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East European sales of fruit juices and nectars rose a further 10% in 2007 to €6,485 million, according to the latest East Europe Fruit Juice report from leading drinks consultancy Zenith International. Consumption volumes increased 9.5% to 5,616 million litres, after more than doubling in the previous five years.

“Growth was driven by higher incomes, a trend towards wellbeing and stronger marketing by industry members across the region”, commented Zenith Market Intelligence Director Gary Roethenbaugh.

“A desire for healthier lifestyles was the key factor. Consumers particularly embraced new flavour formulations, premium product offerings and juices enhanced with vitamins and minerals.”

Further Zenith findings in the 2008 East Europe Fruit Juice report include: * Russia, Poland and Ukraine were the leading countries, responsible for 81% of total volume. * Nectars accounted for the majority of consumption in 2007. * Squeezed ‘not from concentrate’ juice volumes jumped 34%, in response to growing consumer interest in health, wellbeing and natural products. * Chilled juices strengthened their presence most notably in Poland, Bulgaria and Estonia. * Multivitamin-enriched juices and flavour blends increased their overall market share to more than 25%. * Cartons dominated the market with 86.5% of volume in 2007. * Industry consolidation continued as global multinationals and regional powerhouses extended their reach across the region. By 2013, Zenith anticipates that total fruit juice and nectar consumption will exceed 8.5 billion litres and €10 billion.

Call Zenith on +44 (0)1225 327900 to purchase the full report