Innovations in Fruit and Vegetable Juices: Emerging opportunities in premiumization, sustainability and positive health

Juices are naturally occurring liquids in fruit and vegetable tissues that can be classified into five major categories. They include:

• Fruit drink (0–29% juice);
• 100.0% fruit juice (from concentrate);
• 100.0% fruit juice (not from concentrate);
• Nectar (30–99% juice); and
• Vegetable juice.

In developed markets of Western Europe, the UK will lead the growth for 100.0% pure fruit juices categories while a significant rise in demand for fruit drinks from emerging markets such as China and Russia will drive growth for the juices market. A rise in consumer focus on preventive healthcare will increase demand for superfruit juices while safety and ethical concerns will drive innovation and NPD in organic and 100% natural juices.

This report contains a summary of the innovative and novel fruit and vegetable juices launches between June 2006 and May 2010, as reported by Product Launch Analytics, an in-house database of new product launches in fast moving consumer goods (FMCG). This report analyzes market data on the value and volume growth of the fruits and vegetable juices market. Innovation and NPD are analyzed by region and category, and emerging market trends are illustrated in the report. Moreover, this report enables manufacturers identify the emerging trends and growth opportunities in fruits and vegetable juices.

Key Features

• Key trends, market drivers and resistors to the growth of fruit and vegetable juice market.
• Role of the key naturalness and nutritional benefits associated with juices consumption that positions this soft drink as a preferred beverage among food and drinks sectors.
• Analysis of new juices launched between 2006 and 2009 from the data sourced from Product Launch Analytics.
• NPD and innovation trends in juices across various geographies and categories.

Key Benefits

• Predict future fruit and vegetable juice market size and growth levels using this report’s forecasts to 2014 in Europe, Asia-Pacific and Americas, including category and country specific analysis.
• Improve the targeting and effectiveness of your NPD strategies based on this report’s analysis of ‘Product Launch Analytics’ data of over 4,200 juice products launched globally between 2006 and 2009. The data is analyzed by category and region and includes further analysis of leading product tags and fast growth flavors.
• Discover the impact of consumer and regulatory drivers on fruit and vegetable juices market and examine the most innovative products launched and areas of opportunity for the manufacturers.
• Understand which key trends will offer greatest growth potential in the juice market over the next five years.
• Learn from the NPD and innovations in juices by major players to effectively replicate their successes in the future growth markets.
• An investigation into the role played by NPD and innovations in juice formulations using functional ingredients for product differentiation among juice manufacturers.

Key findings

The global market for juices was valued at approximately $79bn in 2009. This market is projected to grow at a CAGR of 3.4% during 2009–14 to reach a value of $93bn in 2014.

Among all new product launches across major soft drinks categories, juices accounted for 30.9% share in 2009, an increase of 7.8 percentage points over 2006. Additionally, the juices have outperformed functional drinks in NPD in 2009 by recording an 11.0 percentage point higher share than functional drinks.

During 2006–09, only 2.6% of all new juices launched were innovative. In 2009, 63.6% of all innovations in juices were in formulation. Health and wellbeing continued to be a key growth driver for innovation in functional juice formulations primarily owing to a rise in consumer focus on preventive healthcare.

The fruit drinks (0–29% juice) continue to dominate all other juice categories with a share of 46.1% in NPD in 2009, an increase of 5.8 percentage points over 2006. The share of nectars in NPD has also increased by 4.2 percentage points over 2006 to reach 17.0% in 2009.

In 2009, 'no preservatives' garnered the highest share of 11.3% among all other claims, an increase of 3.7 percentage point since 2006 replacing 'high vitamins' as the most used claim. The close second is 'high vitamins' that accounted for 9.3% share of all claims used in new product launches in 2009, a decline of 1.7 percentage points from 2006.

Major fast food chains such as McDonald's Corporation are also promoting the consumption of fruit and vegetable juices, specifically among children by customizing their menus for kids.

Key questions answered by this report

• How the fruit and vegetable juices markets will grow by value and volumes during 2009–14?
• How the consumer health concerns and regulatory trends will drive innovations and NPD in fruit and vegetable juices?
• Which juice categories and geographic regions offer the greatest growth opportunities for the juice manufacturers?
• Which juice categories and geographic regions registered highest NPD in juices during 2006–09?
• How fruit and vegetable juice manufacturers will benefit from the usage of superfruits, exotic fruits and active ingredients such as probiotics in their product formulations?
• How will premium fruit and vegetable juice products perform to 2014?

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Table of Contents
About the author 2
Disclaimer 2
Executive summary 10
Market drivers and resistors 10
Growth opportunities in fruit and vegetable juices 10
NPD in juices 11
Key trends and product examples 12
Chapter 1 Introduction 13
What is this report about? 13
The market defined 13
Report structure 14
Chapter 2 Market drivers and resistors 15
Summary 15
Introduction 16
Consumer drivers 17
Health 17
Increased use of superfruits 17
Removal of artificial sweeteners 18
Premiumization 19
Rise in disposable income 19
Increased travel and demand for exotic flavors 20
Regulation 22
Chapter 3 Growth opportunities in fruit and vegetable juices 25
Summary 25
Introduction 26
Overview of the global market for juices 26
Comparing juices with other soft drinks 29
Juices market value by geography 31
Top 10 countries by juices market value 32
Juices market value by category 34
Performance of juice categories by geography 36
Europe 36
The Americas 41
Asia Pacific 43
Emerging markets for juices 45
Chapter 4 NPD in juices 48
Summary 48
Introduction 49
Innovation type 49
Comparison of NPD in juices with other soft drinks 50
Category analysis 53
Fruit drinks (0–29% juice) 54
Nectars (30–99% juice) 56
100% fruit juice (from concentrate) 57
100% fruit juice (not from concentrate) 58
Vegetable juice 60
Regional analysis 61
Europe 62
Asia Pacific 66
The Americas 70
Packaging analysis 73
Packaging overview 73
Bottles 74
Carton 76
Resealable 77
Changing positioning in juices 78
Flavor trends 80
Chapter 5 Key trends and product examples 83
Summary 83
Introduction 84
Health and wellness 85
Superfruit juices 85
High-fiber juices 86
Functional juices 87
Calcium fortification in juices 90
Emulating features of other functional soft drinks in juices 91
Indulgence 92
Packaging 95
Ethical 95
Organic juices and provenance 96
Green packaging 98
Fairtrade juices 100
Private label 101
Chapter 6 Conclusions 103
Key trends for the future 103
1 – Fortified juices 103
2 – 100% pure fruit juices 103
3 – Premiumization 105
4 – Sustainable consumption 105
5 – Adding ingredients used in other beverage markets 105
6 – Emerging markets 106

Table of Figures
Figure 1: Consumer and regulatory drivers and resistors 16
Figure 2: Fruite Entreprises S.A. 18
Figure 3: Trop 50 from PepsiCo and Odwalla Juice Drinks 19
Figure 4: Middle class population by region (m), 2009–30 20
Figure 5: Revive Juice Bar 21
Figure 6: The 5–a–day meal campaign by the National Health Service in the UK 22
Figure 7: NHS promoting effectiveness of beetroot juice in blood pressure reduction 23
Figure 8: Value of global juices market ($bn), 2009–14 27
Figure 9: Volume of global juices market (bn liters), 2009–14 29
Figure 10: Comparison of juices volume consumption with other soft drinks categories, 2009–14
Figure 11: Juices market value by geography (%), 2009–14 32
Figure 12: Top 10 countries by juices market value ($bn), 2009–14 34
Figure 13: Juices market value by category (%), 2009–14 35
Figure 14: Performance of juice categories by geography (%), 2009–14 36
Figure 15: Select European markets for 100% fruit juice (not from concentrate) forecast to grow
at fastest CAGR (%), 2009–14 39
Figure 16: Comparison of juices categories in North America and South and Central America
based on forecast CAGR (%), 2009–14 43
Figure 17: Comparison of forecast growth in juices categories in China, Japan and rest of Asia
Pacific 45
Figure 18: Key emerging markets for juices ($m), 2009–14 47
Figure 19: Share of juice launches by innovation type (%), 2007–10 50
Figure 20: NPD performance of soft drinks categories (%), 2010 52
Figure 21: New product launches in juices by categories (%), 2007–10 53
Figure 22: Joker Vital Protect lingonberry 54
Figure 23: Lessini Light fruit drink 55
Figure 24: Gloria chicha morada (purple corn extract) and fruit juice 56
Figure 25: EVGA Power Genius fruit juice and Dimes Life mixed fruit nectar 57
Figure 26: Drenchers Fit ‘N Lean juice beverages 58
Figure 27: Fruit2day juice 59
Figure 28: Bolthouse Farms' Heart Healthy apple pear and merlot juice blend 59
Figure 29: Pasteur organic sprouts with vegetables juice 60
Figure 30: Share of juice launches by region (%), 2007–10 62
Figure 31: Waitrose pineapple, banana and coconut smoothie 65
Figure 32: Knorr Vie Kidz juice: pumpkin and peach 65
Figure 33: JU fruit juices 66
Figure 34: Bright Dairy 100% fruit juice with blends of cucumber and kiwi juices 69
Figure 35: Luye Yuanjiang Aloe with rock candy 70
Figure 36: Embodi 'all-natural' fruit juice blend 71
Figure 37: Tree Top Trim fruit beverage 72
Figure 38: Tizane 100% organic beverage 72
Figure 39: Wild Bunch 100% organic juice 75
Figure 40: Ito En's Reito Bottle Kachiwari lemon and DyDo's Toketsu Sharishari Bottle Reito
melon and strawberry 75
Figure 41: Xymbiot's Zimbi Aerodynamic Nutrition Super Juice 76
Figure 42: Eager Drinks' grapefruit, apple and pineapple juice 77
Figure 43: Michel & Augustin's Fruits Entiers Mixés and Vimto's mixed fruit drink in resealable
pouches 78
Figure 44: Glow Mama RTD natural kiwi juice 80
Figure 45: Ocean Spray 100% fruit juice with cranberry 82
Figure 46: Key trends in fruit and vegetable juices 84
Figure 47: Gloji all-natural juice and Lakewood pomegranate with goji organic 100% fruit juice
blend 86
Figure 48: V8 100% vegetable juice (high-fiber) 87
Figure 49: Minute Maid Omega-3 beverage, made from 100% mango orange and passion fruit
juice 88
Figure 50: Bravo Friscus apple and cranberry juice 89
Figure 51: Firefly fruit drink with botanical extracts 90
Figure 52: Woongjin high-calcium orange, aloe and grape juices 90
Figure 53: Hello fruit drink and Asahi's strawberry fruit wine 91
Figure 54: YJ Youth Juice 92
Figure 55: Trader Joe's apple, mango and mangosteen juice blend 93
Figure 56: Super Premium Sensora 100% pure squeezed Florida orange juice 93
Figure 57: Froose kids' drink 94
Figure 58: Tropicana Pure Premium 100% pure and natural orange juice in an easy-to-pour
pitcher 95
Figure 59: Gregory's Box'd Beverages' 100% Natural Old Time LemonadeError! Bookmark not
defined.
Figure 60: I Sapori dell'Oasi di Galbusera Bianca Cuore di Bue fruit nectar 96
Figure 61: Dr. Antonio Martins Coco pure organic coconut water with banana, pineapple and
acerola 97
Figure 62: RDA Organic Squeeezy fruit drink for kids 98
Figure 63: F&N Fruit Tree Fresh mixed fruit juice and Compal Light pineapple juice with
spearmint, in aseptic cartons 99
Figure 64: Naked Juice in 100% recycled PET bottles 100
Figure 65: Calypso Fairtrade Pure Tropical Juice with FAIRTRADE mark on packaging 101
Figure 66: Wal-Mart 100% Acai Mixed Berry juice 102
Figure 67: Key future trends in fruit and vegetable juices market 104

Table of Tables
Table 1: Value of global juices market ($bn), 2009–14 27
Table 2: Volume of global juices market (bn liters), 2009–14 28
Table 3: Comparison of juices with other soft drinks categories, 2009–14 30
Table 4: Juices market value by geography ($bn), 2009–14 31
Table 5: Top 10 countries by juices market value ($bn), 2009–14 33
Table 6: Juices market value by category ($bn), 2009–14 35
Table 7: Juices market by category in Europe ($bn), 2009–14 37
Table 8: Top 10 European markets for 100% fruit juice (not from concentrate) ($bn), 2009–1438
Table 9: Top 10 European markets for vegetable juices ($m), 2009–14 40
Table 10: Top 10 fruit drinks (0–29% juice) markets in Europe ($bn), 2009–14 41
Table 11: Juices market by category in the Americas ($bn), 2009–14 42
Table 12: Juices market by category in Asia Pacific ($bn), 2009–14 44
Table 13: Key emerging markets for juices by geographic regions ($m), 2009–14 46
Table 14: Share of juice launches by innovation type (%), 2007–10 49
Table 15: Share of soft drinks categories in NPD (%), 2007–10 51
Table 16: Share of juice launches by region (%), 2007–10 61
Table 17: Share of NPD by category in Europe (%), 2007–10 63
Table 18: Top 10 tags on new juices launched in Europe (%), 2007–10 64
Table 19: Share of NPD by category in Asia Pacific (%), 2007–10 67
Table 20: Top 10 tags on new juices launched in Asia Pacific (%), 2007–10 68
Table 21: Share of NPD by category in the Americas (%), 2007–10 70
Table 22: Top 10 package types used in new juices launches (%), 2007–10 73
Table 23: Performance of materials used for packaging juices (%), 2007–10 74
Table 24: Top 20 tags on new juice launches (% of products with tag), 2007–10 79
Table 25: Top 20 flavors used for NPD in juices (%), 2007–10 81
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