The global market for vegetable juices has been forecast to reach 64.46 billion litres by the year 2015, driven by the steadily increasing emphasis on health and nutrition.
Vegetable juice is a drink made primarily of blended vegetables and also available in the form of powders. Vegetable juice is often mixed with fruits such as tomatoes or grapes to improve flavor. It is often touted as a low-sugar alternative to fruit juice, although some commercial brands of vegetable juices use fruit juices as sweeteners, and may contain large amounts of sodium.
Vegetable juices form part of what are termed as the "New Age Beverages". These products vie intensely with alternative beverages such as bottled water, RTD (ready-to-drink), sports and energy drinks and various other herbal concoctions promising a unique taste and flavour.
Per capita consumption of juices witnessed strong growth rates in developed and emerging markets alike despite volatile economic conditions worldwide.
Making vegetable juice at home is an alternative to buying commercial juices, and may be beneficial for supplementing diets low in vegetables and fruits. Special vegetable juicers are recommended for blending vegetables, as they employ either a slow-geared grinding mechanism or a unit powered by centrifugal force.
Two of the breakout performers over the last five years have been Ichinichi bun no Yasai and Yasai Ichinichi Koreippon, from Ito En and Kagome, respectively, with both products offering health-conscious consumers a daily vegetable fix.
Relatively salty, savoury vegetable juice products are popular in Japan, with saltier products like the two juices mentioned proving quite popular. Kirin Holdings' Sekai no Kitchen Kara line, offering flavours such as Salty Lychee, has gained popularity among consumers looking for a hydrating alternative to traditionally male-focused sports drinks.
There is no question - in terms of vegetable juice growth, the axis of the world has shifted towards Asia Pacific, Latin America, and the Middle East and Africa. While other markets remain substantial, they are also set to stagnate or decline steadily between 2012 and 2017.
For more information on the vegetable juice market, see the latest research: Vegetable Juice Market
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