Thirsty Thoughts - Fruit Juice
CATEGORY ANALYSIS
May 17th 2011, 06:46
In 2010 the RTD (ready to drink) fruit juice recovered from volume losses seen over the economic downturn. The market is expected to reach 2007 levels by the end of 2011 as consumers free up more disposable income for luxury items like fruit juice.
Regional distribution of RTD juice remained fairly constant from the pattern seen in 2009, with Gauteng and the northern provinces continuing to dominate. Channel distribution on the other hand changed significantly with a notable skew towards retail and wholesale as the smart shopping trend continues to gain popularity.
Although off-consumption continues to be popular in Europe, on-consumption has experienced stronger growth. The imminent introduction of juice bars is expected to change the channel distribution landscape in this region as manufacturers tap in on the stronger growth potential in on-consumption.
Pure fruit juices remained the most popular juice type, with nectars and fruit drinks distant second and third choices, respectively. Fruit drinks lost significant share to pure fruit juices while nectars maintained fairly similar share levels.
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