What will be the next big thing for the juice market?

As customers demand less sugar content in their drinks, juice makers are turning towards innovations in the burgeoning category of wellness drink.

Analytics company GlobalData predicts that prebiotic juices with ingredients such as banana, garlic, apple and cocoa have the potential to be the next big thing, as the juice category wanes in Germany.

Holly Inglis, Beverages Analyst at GlobalData, said that while “we haven’t (yet!) seen garlic-flavoured drinks on the shelves in Germany, some producers have already started to focus their efforts on juices that promote immunity”. She said that one new launch in Germany combines prebiotic apple, mango, vegetable extract, shiitake mushroom and coconut juice.

As we have seen before, reformulating products to simply remove sugar doesn’t always cut it, so experimenting with prebiotic ingredients such as ginger and turmeric could be appealing to the market for their ‘added benefits’.

In New Zealand, drinks manufacturer Goju has a range of wellness shots, which include flavours such as ginger, turmeric and charcoal, along with new additions of matcha and collagen. “We selected our ingredients based on their nutritional benefits and ability to be effective in targeting specific health concerns,” said Tom Hartles, Goju’s Director and co-founder. The 60 mL juice shots are claimed to have no preservatives or additives and have also just been launched in Australia.

Inglis continued: “GlobalData’s latest survey tells us that 55%* of German consumers find ingredients that claim to improve digestive health somewhat or very appealing. That’s a large proportion of the market engaged in improving their digestive health. It is also noteworthy that, since the onset of COVID-19, a number of consumers have increased their focus on how these ingredients can improve their mental and physical wellbeing.”

In 2020, the German juice market witnessed a number of innovations from producers, such as the Hitchcock turmeric juice shot and Innocent ginger power shot — both of which have an ‘on the go’ pack size.

Inglis added: “In the same survey, 49%* of consumers highlighted that immunity-boosting ingredients are somewhat or very appealing. Producers could benefit from innovating beverages that boast these claims and sell at premium prices.”

_{*GlobalData’s Q2-21 Consumer Survey Results – Germany – Combined responses: “Somewhat appealing” and “Very appealing”}

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