A new report from Canadean has revealed that global sales of mixed flavour, HPP and cold press juices are increasing in an otherwise declining market.
The trend is being driven by growing awareness among Western consumers of health issues, and the exploding demand for juice in emerging markets worldwide. Canadean has illustrated growth and decline in mixed flavour juices and the juice sector more generally in a new graph.
In recent years, consumers have started to favour premium juices with mixed flavours over historically popular single flavours such as orange and apple, the market insights company claimed. Canadean’s annual Soft Drinks Market Insight reports found that global sales of orange and apple juice declined by 0.5bn litres between 2013 and 2014, falling to less than 12bnlitres. This compares with more than 13.5bn litres of combined global sales only five years ago in 2009.
The research suggests a rise in more exotic and unusual flavour combinations such as blood orange and passionfruit, and drinks such as vegetable juices. On a global basis, mixed flavours have grown by 2% a year between 2011 and 2014 compared to a 2% decline for the juice category overall. This translates to a volume rise of around 100m litres in only three years, from 1.6bn to 1.7bn litres. In the North America market, the segment recorded almost 8% growth, despite production difficulties due to rising raw material costs and crop shortages. Similar success has been seen in West Europe where mixed flavours rose by 1% in 2014, against a 5% decline for the juice category overall.
Canadean analyst Chris Strong said: “In many Western markets fewer people have a traditional breakfast meal and more consumers are concerned about the high sugar content of juices. Flavour mixes are providing a much-needed volume boost for struggling juice manufacturers.”
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