August 7, 2024 – The world of juices is steadily evolving, driven by consumer demand for healthier, more nutritional, and innovative options. Innova’s 360 research into juice trends helps to analyze the latest product launches, and consumer preferences. We’ll explore the rising influence of health and ethical claims and flavor trends that are shaping the category.
Juice Market Size and Trends
The global juice market is growing, with a CAGR of 2% in sales and 4% in launches over the past five years. Additionally, Innova’s juice trends research projects similar growth in launch rates in the next five years. In terms of juice sales, the United States is the largest juice market, while India is the fastest growing country.
Per capita consumption of juice has been the highest in Canada over the past year. This is followed by Spain, Germany, Mexico, Poland, Saudi Arabia, and Estonia.
Consumer Insights
Globally, juices have the highest purchase penetration among soft drinks, with 57% of consumers purchasing juices, juice drinks, and smoothies in the past year. Nearly two-thirds of these consumers drink juice weekly. South Africa, Nigeria, and Finland lead in purchasing juices during this period.
Over the past year, 21% of consumers globally have increased their consumption of juices, juice drinks and smoothies, driven by health, changing taste preferences, and lifestyle changes. Juice penetration is similar across generations, but Gen Z and Millennials are the main drivers of the juice market. Juice trends research shows that most consumers prefer drinking juice throughout the day. They also prioritize fresh juices with added health benefits such as protein and fiber.
Consumer preferences lean towards real ingredients and reduced sugar claims, with 52% of buyers influenced by these claims. Additionally, half of the consumers globally are concerned about weight management. Juice trend research shows that 65% of consumers have taken action to manage their weight in the past year. This indicates a growing trend towards healthier juice options that cater to evolving consumer needs and preferences.
Top Companies and Brands in the Juice Trends
Coca-Cola is the most active launcher in the global juice market, representing 4% of launches in the past year. Its key brands include Del Valle, Innocent, Maaza, Minute Maid, and Simply. The company’s marketing strategy focused on targeting both current and potential consumers, rebranding its portfolio, investing in innovation, and focusing on digital channels. For instance, in May 2023, Coca-Cola rebranded the Minute Maid portfolio and emphasized “discipline risk-taking” for brands such as Maaza and Del Valle.
Eckes Granini, a top competitor for Coca-Cola, accounts for 2% of juice launches. This leading European supplier of fruit juices and beverages has targeted a 15% reduction in sugar across its juice portfolio by 2025 and plans to source 100% of its juices and purees from sustainable sources by 2030. Recent launches include the Hohes C Juicy Balance brand, which has 40% less sugar and no sweeteners, appealing to consumers with active lifestyles.
Other notable companies in the global juice market include PepsiCo, Conserve Italia, and Rauch. Despite these major players, the juice market remains fragmented. The top 10 companies account for only 13% of new product launches over the past year, highlighting the significant presence of smaller players and a dynamic landscape for innovation.
Juice New Product Launch Trends
Globally, juices contribute to one-third of launches in the soft drinks category, followed by carbonates and iced tea. Since 2021, juices and nectars launches have been growing at a steady pace. This growth is driven by a 2% CAGR rise in the launch activity of fruit and flavored still drinks over the past five years.
West Europe is the leading region for juice product launches, contributing 30% of the activity. Africa and East Europe experienced significant increases in launch rates, with CAGR’s of 12% and 7%, respectively, over the past five years.
Juice trends research displays that vegan claims on juices have increased in their share of launches. Ethical claims related to the environment are also rising. No added sugar, sugar free, and vegan claims are emerging globally, reflecting consumer demand for healthier, sustainable, and ethical options.
Top Flavors and Ingredients in Juice Trends
The top 5 flavors in global juice launches are red apple, orange, mango, pineapple, and mixed fruit. Additionally, ginger flavor is also expanding rapidly, often appearing in spicy blends, shots, and smoothies.
The ingredient space in the juice market is evolving, with antioxidants and functional ingredients increasing their presence. The top ingredients, namely sugar, syrup and honey, sweeteners, and artificial non-nutritive sweeteners, have all shown an increase over the past five years, reflecting changing consumer preferences. This indicates a growing demand for juices that offer not only a good taste but also health benefits and functional properties.
What’s Next in the Juice Trends?
Juice trends research shows that consumer concerns about weight management have somewhat affected juice sales. Brands can rebuild acceptance by addressing these concerns with low or reduced-sugar and no-added sugar formulations for those managing their weight.
Functional claims, while well-established in other soft drink subcategories, are just beginning to emerge in juices. Brands can leverage this trend by integrating functional or adaptogenic ingredients that provide specific benefits, such as protein, vitamins, and fiber.
Juice is consumed equally at breakfast, lunch, and mid-afternoon snacks and is the second beverage choice for dinner after bottled water. Brands can consider lighter formulations to encourage juice consumption at dinner or juices elevated with botanicals to align with trending non-alcoholic alternatives, encouraging consumption at social, dinner, and evening occasions.
The global juice market is likely to see brands further innovating with enhanced health benefits and customized formulations to meet the diverse needs of consumers.
This article is based on our report, “Juice Horizons: A Global Market Navigates Change.” If you are interested in reading this report, feel free to request a demo.
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