The global sales of mixed flavor, high-pressure processed (HPP) and cold-press products are increasing in an otherwise declining 100% pure juice market, due to growing health awareness among Western consumers and the exploding demand for juice in emerging markets, finds Canadean.
In recent years consumers have started to favor premium juices with mixed flavors over historically popular single flavors such as orange and apple.
Canadean’s latest annual Soft Drinks Market Insight reports find that global sales of orange and apple juice declined by half a billion liters between 2013 and 2014 to under 12 billion liters.
This compares with more than 13.5 billion liters of combined global sales only five years ago in 2009.
“In many Western markets fewer people have a traditional breakfast meal and more consumers are concerned about the high sugar content of juices,” says analyst Chris Strong.
“Flavor mixes are providing a much-needed volume boost for struggling juice manufacturers.”
The research reveals that more exotic and unusual flavor combinations are beginning to emerge, including vegetable juices, blood orange and passionfruit.
On a global basis, mixed flavors have grown by a compound annual growth rate of 2% between 2011 and 2014 compared to a 2% decline for the juice category overall.
This translates into a volume rise of around 100 million liters in only three years, from 1.6 to 1.7 billion liters.
In the leading 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 flavors rose by 1% in 2014, against a 5% decline for the juice category overall.
Together with value-added innovations such as cold-pressed and HPP products, flavor mixes meet growing consumer demand for innovative and high quality beverages.
“HPP and cold-pressed juices are particularly interesting for manufacturers,” says Strong.
“They not only satisfy consumer demand for fresh products where ingredients and taste have not been impacted by industrial processing, but can also be sold at premium prices.”
Mixed-flavor growth in 2015
Flavor mixes are expected to continue their robust performance into 2015, with up and coming markets in Asia, particularly China and India, helping to drive growth due to rising disposable incomes.
Since 2011, flavor mixes have increased by nearly 40 million liters in these two countries, reaching a pooled volume of over 81 million liters in 2014, and are expected to grow by a further 14% in 2015.
Canadean forecasts mixed flavors to make inroads into the wider juice category globally as well, taking a share of almost 10% by the end of the year.
