Convenience driving Western European juice boost - analyst

Industry analyst Zenith International said that consumption of juices and nectars were up by 1.1 per cent to 10.3bn litres I 2007 and were expected to continue growing across the region by reaching 11 billion by 2012.

Gary Roethenbaugh, market intelligence director for Zenith, said that the image of fruit-based beverages as natural, healthy and convenient alternatives to other types of soft drink has led to growing availability of the products on shelves.

“Squeezed juices, chilled juices, superfruits and smoothies are becoming increasingly popular across ​Europe​ as consumers seek new natural healthy drinks that taste great,"​ he stated.

Market specifics​

According to the findings, Germany, France and the UK accounted for the majority of total consumption volume in Western European, with the three markets amounting for 61 per cent of the market.

During 2007, a consumer shift towards more natural premium beverages saw squeezed juice sales up 9.4 per cent, slightly behind chilled juice revenues that rose by double-digit figures in markets like Italy, Spain, Portugal, Finland and Germany, the report said.

Smooth operator​

Another major trend identified by the analysts was the continued emergence of smoothie products that, while originating in the UK, are now gaining popularity across the region, according to Zenith.

Despite the apparent consumer focus on market innovation, the tried and tested orange flavour continued to dominate the fruit drink sector, said the analyst.

Packaging​

For packaging materials, Zenith found that 67 per cent of juice and nectar sold over the period were shipped in cartons, though polyethylene terephlate​(PET)​was seen as an increasingly popular option amongst consumers.