Tetra Pak Index report
100% juice products to expand beyond fruit base drinks to vegetables, exotic plants and coconut
The company has carried out an Index report on 100% juice: the first on juice in the eight year history of these reports. Every year, it commissions research to look at new opportunities for growth in key customer categories publishing information on the latest facts, figures and trends.
China & Brazil
Dennis Jönsson, president/CEO, Tetra Pak, told Beverage Daily, this year it focused on what people value about 100% juice and what they are looking for in juice products, and said the modern consumer is looking for ‘all natural’, vegetable nutrition and functional products that promote good health and they are willing to pay more for them.
“We see particularly strong growth of 100% juice in emerging markets, with consumption in countries such as China and Brazil rising at a fast pace,” said Jönsson.
“Combined with other growth hotspots, such as Malaysia, India and Indonesia, we expect rising demand in these new 100% juice nations to more than offset declines in recession-hit established markets.
“In North America and Europe, 100% juice’s traditional heartlands, the market remains tough, prompting brand owners to explore new opportunities for growth.
“Not-from-concentrate 100% juice is gaining share from its reconstituted namesake, reflecting a clear trend for natural products. The top end is performing particularly well, both in terms of volume and price, with consumers willing to pay more for products that offer what they are after, especially when it comes to health and wellness.”
According to the report findings, over 70% of consumers are snacking and skipping meals, creating opportunities for on-the-go consumption. Healthy and natural are the two standout characteristics associated with 100% juice, alongside tasty.
“100% juice is still widely cited in expert nutritional advice as a key contributor to a healthy diet, particularly as an easy and convenient way to secure one of the five daily portions of fruit and vegetables recommended by the World Health Organization – a target that the majority of adults and children are still failing to meet,” added Jönsson.
“It is no surprise to find that, while our survey shows wide awareness of the sugar debate, which has attracted much media interest and industry concern in some markets, few consumers doubt the goodness of 100% juice.
“That said, excessive sugar consumption is a public concern in many countries, and our survey does show that, in some cases, consumers have lowered their consumption of 100% juice as a result. It is clear there is a good deal of confusion, spurred by alarmist media coverage, sometimes from less-than-rigorous sources.”
The sugar debate
He added, on the plus side, none of the existing regulatory actions to address sugar consumption target 100% juice, which has no added sugar.
Tetra Pak Index report
- Vegetable nutrition: Vegetable blends, where vegetables and fruit are combined, lowering the natural sugar content and adding health benefits, are now the fourth most popular 100% 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% in 2009 to almost 30% in 2015. New launches for products that make “all natural” claims have seen a compound annual growth rate of 25% between 2012 and 2015 – especially those with no additives and/or preservatives.
- Speciality 100% juice: More than 60% 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.
“We believe by working together to bring clarity to the debate, the sugar issue can be turned into an opportunity within the 100% juice category. Campaigns are now under way in Europe to do just that, such as the programmes driven by AIJN, the European Fruit Juice Association.
“The key to success is innovation: offering the right product at the right time to meet consumer’s needs, capturing their attention and making a connection. An excellent example of this is packaged coconut water, a formerly niche or loose product that has become a global phenomenon with extraordinary speed.”
The Tetra Pak Index 100% juice products findings will be presented at the European Fruit Juice Association (AIJN) Juice Summit, in Antwerp, Belgium, on October 12 and 13.
AIJN is embarking on a pan-European campaign to improve the public image of 100% fruit juice – particularly orange juice. More than 200 companies from over 45 countries will attend the summit to discuss the dynamics of juice.