Europe Fruits and Vegetables Juice Market - Growth, Trends, and Forecasts (2023 - 2028)

Europe Fruits and Vegetables Juice Market - Growth, Trends, and Forecasts (2023 - 2028)

Europe's fruit and vegetable juice market is projected to register a CAGR of 1.47% over the next five years.

Wellness and health trends have encouraged an increasing number of European consumers to opt for personalized fruit and vegetable beverages. Different diets, lifestyles, and age groups in the country are preferring consumption of fruit and vegetable juices over alcohol and carbonated drinks. People are switching to clear fruit juices without added sugar because drinking sugary drinks is linked to more and more health problems, such as diabetes.The Italian National Institute of Statistics says that 3,77,000 people in Italy have diabetes as of 2021.Due to such incidents, market players have been involved in the production of cold-pressed and 100% juices. For instance, in July 2021, Better Plant Sciences Inc. declared that they had come up with seven types of cold-pressed vegetable juice for their product line.

Because there are so many links in the supply chain, it is also easy to get products, which drives the market. E-commerce websites like Amazon, Carrefour, and many more have different varieties of fruit and vegetable juices available on their websites. Because there are so many different kinds of products, deals, and discounts, people are able to spend more. Supermarkets and hypermarkets in the region also keep fresh products available throughout the season, which is why the demand for juices is increasing in the region. Also, people in the area are buying more fortified, organic, cold-pressed, and still juices because they are healthier, people want them, and their tastes are changing. In September 2021, Del Monte launched an exclusive range of not-from-concentrate juices in Iceland. The juice range comprises pure orange juice (Smooth and Bits), pressed apple juice, pressed pineapple juice, and pressed apple and mango juice.

Consumers are more concerned about their health because lifestyle diseases are on the rise and the environment is changing. Fruit and vegetable juices contain multiple nutritional ingredients like minerals, vitamins, and bioactive substances. Due to the fortification that the market players have introduced, some of the natural nutrients in fruits and vegetable juice degrade during processing. Fortified juices are rich in vitamins and minerals that are lost during processing. Consumers are seeking a way to live a healthy life with less consumption and more nutrition. Furthermore, the demand for cold-pressed juice is also increasing in the market owing to its health benefits, purity, and nutritional benefits. The market players are launching new products with additional nutritional benefits. For instance, in April 2021, Just Juice, an Ireland-based company, launched its line of cold-pressed juice shots, Wheatgrass Juice, and two specialized health and wellness shots: a Broccoli Shot made from 4-day-old sprouted broccoli juice and a Beetroot Shot with added broccoli.

In Germany, the popularity of juices such as those made from oranges, apples, grapes, and a blend of multivitamins is expected to have a strong demand, followed by consumers’ ease in associating products with their daily work schedules. According to the German Wine Statistics Report 2021, the per capita consumption of fruit juices in Germany is 25.8 liters. Due to busy work schedules and changing lifestyles, the eating behavior of consumers is also changing. The increasing trend of skipping meals is increasing the market for fruit and vegetable juices. Some people prefer the consumption of fruit juices over breakfast, which is further increasing the demand for juices in the country. Additionally, demand for organic juices is increasing in the country owing to their benefits over processed fruit juices. The major players in the market are keen to produce organic products with fortified blends of fruit and vegetables. In March 2022, Kayco Beyond launched the new brand "Wonder Lemon," which offers 100% organic cold-pressed juice. The brand provides fresh and delicious citrus-flavored juices with health and wellness benefits.

In the European fruits and vegetable juice market, major players are attempting to gain a competitive advantage over regional players through new product innovations based on seasonal and local fruits in order to meet regional consumer demand. However, global players are trying to acquire regional players to expand their foothold. Some of the major players in the market studied are PepsiCo Inc., La Linea Verde Societa Agricola SpA, ECKES Granini Group, Frucor Suntory (Just Juice), and The Coca-Cola Company.

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