Tetra Pak has released a report predicting a return to growth for the 100 per cent juice market.
Despite global economic slowdown and the recent debate around sugar, the packaging company’s 100% Juice Index states that the combination of emerging growth hotspots and slowing decline in established markets is stabilising 100 per cent juice and bringing it back to growth.
Its findings reveal that 100 per cent juice remains a significant part of the average consumer diet, with more than 40 per cent of people drinking it every day.
Consumers contributing to the report said they were willing to pay a premium for juices they associated with healthy choices.
“Growth will come from products that meet consumer needs focused on health and out-of-home consumption,” Tetra Pak CEO Dennis Jönsson said.
“This trend is particularly strong with Millennials.
“The industry has already responded with innovation in vegetable nutrition; ‘all natural’; and specialty 100 per cent juice."
- Vegetable nutrition refers to vegetable blends where vegetables and fruit are combined, lowering the natural sugar content and adding health benefits. These are now the fourth most popular 100 per cent juice flavour globally. New product launches using vegetables as an ingredient tripled in 2015 compared with 2012.
- 'All natural'. Over the last six years, not from concentrate (NFC) juice has gained market share compared with reconstituted products, rising from 25 per cent in 2009 to almost 30 per cent in 2015. New launches for products that make 'all natural' claims have seen a compound annual growth rate of 25 per cent between 2012 and 2015, especially those with no additives or preservatives.
- Speciality 100 per cent juice. More than 60 per cent of consumers globally say they are interested in products with proven health benefits. As well as adding vegetables into the mix, producers are increasingly offering “fortified with” or “vitamin-enriched” 100% juice. For example, in 2015 fortified products with functional health benefits in immunity, heart health, digestion, bone health, brain health and beauty made up two thirds of new product launches.
