World Juice Day
16 April 2013
The ‘Natural’ Potential of Juice to be Showcased by World Juice Day, 30th May 2013, Istanbul
Whilst the global economic downturn continues to pose stiff challenges for the juice market and raw material supply issues have a knock on effect on retail prices, from a consumer perspective there is no denying the popularity of fruit.
The third anniversary of World Juice Day, an international initiative first launched in 2010 by the International Federation of Fruit Juice Producers (IFU) on a proposal from the Turkish Fruit Juice Industry Association (MEYED), is being organized by MEYED in Istanbul on 30th May 2013. The World Juice Day Summit is also supported by other representative organizations, such as the AIJN (European Fruit Juice Association), SGF (the independent industrial self-control platform) and EQCS (the European Quality Control System. The aim of the Summit is to provide a platform to discuss not only the current issues facing the fruit juice industry, but how to generate global recognition of fruit juice as a natural, healthy product and explore ways of communicating to consumers the importance of juice consumption as part of an everyday diet.
Consumers in both developed and emerging markets are becoming increasingly health and wellness aware - a trend which is helping to engender a growing perception of the concept of ‘naturalness’ and the functional benefit of juice consumption. Juice and nectars offer significant potential for new product development focusing on the healthy, natural ingredients and vitamin content, with opportunity to cover a range of price brackets.
Single-flavored orange juice remains the number one flavor in all regions with the exception of East Europe, accounting for one-third of global juice and nectars consumption; but this is a far cry from its share of throat at the start of millennium. Increasing sophistication in consumer taste, travel, tourism and access to information is spawning a growing knowledge of exotic juices, superfruits and vegetables and their potential benefits. This is giving producers scope to experiment with a proliferation of new combinations of juice and vegetables and ‘value-added’ targeted functional offerings.
Innovation focused on provenance can also tick the sustainability and carbon footprint boxes, whilst marketing of transparency of origin/purity and production process offers opportunities for premiumization. Adding strap lines to packaging such as ‘made in Turkey’ or for example, ‘made from Algarve oranges’ taking an example from Portugal, can enhance local appeal and positioning. The locally sourced aspect with a homely traditional/’back to nature’ feel is also being targeted by producers, such as in Eckes-Granini’s Hohes C Hemische Früchte range with combinations of fruits that were once widely grown at home. Another take on the regionally inspired is Heineken’s Pago Asia, Amazon and Africa nectars, with each product offering a mix of classic and exotic national fruits.
Global Juice and Nectars Top Ten Fastest Growing Flavors/Flavor Combinations, 2010-2012
A look at the top ten juice and nectars flavor/flavor combination volume contributors between 2010 and 2012 highlights strongly not only the significance of locally sourced juice and juice mixes, but the increasing role of Asia in driving juice and nectars consumption. According to Canadean data, in 2012 Asia accounted for 17% of global juice and nectars consumption - by 2018 it is expected to consume approaching one-quarter. Over the three years to 2012 with the exception of mango, where Brazil and the United Arab Emirates were also major contributors and peach/apple in Russia, Asia was the driver behind the flavor volume increments. Vegetable/juice combinations, whilst still most favored in China and Japan, offer the advantages of a lower calorie product than juice and the opportunity to extend the consumption base to consumers looking for a natural product but concerned with the level of natural sugar content of pure juice.
Whilst the road ahead looks undeniably bumpy for juice with harvest yields subject to our unpredictable climate and hikes in commodity costs pressurizing producer margins, innovation and communication remain key in raising awareness of the benefits of juice consumption. Lifestyle changes and consumer nutritional requirements in countries with an aging population base will continue to offer increasing potential for new product development in juice blends, and pack formats, to respond to different consumption occasions and needs.
The IFU and MEYED World Juice Day Summit presents an opportunity for the international juice community to share knowledge and experience, and explore the possibilities of collaboration in order to collectively drive forward the potential and vision of both the Turkish and global juice industries. All practical information with regard to the program, registration, and hotel accommodation can already be found on the WJD Summit website http://www.meyed.org.tr/dunya_meyvesuyu_kongresi/eng/