People want more natural, healthy and tasty juice

AS healthier lifestyles become more popular, people worldwide are trending towards more natural, healthy and tasty juices.

This is according to Tetra Pak’s 100% Juice Index, a report based on research findings from 7 000 consumers in seven countries, as well as market insights.

The research also shows that brands in both developed and emerging markets are finding creative ways to capitalise on these attributes, introducing innovative new products that are capturing the imagination of consumers and helping drive growth.

Tetra Group CEO Dennis Jönsson said it’s good that brands are taking advantage of consumers’ changing lifestyles and the sugar debate into growth opportunities for themselves.

“They are driving growth in the 100 per cent juice category with new products that capture the imagination of consumers, stretching beyond traditional fruit juices such as orange and apple, to a range of inventive vegetable blends, and new fruit flavours, creating endless possibilities for new recipes,” Jönsson expressed.

“As ever, the key to success is innovation, offering the right product at the right time to meet the modern consumers’ needs, and, just as importantly, capturing their attention and making a connection with them.”

With more than 40 per cent of people drinking 100 per cent juice daily, it’s no wonder that it remained a significant part of the average consumer’s diet.

Some emerging market trends found by the research include speciality 100 per cent juice, all natural products and vegetable nutrition.

According to the study, consumers are looking for functional products that can either reduce their risk of disease and/or promote good health.

Additionally, buyers who took part in the research said they don’t mind paying top prices for healthy juice.

“Sixty-one percent globally said they are interested in products with proven medical health benefits while three in 10 people are interested in premium soft drinks with functional benefits that relieve stress,” the results read.

According to the report, vegetable drinks have long had a strong presence in some markets, notably Japan, where they are seen as a distinct segment, focused on health, while traditional juices are considered refreshments.

But they are becoming increasingly popular worldwide, especially in established markets where they are blended with juice to lower the natural sugar content and add health benefits.

Even celebrities have caught on the vegetable juicing hype, with many of them going on green juice diets and juicing cleanses.

Locally, singer, radio personality and Idols SA judge Unathi Msengana lost almost 30kgs through a healthier lifestyle of clean eating, including green juices she drinks regularly and shares on Instagram. Internationally, stars like Kerry Washington, Blake Lively and Khloe Kardashian have joined the “green movement”.

Tetra Pak is the world’s leading food processing and packaging solutions company. The company provides safe, innovative and environmentally sound products that each day meet the needs of hundreds of millions of people in more than 170 countries around the world.

More information on 100 per cent juice and the full report can be found at https://www.tetrapak.com/juiceindex.