra Pak West Africa Ltd 8, Secretariat Road, Coker Village Alausa Ikeja, Lagos, NigeriaTel +234-1 774 6727, Fax +234-1 269 4782Vietnam Tetra Pak Vietnam235 Dong Khoi Str Metropolitan Bldg 14th fl District 1, Ho Chi Minh City Tel +84-8 825 7100 Fax +84-8 825 7101

Tetra Pak Magazine No. 97 2009, ISSN 0346-3044. The Tetra Pak Group’s International Company Magazine is printed in Sweden and issued twice per year. The magazine is dist-ributed to more than 150 countries and is available in Chinese, English, Finnish, French, German, Polish, Portuguese, Spanish, Swedish and selected issues in Japanese. Publisher: Jörgen Haglind. Editor: Berit Schannong. Editorial board: Margit Hanquist, Jörgen Haglind, Khaled Ismail, Berit Schannong, Paul Wharton, Rolf Viberg. Produced by: Tetra Pak International, Ruben Rausings gata, 221 86 Lund, Sweden. Tel +46 46 362948, E-mail berit.schannong@tetrapak.com . Graphic design: Wahlgren & Hansson, Malmö, Sweden. Translation: CBG-Konsult, Sundbyberg, Sweden / Bill Taylor, Thames Ditton, UK. Paper Cover: Galerie Art Silk 250 g. Paper Body: Galerie Art Silk130 g. Cover Image: Wahlgren & Hansson. Print: Kristianstads Boktryckeri, Sweden. ISO 14001 and FSC Certificates.

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Contents

2 Juice, nectar and still drinks

4 Juice – the natural option

10 Perfect drinks for trendy consumers

14 The sunshine fruit – liquid gold

20 Nature's pantry – the cells' protector

26 From fruit to the packaged product

34 Fickle consumers with emotions, attitudes and power

40 Opportunities today and tomorrow

44 Conclusion

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Juice, nectar and still drinks

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Juice, nectar and still drinks are three categories of drinks with so many variants that all consumers, regardless of age, lifestyle and taste preferences, can find their favour-ites. Common to them all is that, to varying degrees, they contain the natural juice or extract from fruit, vegetables or herbs. What the final product can be called is regulated by national and regional food legislation, but with some variation. In our magazine we use the following definitions:

JUICE contains only the natural ingredi-ents contained in fruit and vegetables, i.e. fruit juice or fruit juice concentrate, water, natural flavourings and fruit pulp.

Product content and labelling of fruit juices are subject to different regulations that vary globally. In the USA there are standards set by the FDA and USDA, in the EU there are both mandatory directives and recommenda-tions, and other regions may have a mixture of mandatory and voluntary standards.

NECTAR is produced from juice that is mixed with water and normally sugar. Juice content is at least 25 per cent, and for citrus nectars at least 50 per cent juice content is required.

STILL DRINKS contain some juice and a lot of sugar. Virtually anything can be added, subject to local legislation.

Juice, nectar and still drinks account for near-ly half of the global market for non-alcoholic beverages (soft drinks). The products will in all likelihood continue to benefit from the two main trends which are currently influencing the entire beverage market, i.e. the demand for health-promoting products and convenience.

In this issue of the Tetra Pak Magazine we make a journey from the fruit to the con-sumer, with a few stops on the way to look at the market and what influences shoppers to choose this or that product, when stand-ing in front of the fully-stocked shelves in the supermarket.

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"An apple a day keeps the doctor away" is an old saying that many people are familiar with. Today we know that more than an apple is needed for good health.

Juice – the natural option

T he World Health Organisation, WHO, estimates that one in three cases of

heart disease and every tenth stroke hap-pens because we do not eat enough fruit and vegetables. Many countries are therefore trying to encourage their populations to live and eat more healthily, amongst other things under the theme 5-A-Day, a campaign that is supported by the WHO and recommends everybody to eat at least fi ve pieces of fruit and vegetables, equivalent to approximately 500 grams, every day.

However, not everybody can live up to this recommendation: some people may not be particularly fond of fruit and vegetables, per-haps it is di� cult to eat them, or perhaps the

range on o� er is not so attractive. One good alternative is to replace one or two fruits with juice, as this will make it easier to fulfi l the daily need.

Juice's intrinsic valueA whole world of options is available, be-cause virtually every fruit can be pressed into juice. In addition, fruits and vegetables can be combined endlessly to create delightful drinks for all tastes and occasions. When the juice from certain fruits is too sour or strong in terms of taste to be drunk in natural form–such as with kiwi, cranberry, and guava–the best solution is to mix it with other juices or dilute it with water into nectar or fruit drink.

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Juice – the natural option

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What is packaged in a juice carton is what the fruit contained when it was picked, with all its vitamins and minerals intact. Some fi bres are lost during pressing, but these can be re-introduced afterwards. Consumption of fruit and vegetables in the form of juices is a con-venient way to take in nourishment from the products. In some cases, the juice can even be a better option. More often than not, in order to counteract transport damage, unripe fruits are harvested because they are harder and can withstand impact and pressure bet-ter. When a fruit is picked from its plant the supply of nutrition is interrupted and in most cases the ripening process stops. As the vita-min C content increases with maturity, fruit shipped for long distance around the world might have a signifi cantly lower nutritional and vitamin content than fully-ripened fruit in the country of origin. However, juice is extracted on site when the fruit is mature and full of nutrition. In addition, juice quality is checked several times on the way to the con-sumer package. The manufacturer guaran-

tees at least the vitamin C content stated on the package, but it is often higher.

Brix measures sweetness and maturityFruit and vegetable juices are measured on a so-called Brix scale, showing how ripe the fruit was when picked and states the sugar content of juice measured in degrees. A 25 °Bx solution means 25 grams of sugar and 75 grams of water in 100 grams of juice. A fruit with a high Brix value is sweeter and tastes better than a fruit with a low Brix value. A high Brix count is a prerequisite for, but not a guarantee of, a high nutritional value, while a low Brix value indicates a low nutritional value.

A healthy and enjoyable drinkThere are several reasons why we drink juice, one is for the sake of the good taste, another because it is a refreshing drink. Most often we choose 100 per cent juice because it is a healthy product. During certain periods in life it is particularly good to drink a lot of

1. Orange 2. Apple 3. Mango 4. Pineapple 5. Peach 6. Banana 7. Grape 8. Strawberry 9. Lemon 10. Pomegranate 11. Passion fruit 12. Raspberry 13. Pear 14. Carrot 15. American Cranberry 16. Blackcurrant 17. Cherry 18. Guava 19. Apricot 20. Blueberry

Flavour trends – the 20 most popular fl avours in new juice and nectar launches, 2008.

Source: Business Insights Ltd. / GNPD

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juice; as a producer, it could prove profi t-able to have a strategy towards the following target groups:

• Young women often have iron defi ciency and the body takes up the iron in food more easily if it is combined with vitamin C in orange juice. Pregnant women need more folic acid, also found in orange juice.

• Older people may need a supplement of folic acid and potassium. Juice is also a valuable nutritional supplement for people who have a poor appetite.

• Women 50+ and others at risk of osteoporosis may need a supplement of juice with extra calcium.

• Everybody who needs extra vitamins can drink "multivitamin" juice rather than taking vitamin tablets.

Fruit juice provides energy from the natural sweetness in the fruits. The sugar is needed for all body functions, especially the muscles.

1. Orange 2. Apple 3. Mango 4. Pineapple 5. Peach 6. Banana 7. Grape 8. Strawberry 9. Lemon 10. Pomegranate 11. Passion fruit 12. Raspberry 13. Pear 14. Carrot 15. American Cranberry 16. Blackcurrant 17. Cherry 18. Guava 19. Apricot 20. Blueberry

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100 per cent fruit juice is composed of newly-harvested fruit raw materials. When the juice is fi lled into a carton package, which comes from a renew-able source of raw materials, the natural profi le is strengthened. Knowing that the entire product has a positive environmental profi le gives the consumer security and confi dence in their choice.

Natural is good for you!Consumers are concerned about chemical additives, colours and preservatives and they want more natural food. Research demon-strating an increased connection between food and health has also led to an interest in products without additives, and with health benefi ts and an organic association. This can also be seen by the rapidly growing Detox movement, which aims to detoxify and purify the body. Natural products such as fruit, vege-

tables and juices will do the job. At present, ‘natural’ is a powerful force in the food and beverage industries and many producers are riding the wave and using the word in the marketing of consumer products. However, the meaning of natural is not clearly defi ned though the basic essence of a natural product is to exist as found in nature or to have un-dergone minimal processing. Therefore, the health trend and the juice market are benefi -cial to each other.

Consumption of fruit and vegetables in the form of juices is a convenient way to take in nourishment from the products.

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– also in liquid form!

Juices launched in 2008 were sold mainly by means of the following qualities:• Health-promoting characteristics • Can clean the digestive system • Restore the body's natural balance • Improve circulation • Enhance the immune system • Strengthen bones • Slow-down ageing

Greece

Since 1983 Amita juice in Greece has been ranked fi rst by consumers for its inspiring brand and the rich variety of juice fl avours. In 2006, the products were relaunched in the new 1000ml Tetra Prisma Aseptic carton, which proved to be a dif-ferentiating success factor. In 2008, Amita introduced, under the auspices of the Ministry of Development, the campaign ‘Live in Harmony with 5 a day’ to encourage people to consume fi ve portions of fruits and vegetables every day. Thus, Amita is involved in nutritional issues by promoting a healthier diet.

www.amita.gr

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T here are several reasons why so many consumers choose beverages with less

than 100 per cent juice content. Fruit drinks comprise a multifaceted category that offers numerous opportunities to specify target groups in terms of both product and market-ing. By choosing different ingredients (such as flavouring, live intestinal bacteria from dairy products, fibres, minerals, vitamins, etc.) in-

Perfect drinks for trendy consumersThe growing health consciousness is to the advantage of both nectar and fruit drinks, which continue to take consumers from carbonated beverages, but also from the tea and coffee segments.

novative products can be created that are attractive alternatives for health-conscious consumers who also want to be trendy. Even if people are inclined to spend more of their household budget on natural products that can improve health, it is not a long step to a cheaper product with less juice content. So, when the economy worsens, nectar is regarded as a less expensive alternative to 100 per cent juice.

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Nectar, the juice alternativeThe word nectar has different meanings. It is the sugary substance in plants that bees can convert into honey and in Greek and Roman mythology it was the drink of the gods that gave eternal youth. Within the beverage industry nectar is a fruit juice that is too thick to drink –for example, from apricots, peaches and pears. The juice, or rather the purée, must therefore be diluted with water and have sugar added to make it drinkable. The fruit juice content in nectar can vary between 25 and 99 per cent. In accordance with the EU Council Directive 93/77, only the following ingredients can be added to nectars: water, fruit juice concentrate, sugar, fruit acid, natural flavourings and fruit pulp from juice. Since nectar is mixed with water and sugar, which are cheaper than juice, the product is ultimately more cost-effective for the producer and is often also cheaper for the consumer.

Still drinks, for the youngThe next step on the scale for less juice content is still drinks, namely fruit drinks with less than 25 per cent of fruit content. Some countries require that the juice content is stated on the package and others have a minimum requirement for juice content.

The history of Chinese drinking herbal tea dates back to the Qing dynasty when, 188 years ago, Wang Lao Ji herbal tea was founded in south China. Herbal tea is a beverage containing extract from no less than five herbs and is served to remove ‘internal heat and dampness’ from the human body to retain a healthy balance. Nowadays the old style has become the new fashion! Sales of Wang Lao Ji herbal tea packed in Tetra Brik Aseptic 250ml cartons have increased fivefold since 2005.

The still drinks category attracts consumers with an ever-growing range of exciting products for all occasions and lifestyles.

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Almost anything can be added as long as local legislation is followed: apart from sugar and fruit acid, synthetic sweeteners and flavours, natural/synthetic colours, stabilisers, preserv-atives, etc. are common. It is a fast-growing drinks category that attracts consumers with an ever-growing range of exciting products for all occasions and lifestyles. In fact, while juices and nectars are mostly consumed at home, fruit drinks/still drinks are more ‘on-the-go’ products, consumed in the car or on other means of transport, while walking and during exercise, or right outside the shop where the drinks are bought. It is also com-mon to consume fruit drinks and still drinks in school or at work.

Smoothies, the new fast foodThick, mixed fruit drinks named smoothies have grown tremendously over recent years and are now available in several countries. Consumers who used to grab a hamburger for a quick lunch or a chocolate bar in the afternoon are looking for healthier alternatives and are now more inclined to choose treats such as smoothies. Smoothies can include different ingredients but the main part is usu-ally fruit or berries. Fruit or vegetable juice is common as a base for the product, but in some

countries yoghurt, milk or soya are preferred as the fluid. Smoothies give a pleasant and smooth mouth feel because they are thicker than normal fruit juice, and bananas are often added to increase the overall viscosity. Whether you need an energy kick, a vitamin supplement, a quick breakfast, a snack, party drink, smoothies definitely qualify as a nutri-tious and healthy alternative.

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O range juice is a staple commodity for many people of all ages. So what is

the secret behind this product which has been so popular for over one hundred years? Of course, it is primarily the delicious taste and the high vitamin C content, but also its practical applications in drinks and other food dishes. The juice is at its best when squeezed from sun-ripened, juicy oranges and consumed right away. However, thanks to excellent processing and packaging systems, consumers worldwide have the opportunity to enjoy orange juice that is just as tasty and wholesome throughout the year.

Vitamin C defi ciency laid the foundation for the orange juice industry During the Europeans' discovery voyages of the 1400-1600s, scurvy was a serious illness mainly because access to food rich in vitamin

C was limited. However, in the mid-1700s it was discovered that lime cured scurvy, and lime juice quickly became compulsory on Eng-lish ships. Shortly afterwards, when oranges were found to have the same eff ect demand increased to a point that by the end of the 1800s citrus fruit achieved global distribution.

The commercial juice industry started around 1920, leading to a gradual improve-ment of thermal technology and packaging processes. Frozen orange juice concentrate in cans entered the market during the Second World War, and it remained very popular for around four decades. In the mid-1980s frozen juice was driven out of the market by ready-to-drink, packaged juice. Nowadays ambient packaging represents the most popular format to distribute and sell orange juice, thanks to the proven benefi ts behind the aseptic process-ing and packaging technologies.

The sunshine fruit– liquid goldOrange juice is still the most popular fruit juice in the world market. It dominates the scene on many breakfast tables, and millions of people start their day with a vitamin boost from their orange drink.

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Let’s rather drink juice than eat oranges!In the 1980s the consumption of processed orange juice skyrocketed–people had simply lost patience with peeling oranges. Juice drinking in the EU doubled between 1988 and 1998, to the equivalent of 30 kg of fresh fruit per person per year while Canada and the USA witnessed a similar increase. Today North America and Europe collectively account for more than 88 per cent of world consumption (FAO).

Plenty of oranges are grown in Latin Amer-ica, though traditionally the fruit is usually squeezed at home. This said, packaged ready-to-drink orange juice, in particular the not-

from-concentrate (NFC) variant, is starting to be perceived as equivalent to home-squeezed juice and seen as much more convenient. For this reason, packaged orange juice consump-tion in Mexico has more than doubled in a short time, while increasing by 50 per cent in Brazil. Eastern Europe and parts of Asia have started on the same journey, and the con-sumption of packaged ready-to-drink orange juice is increasing rapidly around the world.

Location and climate play a roleIf two pips are taken from the same orange and one is planted in Brazil and the other in California, the resulting new oranges will

Latin America has a long tradition of squeezing fruit at home or buying direct squeezed juice from fruit stands. This said, packaged orange juice, not-from-concentrate (NFC), is now perceived as equivalent and also much more convenient, and consumption is rapidly increasing.

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have diff erent properties. In the Brazilian orange belt, north-west of São Paulo, the soil is red and congenial for the fruit trees; there is a balance between hours of sunshine and rainfall, and the risk of frost is almost non-existent. The oranges grow a thin skin and are very juicy, well-suited for juice produc-tion. However, if oranges are to be eaten then they must not be too juicy, in which case California is a more appropriate location for cultivation. Many hours of sunshine and little rainfall gives the oranges a thicker skin, less fruit juice and a better looking appearance.

The biggest worry for a fruit or juice pro-ducer is the advent of unexpected weather

conditions, which can completely disrupt fruit availability and production schedules. Over the past few years, Florida has been hit by frost and hurricanes on several occasions, while the Brazilian orange crop had prob-lems with diseases. Given that 85% of global orange production comes from these two locations, the eff ect of such events in terms of both availability and commodity prices is easy to imagine.

Argentina

Tetra Pak in Argentina is constantly working to keep the children’s juice segment attractive and dynamic. A new promotion named ‘La Liga ecológica’, has been produced in co-operation with WWF and licensed by DreamWorks Animation to educate children on envir-onmental issues. Well-known characters such as Shrek, Kung Fu Panda, Bee and Madagascar are ambassadors for preserving forests, recycling carton packages, pro-tecting natural reserves, etc.

www.baggio.com.ar

As long as the orange remains on the tree, the sugar con-tent increases while acidity decreases. When the orange is separated from the tree the supply of nutrition is cut off and ripening stops.

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Oranges…not an easy fruit to manage!

Orange tree If you plant an orange pip today, you will have to wait at least 15 years before picking the fi rst orange. For this reason, most orange growers buy small trees from nurser-ies, where the desired orange variety has been grafted onto a resistant rootstock of another cit-rus variety. It then takes about three years before the fi rst signifi cant harvest. After 25-30 years, the tree withers and a new one is planted.

Picking oranges on a tree do not all ripen at the same time so you have to carefully select those to be harvested. For this reason, oranges are largely harvested by hand. To take advan-tage of the effi ciency of mechanical harvesting machines, the shape of the tree and the design of the orange groves will have to be changed.

Extraction After washing, inspection and sorting the oranges, juice is extracted from them and fl ows to a storage tank. From here,

the juice can be fi lled directly into consumer packaging or concentrated and stored at a temperature between -8° and -18° C.

Transport Juice concentrate can be stored frozen for a long time without losing any qual-ity. Most of the world's frozen concentrated orange juice (FCOJ) is transported from Brazil in bulk sea vessels or in metal drums. On arrival at the world's juice terminals, the concentrate is pumped into large tanks. From there it is transported in road tankers to the fi nal destination.

Processing and packaging The juice manufacturer takes care to add the same amount of water that was lost during the con-centration process. Whether from concentrate or not from concentrate, the juice undergoes a mild pasteurisation process before packaging to ensure that the consumer gets a safe, high-quality product, without any risk of unwanted micro-organisms.

An experienced picker can harvest 3,000 kg of oranges in a day.

1919

Estimated juice production in 1,000 tons in selected countries:

The most common fruits in the global juice production are oranges and apples. Concentrated orange juice represents the biggest production volume, which is almost twice as big as for concentrated apple juice. (Source: Foreign Agricultural Service/USDA, Jan/Feb 2009)

Others 133China 600

Brazil 1.240

USA 754

EU-27 474

Chile 50

Argentina 50

USA 60

Others 68

EU-27 136

Mexico 60

The fi rst oranges probably originated from China about 4,000 years ago. World trade and wars have since helped to spread the cultivation of sev-eral varieties, brought to Europe during the Middle Ages by Arabs. With the voyages of Columbus in the 1500s, the pips of both oranges and lemons came to the American continent. During the 1800s citrus fruits had achieved global distribution.

China

2000 BC1400 AD

1500 ADUSA

Brasil

South Europe

North AfricaIndia

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I n recent years we have seen a massive growth of products on the market that

claim to contain a lot of antioxidants. A large and growing group of consumers are also aware that antioxidants are beneficial because they counteract what are known as free radicals, even though most people do not understand exactly why.

Free radicals attack A car rusts due to a lack of care or corrosion inhibitor. In the same way, our bodies need to be cared for and receive ‘rust protection’. This is because free radicals are formed as a residue in the body's metabolism. When we breathe in, oxy-gen goes out to the cells in order to convert carbohydrates, fats and proteins to energy. When we exhale some of the oxygen remains, and then free radicals are formed. External factors such as smoking or UV radiation from the sun can also contribute. The body's cells are under constant attack from free radicals that cause oxidative stress leading to ageing and increased risk of many diseases.

Antioxidants protect In order to protect the cells against free radicals and oxida-tion, antioxidants contained in food play a significant role. In fact antioxidants fight free radicals by capturing, neutralising and clearing them from the body. Vitamin C, vitamin E, and phytonutrients are important antioxidants extremely useful to strengthen the immune system. Different fruits contain different antioxidants and the darker the fruit the more antioxidant punch. Their capacity is expressed as a numeric value, ORAC (Oxygen Radical Absorbance Cap- acity). In combination with a healthy life-style, a well-balanced amount of fruit and vegetables every day helps to keep colds away, make the body resistant during stress-ful periods, and even prevent cardiovascular diseases and certain types of cancer. There-fore, consuming juices from different fruits, berries and vegetables that contain various types of antioxidants is one good way to stay fit.

Nature's pantry – the cells' protectorMore and more people are becoming convinced that they can influ-ence their health by the food they consume. This results in a positive impact on the market for juices, nectars and still drinks.

22

To reduce overweight and prevent illness, the World Health Organization is recom-mending healthier lifestyles including more physical activity and eating more fruit and vegetables.

Drink colourfully!The more fruits and vegetables that are mixed to produce a juice or a meal, and the stronger the colour they have, the more benefi cial is the juice and the better the defence against free radicals. Fruit and greens contain many colour setting substances. Below are some examples:

GREEN

YELLOW-GREEN

WHITE-GREEN

BLUE/DARK RED

RED

ORANGE

YELLOW-ORANGE

Pigment: Sulforophane

Health Strong cancer-fi ghting compound, benefi ts: strengthens the immune system.

Pigment: Lutein

Health Boosts eye health, can reduce risk of benefi ts: age related macular degeneration.

Pigment: Flavonoids

Health Protects cells, can lower the harmful benefi ts: LDL cholesterol.

Pigment: Anthocyanins

Health Increases bloodfl ow, reduces benefi ts: muscle stiffness, can decrease vascular infl ammation.

Pigment: Lycopene

Health May help reduce the risk of some benefi ts: cancer and heart disease.

Pigment: Betacarotene

Health Cancer-fi ghting compound, strengthens benefi ts: the immune system, neutralising free radicals.

Pigment: Carotenoids

Health Enhances the immune system, helps benefi ts: in repairing oxidative stress.

Broccoli Cabbage Black kale

Spinach Corn White cabbage Green peas

Pear Onion/garlic Asparagus Apple

Blackcurrant Plums Cherries Blueberry Cranberry

Tomato Red grapefruit Water melon Guava Papaya

Carrot Pumpkin Apricot Mango Goji

Orange Clementine/Satsuma Peach Pineapple

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The powerful vitamin C One of the most powerful antioxidants is vitamin C, also called ascorbic acid. The body itself cannot produce vitamin C, so we must ingest it via food and drinks. Oranges and other citrus fruits contain a lot of vitamin C. The recommended daily intake is 60 mg, which is equivalent to one orange or one glass of orange juice (smokers need more–not less than 100 mg). Vitamin C is necessary for the connective tissue's me-tabolism as it facilitates iron uptake in the body. Mild defi ciency may cause tiredness and increased risk of infections. Severe defi ciency results in scurvy.

The fat-soluble vitamin E Vitamin E is a fat-soluble antioxidant that can protect the body against unpleasant substances in a fat-rich diet and is believed to prevent the harmful LDL (low density lipoprotein) cholesterol from oxidis-ing. Fruits, berries and vegetables are impor-tant sources of vitamin E as are vegetable oils,

sprouts, nuts and almonds. As Vitamin C is water soluble and vitamin E is fat soluble, they are mutually complementary in the body.

Phytonutrients strengthen the immune system An important group of antioxidants is called phytonutrients. They protect the plants against the sun, pollution, viruses and bacteria. In the human body they can reduce infl ammations and strengthen the immune system. Today we are aware of approximately 5,000 diff erent phytonutrients, of which carotenoids and fl avonoids are among the most well known. Carotenoids represent the yellow pigment in carrots and apricots and the red colour in tomatoes, rose-hips, goji berries and watermelons for example. Flavo-noids are present in almost all fruits, berries and vegetables, in their skin or outer leaves. The darker the colour the more pigment and the better the defence against free radicals.

Drink your salad!KAGOME is a leading player in the growing vegetable juice category in Asia. Many Asian people believe that regular consumption of functional vegetable drinks is a good way to strengthen the body and counteract stret-ched lives, stress and ageing. It derives from the Chinese saying: A good diet gives good health.

www.kagome.co.jp

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Superfruits, how good are they?The term superfruits may seem new to many, but the fruits themselves aren’t. Superfruits are attractive to everyone in the entire food chain. For farmers, they provide an oppor-tunity to grow and sell something other than the major crops. For producers of juices, nec-tars, fruit drinks and also yoghurt, they mean the development of new tastes, a broader range of products and diff erentiated market-ing. For consumers superfruits are associated with naturalness, exciting fl avours and vari-ety, but most of all the hope of better health. The expression, coined a few years ago when the U.S. Agriculture Department (USDA) investigated the potency of antioxidants in food, is used in the food and beverage indus-try. A clear defi nition does not exist, but it would probably include characteristics such as very high antioxidant capacity, high nutri-ent density and potential health benefi ts.

Fruits often called superfruits are: • Açai, small bluish-black berry, originating from South America.• Blueberry, dark blue small berries, growing wild in the Northern Hemisphere.• Pomegranate, apple-like fruit with red, juicy kernels from South Europe and the Middle East.• Noni, greenish-white fruit from the West Indies• Goji (Wolfberry), small red berry from Asia.• Mangosteen, purple fruit with juicy fruit pulp around a large kernel from South-east Asia. • Sea buckthorn, small orange berry from Europe and Asia.

All of them contain high levels of several antioxidants that can prevent diseases, fi bre which is good for the stomach, phytosterols that reduce cholesterol, and other vitamins and minerals. Pomegranate is the most re-searched fruit with some 130 published scien-tifi c studies on its positive health eff ects.

Goji

Açai

BlueberrySea buckthorn

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The health trend and the interest in superfruits lead to an increase in the total consumption of juices, nectars and fruit drinks.

The power of reinforcing sales propositions with scientifi c evidence Antioxidant is a very common buzzword today and for some products the antioxidant message has become a standard. One ex-ample is tea, whose high antioxidant content is now well-known amongst most consumers. It is therefore no longer a selling point to argue that an individual tea brand is naturally high in antioxidants, because consumers assume that all teas are. The prime target is to achieve a point of diff erence and give consumers a real reason to buy the product. Much research backs up the antioxidant power of fruits, which is good, but the market could do with more solid evidence. Behind most successful fruits there are scientifi c studies and for a producer it pays to invest in research that substantiates the specifi c health benefi ts claimed for the product. The com-bination of science and marketing adds a

value that benefi ts all, small as well as big producers and not least, the consumers. Spe-cifi c health claims based on scientifi c facts result in successful brands.

Pomegranate

Great Britain

Del Monte World Fruits is one of the best-selling and most premium ambient juice ranges on the UK market. In 2007 they exchanged their 1 litre pack-aging and said yes to Tetra Prisma Aseptic 750ml. Del Monte UK has since experienced a reduction in operational costs, solid sales and an increase in product margins.

www.freshdelmonte.com

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Tetra Pak's vision: We commit to making food safe and available, everywhere.

F ruit raw materials are handled by many different people on the way from fruit

grove to the table, and each step may involve a risk. For safety and financial reasons, most countries apply precautionary standards, laws and controls on everything related to commer-cial fruit juice production. Some are regulated by the Good Agricultural Practices (GAP) and Good Manufacturing Practice (GMP). Stand-ardised HACCP systems (hazard analysis and critical control points) are also used in large-scale juice production in order to assess risks and ensure product quality.

From fruit to the packaged product For consumers food safety means they can trust the products they eat and drink. For a producer it means a lot more.

Juice quality must be preserved Technology makes it possible to process, concentrate, heat, chill, freeze or otherwise preserve the quality of the fruit juice and make it available to consumers worldwide. The natural characteristics of the fresh fruit as well as the way it is treated after harvest in the production chain, affect the quality of the final juice product. Storage temperature, light and oxygen are the main factors that can impair juice quality. The result can be less nutritional value, as well as changes in colour and taste.

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The great tastes and the high nutritional value, in particular vitamin C, are values that must be protected from light and oxygen throughout the whole production chain.

In juice, as in all fresh produce, there are micro-organisms that may destroy the product if they are allowed to grow undisturbed. In the worst case, pathogenic bacteria can make the product harmful to health, a risk which is con-siderably greater for unpasteurised squeezed juices. Pasteurisation reduces this risk; in addition it is important to run quality checks on the juice's properties and microbiological status. Sampling and analyses are performed to guarantee a high juice quality.

Effi ciency drives sustainabilityA high hygienic standard at the juice produc-tion plant, together with careful handling of the product, are essential. Operating drinks production in a cost-eff ective and environ-mentally friendly manner is also required. Few food producers have the resources to meet all the challenges on their own: for this reason, at Tetra Pak we work with our customers to reduce production costs and the overall environmental impact. Environ-mental considerations are taken into account

29

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in the development of new equipment and solutions. One example is the Tetra Therm Aseptic Drink, a key unit for aseptic bever-age processing, which in its new version consumes considerably less water and energy without compromising on product safety and quality. At the same time signifi cant reduc-tions of product losses have been achieved. Tetra Therm Aseptic Drink is designed to run under optimal performance throughout the whole lifecycle.

Short or long shelf-life?All products change more or less from the date of manufacture to their expiry date. Diff erent processing and packaging technolo-gies result in diff erent product protection and shelf-lives, so that certain products must be stored refrigerated while others can be stored at ambient temperature. An ambient juice product is heat-treated and fi lled in a sterile package, in a so-called aseptic process. It may seem simple, but the microbiological and technical processes are complicated. High

competence and long experience are required to be able to guarantee a commercially sterile production chain, which means the product must not deteriorate during storage, and must not contain micro-organisms or toxins that pose a threat to consumer health, or which can multiply during storage. Con-sequently, there is no microbial activity in aseptically processed products, and it is the package's oxygen and aroma barrier that determines the shelf-life. This barrier must prevent oxygen from penetrating into the package, and the smell and fl avour of the product from migrating out of the package.

For chilled products, micro-organisms are the limiting factor for shelf-life. The length of time is determined by heat treatment, the hygienic status of the packaging system and the storage temperature of the packaged products (2-10°C). The longer the shelf-life desired, the more important the packaging. Juice being cold-stored is not usually pack-aged aseptically.

The packaging material is like the skin of the fruit, which prevents oxygen from penetrating into the package, and the aroma from migrating out of it. Different materials and number of layers determine the product’s shelf-life.

Carton

Glass

HDPE

Metal

PET

Packaging types for juice and nectar products - volume in millions of litres in the EU (24) 2007

Source: Canadean Wisdom Annual Series

2008

30

Hygieniska

Ready-to-drink – ambient products

Ready-to-drink – chilled products

Powder

Concentrate

Unpackaged sales

The combined annual growth during 2006, 2007 and 2008 of packaged JNSD was led by ambient ready-to-drink products that do not need refrigeration.

(Source: Tetra Pak Compass 2008)

60.4%

61.6%

62.3%

8.9%

8.4%

8.0%

14.3%

14.2%

14.2%

11.1%

10.5%10.2%

..

..

..

Renewable raw material

Transport effi cient

Space saving

Hygienic

Cartons offer many cost-effective benefi ts for beverage producers. The same advantages will also guide consumers in their choice of products.

Spain

Spanish juice producer J. García Carrión was the fi rst to adopt Tetra Gemina Aseptic 1000ml and 1500ml packages. With the logistical advantages, excellent pouring/handling and the environmental benefi ts, the distinctive cartons have created a lot of interest from consumers, retailers and manufacturers. The Don Simon brand is positioned as high-quality and their premium juices are 'Not from concentrate' (NFC), using locally-sourced fruit which is picked and squeezed within 4 hours.

www.donsimon.com

31

FunctionalEconomical

Lightweight

Recyclable

Carton packaging is a good environ-mental choiceJust as the peel protects the fruit's interior from light, so must a package protect the juice product in the same way. As light makes the juice brown, opaque carton packaging is preferred to transparent plastic or glass bot-tles, and the carton is currently the dominant package for juices. It is mainly produced from a renewable resource, and has a low environ-mental impact regarding CO2. Some 75% of a Tetra Pak carton is made from paperboard, thus providing a competitive advantage for beverage manufacturers wishing to present a positive environmental profile. Three quar-ters of the global juice volume are processed and filled aseptically in carton packaging for ambient storage, at much more affordable prices than of those for chilled juice products. Carton packaging is predicted to continue its progress over the years, thanks to its sustain-able environmental profile.

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What is what on the shelf?Quality parameters and product specifications provide juice producers with all the necessary information on the raw materials they are handling. However, for consumers, juice may appear as a variety of different products, which are not always well defined. Many product descriptive terms are used in marketing, a lot of which are inconsistent and have different meanings in different countries. However, there are two main types of juice, depending on how they are produced: not from concentrate (NFC) and from concentrate.

• Not from concentrate means that the juice is pasteurised immediately after being extracted from the fruit, and is refrigerated during transport and storage before being filled in consumer packaging. The juice can be standardised with regard to natural flavour-ings and fruit pulp, and mixed with other

NFC juices before final pasteurisation in connection with filling and packaging. The most common package is non-aseptic gable top with shelf-life of 3-8 weeks, but aseptic carton packaging is gaining importance in niche markets for premium products.

• From concentrate means that the juice is concentrated so that the volume is reduced 5-6 times. After reaching the local juice pro-ducer’s plant, the juice is reconstituted with the same volume of drinking water. Juice from concentrate is either filled aseptically and stored at ambient temperature with a shelf-life of 6 to 12 months or filled and re-frigerated in non-aseptic packaging, with the same shelf-life as chilled NFC juice.

Watch out!A quick glance at the supermarket shelves gives an indication of the huge product range

What is more natural than to package a natural product in natural packaging? For this reason, carton packaging for juice and fruit drinks is the right choice.

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available to satisfy our thirst, our taste buds and not least, our nutritional needs. It is not particularly easy to distinguish juice from nectar or fruit drinks amongst the colourful display of packages. In the highly competitive juice, nectar and still drinks market, many beverage manufacturers put enormous eff ort in making package designs associate with 100% juice, even though the products do not always contain much fruit juice or natural ingredients at all.

It is important for the consumer to learn about the diff erences. People looking for juice should take a closer look at the prod-uct name and list of contents and remember that a juice is a product without additives, apart from vitamins, minerals and fi bres. If the product contains colours, preservatives, sugar, sweeteners, stabilisers or something else, then it is certainly another type of fruit drink.

Colombia

Still drinks in TBA 200ml from Alpina Productos Alimenticios in Colombia are produced with the highest quality standards and fi lled in practical packaging for children’s lunch boxes. The drinks come in several fl avour varieties which are all strengthened with Nutrimix, a blend of minerals; iron, calcium, zinc and vitamin D that helps children to grow and develop their learning ability.

www.alpina.com.co

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C onsumers can change their behaviour as quickly as the weather. For many,

economic changes have a major impact on priorities and lifestyle, while for others they are less noticeable. Nevertheless, collect-ive changes in attitudes towards products and brands are taking place constantly. In a recession for example, there is concern over the household economy, and getting value for money becomes more important.

Fickle consumers with emotions, attitudes and powerSeveral clear and quite contradictory circumstances affect our attitudes and emotions, and thus our choices of foods and beverages.

Normally people do not cut down on staple commodities such as breakfast juice, yet they will think twice before paying dearly for a premium juice that requires refriger-ation. Instead the choice might shift to the equivalent aseptically packaged juice from concentrate, which does not need refrigera-tion and therefore has a lower price. Others may trade down to cheaper drinks with less juice content.

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Catch them youngAround the world parents are most con-cerned that their children should eat and drink products which are wholesome and good for their immune system. Therefore if a juice or fruit drink primarily focuses on a taste that appeals to children and is whole-some as well, it makes the choice easy. But parents need support in their choices, hence fair and clear information should advise why a certain product is a good option for the children and the family.

Focus on seniorsThe 50+ age group is growing and will be of fundamental importance for consumer-pack-aged goods. Their attitudes towards food and drinks differ from younger consumers’. The older generation is looking for well-known flavours and reliable products and brands, and for new features to a lesser extent. They take an active interest in health-related issues, and this affects their purchasing decisions to a much greater extent than before. They are less concerned about finances than younger consumers and they also stick to their fa-vourite products, even in times of crisis. A producer who wants to be at the forefront needs to understand and target these influen-tial seniors–as they become more and more numerous and a key to success.

The search for healthy alternatives to soft drinks has led to an increase in wholesome juice products for children and teens.

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Do consumers get what they want?According to a survey published by the maga-zine The Economist in 2008, 12 per cent of potential customers spend 90 seconds read-ing what’s written on juice packages before selecting a product, which is an extremely long time in this context. This seems to in-dicate that consumers are indeed interested in juices as a health option, but do not know what to choose. A considerable number of people tend to call the whole product group of juices, nectars, and still drinks as ‘Juice’, and have no clue about the diff erence be-tween the products. Many consumers instead associate diff erences with variation in taste and package size, which does not always result in the product purchase they intended. In fact, one problem for the juice category is that there are a variety of brands competing on price with little or no juice content at all, and yet they look exactly the same as 100% juices, which is misleading and confusing.

Saudi Arabia

In Saudi Arabia, local brands dominate the fruit and vegetable juice market, which is driven by quality, health and innovation. Al-Rabie Saudi Foods Company offers a sophisticated range of delicious and wholesome juices in the elegant Tetra Prisma Aseptic package.

www.alrabie.com

A considerable number of people do not know the difference between juice, nectar and still drinks.

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Investing in health, convenience and safety Consumers are becoming more and more demanding and everything must be included in the product of choice; health benefi ts and good taste, luxury and good price, convenience and high quality. Catering for just one benefi t or added-value is no longer enough and in add-ition, products should match our own person-ality and refl ect how we like to be seen.

Life is hectic, both at work and outside. Time is highly valued and we want to make the most and get the best out of it. Many people spend several hours a day commuting

and growing urbanisation will increase this time even more. Healthy on-the-go products are becoming important–you gain time if you eat breakfast in the car or at work, or take a smoothie when moving from one place to another. Packaging for beverages consumed on-the-go must be comfortable to handle and easy to open and close.

Media coverage is global and available 24 hours a day. News and threats reach us imme-diately, and when it comes to food and drink they are quite often of a menacing nature which makes us all worried. Environmental and climate problems are of concern to us, food scares are increasingly frequent, and global epidemics have started to threaten our lives. The number of anxious consumers will grow, and health and food safety issues are high on the agenda.

To create a product catering for all consumer needs is a diffi cult balancing act.

Anxious ConsumersEnjoying LifeSimple and Authentic Economising

Packaging for beverages consumed on-the-go must be comfortable to handle and easy to open and reclose.

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Following in the wake of growing anxiety and awareness is a movement that advocates a less complicated world, with traditional values and natural food production without artificial fertilisers and additives. Brands with ethical and environmentally favour-able attributes are also preferred by more and more people. How it will turn out in the near future is unclear. The desire to act in an ethical and environmentally aware manner is influenced by the household economy, and in a recession we might not be as true to our values. But just as with the antioxidant message we may start to take ethical, organic and environmentally sustainable products for granted, calling for the same price and quality as traditionally produced products.

Stretched LivesConsumers in Control Health and WellbeingEthical Choice

Juice purchases normally take place between 2-3 times a week and only a few packages are bought each time. Purchases are usually planned; people know what juice they want and brand loyalty is high.

Brands with ethical and environmentally sustainable attributes are preferred by more and more people.

www.goodnatured.co.uk

4040

The market for packaged juices, nectars and still drinks has been increasing rapidly for 50 years. 100 per cent juice has dominated fi nan-cially in terms of turnover value and it is still a dynamic, growing sector in several countries. Elsewhere, juice consumption in terms of vol-

The global pure juice industry is worth more fi nancially than the nectar and still drinks market together. To retain position, a well-thought-out strategy is required of targeted expansion in the east and innovative segmentation in the west.

North America In North America the USA has long been the world's largest market for fruit juices, while Canada has the highest per capita consumption. The juice market in both countries is facing tough competition from a new generation of drinks that compete with promises of functionality, nutritional value and good-for-you effects. The recession means that many consumers are down-trading to nectar and drinks with less juice content. The only segments where growth is expected in the coming years are vegetable juices and 100% juice NFC.

Opportunities today and tomorrow

ume is losing ground against fruit drinks with less juice content. The market for juices, nectars and still drinks is constantly changing and is easily aff ected by recessions and booms, by pro-duction and price cycles, by climate, harvests, prosperity, lifestyles and consumer attitudes.

RussiaThe juice industry is changing due to increased costs of fresh fruit amongst other things. This affects retail margins and thus consumer prices. Certain countries have already been affected, for example Russia, where juice became incredibly expensive before the recession hit. The high price of 100 per cent juice is infl uencing a con-sumption shift towards cheaper nectars and fruit drinks with less juice content.

41

China and India China and India can be important emerging markets for packaged fruit and vegetable juices. This applies above all to aseptically packaged juice from concentrate, because the infrastructure, long distances and lack of refrigeration makes the distribution of chilled products a logistical and hygienic impossibility. Most of the production in these countries will be for domestic consumption, at least to start with.

AfricaIn Africa the countries of South Africa and Nigeria are the main markets for juices, nectars and still drinks, and positive growth is predicted for Algeria. Several countries are characterised by economic and political instability while others have a large supply of cheap fresh fruit, which weakens the develop-ment of brand-related, packaged juices and fruit drinks.

The Middle East The Middle East is a challenging region with great opportunities for new products and niche markets. Fruit juice and nectars are important because many countries are ‘dry’, and per capita consumption of soft drinks is high. Being a fruit producer here in-volves overcoming hurdles such as the need for land and water, which means that importing aseptic pro-ducts is an alternative. Saudi Arabia has the largest regional consumption, but Iran is rapidly on the rise.

Western Europe In Western Europe sales of 100% juice are driven by Germany and the UK. When it comes to premium chilled juices, France is at the forefront. In all three countries there is a strong presence of retailer-owned brands (private labels) that drive develop-ment. Breakfast juice consumption is important throughout Europe, but as in North America other functional beverages are gathering pace and it is increasingly important to diversify consumption opportunities.

Latin America In Latin America there is a strong tradition of squeezing fruit juice at home, and juice bars are a common sight on the streets. The packaged juice segment is growing, in particular in Brazil, Mexico, Chile and Argentina, where people are recognising the benefi ts of a ready-to-drink product. Expanding infrastructure and logistics have led to the establishment of large retail chains such as Carrefour and Wal-Mart and this, together with a better standard of living, means that more consumers have the oppor-tunity to choose packaged and more convenient juices.

Eastern Europe Manufacturers with a presence in Eastern Europe are experiencing an increase in demand thanks to the lively market de-velopment and a growing standard of living.

Australasia In the Australasian region the mar-ket for premium chilled juices NFC is growing, while other categories are having a more diffi cult time.

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Sugar in the right wayThe risk of getting too much sugar from a moderate consumption of fruit and juice is low. 100 grams of fruit (banana, mango and grapes excluded) contain less than 50 kcal, 100 grams of orange juice 48 kcal, while 100 grams of sweets contain 350-390 kcal.

From superfruits to super veggiesWhich superfruits–or super veggies–will follow in the footsteps of pomegranates, blueberry and açai? Sea buckthorn and Maqui (Aristotelia chilensis) have an extremely high content of anti-oxidants and are already waiting in line and there is already some research into the health benefi ts of broccoli and spinach in drinks. New product innovation and cross-fertilisation of categories will drive development.

Private labels Private labels are strong in Europe for juice and nectar. In Germany, for example, the proportion is almost 65 per cent, in Holland, Belgium, the United Kingdom, Spain and Slovakia, over 50 per cent.

The top ten emerging markets by 2012.

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Total volume projected increase in %

Source: Euromonitor International 2008

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The global marketThe global market for juices and nectars is dominated by six multinational companies; PepsiCo Inc., Coca-Cola Inc., Cadbury Schweppes plc., Del Monte Foods Inc., Nestlé SA and Kraft Foods Inc. (Source: www.just-drinks.com) .

Multinational companies are expanding their fi eld of activities by means of acquisitions and start-ups in de-veloping countries, where the consumption of juices and fruit drinks is growing in pace with prosperity.

Fruit juice is good for youConcern about child obesity continues, but American doctors have now estab-lished that there is no systematic correlation between the consumption of 100 per cent fruit juice and overweight, either in children or adults. Instead they recommend juice consumption in moderate volumes, with the suggestion that juice will be an important strategy for helping children to achieve the recommended daily intake of fruit.

Published in the American Journal of Lifestyle Medi-

cine, June 2008. Carol E. O'Neil, PhD, MPH, LDN, RD/

Louisiana State University and Theresa A. Nicklas,

DrPH at USDA/ARS Dept. of Paediatrics, Children's

Nutrition Research Centre, Baylor College of Medicine,

Houston, Texas. (USDA / ARS United States Depart-

ment of Agriculture / Agricultural Research Service)

Success keyThe key to success lies in:– Offering a specifi c health benefi t and a reason to buy the product.

– Expanding the target groups through increased availability and adapted prices.

– Increasing per capita consumption through further market segmentation and direct communication.

– Differentiate from competitors through innovation and design.

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The pessimist complains about the wind;

the optimist expects it to change;

the realist adjusts the sails.

William Arthur Ward (1921 – 1994), author and one of America's most quoted writers of inspirational maxims.

The ability to buy juices and fruit drinks of good quality, made from raw materials from nature's pantry, all year-round is high on everybody's shopping list. And, although from time to time our preferences may change or growth slows down, fruit juices and drinks with juice content will still remain an important ingredient in human health consciousness and in the choice of beverage. Processing and packaging manufacturers, and beverage producers are doing everything possible to be innovative, and technology is continuously evolving with the aim of ensur-ing sustainable production. All of this pro-vides a good base for the future growth of the juice, nectar and still drinks industry.

Organic fruit juice from Coop (main Italian retailer) packed by Fruttagel (Italy).