Green light for vegetables
One quarter of juices tracked by Innova in the first half of 2015 contained vegetables, and Williams said she expected to see a high amount of innovation in this space going forward - and not just in smoothies and juices.
“We know that green smoothies and juicing have been growing in popularity, but now it’s spread to adjacent categories - we are seeing vegetables feature in yogurts for example. You are going to see a lot more vegetables in a lot more different products,” she said.