While top-line value growth in the global fruit juice market has run well ahead of volume growth since 2007, this is in large part due to inflation, with real value sales actually falling since 2007 in developed markets, while volume growth has consistently run ahead of (positive) real value growth in emerging markets.
Higher-priced 100% juice products have fared particularly poorly in volume terms, with developed-market consumers increasingly sceptical of the health claims made by mass-market orange juices, instead looking to a mix of higher-priced niche products (such as pomegranate and coconut water) as well as lower-priced nectars and juice drinks.
Volume growth has remained largely negative across North America and Europe since 2007, while value growth has stayed positive, as juice shifts from an everyday beverage to being just one option in a wide array of soft drinks, chosen for a specific combination of functionality and other factors.
Elsewhere, the opposite has happened, with consumers trading up from concentrates and unpackaged beverages for the convenience of packaged juice. Price remains a factor, however, as does distribution, with chilled 100% juice still a niche category outside North America. Instead, juice drinks dominate, appealing in terms of both juice flavour and accessible price points.
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