2024
9
Germany Fruit Juice, Juice Drinks and Smoothies Market Report 2024
2024-06-12T11:01:21+01:00
REP87BCF8E7_14F5_447F_980F_858FAA8F9399
2995
173622
[{"name":"Drinks","url":"https:\/\/store.mintel.com\/industries\/drinks"},{"name":"Juice and Juice Drinks","url":"https:\/\/store.mintel.com\/industries\/drinks\/juice"}]
Report
en_GB
82% of Germans drink any juice, with 16-34s the biggest users. Considering men are higher users (…

Germany Fruit Juice, Juice Drinks and Smoothies Market Report 2024

$ 2,995 (Excl.Tax)

Report Summary

82% of Germans drink any juice, with 16-34s the biggest users. Considering men are higher users (71% of whom drink any juice vs 59% of women), engaging women remains a core growth opportunity for juice brands.

From 2022-24, the juice sector was hit by extreme weather, driving prices higher and expediting the shift towards affordable own labels. While this will slow sales of 100% juices, and push brands to expand drinking occasions,zingy sparkling juice (growing 8.0pp in usage from 2022-24) has potential to inject new vigour into the category – especially ahead of the hot summer months.

Despite such challenges, opportunities exist to cater to health-driven drinkers. 43% of users, rising to 50% of 65+ year olds, drink juice for its vitamin content, indicating potential to target under-engaged users through their nutrient needs. Low-sugar base juices, eg coconut water, boast better hydration, while functional juice has a regulatory advantage over alcohol to appeal to moderate drinkers.

Going forward, winning new drinkers will be paramount. Brands are looking to improve juice’s image using artistically designed cans, while trending flavours such as yuzu or dragonfruit hold viral appeal. In future, sugar-reduction technology, appealing to 59% of drinkers, will help brands position juice as the ultimate tasty health drink.

As price hikes threaten usage, rethink juice to help it compete with rival sectors. While high sugar is a near-term concern, new technology can reshape the space.

Adam Millward, Research – Mintel Reports

Table of Contents

  1. EXECUTIVE SUMMARY

    • The five year outlook for fruit juice, juice drinks and smoothies
    • Market context
    • Global warming dents worldwide orange supply, reinforcing price as the primary purchase motivator for juice
    • Graph 1: commodity price of oranges, 2020-24
    • The push for lower sugar persists, but conversion technology can give 100% juice the edge over CSDs
    • Graph 2: juice drinks, CSD and sport & energy drinks launches, by average sugar (g per 100ml), 2021-24
    • The Government's push towards plant-based eating is an opportunity for fruit juice brands
    • Hybrid working will limit traditional drinking occasions, pressing brands to look beyond breakfast
    • Mintel predicts
    • Steady decline will follow a poor 2024 for the value and volume markets
    • Value sales expected to dip below €3bn by 2028
    • Volume sales are expected to continue a steady downward trend
    • Market size and forecast
    • Opportunities
    • Juice usage is yoyoing, but sparkling varieties make clear ground
    • Graph 3: consumption of juice in the past three months, by type, 2021, 2022 and 2024
    • Sparkling juices can shake up the juice space
    • Target under-engaged groups by catering to their nutrient needs
    • Get in on the alcohol moderation trend with mixology experiences
    • Honing in on heritage and localism can attract a broad spectrum of drinkers
    • The competitive landscape
    • Own labels sweep both markets, with minor growth for some brands in volume sales
    • Graph 4: company retail value and volume shares of juices, 2023
  2. MARKET DRIVERS

    • The German economy
    • 2024 is expected to remain challenging
    • Graph 5: key economic data, in real terms, 2019-25
    • The inflation rate is bouncing back to more conventional levels
    • Inflation is still the key factor affecting consumers' finances…
    • …confidence and expenditure
    • Graph 6: financial confidence index, 2022-24
    • Market drivers for fruit drinks
    • Liquid gold: orange prices soar as global warming dents worldwide supply
    • Graph 7: commodity price of oranges* 2020-24
    • Domestic apple juice production suffers under the heel of drought…
    • …but hot climates could push tropical fruit production closer to home
    • Rising prices have reinforced value own-label juices as a go-to choice
    • New heights in global and European temperatures signal the need for better hydration
    • BMEL initiative shines a spotlight on organic farming
    • BMEL Reduction and Innovation Strategy pushes for reduced sugar juice drinks
    • Sugar reduction technology can give 100% juice the edge in the soft drink space
    • Graph 8: juice drinks, CSD and Sport & Energy Drinks launches, by average sugar (g per 100ml), 2021-24
    • A renewed push for plant-based eating is an opportunity for fruit juice brands
    • The German population is ageing, presenting opportunities for fortified juices
    • Graph 9: population, by age group, 2020 and 2030
    • Hybrid working schedules will limit traditional occasions, pressing brands to look beyond breakfast
  3. WHAT CONSUMERS WANT AND WHY

    • Consumption of juice drinks
    • Juice achieves its highest usage base since 2021, with sparkling juices making impressive strides
    • Graph 10: consumption of juice in the past three months, by type, 2021-24
    • Male drinkers are in a majority, showing brands can work harder to engage women
    • Graph 11: consumption of juices in the past three months, by gender and age, 2024
    • The burgeoning beauty-juice trend is an opportunity to engage women
    • Usage frequency is stable, but brands increase usage occasions to avoid stagnation
    • Graph 12: consumption of juice, juice drinks and smoothies once a week or more, 2021-24
    • Impressive growth proves sparkling juices can shake up the juice space
    • German juice drinker typologies
    • Graph 13: German juice drinkers, by juice drinker groups, 2024
    • Group 1: Health-driven juice drinkers
    • Graph 14: juice drinker groups, by age, 2024
    • One-a-day drinks with a palpable health goal can attract 'Health-driven drinkers'
    • Group 2: Indulgence-oriented juice drinkers
    • Graph 15: juice drinker groups, by age, 2024
    • Quality juices from Germany will resonate with occasional drinkers
    • Group 3: Eco-conscious juice drinkers
    • Graph 16: juice drinker groups, by age, 2024
    • Back up quality juice with genuine environmental pledges
    • Group 4: Apathetic juice drinkers
    • Graph 17: juice drinker groups, by age, 2024
    • For juice's biggest usage group, demonstrating juice's versatility can broaden usage
    • Occasions for drinking juice
    • Dependence on morning occasions pushes brands to broaden usage later in the day
    • Graph 18: fruit juice, juice drink and smoothie consumption, by time of day, 2024
    • Morning: use rising spicy tastes to appeal to modern breakfasters
    • Midday: longer-lasting satiety will drive juice use later in the day
    • Evening: increase dinnertime use through complex flavours and pairing suggestions
    • Dessert: juice can offer a dose of healthy indulgence for after-dinner occasions
    • All day: cooking tips can place juice as an all-occasion champion
    • Reasons for consuming juice
    • Push juice into the health space with fortified launches targeting key areas of deficiency
    • Graph 19: reasons for consuming juice, 2024
    • Become a healthy eating champion in the shift towards plant-based eating
    • Use juice to help seniors derive everything they need from their diets
    • Use the profile of melatonin to promote juice as a relaxing beverage
    • Alcohol moderation: the prevalence of fruity flavours in alcoholic drinks is a chance to appeal to generation moderation
    • Graph 20: top 10 flavour component subgroups of alcoholic beverage launches*, 2023-24
    • Mixology experiences can help non-drinkers avoid FOMO
    • Functional juices have a regulatory advantage over alcohol
    • Invigorate juice with tantalising texture
    • Types of packaging bought
    • Over half of drinkers buy their juice in bottles
    • Graph 21: juice bought, by packaging type, 2024
    • Aluminium cans could improve juice's sustainability halo and boost its street cred
    • Looking ahead: Eckes-Granini's partner designs peelable potato packaging
    • Behaviours related to juice
    • Local juices can captivate a wide base of juice drinkers
    • Cut back sugar to attract health-driven drinkers
    • Graph 22: health-related behaviours related to fruit juice, juice drinks and smoothies, 2024
    • Amid sweetener struggles, sugar reduction technology can revolutionise the juice space
    • High water, low-sugar fruit bases can put juice on a healthier footing
    • Local juices can captivate a wide base of juice drinkers
    • Graph 23: select behaviours related to fruit juice, juice drinks and smoothies, 2024
    • Leverage heritage to appeal to indulgence drinkers
    • Blitzed-to-a-pulp juices have an advantage in upcycling
    • Use familiar – and cheaper – base juices to debut daring tastes
  4. LAUNCH ACTIVITY AND INNOVATION

    • Own labels lead brands in new product launches
    • Graph 24: new product/new formulation fruit juice, juice drink and nectar launches, by ultimate parent company, 2021-24
    • 100% fruit juice launches tumble, showing costs of climate change for the juice segment
    • Graph 25: fruit juice, juice drinks and smoothie launches, by sub-category, 2021-24
    • Own labels take a lead on sustainability claims
    • German juice brands are ahead of European competitors on carbon-neutral claims
    • Graph 26: juice launches featuring a carbon-neutral claim, 2021-24
    • Akoua's cashew juice ties sustainability to taste and novel appeal
    • Vitamin C is the most commonplace in juice launches, with space to offer further functional benefits
    • Graph 27: juice launches by content of selected vitamins, 2020-24
    • Market leader Eckes-Granini leads the way on fortified & functional juices
    • Valensina's family-friendly offerings meet the needs of parents and children
    • Health hacking: Air Up's juice-free juices cut sugar content down to zero
    • Juice brands explore the potential of juice to promote relaxation, with further developments anticipated
    • Orange and apple are the MVPs of the juice space
    • Graph 28: fruit juice, juice drink and nectar launches, by top 10 flavour components*, 2022-24
    • Tropical juice launches centre on location to offer drinkers a transportive experience
    • Vivid colours take over the juice space
    • Advertising and marketing activity
    • Albi emphasises the comfort and reliability of juice
    • Tune out the noise: LaVita uses nature to provide drinkers all they need
    • Innocent's short advert packs a big punch
    • Tropicana highlights the quality of their oranges
  5. MARKET SHARE

    • Own labels extend their lead in the German juice market
    • Eckes-Granini and the Coca-Cola Company are among brands losing out to own labels
    • Some brand recovery in the volume market, but own labels remain on top
  6. MARKET SIZE, Segmentation AND FORECAST

    • Market segmentation for juice
    • 2023's value sales recover, but volume sales continue to fall
    • Juice experiences an upsurge in value sales after a disappointing 2022
    • The volume sales decline continues in 2023, indicating that juice is a non-essential
    • Market forecast for juice
    • Steady decline will follow a poor 2024 for the value and volume markets
    • Value sales will dip below €3bn by 2028
    • Volume sales are expected to continue steady decline towards the endpoint of the decade
  7. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Products covered in this Report
    • Abbreviations
    • Consumer research methodology
    • Infegy Atlas – coverage
    • Infegy Atlas – full list of search terms used
    • A note on language
    • Appendix – market size and central forecast methodology
    • Forecast methodology
    • Forecast methodology – fan chart
    • Market size – value
    • Market size – volume
    • Market forecast and prediction intervals – value
    • Market forecast and prediction intervals – volume

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