Salad-dodging consumers opt for liquid vegetables

Despite having access to a plethora of fruit and vegetables year round, few of us manage to eat the suggested quota of vegetables each day. As consumers become increasingly health conscious - and perhaps become increasingly guilty about their poor vegetable intake - vegetable juices have gained popularity.

“Current consumer studies, such as the ‘Global Consumer Survey 2013’ by Datamonitor Consumer, show that more than half of all consumers worldwide consciously try to eat as many vegetables as they can - however, at present, only 66% of men and 73% of women even manage to eat some vegetables every day at all. There is still plenty of scope here. Drinking a top-quality juice is the easiest and quickest way to get your shot of vegetable goodness,” said Norman Gierow, Head of Global Market Segment Management at SIG Combibloc.

While some of us may have grand plans to squeeze fresh organic juices daily, few of us actually have the time to make this a reality. Ready-to-drink products offer a convenient alternative while enabling consumers to at least partly assauge their dietary guilt. And carton packs seem to be the vessel of choice for a number of manufacturers.

“We’re seeing that the number of vegetable juices offered in our carton packs is increasing steadily,” said Gierow.

“And today, manufacturers’ product portfolios include more than just popular classics such as tomato juice. Particularly in the vegetable juices segment, food manufacturers are flexing their creative muscles - and the market for it is there.”

Manufacturers around the world are launching not-from-concentrate vegetable juices in carton packs, such as US company Hirzel Canning Company & Farms which has launched two not-from-concentrate vegetable juices in carton packs from SIG Combibloc. The Truly Tomato! and Truly Veggie! varieties contain locally grown tomatoes that are processed and packed immediately after harvesting, retaining the flavour, colour and nutrients.

“Here, product quality doesn’t refer only to the first-class flavour and appetising appearance of a beverage. The nutrient and vitamin content of the product also has a significant effect on ‘quality’,” said Gierow.

“In this respect, our aseptic carton packs deliver in all parameters. Packaged in our carton packs, beverages are hygienically and safely protected from light and air, and therefore suffer no alteration in flavour or appearance over an extended period even without refrigeration and without preservatives. Aromas, flavours, colours and nutrients, and the vitamins in the beverages are retained. The special composite structure of a carton pack and the aseptic filling process are key requirements in ensuring the excellent product quality is preserved.”