Affordability and availability of packaged juices will be a key factor behind the rise of juice market in India:


25/05/2018

Fruit juices have created a space for themselves in regular household menus, as a part of urban family’s breakfast, social gatherings, and evening snacks. As a result, consumers are picking up multiple family packs at supermarkets, which have led to an emerging consumption trend.

The Indian beverage industry is mainly bifurcated into two main categories i.e. alcoholic and non-alcoholic. Alcoholic beverages consist of products like beer, cider, wine and spirit. Non-alcoholic beverages are segmentation into carbonated and non-carbonated beverage. Non-carbonated consist of bottled water, ready to drink tea and coffee, flavored milk, malted drinks, juice market and energy sports drinks. The juice market can be divided into three segments viz. fruit drinks, juices, and nectar drinks. India is a country which experiences heat in almost every season and humidity is also very high in many of the states. So drinks that can save the people from such scorching heat play an important in the lives of Indian consumers.

According to recently published report of Stats and Reports “India Juice Market Overview”, the rising number of health-conscious consumers is giving a boost to fruit juices market in the country. Indian consumers are shifting from fruit-based drinks to fruit juices as they consider the latter a healthier breakfast option. Although fruit drinks are the highest-selling category, it contains maximum 30% fruit content, whereas fruit juices have 100% fruit content. On the other hand, nectar drinks have 25% to 90% fruit content, depending on the products. Juices are often seen to be quick, yet nutritional fillers. Consumers now have even started demanding naturalness and a particular taste sensation with as few calories as possible from juices and nectars. To provide this, manufacturers are trying to combine the best of raw materials with innovative product concepts.

Juice market is largely unorganized in India. Many players have entered in the packaged juice market and many are trying to explore the segment due to the huge untapped potential. Dabur and PepsiCo are the two prominent players along with Parle Agro, Manpasand Beverages, Hector Beverages, etc. Players are trying to bring new packaging trends to attract the consumers and to kindle their interest in the category. Moreover, to cater to diverse and changing tastes, packaged juice providers are introducing new flavors and packaging options. People in the urban markets are gradually following the western culture by consuming juice drinks regularly with their breakfast. However, rural areas account for a smaller share of the Indian juice market. The layback in the rural consumers is due to the low purchasing power and low spending capacity. Rural people who are relatively slow at adoption of changes prefer having the full-fledged breakfast in India.

Major companies operating in the juice market of India are Dabur India Limited, PepsiCo India Holdings Pvt. Ltd., Parle Agro Private Limited, Coca-Cola India Private Limited and ITC Limited.