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Fruit Juice and Juice Drinks - Europe - November 2011

Consumers in the Big 5 European countries drank 7.4 billion litres of juice in 2010, spending around €8 billion. The markets enjoyed some stability following declining volumes in the previous two years. Demand for value added, chilled and premium NFC juices is growing again; although the markets remained affected by the difficult economic environment.

European consumers remain price sensitive, which will continue to work in favour of private label products. Consumers are also increasingly aware of the healthy benefits of juice, which is driving interest in new products and should lead to promising growth in the added value segments; such as chilled juices, and 100% NFC juices and nectars.

Some key points from the report include:

  • European consumers are predominantly buying ambient juice, whereas chilled juices and smoothies are perceived as too ‘premium’. How can manufacturers best promote the advantages of chilled juices in order to justify their premium price?
  • Brands are pushing into vitamin/mineral enriched juices, yet European consumers are still sceptical about functional products. How can the benefits of these products be properly promoted?
  • Whereas the bulk of the juice consumption is at home, there are untapped opportunities in immediate, on-the-go consumption. What are these and how can they be exploited?
  • How can manufacturers increase consumer awareness of the ‘five-a-day’ recommendation and educate consumers in how their products can help improve health and fitness?
  • Is there room to increase value added sales by convincing small supermarkets and convenience stores to carry more natural, healthy juices?

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • Recovery is finally on the horizon
                    • Figure 1: Juice: Volume, 2006-15
                  • Per capita rate still low compared with other soft drinks
                    • Economic downturn slows down development of chilled juices and smoothies
                      • ‘Five-a-day’ recommendation to drive future growth
                        • Strength and weaknesses in brief
                          • Strengths
                            • Weaknesses
                              • Companies, brands and innovation
                                  • Figure 2: New product activity in juice and juice drinks, % share by leading claims, by European region, 12 months to October 2011
                                  • Figure 3: New product activity in juice and juice drinks, % share by company, by European region, 12 months to October 2011
                                • The consumer
                                  • There is room to extend penetration of fruit juices
                                    • Value added juices need clear differentiation
                                      • Strong young age bias and growth possibilities among older age groups
                                        • Women represent the core purchasing group
                                          • New openings for premium juices and smoothies
                                          • European Market Size and Forecast

                                            • Key points
                                              • Juice – The total market
                                                • Volume
                                                  • Figure 4: Juice: Volume, 2004-15
                                                • Consumption per capita
                                                  • Figure 5: Juice: Volume consumption per capita (population), 2004-15
                                                • Juice – Retail
                                                  • Volume
                                                    • Figure 6: Juice (retail): Volume, 2004-15
                                                  • Value
                                                    • Figure 7: Juice (retail): Value in EUR, 2004-15
                                                    • Figure 8: Juice (retail): Value in local currency, 2004-15
                                                  • Consumption per capita
                                                    • Figure 9: Juice (retail): Spend per capita (population), 2004-15
                                                    • Figure 10: Consumption per capita, 2004-15
                                                • Market Segmentation

                                                  • Key points
                                                    • The Big 5
                                                      • France
                                                        • Total
                                                          • Volume
                                                            • Figure 11: France – Juice: Market segmentation, by volume, 2010
                                                          • Retail
                                                            • Volume
                                                              • Figure 12: France – Juice (retail): Market segmentation, by volume, 2010
                                                            • Value
                                                              • Figure 13: France – Juice (retail): Market segmentation, by value, 2010
                                                            • Germany
                                                              • Total
                                                                • Volume
                                                                  • Figure 14: Germany – Juice (Total): Market segmentation, by volume, 2010
                                                                • Retail
                                                                  • Volume
                                                                    • Figure 15: Germany – Juice (retail): Market segmentation, by volume, 2010
                                                                  • Value
                                                                    • Figure 16: Germany – Juice (retail): Market segmentation, by value, 2010
                                                                  • Italy
                                                                    • Total
                                                                      • Volume
                                                                        • Figure 17: Italy – Juice: Market segmentation, by volume, 2010
                                                                      • Retail
                                                                        • Volume
                                                                          • Figure 18: Italy – Juice (retail): Market segmentation, by volume, 2010
                                                                        • Value
                                                                          • Figure 19: Italy – Juice (retail): Market segmentation, by value, 2010
                                                                        • Spain
                                                                          • Total
                                                                            • Volume
                                                                              • Figure 20: Spain – Juice: Market segmentation, by volume, 2010
                                                                            • Retail
                                                                              • Volume
                                                                                • Figure 21: Spain – Juice (retail): Market segmentation, by volume, 2010
                                                                              • Value
                                                                                • Figure 22: Spain – Juice (retail): Market segmentation, by value, 2010
                                                                              • UK
                                                                                • Total
                                                                                  • Figure 23: UK – Juice: Market segmentation, by volume and value, 2010
                                                                                • On-trade
                                                                                  • Retail
                                                                                    • Other European countries
                                                                                      • Netherlands
                                                                                        • Total
                                                                                          • Volume
                                                                                            • Figure 24: Netherlands – Juice: Market segmentation, by volume, 2010
                                                                                          • Retail
                                                                                            • Volume
                                                                                              • Figure 25: Netherlands – Juice (retail): Market segmentation, by volume, 2010
                                                                                            • Value
                                                                                              • Figure 26: Netherlands – Juice (retail): Market segmentation, by value, 2010
                                                                                            • Portugal
                                                                                              • Total
                                                                                                • Volume
                                                                                                  • Figure 27: Portugal – Juice: Market segmentation, by volume, 2010
                                                                                                • Retail
                                                                                                  • Volume
                                                                                                    • Figure 28: Portugal – Juice (retail): Market segmentation, by volume, 2010
                                                                                                  • Value
                                                                                                    • Figure 29: Portugal – Juice (retail): Market segmentation, by value, 2010
                                                                                                  • Russia
                                                                                                    • Total
                                                                                                      • Volume
                                                                                                        • Figure 30: Russia – Juice: Market segmentation, by volume, 2010
                                                                                                      • Retail
                                                                                                        • Volume
                                                                                                          • Figure 31: Russia – Juice (retail): Market segmentation, by volume, 2010
                                                                                                        • Value
                                                                                                          • Figure 32: Russia – Juice (retail): Market segmentation, by value, 2010
                                                                                                        • Turkey
                                                                                                          • Total
                                                                                                            • Volume
                                                                                                              • Figure 33: Turkey – Juice: Market segmentation, by volume, 2010
                                                                                                            • Retail
                                                                                                              • Volume
                                                                                                                • Figure 34: Turkey – Juice (retail): Market segmentation, by volume, 2010
                                                                                                              • Value
                                                                                                                • Figure 35: Turkey – Juice (retail): Market segmentation, by value, 2010
                                                                                                            • Companies and Product Innovation

                                                                                                              • Key points
                                                                                                                • World region
                                                                                                                  • Figure 36: New product activity in juice and juice drinks, % share by global region, 12 months to October 2011
                                                                                                                • European region
                                                                                                                  • GNPD leaders
                                                                                                                    • Figure 37: New product activity in juice and juice drinks, % share by European region, 12 months to October 2011
                                                                                                                  • GNPD sub-category split
                                                                                                                    • Figure 38: New product activity in juice and juice drinks, % share by top 10 European countries, by subsegment, 12 months to October 2011
                                                                                                                  • Leading companies
                                                                                                                    • Figure 39: New product activity in juice and juice drinks, % share by company, by European region, 12 months to October 2011
                                                                                                                  • Leading claims
                                                                                                                    • Figure 40: New product activity in juice and juice drinks, % share by leading claims, by European region, 12 months to October 2011
                                                                                                                  • The Big 5
                                                                                                                    • France
                                                                                                                      • GNPD sub-category split
                                                                                                                        • Figure 41: New product activity in juice and juice drinks, France, % share by subsegment, by year, 2007-11
                                                                                                                      • Leading companies
                                                                                                                        • Figure 42: New product activity in juice and juice drinks, % share by company, France, 12 months to October 2011
                                                                                                                      • Leading claims
                                                                                                                        • Figure 43: New product activity in juice and juice drinks, % share by leading claims, France, 12 months to October 2011
                                                                                                                      • Most innovative products
                                                                                                                        • Germany
                                                                                                                          • GNPD sub-category split
                                                                                                                            • Figure 44: New product activity in juice and juice drinks, Germany, % share by subsegment, by year, 2007-11
                                                                                                                          • Leading companies
                                                                                                                            • Figure 45: New product activity in juice and juice drinks, % share by company, Germany, 12 months to October 2011
                                                                                                                          • Leading claims
                                                                                                                            • Figure 46: New product activity in juice and juice drinks, % share by leading claims, Germany, 12 months to October 2011
                                                                                                                          • Most innovative products
                                                                                                                            • Italy
                                                                                                                              • GNPD sub-category split
                                                                                                                                • Figure 47: New product activity in juice and juice drinks, Italy, % share by subsegment, by year, 2007-11
                                                                                                                              • Leading companies
                                                                                                                                • Figure 48: New product activity in juice and juice drinks, % share by company, Italy, 12 months to October 2011
                                                                                                                              • Leading claims
                                                                                                                                • Figure 49: New product activity in juice and juice drinks, % share by leading claims, Italy, 12 months to October 2011
                                                                                                                              • Most innovative products
                                                                                                                                • Spain
                                                                                                                                  • GNPD sub-category split
                                                                                                                                    • Figure 50: New product activity in juice and juice drinks, Spain, % share by subsegment, by year, 2007-11
                                                                                                                                  • Leading companies
                                                                                                                                    • Figure 51: New product activity in juice and juice drinks, % share by company, Spain, 12 months to October 2011
                                                                                                                                  • Leading claims
                                                                                                                                    • Figure 52: New product activity in juice and juice drinks, % share by leading claims, Spain, 12 months to October 2011
                                                                                                                                  • Most innovative products
                                                                                                                                    • UK
                                                                                                                                      • GNPD sub-category split
                                                                                                                                        • Figure 53: New product activity in juice and juice drinks, UK, % share by subsegment, by year, 2007-11
                                                                                                                                      • Leading companies
                                                                                                                                        • Figure 54: New product activity in juice and juice drinks, % share by company, UK, 12 months to October 2011
                                                                                                                                      • Leading claims
                                                                                                                                        • Figure 55: New product activity in juice and juice drinks, % share by leading claims, France, 12 months to October 2011
                                                                                                                                      • Most innovative products
                                                                                                                                      • The Consumer

                                                                                                                                        • Key points
                                                                                                                                          • Ready-to-drink fruit and vegetable juice and smoothies
                                                                                                                                              • Figure 56: Frequency of drinking ready-to-drink fruit and vegetable juice and smoothies in the last 12 months, by country, 2010
                                                                                                                                              • Figure 57: Types of ready-to-drink fruit and vegetable juice and smoothies drunk most often, by country, 2010
                                                                                                                                              • Figure 58: Package types of ready-to-drink fruit and vegetable juice and smoothies drunk most often, by country, 2010
                                                                                                                                              • Figure 59: Varieties of ready-to-drink fruit and vegetable juice and smoothies drunk most often, by country, 2010
                                                                                                                                            • Fruit squashes and cordials – France and GB
                                                                                                                                                • Figure 60: Frequency of drinking fruit squashes and cordials in the last 12 months, France, 2010
                                                                                                                                                • Figure 61: Frequency of drinking fruit squashes and cordials in the last 12 months, GB, 2010
                                                                                                                                                • Figure 62: Types of fruit squashes and cordials drunk in the last 12 months, France, 2010
                                                                                                                                              • Electric juicers
                                                                                                                                                  • Figure 63: Electric juicer ownership and purchase in the last 12 months, by country, 2010
                                                                                                                                                  • Figure 64: Expenditure on electric juicer, by country, 2010
                                                                                                                                                • Demographics
                                                                                                                                                • Appendix – Demographic Data

                                                                                                                                                    • Figure 65: Frequency of drinking fruit squashes and cordials in the last 12 months, by demographics, GB, 2010
                                                                                                                                                    • Figure 66: Frequency of drinking fruit squashes and cordials in the last 12 months, by demographics, France, 2010
                                                                                                                                                    • Figure 67: Frequency of drinking ready-to-drink fruit and vegetable juice and smoothies, by demographics, GB, 2010
                                                                                                                                                    • Figure 68: Frequency of drinking ready-to-drink fruit and vegetable juice and smoothies, by demographics, France, 2010
                                                                                                                                                    • Figure 69: Frequency of drinking ready-to-drink fruit and vegetable juice and smoothies, by demographics, Spain, 2010
                                                                                                                                                    • Figure 70: Frequency of drinking ready-to-drink fruit and vegetable juice and smoothies, by demographics, Germany, 2010

                                                                                                                                                Companies Covered

                                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                                Fruit Juice and Juice Drinks - Europe - November 2011

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