innovations in fruit and vegetable juices
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C O N S UM E R
Innovations in Fruit and Vegetable JuicesEmerging opportunities in premiumization, sustainabilityand positive health
by Business Insights
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About the author Business Insights has a team of in-house consumer goods analysts drawn from consulting, R&D and
competitive intelligence backgrounds. Our analysts specialize in providing detailed insight into the future of
the industry and have extensive analytical, forecasting and research experience in the food & drinks,
ingredients and packaging sectors. Our team maintains regular contact with industry executives to track
market developments and base their market models on a wide range of proprietary databases to provide up
to date, accurate strategic insight on the future of the consumer goods market.
Disclaimer Copyright © 2010 Business Insights Ltd
This Management Report is published by Business Insights Ltd. All rights reserved. Reproduction or
redistribution of this Management Report in any form for any purpose is expressly prohibited without the prior
consent of Business Insights Ltd.
The views expressed in this Management Report are those of the publisher, not of Business Insights.
Business Insights Ltd accepts no liability for the accuracy or completeness of the information, advice or
comment contained in this Management Report nor for any actions taken in reliance thereon.
While information, advice or comment is believed to be correct at the time of publication, no responsibility
can be accepted by Business Insights Ltd for its completeness or accuracy.
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Table of Contents
About the author 2
Disclaimer 2
Executive summary 10
Market drivers and resistors 10 Growth opportunities in fruit and vegetable juices 10 NPD in juices 11 Key trends and product examples 12
Chapter 1 Introduction 13
What is this report about? 13 The market defined 13 Report structure 14
Chapter 2 Market drivers and resistors 15
Summary 15 Introduction 16 Consumer drivers 17 Health 17 Increased use of superfruits 17 Removal of artificial sweeteners 18
Premiumization 19 Rise in disposable income 19 Increased travel and demand for exotic flavors 20
Regulation 22
Chapter 3 Growth opportunities in fruit and vegetable juices 25
Summary 25 Introduction 26 Overview of the global market for juices 26 Comparing juices with other soft drinks 29 Juices market value by geography 31 Top 10 countries by juices market value 32
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Juices market value by category 34 Performance of juice categories by geography 36 Europe 36 The Americas 41 Asia Pacific 43
Emerging markets for juices 45
Chapter 4 NPD in juices 48
Summary 48 Introduction 49 Innovation type 49 Comparison of NPD in juices with other soft drinks 50 Category analysis 53 Fruit drinks (0–29% juice) 54
Nectars (30–99% juice) 56
100% fruit juice (from concentrate) 57
100% fruit juice (not from concentrate) 58
Vegetable juice 60
Regional analysis 61 Europe 62
Asia Pacific 66
The Americas 70
Packaging analysis 73 Packaging overview 73
Bottles 74
Carton 76
Resealable 77
Changing positioning in juices 78 Flavor trends 80
Chapter 5 Key trends and product examples 83
Summary 83 Introduction 84
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Health and wellness 85 Superfruit juices 85
High-fiber juices 86
Functional juices 87 Calcium fortification in juices 90 Emulating features of other functional soft drinks in juices 91
Indulgence 92 Packaging 95 Ethical 95 Organic juices and provenance 96
Green packaging 98
Fairtrade juices 100
Private label 101
Chapter 6 Conclusions 103
Key trends for the future 103 1 – Fortified juices 103
2 – 100% pure fruit juices 103
3 – Premiumization 105
4 – Sustainable consumption 105
5 – Adding ingredients used in other beverage markets 105
6 – Emerging markets 106
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Table of Figures Figure 1: Consumer and regulatory drivers and resistors 16 Figure 2: Fruite Entreprises S.A. 18 Figure 3: Trop 50 from PepsiCo and Odwalla Juice Drinks 19 Figure 4: Middle class population by region (m), 2009–30 20 Figure 5: Revive Juice Bar 21 Figure 6: The 5–a–day meal campaign by the National Health Service in the UK 22 Figure 7: NHS promoting effectiveness of beetroot juice in blood pressure reduction 23 Figure 8: Value of global juices market ($bn), 2009–14 27 Figure 9: Volume of global juices market (bn liters), 2009–14 29 Figure 10: Comparison of juices volume consumption with other soft drinks categories, 2009–14 30 Figure 11: Juices market value by geography (%), 2009–14 32 Figure 12: Top 10 countries by juices market value ($bn), 2009–14 34 Figure 13: Juices market value by category (%), 2009–14 35 Figure 14: Performance of juice categories by geography (%), 2009–14 36 Figure 15: Select European markets for 100% fruit juice (not from concentrate) forecast to grow at fastest CAGR (%), 2009–14 39 Figure 16: Comparison of juices categories in North America and South and Central America based on forecast CAGR (%), 2009–14 43 Figure 17: Comparison of forecast growth in juices categories in China, Japan and rest of Asia Pacific 45 Figure 18: Key emerging markets for juices ($m), 2009–14 47 Figure 19: Share of juice launches by innovation type (%), 2007–10 50 Figure 20: NPD performance of soft drinks categories (%), 2010 52 Figure 21: New product launches in juices by categories (%), 2007–10 53 Figure 22: Joker Vital Protect lingonberry 54 Figure 23: Lessini Light fruit drink 55 Figure 24: Gloria chicha morada (purple corn extract) and fruit juice 56 Figure 25: EVGA Power Genius fruit juice and Dimes Life mixed fruit nectar 57 Figure 26: Drenchers Fit ‘N Lean juice beverages 58 Figure 27: Fruit2day juice 59 Figure 28: Bolthouse Farms' Heart Healthy apple pear and merlot juice blend 59 Figure 29: Pasteur organic sprouts with vegetables juice 60 Figure 30: Share of juice launches by region (%), 2007–10 62 Figure 31: Waitrose pineapple, banana and coconut smoothie 65
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Figure 32: Knorr Vie Kidz juice: pumpkin and peach 65 Figure 33: JU fruit juices 66 Figure 34: Bright Dairy 100% fruit juice with blends of cucumber and kiwi juices 69 Figure 35: Luye Yuanjiang Aloe with rock candy 70 Figure 36: Embodi 'all-natural' fruit juice blend 71 Figure 37: Tree Top Trim fruit beverage 72 Figure 38: Tizane 100% organic beverage 72 Figure 39: Wild Bunch 100% organic juice 75 Figure 40: Ito En's Reito Bottle Kachiwari lemon and DyDo's Toketsu Sharishari Bottle Reito melon and strawberry 75 Figure 41: Xymbiot's Zimbi Aerodynamic Nutrition Super Juice 76 Figure 42: Eager Drinks' grapefruit, apple and pineapple juice 77 Figure 43: Michel & Augustin's Fruits Entiers Mixés and Vimto's mixed fruit drink in resealable pouches 78 Figure 44: Glow Mama RTD natural kiwi juice 80 Figure 45: Ocean Spray 100% fruit juice with cranberry 82 Figure 46: Key trends in fruit and vegetable juices 84 Figure 47: Gloji all-natural juice and Lakewood pomegranate with goji organic 100% fruit juice blend 86 Figure 48: V8 100% vegetable juice (high-fiber) 87 Figure 49: Minute Maid Omega-3 beverage, made from 100% mango orange and passion fruit juice 88 Figure 50: Bravo Friscus apple and cranberry juice 89 Figure 51: Firefly fruit drink with botanical extracts 90 Figure 52: Woongjin high-calcium orange, aloe and grape juices 90 Figure 53: Hello fruit drink and Asahi's strawberry fruit wine 91 Figure 54: YJ Youth Juice 92 Figure 55: Trader Joe's apple, mango and mangosteen juice blend 93 Figure 56: Super Premium Sensora 100% pure squeezed Florida orange juice 93 Figure 57: Froose kids' drink 94 Figure 58: Tropicana Pure Premium 100% pure and natural orange juice in an easy-to-pour pitcher 95 Figure 59: Gregory's Box'd Beverages' 100% Natural Old Time LemonadeError! Bookmark not
defined. Figure 60: I Sapori dell'Oasi di Galbusera Bianca Cuore di Bue fruit nectar 96 Figure 61: Dr. Antonio Martins Coco pure organic coconut water with banana, pineapple and acerola 97
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Figure 62: RDA Organic Squeeezy fruit drink for kids 98 Figure 63: F&N Fruit Tree Fresh mixed fruit juice and Compal Light pineapple juice with spearmint, in aseptic cartons 99 Figure 64: Naked Juice in 100% recycled PET bottles 100 Figure 65: Calypso Fairtrade Pure Tropical Juice with FAIRTRADE mark on packaging 101 Figure 66: Wal-Mart 100% Acai Mixed Berry juice 102 Figure 67: Key future trends in fruit and vegetable juices market 104
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Table of Tables Table 1: Value of global juices market ($bn), 2009–14 27 Table 2: Volume of global juices market (bn liters), 2009–14 28 Table 3: Comparison of juices with other soft drinks categories, 2009–14 30 Table 4: Juices market value by geography ($bn), 2009–14 31 Table 5: Top 10 countries by juices market value ($bn), 2009–14 33 Table 6: Juices market value by category ($bn), 2009–14 35 Table 7: Juices market by category in Europe ($bn), 2009–14 37 Table 8: Top 10 European markets for 100% fruit juice (not from concentrate) ($bn), 2009–1438 Table 9: Top 10 European markets for vegetable juices ($m), 2009–14 40 Table 10: Top 10 fruit drinks (0–29% juice) markets in Europe ($bn), 2009–14 41 Table 11: Juices market by category in the Americas ($bn), 2009–14 42 Table 12: Juices market by category in Asia Pacific ($bn), 2009–14 44 Table 13: Key emerging markets for juices by geographic regions ($m), 2009–14 46 Table 14: Share of juice launches by innovation type (%), 2007–10 49 Table 15: Share of soft drinks categories in NPD (%), 2007–10 51 Table 16: Share of juice launches by region (%), 2007–10 61 Table 17: Share of NPD by category in Europe (%), 2007–10 63 Table 18: Top 10 tags on new juices launched in Europe (%), 2007–10 64 Table 19: Share of NPD by category in Asia Pacific (%), 2007–10 67 Table 20: Top 10 tags on new juices launched in Asia Pacific (%), 2007–10 68 Table 21: Share of NPD by category in the Americas (%), 2007–10 70 Table 22: Top 10 package types used in new juices launches (%), 2007–10 73 Table 23: Performance of materials used for packaging juices (%), 2007–10 74 Table 24: Top 20 tags on new juice launches (% of products with tag), 2007–10 79 Table 25: Top 20 flavors used for NPD in juices (%), 2007–10 81
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Executive summary
Market drivers and resistors The growing consumer focus on preventive healthcare has increased demand for superfruits
such as açaí, goji, cranberry and pomegranate. This is driven by the inherent health benefits of
superfruits allowing manufacturers to position juices as functional beverages with specific health
benefits.
The rising disposable personal income of average consumers and corresponding emergence of
middle class households have been the most important drivers of demand for premium juices.
Growing consumer awareness about sustainable cultivation and processing methods has also
increased demand for fairtrade juices and 100% pure organic juices.
The healthcare authorities in EU countries promote the importance of a balanced diet through
awareness campaigns such as ‘5–a–day’ meal campaigns encouraging consumers to eat five
portions of fruit and vegetables on a daily basis.
Growth opportunities in fruit and vegetable juices The global market for juices was valued at $79bn in 2009. This market is forecast to grow at a
CAGR of 3.4% during 2009–14 to reach a value of $93bn in 2014. In 2009, 52bn liters of juices
were sold globally, with sales volumes forecast to grow at a CAGR of 3.8% during 2009–14 to
reach 62bn liters in 2014.
Europe continues to be the largest market for juices, valued at $38bn and accounting for 47.7%
share of the global market in 2009. During 2009–14, the European juices market will grow at the
highest CAGR of 5.2% to reach a value of $48bn in 2014.
The juice market in the Americas was worth $26bn in 2009. This region will register lowest CAGR
of 1.0% among all geographic regions during 2009–14. The juices market in North America faces
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stiff competition from functional drinks and smoothies, the fastest growing non-alcoholic beverage
categories in the region.
The top 10 countries together accounted for a 74.6% share of the global market value for juices
in 2009. The US was the largest market for juices, $21bn in 2009, followed by the UK and
Germany, $8bn and $7bn, respectively.
Fruit drinks (0–29% juice) is the largest juice category with a share of 27.2%, accounting for
$21bn in sales in 2009. However, the 100% fruit juice (not from concentrate) category will
outperform not only the global industry, but also all the other categories with a CAGR of 8.0%
through 2009–14
NPD in juices Among all new product launches across soft drinks categories, juices accounted for a 30.9%
share in 2010, an increase of 7.8 percentage points over 2007. Additionally, juices outperformed
functional drinks in new product development (NPD) in 2010.
During 2007–10, only 2.6% of all new juices launched were innovative. In 2010, 63.6% of all
innovations in juices were in formulation. Health and wellbeing continued to be a key growth
driver for innovation in juice formulation.
Fruit drinks continue to dominate all other juice categories with a share of 46.1% in NPD in 2010,
an increase of 5.8 percentage points over 2007. The share of nectars (30–99% juice) in NPD
increased by 4.2 percentage points over 2007 to reach 17.0% in 2010.
Europe remained the leading region for NPD in juices during 2007–10, while the share of Asia
Pacific declined. The Americas region continues to register a decreasing share of NPD in juices,
while the Middle East and Africa (MEA) doubled its contribution to NPD from 2007 to reach 5.6%
in 2010.
In 2010, 'no preservatives' garnered the highest share of 11.3% among all claims with an
increase of 3.7 percentage points since 2007, replacing 'high vitamins' as the most used claim.
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The latter accounted for a 9.3% share of all claims used in new product launches in 2010,
representing a decline of 1.7 percentage points from 2007.
Apple and orange continued to be the leading flavors for NPD during 2007–10, accounting for
respective shares of 9.8% and 8.6% in 2010. Apple replaced orange as the leading flavor used in
juices in 2010, while fruits such as peach, grape and raspberry, among others, registered a
decline during 2007–10.
Key trends and product examples The growing prevalence of obesity, diabetes and cardiovascular disease coupled with a rising
consumer focus on preventive healthcare continues to drive for the health and wellness trend in
fruit and vegetable juices market.
The purity, freshness and natural sweetness of 100% pure fruit juice drinks are the key selling
propositions for the manufacturers targeting health-conscious consumers.
The global market for functional beverages is forecast to grow at a CAGR of 5.8% during 2009–
14, which is almost double the growth forecast for the overall soft drinks market. Juice
manufacturers are also adding ingredients with health benefits such as omega-3, probiotics and
calcium to their beverages in order to capitalize on the growing demand for functional drinks.
By emulating features of other functional soft drinks, juice manufacturers are producing blends of
beverages typically seen in other product categories such as RTD tea, to provide variety in flavor
and enhance the health benefits of juices.
A significant increase in demand for 100% juice (not from concentrate) is primarily being driven
by a rise in consumers' desires for more indulgent, luxurious and healthy natural products.
Juice manufacturers are launching new products in innovative packaging to meet the growing
consumer preferences for juices with a longer shelf life and on-the-go juices.
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Chapter 1 Introduction
What is this report about? Juices are naturally occurring liquids found in fruit and vegetable tissue that can be classified into five
categories, as listed below. The global fruit and vegetable juices market was valued at $79bn in 2009 and is
forecast to grow at a CAGR of 3.4% during 2009–14 to reach a value of $93bn by 2014. In the developed
markets of Western Europe, the UK will lead the growth for 100% pure fruit juices categories, while a
significant rise in demand for fruit drinks from emerging markets such as China and Russia will drive growth
for the juices market.
This report contains a summary of the innovative and novel fruit and vegetable juice launches between June
2006 and May 2010, as reported by Product Launch Analytics, an in-house database of new product
launches in fast-moving consumer goods. This report analyzes market data on the value and volume growth
of the fruit and vegetable juices market. Innovation and NPD are analyzed by region and category, and
emerging market trends are illustrated in the report. Moreover, this report enables manufacturers to identify
the emerging trends and growth opportunities in fruit and vegetable juices.
The market defined Within this report, the soft drinks market is segmented into five categories:
Fruit drinks (0–29% juice).
100% fruit juices (from concentrate).
100% fruit juices (not from concentrate).
Nectars (30–99% juice).
Vegetable juices.
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Report structure The chapters of this report are structured as follows:
Introduction – market definition and scope of the report.
Growth opportunities in fruit and vegetable juices – a review of market value by region,
country and category with market forecasts to 2014 (using 2009 as the base year) including an
evaluation of growth potential.
Innovation and NPD – a review of innovation by category, region and type of innovation. This
chapter also identifies flavor trends and analyzes usage of key product tags, which are the unique
selling points detailed on product packaging.
Key trends – an overview of emerging trends within the fruit and vegetable juices market.
Conclusions – summary of key trends and future opportunities within the fruit and vegetable
juices market.
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Chapter 2 Market drivers and resistors
Summary The growing consumer focus on preventive healthcare has increased demand for superfruits
such as açaí, goji, cranberry and pomegranate. This is driven by the inherent health benefits of
superfruits allowing manufacturers to position juices as functional beverages with specific health
benefits.
The rising disposable personal income of average consumers and corresponding emergence of
middle class households have been the most important drivers of demand for premium juices.
Growing consumer awareness about sustainable cultivation and processing methods has also
increased demand for fairtrade juices and 100% pure organic juices.
The healthcare authorities in EU countries promote the importance of a balanced diet through
awareness campaigns such as ‘5–a–day’ meal campaigns encouraging consumers to eat five
portions of fruit and vegetables on a daily basis.
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Introduction There are two key themes driving innovation in juices; premiumization and health. These themes are being
driven by a number of subthemes, highlighted in Figure 1. Another factor both driving and resisting
innovation in juices is regulation. This is also discussed in this chapter.
Figure 1: Consumer and regulatory drivers and resistors
Higher quality
packaging
More exotic flavors
New fruit combinations
Fairtrade
Organic Superfruits
Healthier drinks for
kids
Higher fruit content
Removal of artificial
sweeteners
Fortified juices
PremiumizationHigher disposable income
Increased travel
HealthDemand for juices with health benefits
Concern over effect of artificial sweeteners
Higher quality
packaging
More exotic flavors
New fruit combinations
Fairtrade
Organic Superfruits
Healthier drinks for
kids
Higher fruit content
Removal of artificial
sweeteners
Fortified juices
PremiumizationHigher disposable income
Increased travel
HealthDemand for juices with health benefits
Concern over effect of artificial sweeteners
HealthDemand for juices with health benefits
Concern over effect of artificial sweeteners
Source: Business Insights BUSINESS INSIGHTS
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Consumer drivers The two key consumer drivers for the fruit and vegetable juice market discussed in this section are:
Consumer focus on preventive healthcare;
Premiumization and a higher disposable income.
Health
The consumer focus on preventive healthcare is driving growth in the juices market, which is primarily
attributed to the following two factors:
Increased use of superfruits to fortify juices;
Adverse health effects of added sweeteners.
Increased use of superfruits
The growing consumer focus on preventive healthcare has increased demand for superfruits such as açaí,
goji, cranberry and pomegranate. The health benefits of superfruits allow manufacturers to position juices as
functional beverages with specific health benefits. A number of superfruits are known to have a high oxygen
radical absorbance capacity (ORAC), a measure of antioxidant content in food and drinks. The 100% pure
juice content of some superfruits such as pomegranate has a mean ORAC that is almost three times as high
as the juices of raw oranges or white grapes. A growing consumer focus on preventive healthcare for anti-
aging, immunity and heart health has driven demand for superfruits such as acerola, noni and pomegranate
that have high antioxidant contents and claim to have health benefits to counteract some of the symptoms of
the aforementioned conditions. The introduction of juices of newly recognized superfruits such as baobab
that are also approved by regulatory authorities in the US and Europe will give juice manufacturers the ability
to make functional claims (albeit until Article 13 Health Claim legislation comes into place) on the ingredients
and position the products as functional drinks.
Fruite Entreprises S.A. launched two Jus (Juice) drinks on the market in France in April 2010, under the
Fruite Superfruits brand name. These are: Myrtille (Blueberry) and Cranberry. It is clear from the packaging
that both products are using superfruits to make antioxidant health claims.
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Figure 2: Fruite Entreprises S.A.
Source: Product Launch Analytics BUSINESS INSIGHTS
Removal of artificial sweeteners
Rising consumer concerns about adverse health effects such as obesity and diabetes by consuming high
levels of carbonates and other soft drinks sweetened with high fructose corn syrup has increased demand for
low calorie beverages with alternative sweeteners. Consumers are also increasingly demanding natural
beverages, due to concern over the long term effect of artificial flavors. The demand for naturally sweetened
beverages has been a key area of innovation in the entire soft drinks market with a number of manufacturers
partnering with natural sweetener manufacturers to create new products.
Much of the recent impetus for new product launches has come from The Coca-Cola Company and
PepsiCo, who have tied in with reb-A suppliers Cargill and PureCircle, respectively. The Coca-Cola
Company has launched a number of products in the US, including many flavor variants of its Vitamin Water
range and Sprite Green. PepsiCo has also launched a number of products, mainly through its Tropicana and
SoBe brands.
PepsiCo’s Trop 50 is marketed with the slogan “Orange juice goodness with 50% less calories and sugar”
and labeling states “no artificial sweeteners.” The product comes in three variants: Pulp Free, Some Pulp
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and Pulp Free Calcium and Vitamin D. In 2008, The Coca-Cola Company launched a reb-A sweetened
product in a 50 calorie version of Odwalla juice drink in mojito and pomegranate strawberry flavors.
Figure 3: Trop 50 from PepsiCo and Odwalla Juice Drinks
Source: Product Launch Analytics BUSINESS INSIGHTS
Premiumization
Rise in disposable income
The rising disposable personal income (DPI) of average consumers and corresponding emergence of middle
class households have been the most important drivers of demand for premium food and drinks. According
to the Bureau of Economic Analysis in the US, DPI and personal consumer expenditure is increasing,
although at a lower pace. In April 2010, the DPI of consumers in the US increased 0.5% over the preceding
month, with personal consumption expenditure increasing by less than 0.1% during the same period.
Although the rate of growth in demand for luxury and gourmet beverages is adversely affected by the
recessionary pressures, consumers are still demanding products that are ‘fresh’, ‘100% natural’ and organic,
qualities often found in premium food and drinks. In the long term the premiumization of juices, specifically
100% pure juices will primarily be driven by the developing countries in Asia-Pacific such as China and India
while higher purchasing power of middle class consumers in developed markets such as Europe and North
America will continue to play an important role.
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Figure 4: Middle class population by region (m), 2009–30
525 664338
181 137
1,740
703
333 251 222
3,228
680
322 313 341
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Asia Pacific Europe NorthAmerica
LatinAmerica
Middle Eastand Africa
Mid
dle
clas
s po
pula
tion
(m)
2009 2020 2030
525 664338
181 137
1,740
703
333 251 222
3,228
680
322 313 341
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Asia Pacific Europe NorthAmerica
LatinAmerica
Middle Eastand Africa
Mid
dle
clas
s po
pula
tion
(m)
2009 2020 2030
Source: Organization for Economic Co-operation and Development BUSINESS INSIGHTS
Increased travel and demand for exotic flavors
A rise in the consumer experimentation with novel tastes and flavors in food and beverages from distant
regions such as Brazil and China has also led to an increase in new product launches in the 100% pure fruit
juice category. The growing consumer demand for 100% pure juices of superfruits such as goji (largely
cultivated in China) and açaí (from Brazil) is primarily driven by their combined features of exotic tastes,
freshness and functional health benefits. Growing consumer awareness about sustainable cultivation and
processing methods has also increased demand for fairtrade juices and 100% pure organic juices.
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Organic, natural and juice bars
The growth of juice bars selling freshly prepared juices are also instrumental in driving premiumization trend
in the juices market as they provide customized assortment of fruits and vegetable juices to the consumers.
The growing number of dedicated juice bars in North America and Europe has made fresh juices more
accessible to the consumers. Revive operates a global chain of juice bars through its franchisees under
brands such as LoveJuice and Barefruit where it serves 100% natural and freshly squeezed juices (not from
concentrate). These juice bars also serve organic and herbal juices in biodegradable packs for the
consumers concerned with environment. The flourishing juice bar trade is not conducive to the growth of
packaged juice manufacturers, as these retail outlets largely market their products based on freshness and
consumer visibility credentials. However, manufacturers of packaged juices may capitalize on the growth in
the juice bars industry by using them as alternative distribution channels for their products.
Figure 5: Revive Juice Bar
Source: Company information BUSINESS INSIGHTS
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Regulation The healthcare authorities in EU countries promote the importance of a balanced diet as a preventive
healthcare measure among consumers. The regulatory initiatives such as 5–a–day meal campaigns by the
healthcare authorities in the developed markets such as the UK are encouraging consumers to eat five
portions of fruit and vegetables on a daily basis. According to the National Health Service (NHS) in the UK,
one 150ml glass of unsweetened 100% fruit or vegetable juice counts as one portion of the 5-a-day fruit and
vegetable recommendation. The regulatory promotions have helped juice manufacturers in legally claiming
their products to have equivalence to one portion of the recommended fruit and vegetable intake.
Figure 6: The 5–a–day meal campaign by the National Health Service in the UK
Source: National Health Service BUSINESS INSIGHTS
Health awareness campaigns such as Change4Life in the UK that focuses on developing healthy eating
habits among children and adults has also benefited the market for 100% pure fruit juices. The campaign is
supported by the Food Standards Agency, NHS and School Food Trust and is helpful to healthy food and
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beverages manufacturers. The NHS has also been highlighting the fact that juices of certain fruits such as
beetroot contains nitrate, a chemical that helps regulate high blood pressure (a cause of heart disease and
stroke) and also boosts stamina. Further research (with regulatory backing) linking the consumption of such
juices with positive health effects may result in increased new product development (NPD) in these
beverages.
Figure 7: NHS promoting effectiveness of beetroot juice in blood pressure reduction
Source: National Health Service BUSINESS INSIGHTS
In addition to health benefits and proper nutrition, the safety of food and beverages consumed by children
has also been an area of concern for regulatory authorities in the US. The regulatory focus has been on the
removal of additives such as artificial colorings and preservatives such as sodium benzoate from beverages
that tend to increase hyperactivity among kids. The 100% pure fruit juices are free from these additives and
therefore considered safer to be consumed by children. Regulations in the US also encourage the
consumption of 100% pure fruit and vegetable juices among school going children and teenagers. Senate
Bill 965 in California aims to improve the quality of beverages sold in the state's schools. The bill states that
no fewer than 50% of all beverages sold in schools shall be fruit-based drinks containing at least 50% fruit
juice and without added sweeteners. The regulation also mandates that vegetable-based drinks served in
schools need to contain no less than 50% vegetable juice and have no added sugar.
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Compliance with Article 13 health claims regulations in the EU has been a major challenge for NPD across
the food and drinks market in Europe. Juices are largely marketed based on health benefit claims and novel
functional ingredients are used to enhance their nutritional value, subject to critical assessment by the
European Food Safety Authority. In addition to Article 13 regulations, juice manufacturers are also required
to comply with Article 14 health claim regulations if their products are targeted at the kids' consumer
segment, which also inhibits the growth of new product launches in EU. However, most fruit and vegetable
juices have scientifically proven nutrient and antioxidant contents and NPD in juices is therefore not as badly
affected by these regulations as it is in functional beverages. Aside from health claim regulations that restrict
NPD in juices, the consumer healthcare authorities in the UK promote the consumption of whole fruits and
vegetables over juices, primarily due to their high fiber content (which is lost during the extraction of juice
from fruits and vegetables). The direct exposure of teeth to the sugars in fruit juices has also been an area of
concern for the healthcare authorities. According to the (UK’s) NHS, sugar released from fruit when it is
juiced or blended may cause damage to teeth when consumed in a way that does not happen with whole
fruits, as the sugars in these are contained within the structure of the fruit and do not directly affect teeth.
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Chapter 3 Growth opportunities in fruit and vegetable juices
Summary The global market for juices was valued at $79bn in 2009. This market is forecast to grow at a
CAGR of 3.4% during 2009–14 to reach a value of $93bn in 2014. In 2009, 52bn liters of juices
were sold globally, with sales volumes forecast to grow at a CAGR of 3.8% during 2009–14 to
reach 62bn liters in 2014.
Europe continues to be the largest market for juices, valued at $38bn, accounting for a 47.7%
share of the global market in 2009. During 2009–14, juices will record their highest growth rates
in Europe, registering a CAGR of 5.2% to reach a value of $48bn in 2014.
The juice market in the US was worth $26bn in 2009. This region will register lowest CAGR of
1.0% among all geographic regions during 2009–14. The juices market in North America faces
stiff competition from functional drinks and smoothies, the fastest growing non-alcoholic
beverages categories in the region.
The top 10 countries together accounted for a 74.6% share of the global market value for juices
in 2009. The US was the largest market for juices, $21bn in 2009, followed by the UK and
Germany, $8bn and $7bn, respectively.
Fruit drink (0–29% juice) is the largest juice category with a share of 27.2%, accounting for $21bn
in sales in 2009. However, the 100% fruit juice (not from concentrate) category will outperform
not only the global industry, but also all the other categories with a CAGR of 8.0% through 2009–
14.
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Introduction This chapter analyzes dynamics in the juices market in terms of value and volume growth between 2009 and
2014. It assesses growth forecasts for juices markets in Europe, the Americas, Asia Pacific and the Middle
East and Africa (MEA). Additionally, the chapter includes category analysis and growth forecasts for juice
categories in various geographic regions. The chapter also evaluates the emerging markets for juices.
Overview of the global market for juices The global market for juices was valued at $79bn in 2009. It is forecast to grow at a CAGR of 3.4% during
2009–14 to reach a value of $93bn in 2014. The growth in juices market will primarily be driven by:
Regulatory initiatives – there have been increased efforts by governments and regulatory
authorities to raise consumer awareness about the potential health benefits of 100% fruit and
vegetable juices, especially in European markets such as the UK, through promotional
campaigns such as 5-a-day and 'Eat well, be well';
Natural wellness in juices – rising consumer preferences for natural drinks are increasing
demand for juices, and the addition of superfruits such as açai, goji and pomegranate with high
antioxidant contents by juice manufacturers will further increase consumers' inclinations to buy
these drinks, which will help sustain market growth through 2009–14;
Preventive healthcare – a rise in consumer focus on preventive healthcare to control the risk of
obesity and other maladies related to cardiovascular diseases will encourage juice manufacturers
to enhance the wellbeing credentials of their products using plant extracts, vitamins, probiotics
and omega-3 ingredients;
Kids – the kids consumer segment for fruit juices is forecast to register significant growth due to
an increase in parental health concerns related to the food and drinks consumed by their
children;
27
Tropical and exotic fruits – a rise in consumer's willingness to trade-up for premium juices with
tropical and exotic fruit flavors will enhance the value of the overall juices market.
Table 1: Value of global juices market ($bn), 2009–14
2009 2010 2011 2012 2013 2014 CAGR 2009–14 Market value 78.9 81.8 84.8 87.5 90.3 93.2 Growth rate 3.6% 3.7% 3.2% 3.2% 3.2% 3.4%Year end December 31.
Source: Business Insights BUSINESS INSIGHTS
Figure 8: Value of global juices market ($bn), 2009–14
70
75
80
85
90
95
2009 2010 2011 2012 2013 2014
Mar
ket v
alue
($bn
), 20
09–1
4
3.0%
3.2%
3.4%
3.6%
3.8%
4.0%
Gro
wth
rate
(%)
Market value Growth rate
70
75
80
85
90
95
2009 2010 2011 2012 2013 2014
Mar
ket v
alue
($bn
), 20
09–1
4
3.0%
3.2%
3.4%
3.6%
3.8%
4.0%
Gro
wth
rate
(%)
Market value Growth rate Source: Business Insights BUSINESS INSIGHTS
28
Annual growth rates for juices market (both in value and volume terms) will slow down during 2009–14 due
to increased competition from functional drinks, bottled water and smoothies, as explained below.
Competition from functional drinks and bottled water – the juices market is facing significant
competition from energy drinks and nutraceuticals as more consumers are likely to use these
drinks for instant health and wellness benefits. Sports and energy drinks manufacturers are
increasingly using superfruit flavors in their new products launches, which will also inhibit growth
for the juices market. Additionally, new product development (NPD) in fruit-flavored bottled waters
claimed to deliver essential nutrients and functional benefits will also challenge the growth of the
fruit juices market;
Competition from smoothies – increased demand for fruit-based smoothies as meal
replacement alternatives, their suitability for consumption at any time and ease of storage will
also dent growth for the 100% pure fruit juices market, primarily in the US.
In 2009, 52bn liters of juices were sold globally, with sales volumes forecast to grow at a CAGR of 3.8%
during 2009–14 to reach 62bn liters in 2014. The 100% fruit juice (not from concentrate) category, which
accounts for 10bn liters of juice volumes in 2009, will drive growth for the overall juices market by registering
a CAGR of 8.5% to reach 14bn liters in 2014. This volume growth will primarily be attributed to increased
demand for 100% pure fruit juices in Europe and the Americas, where health-conscious consumers are likely
to increase their intake of these drinks.
Table 2: Volume of global juices market (bn liters), 2009–14
2009 2010 2011 2012 2013 2014 CAGR 2009–14 Market volume (bn liters) 51.5 53.6 55.7 57.8 60.1 62.2 Growth rate 4.0% 4.0% 3.8% 3.8% 3.5% 3.8%Year end December 31.
Source: Business Insights BUSINESS INSIGHTS
29
Figure 9: Volume of global juices market (bn liters), 2009–14
45
50
55
60
65
2009 2010 2011 2012 2013 2014
Mar
ket v
olum
e (b
n lit
ers)
, 200
9–14
3.4%
3.5%
3.6%
3.7%
3.8%
3.9%
4.0%
Gro
wth
rate
(%)
Market volume Growth rate Source: Business Insights BUSINESS INSIGHTS
Comparing juices with other soft drinks Juices accounted for almost 16.0% of the global soft drinks market in 2009, which was valued at $494bn.
Although carbonates will continue to be the largest soft drinks category by market value during 2009–14, the
juices market is forecast to grow at a CAGR that is 2.6 times more than the growth rate for carbonates
market (forecasted to grow at a CAGR of 1.3% during 2009–14). The natural, safety and purity features of
fruit and vegetable juices will continue to be key selling propositions for the juice manufacturers. However,
the growth in the juices market will lag behind its key competing beverage markets such as bottled water,
RTD tea and coffee, and functional drinks. Bottled water is a low-calorie drink, which makes such beverages
more suitable for weight-conscious consumers than most fruit juices, as these are full of naturally occurring
sugars. Furthermore, other beverages such as RTD green tea have high antioxidant contents and therefore
compete with superfruit juices as wellness drinks with potential anti-aging properties.
30
Table 3: Comparison of juices with other soft drinks categories, 2009–14
Category Sales value in 2009
($bn) Sales value CAGR 2009–14
Sales volume in 2009 (bn liters)
Carbonates 212.9 1.3% 214.8Bottled water 92.6 4.6% 153.2Juices 78.9 3.4% 51.5Functional drinks 46.7 5.8% 14.3RTD tea and coffee 43.0 4.3% 22.7Concentrates 15.2 2.2% 5.4Smoothies 5.3 7.2% 1.0 Total 494.5 3.1% 462.8Year end December 31.
Source: Business Insights BUSINESS INSIGHTS
Figure 10: Comparison of juices volume consumption with other soft drinks categories, 2009–14
Carbonates
Bottled water
Juices
Functional drinks
RTD tea & coffee
Concentrates
Smoothies
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
0 50 100 150 200 250Market value ($bn)
Juic
es m
arke
t val
ue C
AG
R 2
009–
14 (%
)
*Size of the bubble indicates juice volume consumption in 2009.
Carbonates
Bottled water
Juices
Functional drinks
RTD tea & coffee
Concentrates
Smoothies
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
0 50 100 150 200 250Market value ($bn)
Juic
es m
arke
t val
ue C
AG
R 2
009–
14 (%
)
*Size of the bubble indicates juice volume consumption in 2009. Source: Business Insights BUSINESS INSIGHTS
31
Juices market value by geography Europe is the largest market for juices by value, at sales of $38bn in 2009, representing a 47.7% share of the
global market. The juices market in Europe is forecast to grow at a CAGR of 5.2% to reach a value of $48bn
in 2014. The promotion of healthy lifestyles and balanced diets through campaigns such as 5-a-day in the
UK will drive demand for juices in Europe. Furthermore, the endorsement of the daily consumption of 100%
fruit juices and vegetable juices by regulatory authorities such as the Food Standards Agency will fuel the
growth of this soft drinks category.
Juices market in the Americas was worth $26bn in 2009 and forecast to grow at a CAGR of 1.0% during
2009–14. A significantly lower growth rate for the juices market in Americas will primarily be attributed to
rising competition from functional drinks and smoothies, the fastest growing non-alcoholic beverages in the
region. However, a lower penetration for juices in Latin American markets such as Brazil and Mexico coupled
with rising purchasing power of consumers will help boost sales of both mainstream and upscale juices in
these countries.
Table 4: Juices market value by geography ($bn), 2009–14
Region 2009 2010 2011 2012 2013 2014 CAGR 2009–14 Europe 37.6 39.8 42.0 44.1 46.2 48.4 5.2%Americas 25.6 25.8 26.1 26.4 26.7 26.9 1.0%Asia Pacific 13.5 13.9 14.3 14.6 15.0 15.4 2.7%MEA* 2.2 2.3 2.3 2.4 2.4 2.5 2.6%Total 78.9 81.8 84.8 87.5 90.3 93.2 3.4%Year end December 31. *MEA – Middle East and Africa.
Source: Business Insights BUSINESS INSIGHTS
32
Figure 11: Juices market value by geography (%), 2009–14
2.8%
17.1%
32.4%
47.7%
2.7%
16.5%
28.9%
51.9%
0% 10% 20% 30% 40% 50% 60%
MEA
Asia-Pacific
Americas
Europe
Market share (%)
20142009
2.8%
17.1%
32.4%
47.7%
2.7%
16.5%
28.9%
51.9%
0% 10% 20% 30% 40% 50% 60%
MEA
Asia-Pacific
Americas
Europe
Market share (%)
20142009
Source: Business Insights BUSINESS INSIGHTS
Top 10 countries by juices market value
The top 10 countries together accounted for a 74.6% share of the global market value for juices in 2009. The
US was the largest market for juices, valued at $21bn in 2009, followed by the UK and Germany, which were
valued at $8bn and $7bn, respectively. Although the size of the juices market in the US was 2.7 times that of
the UK in 2009, its growth rate of 0.6% through 2009–14 will significantly lag behind the UK (forecast to grow
at a CAGR of 8.9% during 2009–14). The Russian market will also outperform global industry growth rates
with a CAGR of 8.5% during 2009–14, almost 2.5 times the forecast growth rate for the global juices market
during the same period. The entry of international players such as The Coca-Cola Company and PepsiCo
has increased the availability of new flavors and exposure of Russian consumers' to new brands. Improved
macroeconomic factors have increased consumer purchasing power in Russia, which in turn has fuelled
demand for consumer packaged goods. Coca-Cola completed the purchase of Nidan, the fourth largest juice
manufacturing company in Russia in September 2010. The acquisition is part of the company's strategic plan
to expand its presence in the fast growing emerging markets through strategic acquisitions. However, since
33
per capita consumption of juices in Russia is much lower than in other developed European markets such as
the UK and Germany, juice manufacturers are working to penetrate the Russian market for juices by
launching new products. In 2008, PepsiCo and Pepsi Bottling Group together bought a 75.5% share of JSC
Lebedyanksy, a juice producer in Russia, for RUB33bn ($1.4bn). In contrast, the juices market in Japan is
expected to register a decline during 2009–14, with a negative CAGR of 1.4%, primarily due to a shift in
consumer preferences towards sugar-free soft drinks and mineral water and away from juices.
Table 5: Top 10 countries by juices market value ($bn), 2009–14
Country 2009 2010 2011 2012 2013 2014 CAGR
2009–14 US 21.4 21.5 21.6 21.8 21.9 22.0 0.6%UK 7.8 8.7 9.6 10.4 11.2 12.0 8.9%Germany 7.1 7.2 7.4 7.5 7.6 7.7 1.6%Japan 5.7 5.7 5.6 5.5 5.4 5.4 -1.4%Russia 4.6 5.0 5.5 6.0 6.4 6.9 8.5%China 3.1 3.4 3.7 3.9 4.1 4.4 6.8%France 3.1 3.2 3.5 3.6 3.8 4.0 5.3%Spain 2.6 2.7 2.7 2.8 2.8 2.9 2.3%Italy 1.9 2.0 2.1 2.2 2.3 2.4 5.5%Poland 1.6 1.7 1.8 1.9 2.0 2.1 5.9%Total 58.9 61.1 63.4 65.5 67.6 69.8 3.5%Year end December 31.
Source: Business Insights BUSINESS INSIGHTS
34
Figure 12: Top 10 countries by juices market value ($bn), 2009–14
0.6%
8.9%
1.6%
-1.4%
8.5%
6.8%
5.3%
2.3%
5.5%5.9%
0
5
10
15
20
25
US
UK
Ger
man
y
Japa
n
Rus
sia
Chi
na
Fran
ce
Spa
in
Italy
Pol
and
Mar
ket v
alue
($bn
)
-2%
0%
2%
4%
6%
8%
10%
Pro
ject
ed C
AG
R 2
009–
14 (%
)
Market value in 2009 CAGR 2009–14 Source: Business Insights BUSINESS INSIGHTS
Juices market value by category Fruit drinks is the largest juice category with a market value of $21bn and accounting for a share of 27.2% in
2009. However, the market for 100% fruit juice (not from concentrate) will outperform not only the global juice
market but also all of the other categories of juices with a CAGR of 8.0% to reach the highest market value of
$27bn in 2014 (29.0% share in 2014). Consumer preferences for 'all natural' drinks (specifically in Europe)
will be the key growth driver for the 100% fruit juice (not from concentrate) market. Moreover, innovation in
natural colors, flavors and sweeteners such as stevia will enhance the scope of NPD in natural juices.
35
Table 6: Juices market value by category ($bn), 2009–14
Category 2009 2010 2011 2012 2013 2014 CAGR
09–14 Fruit drinks (0–29% juice) 21.5 21.9 22.3 22.6 23 23.4 1.8%100% fruit juice (concentrate) 19.9 20 20.2 20.3 20.5 20.7 0.8%100% fruit juice (not concentrate) 18.4 20.1 22 23.6 25.3 27 8.0%Nectar (30–99% juice) 13.7 14.1 14.6 15 15.5 16 3.1%Vegetable juice 5.5 5.6 5.7 5.8 6 6.1 2.2%Total 78.9 81.8 84.8 87.5 90.3 93.2 3.4%Year end December 31.
Source: Business Insights BUSINESS INSIGHTS
Figure 13: Juices market value by category (%), 2009–14
27.2% 25.1%
25.2% 22.2%
23.3% 29.0%
17.3% 17.1%
6.9% 6.5%
0%
20%
40%
60%
80%
100%
2009 2014
Mar
ket s
hare
(%)
Fruit drink (0–29% juice) 100% fruit juice (from concentrate)100% fruit juice (not from concentrate)
Nectar (30%–99% juice)Vegetable juice
Year end December 31.
27.2% 25.1%
25.2% 22.2%
23.3% 29.0%
17.3% 17.1%
6.9% 6.5%
0%
20%
40%
60%
80%
100%
2009 2014
Mar
ket s
hare
(%)
Fruit drink (0–29% juice) 100% fruit juice (from concentrate)100% fruit juice (not from concentrate)
Nectar (30%–99% juice)Vegetable juice
Year end December 31. Source: Business Insights BUSINESS INSIGHTS
36
Performance of juice categories by geography
Figure 14 highlights the categories of juices with highest forecast growth rates in Europe, the Americas and
Asia Pacific during 2009–14. The 100% fruit juice (not from concentrate) will be the fastest growing category
in all geographic regions. Although the 100% fruit juices (not from concentrate) category in Americas will
register a CAGR of 3.8% during 2009–14, the nectar (30–99% juice) in Asia Pacific will outperform other
categories of juices in this market with a growth rate of 4.8%
Figure 14: Performance of juice categories by geography (%), 2009–14
1.0%1.1%
2.2%
3.7%
3.8%
3.8%
4.8%6.8%
10.3%5.2%
2.7%1.0%
0% 2% 4% 6% 8% 10% 12%
Nectar (30%-99% juice)
Fruit drink (0-29% juice)
Vegetable juice
Nectar (30-99% juice)
100% fruit juice (not from concentrate)
Total Asia-Pacific
Projected CAGR 2009–14 (%)
Total Americas
Total Europe
100% fruit juice (not from concentrate)
100% fruit juice (not from concentrate)
Fruit drink (0–29% juice)
Fruit drink (0-29% juice)
Asia-Pacific EuropeAmericas
1.0%1.1%
2.2%
3.7%
3.8%
3.8%
4.8%6.8%
10.3%5.2%
2.7%1.0%
0% 2% 4% 6% 8% 10% 12%
Nectar (30%-99% juice)
Fruit drink (0-29% juice)
Vegetable juice
Nectar (30-99% juice)
100% fruit juice (not from concentrate)
Total Asia-Pacific
Projected CAGR 2009–14 (%)
Total Americas
Total Europe
100% fruit juice (not from concentrate)
100% fruit juice (not from concentrate)
Fruit drink (0–29% juice)
Fruit drink (0-29% juice)
Asia-Pacific EuropeAmericas
Source: Business Insights BUSINESS INSIGHTS
Europe
The largest and fastest growing category of juices in Europe is 100% fruit juice (not from concentrate), which
was valued at $11bn in 2009. This market will grow to a CAGR of 10.3% during 2009–14 to reach $18bn by
2014, which is a much higher growth rate than other fast-growing categories such as vegetable juice and fruit
drinks that are forecast to grow at CAGR of 3.8% and 3.7%, respectively, in Europe.
37
Table 7: Juices market by category in Europe ($bn), 2009–14
Category 2009 2010 2011 2012 2013 2014 CAGR
09–14100% fruit juice (not concentrate) 10.8 12.2 13.6 14.9 16.2 17.6 10.3%100% fruit juice (concentrate) 10.5 10.7 10.8 11.0 11.1 11.3 1.4%Nectar (30–99% juice) 8.4 8.7 9.0 9.4 9.7 10.0 3.7%Fruit drinks (0–29% juice) 6.6 6.9 7.1 7.4 7.6 7.9 3.7%Vegetable juice 1.3 1.4 1.4 1.5 1.5 1.6 3.8%Total 37.6 39.8 42.0 44.1 46.2 48.4 5.2%Year end December 31.
Source: Business Insights BUSINESS INSIGHTS
100% fruit juice (not from concentrate) in Europe
Table 8, below, highlights the 10 largest markets for 100% fruit juice (not from concentrate) in Europe. The
emerging markets of Eastern Europe such as Russia and Poland may register a significant CAGR for the
100% fruit juice (not from concentrate) category during 2009–14, but considerable growth will be driven from
larger Western European markets such as the UK and France, valued at $6bn and $2bn, respectively, in
2009. The growth of the 100% fruit juice (not from concentrate) category in the European region will primarily
be driven by three key consumer trends: health, convenience and enjoyment. Additionally, 100% fruit juices
(not from concentrate) are largely offered in the premium segment and are positioned by price as everyday
luxury beverages.
38
Table 8: Top 10 European markets for 100% fruit juice (not from concentrate) ($bn), 2009–14
Country 2009 2010 2011 2012 2013 2014 CAGR 09–14 UK 5,593 6,441 7,335 8,153 8,918 9,749 11.8%France 1,595 1,806 2,035 2,220 2,422 2,629 10.5%Germany 1,100 1,182 1,260 1,330 1,403 1,479 6.1%Russia 422 484 551 624 698 767 12.7%Spain 452 488 525 556 585 618 6.5%Italy 241 267 294 323 353 381 9.6%Turkey 214 232 251 272 294 314 8.0%Poland 201 219 238 257 278 297 8.1%Switzerland 206 223 241 257 273 290 7.1%Sweden 106 114 123 132 142 151 7.4%Year end December 31.
Source: Business Insights BUSINESS INSIGHTS
39
Figure 15: Select European markets for 100% fruit juice (not from concentrate) forecast to grow at fastest CAGR (%), 2009–14
14.7%
12.7%12.2% 11.8% 11.2% 10.7%10.5% 10.3% 10.1% 9.6% 9.0%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Est
onia
Rus
sia
Rom
ania UK
Lith
uani
a
Net
herla
nds
Fran
ce
Tota
l Eur
ope
Bel
gium Ita
ly
Bul
garia
Mar
ket v
alue
CA
GR
200
9–14
(%)
Emerging Central and Eastern European markets
Mature Western European markets
14.7%
12.7%12.2% 11.8% 11.2% 10.7%10.5% 10.3% 10.1% 9.6% 9.0%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Est
onia
Rus
sia
Rom
ania UK
Lith
uani
a
Net
herla
nds
Fran
ce
Tota
l Eur
ope
Bel
gium Ita
ly
Bul
garia
Mar
ket v
alue
CA
GR
200
9–14
(%)
Emerging Central and Eastern European markets
Mature Western European markets
Source: Business Insights BUSINESS INSIGHTS
Vegetable juice in Europe
An increasing consumer focus on meeting the recommended nutrition levels and fulfilling nutrient deficits in
daily diets is driving demand for vegetable juices in Europe. The top 10 European markets for vegetable
juices and their forecast growth rates during 2009–14 are highlighted in Table 9 below. Spain is the largest,
market valued at $541m accounting for 40.7% share of the European market for vegetable juices in 2009.
The Russian market for vegetable juices that was worth $230m in 2009 will be the fastest growing European
market forecast to grow at a CAGR of 8.9% to reach $352m in 2014.
40
Table 9: Top 10 European markets for vegetable juices ($m), 2009–14
Country 2009 2010 2011 2012 2013 2014 CAGR 2009–14 Spain 541 553 562 571 578 587 1.6%Russia 230 253 277 302 328 352 8.9%Netherlands 104 111 119 127 135 142 6.5%Germany 106 108 109 110 111 112 1.0%Poland 90 92 96 99 104 107 3.6%Ukraine 40 42 44 47 49 51 5.0%Hungary 39 40 41 42 43 45 2.8%UK 20 20 20 21 21 22 1.9%Turkey 19 19 19 20 20 20 1.9%France 18 18 18 18 18 18 -0.2%Year end December 31st
Source: Business Insights BUSINESS INSIGHTS
Fruit drinks (0–29% juice) in Europe
Table 10, below, provides the top 10 fruit drinks markets in Europe. Russia is the largest market for fruit
drinks in Europe accounting for $1bn in sales value in 2009. The fruit drinks market in Russia will grow at the
fastest CAGR of 8.7% during 2009–14. Poland will also outpace the other European market for fruit drinks,
with a CAGR of 6.3% through 2009–14. An increase in demand for super-premium fruit drinks in Poland has
also attracted international players such as MonaVie, a nutritional beverage company that is launching new
healthy fruit drinks in the country. The Eastern European countries will continue to lead growth for the fruit
drinks category while the overall demand for fruit drinks in mature Western European market such as France
will remain stagnant, largely owing to an increase in the consumer demand for 100% pure fruit juices.
41
Table 10: Top 10 fruit drinks (0–29% juice) markets in Europe ($bn), 2009–14
Country 2009 2010 2011 2012 2013 2014 CAGR 09–14 Russia 1,353 1,495 1,630 1,773 1,912 2,052 8.7%Spain 920 927 935 941 945 951 0.7%Germany 875 879 882 880 881 883 0.2%UK 473 489 506 522 539 555 3.3%France 408 410 412 405 403 402 -0.3%Poland 367 390 415 442 471 497 6.3%Turkey 327 332 336 341 346 351 1.4%Czech Republic 240 234 230 225 221 216 -2.0%Netherlands 217 223 230 237 245 252 3.1%Romania 194 210 227 244 262 279 7.5%
Source: Business Insights BUSINESS INSIGHTS
The Americas
Fruit drinks is the largest category in the Americas with a market value of $9bn in 2009, accounting for a 34%
share of the overall fruit juice sales in the region. Although fruit drinks will continue to be the largest juices
market in the Americas, 100% fruit juice will outpace fruit drinks in sales value with a CAGR of 3.8% through
2009–14. The overall demand for fruit and vegetable juices in the largest American market, the US, will
remain sluggish due to a significant competition from energy and nutraceutical drinks.
42
Table 11: Juices market value, by category, in the Americas ($bn), 2009–14
Category 2009 2010 2011 2012 2013 2014 CAGR
09–14 Fruit drinks (0–29% juice) 8.7 8.7 8.7 8.7 8.6 8.6 -0.1%100% fruit juice (not concentrate) 5.9 6.1 6.4 6.6 6.8 7.1 3.8%100% fruit juice (concentrate) 4.9 4.9 4.9 4.8 4.8 4.8 -0.5%Nectar (30–99% juice) 3.1 3.1 3.2 3.2 3.2 3.3 1.0%Vegetable juice 3.0 3.0 3.1 3.1 3.1 3.2 1.1%Total 25.6 25.8 26.1 26.4 26.7 26.9 1.0%Year end December 31.
Source: Business Insights BUSINESS INSIGHTS
South and Central American countries (especially Brazil and Mexico) will be the key growth markets for all
categories of juices in the Americas region over 2009–14. The 100% fruit juice (not from concentrate)
category in South and Central America will register a CAGR of 5.7% compared to a CAGR of 3.6% in North
America. Rising consumer purchasing power in South and Central America will continue to drive demand for
all juices categories, which is in contrast to North American markets.
43
Figure 16: Comparison of juices categories in North America and South and Central America based on forecast CAGR (%), 2009–14
-0.7% -0.6%
0.9%
-1.6%
3.6%
2.8%3.5%
4.3% 4.5%
5.7%
-2%
-1%
0%
1%
2%
3%
4%
5%
6%
7%
100% fruitjuice (from
concentrate)
Fruit drink Vegetablejuice
Nectar 100% fruitjuice (not fromconcentrate)
Proj
ecte
d C
AG
R 2
009-
14 (%
)
North America South and Central America
-0.7% -0.6%
0.9%
-1.6%
3.6%
2.8%3.5%
4.3% 4.5%
5.7%
-2%
-1%
0%
1%
2%
3%
4%
5%
6%
7%
100% fruitjuice (from
concentrate)
Fruit drink Vegetablejuice
Nectar 100% fruitjuice (not fromconcentrate)
Proj
ecte
d C
AG
R 2
009-
14 (%
)
North America South and Central America
Source: Business Insights BUSINESS INSIGHTS
Asia Pacific
Table 12, below, highlight the forecast growth performances of juices categories in the Asia Pacific region.
Asia Pacific is not as large a market for juices as Europe but holds significant growth potential due to rising
income levels in emerging economies such as China and India. Similarly to Europe, the 100% fruit juice (not
from concentrate) with a forecast CAGR of 6.8% will be the fastest growing juice category in Asia Pacific
during 2009–14. However, fruit drinks and 100% fruit juice (from concentrate) will remain the two largest
juice categories in Asia Pacific through 2009–14, despite growing at a lower CAGR than the 100% fruit juice
(not from concentrate) category.
44
Table 12: Juices market by category in Asia Pacific ($bn), 2009–14
Category 2009 2010 2011 2012 2013 2014 CAGR
09–14 Fruit drinks (0–29% juice) 5.5 5.6 5.7 5.8 6.0 6.1 2.2%100% fruit juice (concentrate) 4.0 4.0 4.0 4.0 4.1 4.1 0.6%100% fruit juice (not concentrate) 1.5 1.7 1.8 1.9 2.0 2.1 6.8%Nectar (30–99% juice) 1.5 1.6 1.7 1.8 1.9 1.9 4.8%Vegetable juice 1.0 1.0 1.1 1.1 1.1 1.2 3.0%Total 13.5 13.9 14.3 14.6 15.0 15.4 2.7%Year end December 31st
Source: Business Insights BUSINESS INSIGHTS
The market for juices in Asia Pacific can be classified into three regions: Japan, China and rest of Asia
Pacific. The juices market in Japan (valued at $6bn) is largely mature, with overall demand forecast to
decline through 2014 due to a rise in the aging population, which has increased demand for functional
beverages. However, the market for 100% fruit juices (not from concentrate) in Japan will grow at a CAGR of
3.9% during 2009–14 as juice marketers launch new products containing pure juices of superfruits such as
açaí and goji as functional drinks with potential anti-aging benefits. In contrast to Japan, the Chinese market,
valued at $3bn in 2009, will register a significant increase in demand for all juices categories during 2009–14.
100% fruit juice (not from concentrate) in China is forecast to grow at the highest CAGR of 16.3% through
2009–14.
45
Figure 17: Comparison of forecast growth in juices categories in China, Japan and rest of Asia Pacific
16.3
6.3
3.9
8.1
2.4
-2.5
7.2
3.3
-1.6
6.95.5
-0.7
5.1 4.7
-2.0
-5%
0%
5%
10%
15%
20%
China Rest of Asia-Pacific Japan
Sal
es v
alue
CA
GR
200
9–14
(%)
100% fruit juice (not from concentrate)100% fruit juice (from concentrate)Vegetable juiceNectar (30%–99% juice)Fruit drink (0–29% juice)
16.3
6.3
3.9
8.1
2.4
-2.5
7.2
3.3
-1.6
6.95.5
-0.7
5.1 4.7
-2.0
-5%
0%
5%
10%
15%
20%
China Rest of Asia-Pacific Japan
Sal
es v
alue
CA
GR
200
9–14
(%)
100% fruit juice (not from concentrate)100% fruit juice (from concentrate)Vegetable juiceNectar (30%–99% juice)Fruit drink (0–29% juice)
Source: Business Insights BUSINESS INSIGHTS
Emerging markets for juices The emerging countries of South and Central America, Eastern Europe, Asia Pacific and MEA will be the key
growth markets for juices during 2009–14. Although the juice markets in these countries are very small in
comparison to mature markets such as the US, the UK and Japan, juice manufacturers may have significant
opportunities to capture a larger share in these markets. The Eastern and Central European market for juices
will primarily be driven by Poland and Romania, while Mexico and Brazil will be the fastest growing markets
in South and Central America. In Asia Pacific, densely populated markets in Asia Pacific such as China,
India and Thailand are largely underpenetrated and early investments will help juice manufacturers gain a
larger share in these markets.
46
Table 13: Key emerging markets for juices by geographic regions ($m), 2009–14
Region/country Market value in 2009 ($m) Forecast CAGR 2009–14 Eastern and Central Europe Poland 1,591 5.9%Romania 355 7.4%Bulgaria 157 4.4%Croatia 115 3.5%Lithuania 91 7.5%Estonia 82 11.1%Latvia 70 6.9%South and Central America Mexico 1,271 4.0%Brazil 556 5.3%Venezuela 518 3.7%Chile 145 6.6%Peru 47 7.1%Asia Pacific China 3,137 6.8%India 496 10.0%Malaysia 362 5.0%Thailand 166 8.1%Vietnam 71 9.2%MEA UAE 308 5.6%Morocco 210 3.7%Year end December 31st
Source: Business Insights BUSINESS INSIGHTS
47
Figure 18: Key emerging markets for juices ($m), 2009–14
Romania
Estonia
MexicoVenezuela
India
Thailand
Vietnam
Morocco
Poland
Bulgaria
Croatia
LithuaniaLatvia
BrazilChile
Peru
Malaysia
UAE
0%
2%
4%
6%
8%
10%
12%
0 250 500 750 1,000 1,250 1,500 1,750
Market value in 2009 ($m)
Pro
ject
ed C
AG
R 2
009–
14 (%
)
3,200
ChinaRomania
Estonia
MexicoVenezuela
India
Thailand
Vietnam
Morocco
Poland
Bulgaria
Croatia
LithuaniaLatvia
BrazilChile
Peru
Malaysia
UAE
0%
2%
4%
6%
8%
10%
12%
0 250 500 750 1,000 1,250 1,500 1,750
Market value in 2009 ($m)
Pro
ject
ed C
AG
R 2
009–
14 (%
)
3,200
China
Source: Business Insights BUSINESS INSIGHTS
48
Chapter 4 NPD in juices
Summary Among all new product launches across soft drinks categories, juices accounted for a 30.9%
share in 2010, an increase of 7.8 percentage points over 2007. Additionally, juices accounted for
11.0 percentage points higher share of NPD than that for functional drinks in 2010.
During 2007–10, only 2.6% of all new juices launched were innovative. In 2010, 63.6% of all
innovations in juices were in formulation. Health and wellbeing continued to be a key growth
driver for innovation in juice formulation.
Fruit drinks continue to dominate all other juice categories with a share of 46.1% in NPD in 2010,
an increase of 5.8 percentage points over 2007. The share of nectars (30–99% juice) in NPD
increased by 4.2 percentage points over 2007 to reach 17.0% in 2010.
Europe remained the leading region for NPD in juices during 2007–10, while the share of Asia
Pacific declined. The Americas region continues to register a decreasing share of NPD in juices,
while MEA doubled its contribution to NPD from 2007 to reach 5.6% in 2010.
In 2010, 'no preservatives' accounted for the highest share of 11.3% among all claims with an
increase of 3.7 percentage points since 2007, replacing 'high vitamins' as the most used claim.
The 'high vitamins' accounted for a 9.3% share of all claims used in new product launches in
2010, a decline of 1.7 percentage points from 2007.
Apple and orange continued to be the leading flavors for NPD during 2007–10, accounting for
respective shares of 9.8% and 8.6% in 2010. Apple replaced orange as the leading flavor used in
juices in 2010, while the usage of fruits such as peach, grape and raspberry declined during
2007–10.
49
Introduction This chapter examines growth in the new juices launched between 2007 and 2010 and analyzes the patterns
of NPD in different categories and geographic regions. The chapter will also evaluate the leading product
positioning, packaging types and flavors being used by juice manufacturers to highlight their product
innovations strategies in this market.
Innovation type Among all new juices launched during 2007–10, only 2.6% were innovative. In 2010, 63.6% of all innovations
in juices were in formulation. Health and wellbeing continued to be a key growth driver for innovation in juice
formulation. However, the share of formulation declined significantly from 88.5% in 2007 to 63.6% in 2010,
as the focus of manufacturers is gradually shifting towards packaging and merchandising their products for
special occasions. The share of packaging benefit and merchandising innovation increased by 10.5 and 14.4
percentage points, respectively, during 2007–10. Since the majority of juice drinks are not considered to be
as sophisticated as functional drinks, juice manufacturers are using more occasion-specific packaging and
merchandising formats and targeting specific consumer groups to differentiate their products from the rest of
the soft drinks. Additionally, in order to promote regular intake of fruit and vegetable juices, more products
are being launched in single-serving multipack pack formats suitable for lunchboxes.
Table 14: Share of juice launches by innovation type (%), 2007–10
Innovation type 2007 2010 Growth Formulation 88.5% 63.6% ▼ Positioning 23.1% 18.2% ▼ Packaging benefit 7.7% 18.2% ▲ Merchandising 3.8% 18.2% ▲ Year end May 31, 2010.
Source: Product Launch Analytics BUSINESS INSIGHTS
50
Figure 19: Share of juice launches by innovation type (%), 2007–10
23.1%
7.7%
3.8%
88.5%
18.2%
18.2%
18.2%
63.6%
0% 20% 40% 60% 80% 100%
Positioning
Packaging Benefit
Merchandising
Formulation
Share of juices launches by innovation type (%), 2006–09
2010
2007
Year end May 31, 2010.
23.1%
7.7%
3.8%
88.5%
18.2%
18.2%
18.2%
63.6%
0% 20% 40% 60% 80% 100%
Positioning
Packaging Benefit
Merchandising
Formulation
Share of juices launches by innovation type (%), 2006–09
2010
2007
Year end May 31, 2010. Source: Product Launch Analytics BUSINESS INSIGHTS
Comparison of NPD in juices with other soft drinks Table 15 compares the performance of juices with other soft drinks categories in terms of new product
launches during 2007–10. Among all new product launches across soft drinks categories, juices accounted
for a 30.9% share in 2010, an increase of 7.8 percentage points over 2007. Additionally, juices outperformed
functional drinks in NPD in 2010 by recording an 11.0 percentage point higher share than functional drinks.
The share of juices in NPD in soft drinks has also been much greater than RTD tea and coffee and bottled
water, which accounted for merely 10.8% and 9.6% of NPD in soft drinks in 2010.
51
The key factors enabling a superior NPD performance in the juices market over other soft drinks markets are
listed below.
Health concerns including obesity and diabetes which are associated with the consumption of
carbonated drinks containing high fructose corn syrup (HFCS), has increased consumer demand
for healthier alternatives such as fruits and vegetable juice, energy drinks etc.
Proven health benefits of consuming orange and apple juices and other superfruits such as açai,
pomegranate and goji have helped the juice market surpass functional drinks as the leading soft
drinks category in terms of new product launches.
Fruit and vegetable juices are largely considered suitable for consumption among consumers of
all age groups due to their intrinsic health and safety credentials, thereby making it easier to
position these products for the mass markets.
Table 15: Share of soft drinks categories in NPD (%), 2007–10
Soft drinks category 2007 2008 2009 2010 Growth Juices 23.1% 23.1% 26.3% 30.9% ▲ Functional drinks 26.7% 25.9% 23.5% 19.9% ▼ Concentrates 13.3% 13.1% 12.9% 14.7% ▲ Carbonates 10.4% 10.8% 11.4% 11.8% ▲ RTD tea and coffee 12.8% 14.3% 13.3% 10.8% ▼ Bottled water 12.6% 11.0% 10.5% 9.6% ▼ Smoothies 1.2% 1.8% 2.1% 2.4% ▲ Year end May 31, 2010.
Source: Product Launch Analytics BUSINESS INSIGHTS
52
Figure 20: NPD performance of soft drinks categories (%), 2010
CarbonatesBottled water
Juices
Functional drinks
Concentrates
Smoothies
RTD tea & coffee
0%
5%
10%
15%
20%
25%
30%
35%
0 50 100 150 200 250Market value ($bn)
Shar
e of
NP
D in
sof
t drin
ks (%
), 20
10
Year end May 31, 2010.
CarbonatesBottled water
Juices
Functional drinks
Concentrates
Smoothies
RTD tea & coffee
0%
5%
10%
15%
20%
25%
30%
35%
0 50 100 150 200 250Market value ($bn)
Shar
e of
NP
D in
sof
t drin
ks (%
), 20
10
CarbonatesBottled water
Juices
Functional drinks
Concentrates
Smoothies
RTD tea & coffee
0%
5%
10%
15%
20%
25%
30%
35%
0 50 100 150 200 250Market value ($bn)
Shar
e of
NP
D in
sof
t drin
ks (%
), 20
10
Year end May 31, 2010. Source: Product Launch Analytics BUSINESS INSIGHTS
53
Category analysis Fruit drinks (0–29% juice) continue to dominate the juice category with a share of 46.1% in NPD in 2010, an
increase of 5.8 percentage points over 2007. The share of nectars (30–99% juice) in NPD has also
increased by 4.2 percentage points over 2007 to reach 17.0% in 2010. Consumers are seeking healthy
alternatives to carbonates with high HFCS content that have contributed significantly towards new product
launches in the area of hybrid drinks withfeatures of carbonated drinks and fruit juices. Fruit drinks and
nectar are also being used by the soft drinks manufacturers to develop hybrid drinks with functional benefits.
However, the share of 100% fruit juice (not from concentrate) in NPD has declined by 5 percentage points
which is in contrast to a significant growth in demand for 100% fruit juices categories globally. Limitations in
preserving, storing and adding new ingredients (due to the risk of spoiling the original taste) have restricted
the scope of NPD in 100% pure fruit juices.
Figure 21: New product launches in juices by categories (%), 2007–10
40.3% 41.0% 41.6% 46.1%
12.8% 13.6% 15.5%17.0%
16.4% 18.0% 14.8%15.0%
15.2% 13.4% 13.0%10.2%
9.0% 8.2% 9.1% 4.7%6.4% 5.9% 6.0% 7.0%
0%
20%
40%
60%
80%
100%
2007 2008 2009 2010
Juic
e ca
tego
ry s
hare
in N
PD (%
), 20
07–1
0
Fruit Drinks (0-29% Juice) Nectars100% fruit juice (from concentrate) 100% fruit juice (not from concentrate)Others* Vegetable Juice
Year end May 31, 2010.*Include hybrid drinks with combined characteristics of juices and other soft drinks categories.
40.3% 41.0% 41.6% 46.1%
12.8% 13.6% 15.5%17.0%
16.4% 18.0% 14.8%15.0%
15.2% 13.4% 13.0%10.2%
9.0% 8.2% 9.1% 4.7%6.4% 5.9% 6.0% 7.0%
0%
20%
40%
60%
80%
100%
2007 2008 2009 2010
Juic
e ca
tego
ry s
hare
in N
PD (%
), 20
07–1
0
Fruit Drinks (0-29% Juice) Nectars100% fruit juice (from concentrate) 100% fruit juice (not from concentrate)Others* Vegetable Juice
Year end May 31, 2010.*Include hybrid drinks with combined characteristics of juices and other soft drinks categories.
Source: Product Launch Analytics BUSINESS INSIGHTS
54
Fruit drinks (0–29% juice)
Diluted fruit juices sweetened with natural or artificial sugars are known as fruit drinks. The fruit drinks
category accounted for a 46.1% share of all new juices launched in 2010, an increase of 5.8 percentage
points since 2007. Manufacturers are increasingly adding superfruits appeal to consumers due to both their
exotic flavors and inherent health benefits. For example, the superfruit lingonberry (also known as cowberry)
contains high levels of pectin and natural preservatives such as benzoic and citric acids. Eckes Granini, a
German fruit beverages company, used lingonberry in its new fruit drinks launched under the brand name
Joker Vital Protect in France in 2008. This wellness drink is primarily targeted at the young adults
undertaking preventive healthcare measures by consuming natural drinks.
Figure 22: Joker Vital Protect lingonberry
Source: Product Launch Analytics BUSINESS INSIGHTS
The new fruit drinks launched during 2007–10 also contained tropical fruits such as bergamot orange for
imparting exotic flavors to the product. Koninklijke de Ruijter, a Dutch producer of fruit syrups and RTD
beverages, launched its new range of fruit drinks containing bergamot orange under the brand name Lessini
Light in the Netherlands in 2009. The bergamot orange contains bergamot oil, a natural fragrance used in
cosmetics that imparts a distinctive aroma to this drink.
55
Figure 23: Lessini Light fruit drink
Source: Product Launch Analytics BUSINESS INSIGHTS
Juice manufacturers are increasingly using nutritious ingredients such as whole grains and oats to position
their beverages as wholesome snacking options for the consumers. Juice manufacturers are also using
nutrient-rich cereals with unusual ingredients such as purple corn that also drive a healthier positioning of
their products. Purple corn is a Peruvian crop with high phytonutrients (plant nutrients) such as phenolics and
anthocyanins, which are natural bioactive compounds known to impart good health by promoting blood
circulation and reducing cholesterol levels in the body. In 2008, Gloria launched its new range of pineapple,
apple and quince juices with chicha morada (purple corn extract) in Peru. In addition to purple corn extract,
these juices are also fortified with vitamin C and herbs typically used in food products such as cinnamon and
cloves. Cinnamon is helpful in reducing nervous tension, improving complexion and memory and enhancing
immunity to common colds, while cloves have natural antibacterial, antiviral, antifungal and antiseptic
properties.
56
Figure 24: Gloria chicha morada (purple corn extract) and fruit juice
Source: Product Launch Analytics BUSINESS INSIGHTS
Nectars (30–99% juice)
Nectars are prepared by adding sugar and water to fruit purees, pulps, juices, or concentrates. Healthy
image of nectars has fuelled consumer demand and hence investment in innovations in this category by juice
manufacturers. Europe leads in new product launches in nectars, accounting for a 55.6% share of all NPD in
this category in 2010. A rise in consumer inclinations towards experimenting with new tastes and flavors has
also encouraged NPD and innovation in this category. Manufacturers are increasingly developing unusual
blends of fruit nectars and natural flavors extracted from plants/trees such as ginkgo biloba. Ginkgo biloba is
a Chinese herb known to enhance memory and concentration, and contain flavonoids, which aid in
maintaining healthy blood vessels and support the absorption of vitamin C. EVGA, a Greek manufacturer of
dairy products, launched its Power Genius brand of nectar containing ginkgo biloba in Greece in 2008.
Besides imparting a healthy image through the fortification of nectars with herbs, vitamins and minerals, juice
manufacturers are also enhancing the sensory appeal of their products through the addition of aromatic
ingredients such as rose hips. The Dimes Life brand of mixed fruit nectar with rose hip extracts was launched
in Turkey in 2009. Rose hips contain significant amounts of vitamins C, E, and K along with essential
57
minerals such as calcium and iron. Juice manufacturers also increasingly use rose hips for their potential
health benefits such as cleaning the urinary system, their remedial properties for lung diseases and so on.
Figure 25: EVGA Power Genius fruit juice and Dimes Life mixed fruit nectar
Source: Product Launch Analytics BUSINESS INSIGHTS
100% fruit juice (from concentrate)
100% fruit juice (from concentrate) accounted for a 15% share of NPD in juices in 2010. New product
launches in this category have primarily been led by rising consumer preferences for beverages with
functional benefits and superior tastes. The manufacturers of 100% fruit juice (from concentrate) are focused
on positioning their products on a par with functional beverages by adding essential nutrients and herbs to
these drinks. In 2008, NBI Juiceworks (NBI), a Florida-based juice manufacturer, expanded its line of
Drenchers brand of juices through the addition of protein, vitamins and amino acids to help enhance strength
by providing energy to the muscles. The product is fortified with Bodyguard, a proprietary formulation of NBI
containing more than 15 types of essential nutrients, electrolytes and herbs that are natural sources of
energy. Additionally, NBI presents these drinks in daily dosing packaging formats that are convenient for
consumers with busier lifestyles.
58
Figure 26: Drenchers Fit ‘N Lean juice beverages
Source: Company information BUSINESS INSIGHTS
100% fruit juice (not from concentrate)
100% fruit juices (not from concentrate) are directly packaged in cartons or bottles without the addition of any
sugar, preservatives or flavors. This category accounted for a 10.2% share of NPD in juices in 2010, a
decline of five percentage points from 2007 that can primarily be attributed to a much higher increase in new
product launches among the fruit drinks and nectars categories. 100% fruit juices (not from concentrate)
benefit from healthcare initiatives such as the 5-a-day campaign as they can provide part of the daily
recommended fruit intake. Certain juice manufacturers are adding fruit pieces to their products to position
these drinks at a par with whole fruits in terms of nutritional value. Fruit2day, a fruit drink containing real fruit
bits, was launched by Hero/WhiteWave, a joint venture between juice manufacturer Hero (based in
Switzerland) and food maker WhiteWave Foods (based in the US), in 2009. The beverage is primarily
targeted at adults with an on-the-go lifestyle that want more fruit in their regular diets.
59
Figure 27: Fruit2day juice
Source: Company information BUSINESS INSIGHTS
Fortifying 100% fruit juice (not from concentrate) with fibrous ingredients such as Barliv, a soluble barley
betafiber developed by Cargill that supports heart and digestive health, is also helping juice manufacturers
augment the wellness credentials of their products. Wm. Bolthouse Farms, a farming company in the US,
launched the Heart Healthy brand of not-from-concentrate juice containing Barliv in 2009. The product is a
blend of apple, pear and merlot juices and each single serving contains 0.75gm of Barliv.
Figure 28: Bolthouse Farms' Heart Healthy apple pear and merlot juice blend
Source: Product Launch Analytics BUSINESS INSIGHTS
60
Vegetable juice
Vegetable juice accounted for a 7% share of all NPD in juices in 2010 with Asia Pacific being the most active
region for NPD in this category registering a share of 42.1% of all new product launches in 2010. Drinking
vegetable juice helps consumers reach the recommended intake of five fruits and vegetables per day as it
addresses some of the key barriers to cooked vegetable consumption such as convenience, portability and
taste. Some vegetable juices manufacturers are positioning their products as organic drinks to align their
portfolio with the rising ethical concerns of consumers. They are also adding food ingredients such as
sprouts to enhance the nutritional content of their products. Pasteur Dairy launched a range of new
vegetable juices with organic sprouts in South Korea. Organic sprouts are a rich source of chlorophyll, a
green pigment in plants and green vegetables with wound-healing, anti-inflammatory and antioxidant
properties. These beverages contain juices and pastes of 19 vegetables including organic carrots and
tomatoes and the fortification of organic sprouts are said to significantly enhance the health benefits of these
juices.
Figure 29: Pasteur organic sprouts with vegetables juice
Source: Product Launch Analytics BUSINESS INSIGHTS
61
Regional analysis Table 16 highlights the share of NPD in juices by geography during 2007–10. Europe remained the leading
region for NPD in juices, while the share of Asia Pacific declined over the period. The share of the Americas
in NPD in juices also declined during 2007–10 while Middle East and Africa (MEA) doubled its contribution
towards new product launches to reach 5.6% share in 2010. NPD in juices in the emerging markets of MEA
are likely to register further growth, primarily owing to the entrance of international players into the region.
Table 16: Share of juice launches by region (%), 2007–10
Region 2007 2008 2009 2010 Growth Europe 37.3% 36.0% 35.6% 46.1% ▲ Asia Pacific 33.1% 35.1% 37.4% 26.5% ▼ The Americas 24.8% 24.6% 21.9% 21.7% ▼ MEA* 2.8% 3.4% 5.1% 5.6% ▲ Multi-region** 2.0% 0.9% 0.1% 0.1% ▼ *MEA – Middle East and Africa **Multi-region includes new product launched in two or more regions. Year end May 31, 2010.
Source: Product Launch Analytics BUSINESS INSIGHTS
62
Figure 30: Share of juice launches by region (%), 2007–10
37.3%33.1%
24.8%
2.8% 2.0%
46.1%
26.5%
21.7%
5.6%
0.1%0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Europe Asia-Pacific Americas Middle Eastand Africa
Multi-region
Shar
e of
juic
es la
unch
ed (%
) 2007201037.3%
33.1%
24.8%
2.8% 2.0%
46.1%
26.5%
21.7%
5.6%
0.1%0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Europe Asia-Pacific Americas Middle Eastand Africa
Multi-region
Shar
e of
juic
es la
unch
ed (%
) 20072010
Year end May 31, 2010. Source: Product Launch Analytics BUSINESS INSIGHTS
Europe
Throughout 2007–10, Europe continued to be the most active region for NPD in juices. The region accounted
for a 46.1% share of all new launches in 2010, an 8.8 percentage point increase over 2007. Among all
categories of juices, fruit drinks accounted for the largest share, 38.3% of NPD in juices in 2010. In Western
European markets for juices such as the UK and Germany, regulator initiatives such as 5-a-day and
Change4Life for promoting healthy diets are a key growth driver for all juice categories. Juice manufacturers
in emerging Eastern European markets such as Russia are launching new fruit drinks with an upscale
positioning to capitalize on the growing consumer demand for premium beverages.
63
Table 17: Share of NPD by category in Europe (%), 2007–10
Category 2007 2008 2009 2010 Growth Fruit drinks (0–29% juice) 36.4% 41.3% 36.6% 38.3% ▲ Nectars (30–99% juice) 19.9% 17.4% 21.3% 22.4% ▲ 100% fruit juice (from concentrate) 10.1% 8.9% 12.2% 12.2% ▲ 100% fruit juice (not from concentrate) 17.1% 15.0% 13.9% 12.1% ▼ Others* 11.7% 12.6% 9.3% 11.2% ▼ Vegetable juice 4.7% 4.7% 6.7% 3.8% ▼ *Includes other categories of juices not covered under main segments. Year end May 31, 2010.
Source: Product Launch Analytics BUSINESS INSIGHTS
Table 18, below, highlights the top 10 tags used in new products launches in Europe during 2007–10. The
top 10 tags are indicative of three key trends in the region: natural, health and private label. 'No
preservatives' was the most used tag, accounting for a 13.4% share of all tags used in new product launches
in the European juices market in 2010, an increase of 4.5 percentage points over 2007. 'Private label' has
also registered a significant 7.8 percentage point increase in share to reach 10.6% in 2010. This increase is
primarily due to a growing consumer focus on deriving value proposition from private labels due to the
adverse impact of the economic downturn in the region, which has shifted consumer preferences away from
branded products. Additionally, a significant increase in demand for organic products has led to a 4.5
percentage point increase in the share of products launched with 'organic' tag, mainly driven by Western
European markets.
64
Table 18: Top 10 tags on new juices launched in Europe (%), 2007–10
Claim/tag 2007 2008 2009 2010 Growth No preservatives 8.9% 9.9% 10.5% 13.4% ▲ Private label 2.8% 3.2% 11.0% 10.6% ▲ No artificial colors 5.3% 5.6% 5.1% 8.6% ▲ High vitamins 12.6% 13.5% 12.7% 7.9% ▼ Organic 3.3% 3.9% 7.1% 7.8% ▲ Natural 4.9% 6.3% 5.7% 5.5% ▲ No artificial flavors 2.6% 4.0% 3.0% 5.4% ▲ Pure 6.9% 8.5% 7.1% 4.7% ▼ Kids 4.7% 3.3% 2.3% 4.5% ▼ Low sugar 5.9% 5.7% 6.9% 3.2% ▼ Year end May 31, 2010.
Source: Product Launch Analytics BUSINESS INSIGHTS
Juice manufacturers in Europe are primarily focused on enhancing the nutritional value of their beverages.
Promotional campaigns by healthcare authorities such as Change4Life in the UK are largely used as
marketing platforms by juice manufacturers to highlight the health benefits of their beverages and raise
consumer acceptance for their products. Waitrose, a food and drinks retailer in the UK, introduced a new fruit
drink containing a blend of banana puree with pineapple, apple and orange juice and coconut milk in 2008.
The product is presented in 250ml single serving bottles and the variety of fruits in it helps consumer get the
recommended five portions of fruit a day.
65
Figure 31: Waitrose pineapple, banana and coconut smoothie
Source: Product Launch Analytics BUSINESS INSIGHTS
Rising parental concerns about the health of their children has raised demand for juices that help to increase
the regular consumption of fruits and vegetables among kids in Europe. Manufacturers have launched a
number of new products in daily dosing packaging formats to target the kids' segment in Europe. Unilever
Hellas, a manufacturer of food and personal care products, launched the Knorr Vie Kidz brand of fruit and
vegetable juice in Greece in 2009. The 100% natural drink is presented in 100ml bottles containing a blend
of carrot, pumpkin and apple, among other fruits and vegetables. Each bottle is equivalent to 200g of fruit
and vegetables, delivering 50% of the daily recommended amount of vitamin C, and helps mothers
struggling with the problem of not getting their kids to eat sufficient fruit and vegetables.
Figure 32: Knorr Vie Kidz juice: pumpkin and peach
Source: Product Launch Analytics BUSINESS INSIGHTS
66
Proactive measures taken by the baby boomer population and also younger consumers to prevent aging are
also driving NPD in functional juices. The juice manufacturers are launching new products containing aloe
vera (an herb often used in skincare) among other ingredients largely used in cosmetics for tapping the
markets for 'beauty from within' products. A case in point is the launch of JU fruit juice with aloe vera by the
Daniels Group, a manufacturer of chilled, fresh and natural foods in the UK in 2009. The product is primarily
targeted at the appearance-conscious consumer segment and presented in three different varieties that are
known to promote shining hair, strong nails and glowing skin.
Figure 33: JU fruit juices
Source: Product Launch Analytics BUSINESS INSIGHTS
Asia Pacific
Asia Pacific accounted for 26.5% share of all NPD in juices in 2010, a decline of 6.6 percentage points from
2007. Fruit drinks remain the largest category of juices in terms of NPD in Asia Pacific, accounting for 55.2%
of all new product launches in 2010. Throughout 2007–10, all other categories of juices accounted for
relatively much smaller shares in NPD when compared to fruit drinks with the 100% juice (from concentrate)
category accounting for 15.9% share in 2010.
67
Table 19: Share of NPD by category in Asia Pacific (%), 2007–10
Category 2007 2008 2009 2010 Total Fruit drinks (0-29% juice) 49.6% 47.0% 47.9% 55.2% ▲ 100% fruit juice (from concentrate) 14.3% 21.6% 14.4% 15.9% ▲ Nectars (30–99% juice) 5.0% 7.8% 10.2% 10.9% ▲ Vegetable juice 16.1% 15.1% 13.0% 7.6% ▼ 100% fruit juice (not from concentrate) 12.9% 6.8% 10.0% 5.6% ▼ Others* 2.1% 1.6% 4.4% 4.8% ▲ *Includes other categories of juices not covered under main segments. Year end May 31, 2010.
Source: Product Launch Analytics BUSINESS INSIGHTS
'No preservatives' and 'high vitamins' were the two most widely used claims for the new juices launched in
Asia Pacific during 2007–10. The share of 'no preservatives' claims increased 5.5 percentage points to reach
15.1% in 2010, while that for 'high vitamins' remained at around 11.0% in 2010. Juice manufacturers in Asia
Pacific are largely focusing on developing natural products that are free from additives, leading to an
increase in the usage of 'no artificial color' and 'no artificial flavor' claims in NPD. Additionally, the share of
the 'vegetarian' tag increased from 1.4% in 2007 to 8.0% in 2010, primarily due to the significant prevalence
of a large vegetarian population in emerging markets such as India.
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Table 20: Top 10 tags on new juices launched in Asia Pacific (%), 2007–10
Claim/tag 2007 2008 2009 2010 Growth No preservatives 9.6% 8.0% 16.6% 15.1% ▲ High vitamins 11.6% 13.6% 11.8% 11.1% ▼ No artificial colors 6.6% 8.2% 10.6% 10.4% ▲ Vegetarian 1.4% 0.6% 4.0% 8.0% ▲ No artificial flavors 4.3% 4.5% 5.5% 6.8% ▲ Recyclable 0.5% 0.2% 0.2% 4.5% ▲ Pure 8.0% 11.6% 6.4% 4.0% ▼ No sugar 3.4% 4.5% 8.4% 3.8% ▲ Natural 4.3% 3.0% 2.7% 3.5% ▼ High-fiber 3.0% 3.0% 2.0% 3.1% ▲ Year end May 31, 2010.
Source: Product Launch Analytics BUSINESS INSIGHTS
The two key markets for juices in Asia Pacific, China and Japan, respectively accounted for 7.6% and 6.1%
of all NPD in juices in 2010. Beverage manufacturers in China are experimenting with different product
flavors to draw consumer attention and introducing new products with unusual combinations of fruit and
vegetable juices that also enhance the nutritional content of their products. The Bright Dairy Company in
China launched its new 100% fruit juices in 2009 in two variants: a blend of cucumber and kiwi, and a blend
of mango and pumpkin. Cucumber juice is said to help regulate acidity, while kiwi fruit contains high vitamins,
flavonoids and minerals that make it a healthier beverage.
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Figure 34: Bright Dairy 100% fruit juice with blends of cucumber and kiwi juices
Source: Product Launch Analytics BUSINESS INSIGHTS
Many juice manufacturers in China are adding natural herbs and key ingredients used in other beverages
such as tea in their new product formulations to gain market share from other rival categories. In 2009, the
Kunming Ruilong Foods Company launched Luye Yuanjiang Aloe with rock candy in China. The rock candy
in this RTD vegetable juice is a confectionery sweetener largely used in the preparation of tea in China. The
manufacturer is focused on creating a mass market positioning for this aloe-based wellness drink through the
addition of widely used ingredients.
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Figure 35: Luye Yuanjiang Aloe with rock candy
Source: Product Launch Analytics BUSINESS INSIGHTS
The Americas
The Americas accounted for 21.7% share of all NPD in fruits and vegetable juices in 2010, a decline of 3.1
percentage points over 2007. The fruit drinks category accounted for the highest share (47.4%) of all NPD in
juices in the Americas in 2010, a significant increase of 11.1 percentage points over 2007. The 100% fruit
juice (from concentrate) registered a share of 19.5% of all new product launches in 2010, a significant
decline of 11.5 percentage points from 2007.
Table 21: Share of NPD by category in the Americas (%), 2007–10
2007 2008 2009 2010 Growth Fruit drinks (0–29% juice) 33.3% 30.8% 39.0% 47.4% ▲ 100% fruit juice (from concentrate) 30.0% 28.1% 17.8% 19.5% ▼ Nectars (30–99% juice) 11.0% 15.8% 16.4% 14.9% ▲ 100% fruit juice (not from concentrate) 15.2% 18.8% 15.4% 12.1% ▼ Vegetable juice 7.6% 3.8% 6.8% 4.3% ▼ Others* 2.9% 2.7% 4.5% 1.9% ▼ *Include other categories of juices such as fruit flavored hybrid drinks not covered under main segments. Year end May 31, 2010.
Source: Product Launch Analytics BUSINESS INSIGHTS
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A significant share of juices in soft drinks market of the US is increasingly being taken over by functional
beverages such as energy drinks and nutraceuticals. Juice manufacturers are launching more functional
beverages incorporating superfruits rich in antioxidants in their new product offerings to meet the growing
consumer aspirations to maintain good health and enhance quality of life. Embodi 'all-natural' fruit juice blend
was launched in the US in 2008. This product contains red wine grape extract in combination with superfruits
such as blueberries and pomegranate, significantly enhancing its anti-aging properties.
Figure 36: Embodi 'all-natural' fruit juice blend
Source: Product Launch Analytics BUSINESS INSIGHTS
The growing demand for weight management drinks has encouraged juice manufacturers to fortify products
with active ingredients that suppress the appetite and regulate the body's metabolic activity. Certain juice
manufacturers are using functional ingredients such as L-carnitine, which aids the transportation of fatty
acids to mitochondria for the release of energy. This ingredient is largely used in energy drinks and weight
management beverages and is also being emulated in fruit and vegetable juices to gain market share from
other soft drinks categories. In 2009, US-based agricultural co-operative organization The Tree Top
launched a wellness juice under the brand name Tree Top Trim with L-carnitine. This beverage boosts the
metabolism and helps burn fat, while its high chromium contents promote healthy metabolic activity.
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Figure 37: Tree Top Trim fruit beverage
Source: Product Launch Analytics BUSINESS INSIGHTS
Growing consumer preferences for beverages produced from organic fruits and vegetables in the US is
encouraging juice manufacturers to develop more organic juices. In 2008, Tizane Beverages in the US
launched its new 100% organic beverage containing extracts of hibiscus flower, jasmine and lemongrass.
This product is certified by the Organic Farming Association of Vermont and contains blue agave nectar, a
natural sweetener. The juice is packaged in single-serving, resealable clear glass bottles for daily-dosing
purposes.
Figure 38: Tizane 100% organic beverage
Source: Product Launch Analytics BUSINESS INSIGHTS
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Packaging analysis
Packaging overview
Bottles remained the most commonly used pack type for new juices accounting for a 40.9% share of NPD in
juices in 2010. The share of aseptic packaging format for NPD in juices significantly declined by 10.9
percentage points between 2007 and 2010, which is primarily attributed to the increased focus by juice
manufacturers on positioning these drinks as premium products, for which glass or plastic bottles are
considered more suitable.
Table 22: Top 10 package types used in new juices launches (%), 2007–10
Package types 2007 2008 2009 2010 Growth Bottle 35.9% 37.4% 35.9% 40.9% ▲ Carton 20.9% 21.9% 24.6% 21.1% ▲ Resealable 12.5% 10.7% 9.5% 13.7% ▲ Drink box 0.6% 1.3% 1.6% 6.0% ▲ Can 4.7% 5.3% 5.9% 4.6% ▼ Aseptic 14.3% 13.0% 11.1% 3.4% ▼ Sleeve 0.9% 1.1% 1.6% 1.9% ▲ Stand up pouch 0.8% 0.4% 0.9% 1.2% ▲ Box 1.4% 1.5% 1.4% 1.1% ▼ Shrink wrap 0.6% 0.8% 1.4% 0.5% ▼ Pouch 1.0% 0.8% 1.3% 0.4% ▼ Year end May 31, 2010.
Source: Product Launch Analytics BUSINESS INSIGHTS
Throughout 2007–10, plastic remained the most preferred material for packaging new juices, accounting for
a share of 41.2% in 2010. However, plastic as well as other packaging materials such as glass and metal
registered a decline between 2007 and 2010, primarily due to a shift in consumer preferences for
biodegradable paperboard/cardboard packaging material.
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Table 23: Performance of materials used for packaging juices (%), 2007–10
Packaging material 2007 2008 2009 2010 Growth Plastic 41.6% 40.3% 40.4% 41.2% ▼ Paperboard/cardboard 18.3% 21.0% 28.9% 30.9% ▲ Glass 19.2% 17.4% 13.5% 16.6% ▼ Other materials* 15.5% 17.8% 14.7% 9.9% ▼ Metal 5.4% 3.5% 2.5% 1.3% ▼ *Other materials include laminate, paper and foil, among others. Year end May 31, 2010.
Source: Product Launch Analytics BUSINESS INSIGHTS
Bottles
Throughout 2007–10, usage of bottles for juices saw a five percentage point increase in share in new
product launches, primarily at the expense of aseptic packaging formats. Glass bottles usually provide a
premium look to juices and align well with the purity and organic credentials of the product. A case in point is
the launch of 100% organic juice in refillable glass bottles by Wild Bunch and Company, a manufacturer of
vegetable juices in Singapore in 2007. This gourmet juice, primarily aimed at affluent professionals, is
presented in ergonomically designed 250ml glass bottles with a neck that fits well into the fist of the barman
or consumer as he or she shakes the bottle before pouring the drink.
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Figure 39: Wild Bunch 100% organic juice
Source: Product Launch Analytics BUSINESS INSIGHTS
Some consumers consider fruit and vegetable juices to taste better when chilled, and freezing these
beverages helps to improve their shelf lives. DyDo Drinco, a Japanese manufacturer of vending machines,
and Ito En launched their new fruit drinks in polyethylene terephthalate (PET) bottles specially designed to
be frozen in Japan in 2008. In addition, images of crushed ice on the labels of these bottles help the
manufacturers position them as cold dessert drinks for summer.
Figure 40: Ito En's Reito Bottle Kachiwari lemon and DyDo's Toketsu Sharishari Bottle Reito melon and strawberry
Source: Product Launch Analytics BUSINESS INSIGHTS
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The added functionality of bottles is also accompanied by sophisticated shapes designed to draw the
attention of specific consumer segments such as kids. In 2010, the soft drinks company Xymbiot launched
Zimbi Aerodynamic Nutrition Super Juice in rocket-shaped bottles for kids in the US. These bottles are
designed in such a way that children can play with them, and its shape allows the user to easily gain a firm
grip to prevent the bottle slipping out of a child's hand.
Figure 41: Xymbiot's Zimbi Aerodynamic Nutrition Super Juice
Source: Product Launch Analytics BUSINESS INSIGHTS
Carton
The share of cartons in overall packaging for juices was 21.1% in 2010, a minor increase of 0.2 percentage
points over 2007. Growing demand for beverages packaged in cartons (made from paperboard/cardboard) is
primarily driven by increased consumer preferences for greener (sustainable) packaging. The cardboard
cartons are considered ethical for their biodegradability and manufacturers positioning their products as
100% natural or organic can easily correlate this packing type with the sustainability claims of their products.
In 2009, Eager Drinks launched its line of 'not-from-concentrate' juices in the UK. These 100% natural juices
are presented in one liter cartons that can be stored at an ambient temperature and are considered a
greener and more affordable alternative to chilled juices.
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Figure 42: Eager Drinks' grapefruit, apple and pineapple juice
Source: Product Launch Analytics BUSINESS INSIGHTS
Resealable
The share of the resealable packaging type in new juices launched has recorded a negligible increase of 1.2
percentage points to reach 13.7% in 2010. Resealable packaging provides greater flexibility to consumers in
terms of ease of consumption. Juice manufacturers are using resealable pouches for packaging and
promoting their new products as being suitable for kids' lunchboxes and convenient for on-the-go
consumption. Michel and Augustin, a soft drinks manufacturer in France, launched Fruits Entiers Mixés
(whole blended fruit) in 165ml pouches with resealable screw caps in 2008. In the UK, Vimto Soft Drinks
Company launched its mixed fruit drink in a 250ml resealable pouch format in 2009.
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Figure 43: Michel & Augustin's Fruits Entiers Mixés and Vimto's mixed fruit drink in resealable pouches
Source: Product Launch Analytics BUSINESS INSIGHTS
Changing positioning in juices The top 20 tags on new products launched during 2007–10 highlighted in Table 24 below clearly indicate
juice manufacturers' responses to the growing demand for 'all natural' products by introducing juices with
claims such as 'no preservatives', 'no artificial colors' and 'natural'. In 2010, 'no preservatives' took the
highest share of 11.3% among all other claims, an increase of 3.7 percentage points since 2007, replacing
'high vitamins' as the most used claim. The 'high vitamins' claim accounted for a 9.3% share of all claims
used in new product launches in 2010, a decline of 1.7 percentage points from 2007. Among the top 20
claims used in new juices launched during 2007–10, the share of 'private label' has registered a maximum
increase of 3.8 percentage points over 2007 to reach 6.5% in 2010. An increase in retailers' focus on
promoting beverages under their own brands and providing juices of similar quality to branded products at
competitive prices, especially in European markets such as the UK, led to an increase in the usage of
'private label' claims.
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Table 24: Top 20 tags on new juice launches (% of products with tag), 2007–10
Tags/claims 2007 2008 2009 2010 Growth No preservatives 7.6% 7.7% 10.2% 11.3% ▲ High vitamins 11.0% 11.4% 11.3% 9.3% ▼ No artificial colors 4.5% 5.5% 5.9% 7.1% ▲ Natural 7.6% 6.5% 6.7% 7.0% ▼ Private label 2.7% 2.3% 5.1% 6.5% ▲ Organic 3.5% 3.7% 4.1% 5.0% ▲ No artificial flavors 2.7% 4.1% 3.6% 4.7% ▲ Pure 7.0% 7.1% 5.9% 4.7% ▼ Low sugar 5.4% 6.4% 6.1% 3.2% ▼ Kids 3.3% 2.3% 1.9% 3.2% ▼ High fruit 3.3% 3.7% 2.6% 3.1% ▼ High antioxidants 2.8% 2.8% 3.2% 2.3% ▼ Single serving 4.0% 3.2% 2.8% 2.3% ▼ Low calorie 1.9% 2.7% 2.3% 2.3% ▲ Recyclable 2.9% 0.9% 1.0% 2.0% ▼ Fresh 2.4% 1.8% 1.9% 1.8% ▼ Vegetarian 0.5% 0.3% 1.1% 1.8% ▲ No artificial sweeteners 1.1% 1.5% 1.4% 1.7% ▲ Real 1.3% 0.9% 1.0% 1.4% ▲ No sugar 2.6% 2.1% 2.9% 1.3% ▼ Year end May 31, 2010.
Source: Product Launch Analytics BUSINESS INSIGHTS
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Juice manufacturers are increasingly using 'organic', 'low calorie' and 'vegetarian' claims, which are targeted
at specific consumer groups and are more indulgent than typical 'free from' claims. The increase in the usage
of these claims is also attributed to growing consumer preferences for organic and traceable food and drinks
(with an increased focus on the provenance of whole fruit and vegetables). Apart for mass market positioning
through 'free from' and 'all natural' claims, some juice manufacturers are focused on niche markets including
specific consumer groups, such as expectant mothers. In 2009, Glow Beverages in the US launched Glow
Mama RTD natural kiwi and grape juice, positioned as a healthy drink and aimed at pregnant women.
Kiwifruit contains high levels of essential pre- and post-natal nutrients such as folic acid (folate) that may
reduce the risk of birth defects of the brain or spinal cord and are essential for cell development in pregnant
women.
Figure 44: Glow Mama RTD natural kiwi juice
Source: Product Launch Analytics BUSINESS INSIGHTS
Flavor trends
This section examines the share of the top 20 flavors used in new juice introductions between 2007 and
2010. Apple and orange remained the leading flavors for NPD during 2007–10, accounting for 9.8% and
8.6%, respectively in 2010. Apple replaced orange to become the leading flavor used in juices in 2010, while
fruits such as peach, grape and raspberry, among others, registered a decline during 2007–10. Among
vegetables, carrots remained the most preferred flavor for NPD through 2007–10. Additionally, juice
manufacturers are largely using a blend of fruit flavors to cater to the taste preferences of a larger consumer
base during 2007–10.
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Table 25: Top 20 flavors used for NPD in juices (%), 2007–10
2007 2008 2009 2010 Growth Apple 8.4% 8.3% 8.8% 9.8% ▲ Orange 8.6% 8.4% 9.5% 8.6% – Mango 3.8% 4.1% 4.5% 4.0% ▲ Peach 3.9% 3.8% 3.8% 3.8% ▼ Pineapple 3.6% 3.8% 3.6% 3.8% ▲ Strawberry 2.7% 2.5% 2.5% 3.0% ▲ Grape 3.5% 3.7% 3.7% 3.0% ▼ Lemon 2.3% 2.4% 2.3% 2.8% ▲ Pomegranate 1.8% 2.2% 2.1% 2.4% ▲ Pear 1.7% 1.9% 2.0% 2.3% ▲ Blueberry 1.4% 0.9% 1.6% 2.1% ▲ Raspberry 1.9% 1.5% 1.4% 1.8% ▼ Carrot 2.1% 1.8% 1.8% 1.8% ▼ Banana 2.1% 2.2% 1.9% 1.7% ▼ Cranberry 1.6% 1.6% 1.4% 1.7% ▲ Blackcurrant 1.1% 1.3% 0.8% 1.5% ▲ Guava 1.2% 1.2% 1.1% 1.4% ▲ Grapefruit 1.2% 1.3% 1.4% 1.3% ▲ Cherry 1.1% 1.1% 1.3% 1.2% ▲ Passion fruit 1.2% 1.7% 1.5% 1.2% – Year end May 31, 2010.
Source: Product Launch Analytics BUSINESS INSIGHTS
Superfruits such as cranberry, pomegranate and blueberry are increasingly being used by juice
manufacturers for new product launches in the market, as more consumers are becoming aware of the
potential health benefits of these fruits. Cranberry juice helps in the prevention and treatment of urinary tract
infections and, despite its uniquely tart taste, easily blends with other fruit juices and has a vibrant color that
helps enhance the shelf appeal of beverages. In 2010, Ocean Spray, a co-operative producing cranberry and
grapefruit juice drinks in the US, launched its new range of 100% fruit juices containing a blend of cranberry,
strawberry and banana flavors.
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Figure 45: Ocean Spray 100% fruit juice with cranberry
Source: Company information BUSINESS INSIGHTS
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Chapter 5 Key trends and product examples
Summary Health and wellness continues to be a leading trend in the global fruit and vegetable juices
market. This trend is primarily being driven by the increasing prevalence of obesity, diabetes and
cardiovascular disease and the rising consumer focus on preventive healthcare.
A significant rise in consumer demand for natural drinks has benefited the juices market due to
the intrinsic natural credentials of these beverages. The purity, freshness and natural sweetness
of 100% pure fruit juice drinks are key selling propositions for manufacturers targeting health-
conscious consumers.
The global market for functional beverages is forecast to grow at a CAGR of 5.8% during 2009–
14, which is almost double the growth forecast for the overall soft drinks market. Juice
manufacturers are also adding healthy ingredients such as omega-3, probiotics and calcium to
their beverages in order to capitalize on the growing demand for functional drinks.
By emulating features of other functional soft drinks in juices, manufacturers are producing
blends of beverages typically seen in other product categories such as RTD tea, to provide
variety in flavor and enhance the health benefits of juices.
A significant increase in demand for 100% juice (not from concentrate) is primarily being driven
by a rise in consumers' desires for more indulgent, luxurious and healthy natural products.
Juice manufacturers are launching new products in innovative packaging to meet the growing
consumer preferences for juices with a longer shelf life and on-the-go juices.
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Introduction This chapter discusses the key trends primarily responsible for innovations and new product development
(NPD) in fruit and vegetable juices market. The key trends assessed in this chapter are listed below:
Health and wellness;
Indulgence;
Ethical.
The impact of private label manufacturers on the juices market is also discussed in this chapter.
Figure 46: Key trends in fruit and vegetable juices
Nutritional concerns
Demand for premium food and
drinks
Health and wellness
Ethical
Indulgence
Superfruit juices
High fiber juices
Functional juices
Organic juices
Green packaging
Fair-trade juices
100% pure juices
Tropical juices
High fruit content
Nutritional concerns
Demand for premium food and
drinks
Health and wellness
Ethical
Indulgence
Superfruit juicesSuperfruit juices
High fiber juicesHigh fiber juices
Functional juicesFunctional juices
Organic juicesOrganic juices
Green packagingGreen packaging
Fair-trade juicesFair-trade juices
100% pure juices100% pure juices
Tropical juicesTropical juices
High fruit contentHigh fruit content
Source: Business Insights BUSINESS INSIGHTS
85
Health and wellness Health and wellness continues to be a leading trend in the global fruit and vegetable juices market. This
trend is primarily driven by the increasing prevalence of obesity, diabetes and cardiovascular disease and
the rise in consumer focus on preventive healthcare. The preventive healthcare measures being taken by
consumers to delay the process of aging or reduce the risk of chronic diseases have encouraged juice
manufacturers to add functional ingredients such as omega-3 and probiotics to their products. The key health
and wellness sub-trends discussed in this section are as follows:
Superfruit juices – using superfruits with a high antioxidant content to enhance the potential
heart health benefits and anti-aging properties of juices.
High-fiber juices – to match the health credentials of whole fruits and vegetables.
Functional juices – adding functional ingredients used in other soft drinks categories to deliver
specific health benefits.
Superfruit juices
Superfruits are fruits with a high level of antioxidants, found in the red, blue and purple pigments of fruits,
which explains why they often have a vibrant color. Antioxidants are considered to be beneficial to brain, joint
and cardiovascular activity. Berries, grapes, cherries and pomegranates all fall into the superfruit category. In
2009, superfruits such as pomegranates, blueberries, raspberries and cranberries were listed among the top
20 fruits used by juice manufacturers for NPD. Superfruit juices launched in the US are mostly backed by
scientifically proven health claims, which help position them as healthy drinks. Gloji All Natural Juice,
introduced in the US in 2008, is marketed as ‘the juice that makes you glow’, (whether these claims can be
made in Europe will be seen as a result of the Article 13 Health Claim Legislation). The drink is made from
goji berries and is claimed to provide refreshment and energy to the body due to its high antioxidant content.
It is offered in two varieties: Mix and Gold. The Gold variety is made using the microfiltration of juice, which
removes pulp, seeds and skin. The Mix variety contains a blend of vine-ripened goji berries and hand-picked
pomegranates, making it an antioxidant-rich beverage. Another example of a beverage containing a mix of
superfruits is Lakewood's pomegranate and goji organic 100% fruit juice blend. The beverage contains
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antioxidant phytochemicals that promote longevity as well as polysaccharides and amino acids that help
maintain a healthy immune system. In order to further enhance antioxidant properties, the manufacturer has
also added superfruits such as blueberry and acerola cherry to this juice blend.
Figure 47: Gloji all-natural juice and Lakewood pomegranate with goji organic 100% fruit juice blend
Source: Company information BUSINESS INSIGHTS
High-fiber juices
A significant rise in consumer demand for natural beverages has specifically benefited the juices market as
the purity, freshness and natural sweetness of 100% pure fruit juice drinks are the key selling propositions for
manufacturers looking to attract health-conscious consumers. However, when juices are extracted from
whole fruits, natural fibers helpful in maintaining a healthy digestive system are frequently lost. Juice
manufacturers are therefore launching high-fiber juices to match the nutritional contents of whole fruits and
vegetables. The Campbell Soup Company in the US has launched V8 100% vegetable juice with a high fiber
content. The company claims that an eight ounce glass of the juice is equivalent to two servings (one cup) of
vegetables and that 5g of fiber makes up 20% of the daily recommended fiber intake. The beverage primarily
contains tomato juice (from concentrate) and a blend of reconstituted juices of carrots, celery, beets, parsley,
lettuce, watercress and spinach. The high fiber content in this juice helps maintain a healthy digestive system
while sodium and potassium is regulated at levels that facilitate blood pressure management.
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Figure 48: V8 100% vegetable juice (high-fiber)
Source: Product Launch Analytics BUSINESS INSIGHTS
Functional juices
The global market for functional beverages is forecast to grow at a CAGR of 5.8% during 2009–14, which is
almost double the growth forecast for the overall soft drinks market. The connection between health and diet
has promoted the culture of taking preventive healthcare measures. This has also led to self-medication, as
people are aware of functional ingredients and the specific health benefits associated with them. Consumers’
focus on deriving specific health benefits from regular intake (daily dosing) of functional beverages has also
increased NPD in juices through addition of active ingredients such as Omega-3. Major juice manufacturer
The Coca-Cola Company launched its Minute Maid Omega-3 beverage prepared from 100% mango, orange
and passion fruit juice in Canada in 2008. This refrigerated drink contains encapsulated and refined fish oils
and gelatin, which provide up to 0.1g of omega-3 per single serving of this 355ml bottle.
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Figure 49: Minute Maid Omega-3 beverage, made from 100% mango orange and passion fruit juice
Source: Product Launch Analytics BUSINESS INSIGHTS
Using prebiotics and probiotics that are known to enhance digestive health and the immune system has also
been created through the mass marketing of dairy nutraceuticals. Juice manufacturers are also incorporating
these ingredients into their beverages and targeting consumers looking for an alternative to dairy products,
because of lactose intolerance or different taste preferences. Skanemejerier, a Sweden-based local producer
and marketer of healthy foods, launched the Bravo Friscus brand of apple, acerola, cranberry and orange
juice blends fortified with two probiotics: Lactobacillus plantarum HEAL-9 and Lactobacillus paracasei. These
two probiotics are strains of bacterium that help maintain healthy digestive juices, improve immune systems
and fight harmful bacteria in the digestive system.
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Figure 50: Bravo Friscus apple and cranberry juice
Source: Product Launch Analytics BUSINESS INSIGHTS
In addition to omega-3 and probiotics, manufacturers are also using botanical extracts and herbs as
functional ingredients in juices, which give the product a natural positioning as well as providing health
benefits. Firefly Tonics, a UK-based supplier of natural drinks, has launched new fruit drinks with herbs and
botanical extracts in India. The company uses a variety of herbs such as angelica, burdock, cardamom,
cinnamon and echinacea in its beverages. Most of these herbs are known to support the natural healing
process and enhance the body's immunity to infection. The product is presented in four varieties: Chill Out,
Wake Up, Sharpen Up and Recharge, each targeting specific mental and physical wellbeing areas, in a
similar fashion to energy or anti-energy drinks.
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Figure 51: Firefly fruit drink with botanical extracts
Source: Product Launch Analytics BUSINESS INSIGHTS
Calcium fortification in juices
Kids require a significant amount of calcium for bone formation, while elderly consumers require it to avoid or
minimize problems arising from arthritis and osteoporosis. Manufacturers are thereby developing juices with
calcium as a functional ingredient. A case in point was the launch of high-calcium juice by Woongjin Food
Company in South Korea in 2010. This product is available in three varieties: orange, aloe and grape juice
concentrates, each fortified with calcium lactate, among other ingredients, with the company claiming that
100ml of one of these juices contains 105g of calcium.
Figure 52: Woongjin high-calcium orange, aloe and grape juices
Source: Company information BUSINESS INSIGHTS
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Emulating features of other functional soft drinks in juices
Soft drinks manufacturers are producing blends of beverages belonging to two or more different product
categories to provide variety in taste and enhance the wellness features of juices. New product launches in
juices are largely accompanied with green tea flavors to enhance their antioxidant content. Linea Nivnice, a
Czech-Republic-based manufacturer of fruit drinks, launched its new range of products containing blends of
green tea with peach and lime juice under the Hello brand in Slovakia in 2008. These multivitamin fruit juices
have a high amount of vitamins C, E, B1, B6, B12, niacin and folic acid. In addition to green-tea-based fruit
juices, fruit wine is popular in Asia Pacific countries. Asahi Breweries launched its new strawberry-flavor fruit
wine in Taiwan in 2010. According to the package literature, the alcohol content of this fortified wine drink is
4%, and it contains 10% fruit juice. The antioxidant content of wine makes it a healthy drink for adults.
Figure 53: Hello fruit drink and Asahi's strawberry fruit wine
Source: Product Launch Analytics BUSINESS INSIGHTS
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Indulgence A significant increase in demand for 100% juice (not from concentrate) is primarily being driven by a rise in
demand for more indulgent, luxurious and healthy natural products. A large number of products within the
100% juice (not from concentrate) category are therefore targeted at health-conscious consumers in higher
income segments willing to pay premium prices for the freshness and high nutritional contents of juices. YJ
Youth Juice, containing an unusual blend of seven different superfruit berries and vegetables, was launched
as an upscale beverage in Canada and the US in 2009. This premium juice contains black elderberries,
blackcurrants, red raspberries and boysenberries, among other superfruits, and is packaged in a sleek dark-
colored glass bottle to protect ingredients from oxidation and subsequent degeneration in flavor. Interestingly
the packaging of these juices is very similar to the packaging used for wine. This product can potentially
target the lucrative market of consumers who for some reason or another are not drinking alcohol and want a
non-alcoholic alternative that has some of the benefits of an alcoholic beverage e.g. premium packaging.
Figure 54: YJ Youth Juice
Source: Product Launch Analytics BUSINESS INSIGHTS
Apart from growing demand for superfruits, the consumers are increasingly demanding juices of tropical
fruits such as mango, banana and coconut, largely cultivated in the regions near equator. Consumers,
especially in Europe prefer to drink these fruit juices for their exotic tastes and associated health benefits.
Tropical fruits are increasingly blended with apple or orange, providing a premium positioning to otherwise
mainstream juices. Trader Joe's, a specialty retail grocer in the US, launched a new blend of apple, mango
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and mangosteen fruit juices in 2009. Mangosteen is the fruit of a tropical evergreen tree and is known to
have anti-inflammatory properties; its addition to apple and mango juices that already have a significantly
high nutrient content significantly enhances the exotic taste of this beverage.
Figure 55: Trader Joe's apple, mango and mangosteen juice blend
Source: Product Launch Analytics BUSINESS INSIGHTS
Juice manufacturers sometimes highlight the provenance of the ingredients used in their products to boost
consumer interest. A case in point was the launch of Super Premium Sensora Florida orange juice by
Sunnyland, a manufacturer and distributor of branded and private-label beverages, in Belgium in 2008. This
100% pure juice is reportedly squeezed from specially selected oranges picked at peak maturity and bottled
within five hours without the use of added sugar.
Figure 56: Super Premium Sensora 100% pure squeezed Florida orange juice
Source: Company information BUSINESS INSIGHTS
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A large amount of NPD in juices is also targeted at the kids' consumer segment, primarily due to rising
parental concerns about their children's health. New juices containing barley, malt, oats, corn and brown rice,
among others, are being introduced by juice manufacturers to enhance the natural fiber content of juices and
help manufacturers position products as whole-meal drinks for kids. In 2010, a new healthy drink for kids with
organic brown rice as an ingredient was launched by Froose Brands in the US. This high-fiber drink was
presented in three varieties: Cheerful Cherry, Perfect Pear and Playful Peach, and packaged in drink boxes
for consumption by kids during lunchtime.
Figure 57: Froose kids' drink
Source: Product Launch Analytics BUSINESS INSIGHTS
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Packaging Juice manufacturers are launching new products in innovative packaging to meet the consumer preferences
for keeping juices fresh for a longer time. The growing demand for juices packaged in resealable packaging
formats, especially for off-premise consumption, has encouraged major soft drinks manufacturers such as
PepsiCo to introduce new juices in resealable plastic jugs to ease the process of pouring drinks. In 2008,
PepsiCo launched its new Tropicana Pure Premium brand of 100% pure and natural orange juice in easy-to-
pour resealable pitchers in the US. The pitcher has a molded grip handle that makes it easier to pour the
juice into the glass and a resealable snap cap on the bottle to protect its freshness. Although this packaging
design may adversely affect the upscale appeal of Tropicana Pure Premium juices, as they appear more
mainstream in this pack, such packaging designs are apparently more suitable for consumers seeking
convenience of consumption at home.
Figure 58: Tropicana Pure Premium 100% pure and natural orange juice in an easy-to-pour pitcher
Source: Product Launch Analytics BUSINESS INSIGHTS
Ethical A significant rise in consumer alertness about contents in the food and beverages, along with growing
awareness about the impact of their consumption behavior on the environment and local economies, has
increased demand for products manufactured using ethical farming, processing and packaging techniques.
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The three key ethical factors influencing the global juices market discussed in this section are: organic juices
and provenance, green packaging and fair trade juices.
Organic juices and provenance
Organic juices are free from artificial colors and flavors and known for their freshness, as these products are
largely manufactured from fruits and vegetables sourced from local organic farms. The process of cultivating
fruits and vegetables at organic farms does not involve the usage of pesticides, due to which raw materials
sourced from such farms are seen as being safer. The 'organic' tag on new product launches in juices
accounted for a 5.0% share of NPD in 2010, an increase of 1.5 percentage points over 2007. Consumers
increasingly desire to protect the welfare of domestic farmers and support their country's agricultural
economy, and this has created demand for organic juices produced at local sites. Certain juice
manufacturers promote organic credentials on their product packaging and also use traditional packaging
styles for highlighting the purity and freshness of their products Pian d'le Rose, a producer of jams, sauces
and juices from organic fruits and vegetables, launched I Sapori dell'Oasi di Galbusera Bianca Cuore di Bue
fruit nectar in Italy in 2008. These organic juices and nectars contain plum, fennel oil, water and cane sugar
and are packaged in old-fashioned glass bottles.
Figure 59: I Sapori dell'Oasi di Galbusera Bianca Cuore di Bue fruit nectar
Source: Product Launch Analytics BUSINESS INSIGHTS
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Some juice manufactures have also added coconut water in their product portfolio and positioning it as
healthy beverage among consumers. Organic coconut water helps consumers working out at the gym, as
they deliver natural energy boosters when consumed. Green Coco, a distributor of coconut-based
beverages, introduced Dr. Antonio Martins Coco pure organic coconut water in 2008 in Western European
markets, including France, Germany, Italy, Spain and the UK. This naturally isotonic and low-calorie drink is
drawn from organic coconuts and does not contain any preservatives or colors. Other varieties of this
beverage contain banana, pineapple and acerola, along with coconut water, which enhances the overall
calcium, magnesium and potassium contents of this drink.
Figure 60: Dr. Antonio Martins Coco pure organic coconut water with banana, pineapple and acerola
Source: Product Launch Analytics BUSINESS INSIGHTS
Certain organic juice manufacturers are also using the natural health positioning of their drinks to target the
kids' consumer segment. RDA Organic Squeeezy, launched in the UK in 2008, is positioned as a chilled
organic fruit juice designed specifically for children. The drink is presented in a pouch format with a patented
closure valve that makes it spill-proof. Children may squeeze and squish the pack to drink the product, which
makes it fun, while the packaging is also lightweight, minimizing waste and thus allowing the product to carry
a positive ethical message.
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Figure 61: RDA Organic Squeeezy fruit drink for kids
Source: Product Launch Analytics BUSINESS INSIGHTS
Green packaging
Increasing consumer, manufacturer, retailer and regulatory focus on controlling packaging waste and the use
of eco-friendly packaging materials to reduce carbon footprints is driving innovations in juice packaging. In a
bid to reduce the impact of packaging on the environment, the EU has enacted laws. The 1992 Directive
94/62/EC was brought in to harmonize national measures with the intent of preventing or reducing the impact
of packaging and packaging waste on the environment. The directive also sought to establish an internal
market for recycling programs. In order to reduce their packaging recycling burden, juice manufacturers
primarily use biodegradable aseptic cartons (tetra pack) for their beverages. In 2009, aseptic cartons were
used in new fruit juice introductions by F&N Foods in Malaysia and Sumol + Compal in Portugal. The natural
credentials of these drinks are significantly enhanced when they are sold in sustainable packaging materials.
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Figure 62: F&N Fruit Tree Fresh mixed fruit juice and Compal Light pineapple juice with spearmint, in aseptic cartons
Source: Product Launch Analytics BUSINESS INSIGHTS
Juice manufacturers are increasingly using 100% recycled plastic or PET bottles to reduce packaging waste
and enhance their environmental credibility. In 2009, Naked Juice launched its mainstream beverages such
as Pomegranate Blueberry, Blue Machine, Green Machine, Chai Spiced Cider and Mighty Mango in 32-
ounce PET bottles called reNEWabottle that are made of 100% recycled plastic. The company aims to
reduce its annual consumption of virgin plastic by £8.1m and its oil use by 57,000 barrels by using these
bottles for its entire line of beverages.
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Figure 63: Naked Juice in 100% recycled PET bottles
Source: Company information BUSINESS INSIGHTS
Fairtrade juices
'Fairtrade' refers to an initiative designed to alleviate poverty and ensure sustainable development by
creating opportunities for economically disadvantaged or marginalized producers and workers. The Fairtrade
Foundation in the UK authorizes the use of its FAIRTRADE mark on the packaging of food and drinks
produced from fruits and vegetables sourced through fair trade methods. Juice manufacturers in the UK such
as Gerber Juice Company and Calypso Soft Drinks are capitalizing on increased consumer awareness by
launching new products with the FAIRTRADE mark, indicating their support of the fair trade movement. In
2008, Calypso Soft Drinks introduced its new fair trade pure apple juice, marketed under the Calypso
Fairtrade brand name in the UK.
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Figure 64: Calypso Fairtrade Pure Tropical Juice with FAIRTRADE mark on packaging
Source: Product Launch Analytics BUSINESS INSIGHTS
Private label The share of private label juices in the total number of juices launched during 2007–10 increased by 3.8
percentage points, which can primarily be attributed to the price-competitiveness and value propositions
delivered by these products. Food chains and juice bars sell 100% pure juices (not from concentrate), freshly
prepared from fruits and vegetables procured from local farms. Food and drinks retailers are leveraging their
customer loyalty and association with domestic farmers or agricultural product suppliers to gain higher profit
margins by selling their own private label juices. Additionally, the flavors of private label juices are becoming
more sophisticated, with consumers demanding new premium offerings from local retailers.
In the US in September 2010 Wal-Mart launched a new range of private label juices to compete with the
branded juices on sale in store. The range is a premium private label range and is 100% juice and has exotic
flavors such as açai.
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Figure 65: Wal-Mart 100% Acai Mixed Berry juice
Source: Product Launch Analytics BUSINESS INSIGHTS
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Chapter 6 Conclusions
Key trends for the future This chapter outlines conclusions based on the findings in this report and presents six key trends that will
shape fruit and vegetable juices market over the next five to 10 years.
1 – Fortified juices
Consumers are still demanding soft drinks that help to provide them with health benefits and this has
encouraged manufacturers to fortify their products with vitamins, minerals, whey proteins, calcium and
natural fibers to make their products as nutritious as whole fruits and vegetables. The fortification of juices
with vitamins C and A replenishes these unstable nutrients in juices, as they are generally lost during the
manufacturing process. Juice manufacturers are also targeting the kids' consumer segment with fiber-
fortified beverages to be consumed at lunchtime. High-fiber ingredients such as Barliv betafiber and wheat,
rice and oats enhance the meal replacement potential of juices and are likely to form a large part of future
NPD in this category. The functional juices market is likely to see a further increase in the fortification of
juices with healthy ingredients such as omega-3 for heart health.
2 – 100% pure fruit juices
As 100% fruit juices can typically claim to be both natural and pure, this will continue to drive growth for this
juice category, particularly in Western European markets such as the UK and Germany. The market for
100% pure fruit juices will especially flourish in the EU, as consumers in the region have become more
observant of the impact of their consumption habits on their overall health and wellness. Initiatives by
regulatory authorities such as the 5-a-day campaign in the UK, which encourages consumers to increase
their daily intake of fruits and vegetables either whole or in juice form, will also benefit the 100% fruit juice
category.
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Figure 66: Key future trends in fruit and vegetable juices market
Now In 5–10 years
Nutrients and fiber fortified juices
Juices are largely fortified with vitamin C and A as they are lost at the time of production. Manufacturers are adding more calcium to juices to make them healthier for kids and consumers in their old age .
Manufacturers will experiment with complex ingredients such as BarlivBeta fiber to enhance the nutrition quotient of juices and position them as meal replacement and ‘good for you ‘products.
100% pure fruit juices
Initiatives from regulatory bodies such as ‘five-a-day’ campaign in the UK to promote regular intake of fruits and vegetables is driving demand for 100.0% pure fruit juices.
100% (not from concentrate) fruit juices to be positioned as healthy beverages with a significant demand continue to arise from major Western European markets such as the UK.
Premiumization
Fruit drinks containing superfruit flavorswill continue to command a premium positioning as more consumers are resorting to these juices for both their exotic tastes and perceived health benefits.
Juice manufacturers will continue to maximize superfruits content in fruit juices to enhance the antioxidant level in a bid to compete with upscale nutraceutical drinks.
Sustainable consumption
Rising environmental concerns of consumers has increased usage of biodegradable aseptic cartons and recyclable PET bottles for packaging juices to reduce carbon footprint.
An increase in consumer demand for organic juices and traceability of ingredients will promote consumption of private labels beverages.
Adding ingredients used in other beverage markets
Juice manufacturers are adopting unusual combinations of fruits and vegetables for enhancing nutritional value of their products.
Manufactures to add active ingredients used for NPD in other beverage categories such as probiotics and prebiotics from dairy and ginseng and withania somnifera from functional drinks to further enhance the wellness features of juices.
Emerging markets
Manufacturers are focused to capitalize on the lower juice market penetration in countries with rising income levels such as China and Russia.
Emerging markets to register a rise in demand for premium juices (including 100.0% fruit juices) due to growing consumer preferences for purer and healthier beverages.
Now In 5–10 years
Nutrients and fiber fortified juices
Juices are largely fortified with vitamin C and A as they are lost at the time of production. Manufacturers are adding more calcium to juices to make them healthier for kids and consumers in their old age .
Manufacturers will experiment with complex ingredients such as BarlivBeta fiber to enhance the nutrition quotient of juices and position them as meal replacement and ‘good for you ‘products.
Initiatives from regulatory bodies such as ‘five-a-day’ campaign in the UK to promote regular intake of fruits and vegetables is driving demand for 100.0% pure fruit juices.
juices to be positioned as healthy beverages with a significant demand continue to arise from major Western European markets such as the UK.
Premiumization
Fruit drinks containing superfruit flavorswill continue to command a premium positioning as more consumers are resorting to these juices for both their exotic tastes and perceived health benefits.
Juice manufacturers will continue to maximize superfruits content in fruit juices to enhance the antioxidant level in a bid to compete with upscale nutraceutical drinks.
Sustainable consumption
Rising environmental concerns of consumers has increased usage of biodegradable aseptic cartons and recyclable PET bottles for packaging juices to reduce carbon footprint.
An increase in consumer demand for organic juices and traceability of ingredients will promote consumption of private labels beverages.
Adding ingredients used in other beverage markets
Juice manufacturers are adopting unusual combinations of fruits and vegetables for enhancing nutritional value of their products.
Manufactures to add active ingredients used for NPD in other beverage categories such as probiotics and prebiotics from dairy and ginseng and withania somnifera from functional drinks to further enhance the wellness features of juices.
Emerging markets
Manufacturers are focused to capitalize on the lower juice market penetration in countries with rising income levels such as China and Russia.
Emerging markets to register a rise in demand for premium juices (including 100.0% fruit juices) due to growing consumer preferences for purer and healthier beverages.
Now In 5–10 years
Nutrients and fiber fortified juices
Juices are largely fortified with vitamin C and A as they are lost at the time of production. Manufacturers are adding more calcium to juices to make them healthier for kids and consumers in their old age .
Manufacturers will experiment with complex ingredients such as BarlivBeta fiber to enhance the nutrition quotient of juices and position them as meal replacement and ‘good for you ‘products.
100% pure fruit juices
Initiatives from regulatory bodies such as ‘five-a-day’ campaign in the UK to promote regular intake of fruits and vegetables is driving demand for 100.0% pure fruit juices.
100% (not from concentrate) fruit juices to be positioned as healthy beverages with a significant demand continue to arise from major Western European markets such as the UK.
Premiumization
Fruit drinks containing superfruit flavorswill continue to command a premium positioning as more consumers are resorting to these juices for both their exotic tastes and perceived health benefits.
Juice manufacturers will continue to maximize superfruits content in fruit juices to enhance the antioxidant level in a bid to compete with upscale nutraceutical drinks.
Sustainable consumption
Rising environmental concerns of consumers has increased usage of biodegradable aseptic cartons and recyclable PET bottles for packaging juices to reduce carbon footprint.
An increase in consumer demand for organic juices and traceability of ingredients will promote consumption of private labels beverages.
Adding ingredients used in other beverage markets
Juice manufacturers are adopting unusual combinations of fruits and vegetables for enhancing nutritional value of their products.
Manufactures to add active ingredients used for NPD in other beverage categories such as probiotics and prebiotics from dairy and ginseng and withania somnifera from functional drinks to further enhance the wellness features of juices.
Emerging markets
Manufacturers are focused to capitalize on the lower juice market penetration in countries with rising income levels such as China and Russia.
Emerging markets to register a rise in demand for premium juices (including 100.0% fruit juices) due to growing consumer preferences for purer and healthier beverages.
Now In 5–10 years
Nutrients and fiber fortified juices
Juices are largely fortified with vitamin C and A as they are lost at the time of production. Manufacturers are adding more calcium to juices to make them healthier for kids and consumers in their old age .
Manufacturers will experiment with complex ingredients such as BarlivBeta fiber to enhance the nutrition quotient of juices and position them as meal replacement and ‘good for you ‘products.
Initiatives from regulatory bodies such as ‘five-a-day’ campaign in the UK to promote regular intake of fruits and vegetables is driving demand for 100.0% pure fruit juices.
juices to be positioned as healthy beverages with a significant demand continue to arise from major Western European markets such as the UK.
Premiumization
Fruit drinks containing superfruit flavorswill continue to command a premium positioning as more consumers are resorting to these juices for both their exotic tastes and perceived health benefits.
Juice manufacturers will continue to maximize superfruits content in fruit juices to enhance the antioxidant level in a bid to compete with upscale nutraceutical drinks.
Sustainable consumption
Rising environmental concerns of consumers has increased usage of biodegradable aseptic cartons and recyclable PET bottles for packaging juices to reduce carbon footprint.
An increase in consumer demand for organic juices and traceability of ingredients will promote consumption of private labels beverages.
Adding ingredients used in other beverage markets
Juice manufacturers are adopting unusual combinations of fruits and vegetables for enhancing nutritional value of their products.
Manufactures to add active ingredients used for NPD in other beverage categories such as probiotics and prebiotics from dairy and ginseng and withania somnifera from functional drinks to further enhance the wellness features of juices.
Emerging markets
Manufacturers are focused to capitalize on the lower juice market penetration in countries with rising income levels such as China and Russia.
Emerging markets to register a rise in demand for premium juices (including 100.0% fruit juices) due to growing consumer preferences for purer and healthier beverages.
Source: Business Insights BUSINESS INSIGHTS
105
3 – Premiumization
Fruit drinks containing superfruit flavors will continue to command a premium positioning as more consumers
are likely to drink these juices for their exotic tastes and perceived health benefits. The high antioxidant
content in superfruits such as acai, goji and pomegranate will continue to drive demand for superfruit juices,
as they help reduce the risk of chronic illnesses such as cancer and cardiovascular disease. Highlighting
specific functional health benefits such as 'good for skin' and 'anti-aging' will position these juices on a par
with nutraceutical beverages such as beauty drinks, most of which are marketed as upscale beverages.
Moreover, incorporating more fruit berries with exotic flavors such as cranberry, blueberry and blackberry
into common juices such as orange, apple and mango will help manufacturers keep consumers interested in
these drinks.
4 – Sustainable consumption
Consumers are likely to become more skeptical about the provenance of the ingredients in their food and
beverages due to the rising number of reported contamination cases. This will increase consumers'
preferences for organic juices and drinks manufactured from fruits and vegetables that come from
trustworthy sources. People are also increasingly becoming aware about the impact of their consumption
behavior on the environment and are likely to demand more fruit and vegetable juices produced by organic
farming methods to ensure that their products have good ethical credentials. The demand for the private-
label organic juices offered by local and national retail stores such as Tesco, Sainsbury and Carrefour will
increase due to in-store promotions and the improved positioning of these products on shop shelves.
Alongside organic juices, manufacturers will continue to focus on sustainable packaging, using aseptic
cartons for mainstream products and glass packaging for premium beverages, which will add further value to
the green credentials of these beverages.
5 – Adding ingredients used in other beverage markets
Juice manufacturers are already using unusual combinations of different fruits and vegetables to enhance
the nutritional profiles of their drinks and are likely to incorporate healthy ingredients from other beverage
industries such as dairy products and functional drinks. The addition of probiotics and prebiotics, ingredients
largely used for new product development (NPD) in the dairy market, will help juice manufacturers to better
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position their products as being good for digestive health and the immune system. Furthermore, the juice
market is likely to register an increase in NPD using natural herbs such as ginseng and Withania somnifera,
which are largely used in functional beverages as active ingredients.
6 – Emerging markets
The emerging markets of Eastern Europe, Asia Pacific and Latin America will see a significant increase in
the demand for juices. Rising investments by major soft drinks companies such as The Coca Cola Company
and PepsiCo in new juice production facilities in Russia, China and Brazil will result in further growth of the
juice industry in these regions. In Russia and Poland, rising consumer purchasing power is likely to increase
the demand for premium juices, while in China a significant increase in demand for fruit drinks will drive
growth for the overall juices market. Latin and South American countries such as Brazil, Mexico and Chile
with rich sources of citrus and tropical fruits but low market penetration may also attract further investments
from juice manufacturers, thereby leading to developments in the juices market in these nations.
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