The demand for vegetable juices is on the rise due to their potential health benefits, particularly in preventing serious illnesses such as cancer and cardiovascular disease. This trend is being driven by health-conscious younger consumers who are increasingly seeking out nutritious food and beverage options. As a result, manufacturers are investing in innovation to capture this growing demand and gain a competitive advantage in the market. For instance, Dabur recently revamped its juice portfolio under the Real Active brand, to include a variety of fruit and vegetable blends with claims of multiple benefits such as immunity boosting, gut health, and heart health. Additionally, the COVID-19 outbreak has resulted in a significant shift in consumer behaviour toward natural and organic food and beverage products, with an anticipated continuation of driving the demand for vegetable juices. Furthermore, the increasing demand for clean-label and organic vegetable products for health among health-conscious consumers and rising public awareness are likely to drive the development and introduction of new products into the market. In addition, the rising number of diabetic patients worldwide has led to an increased focus on healthy eating and maintaining a healthy weight. The American Diabetes Association (ADA) recommends low-carb green vegetables such as broccoli, cucumber, kale, and spinach due to their high nutritional and antioxidant content, which can help boost immunity and overall health. As a result, there has been an increased demand for cold-pressed vegetable juices.
Although, strict regulations on the use of chemical preservatives in vegetable juices could limit innovation and increase production costs, which may negatively impact the growth of the global vegetable juice market. However, alternative processing methods and the use of natural preservatives can help meet regulatory requirements while maintaining product quality and safety. Manufacturers can also invest in R&D to develop new formulations that do not require chemical preservatives, which can help overcome this potential barrier to market growth.
However, the increasing focus on maintaining a healthy lifestyle presents significant growth opportunities. By incorporating functional ingredients such as Omega-3, fibre, bioactive compounds, vitamins, and probiotic bacteria, manufacturers can cater to the evolving preferences and demands of health-conscious consumers. The rising trend of plant-based diets and vegetable-based beverages also presents growth opportunities.
Additionally, governments worldwide are taking various initiatives and implementing policies to encourage the consumption of fortified food and beverages, including vegetable and fruit juices. Many countries have mandatory fortification regulations that manufacturers must adhere to when producing fortified juices. In the U.,S the Food and Drug Administration (FDA) regulates the fortification of fruit and vegetable juices, ensuring that any added vitamins and minerals are safe and provide health benefits to consumers. Similarly, in India, the government has implemented the "Food Safety and Standards (Fortification of Foods) Regulations, 2018," which promotes the production and distribution of fortified food products, including vegetable and fruit juices. The initiative aims to address malnutrition by increasing the intake of essential micronutrients through fortified food products.
Key developments and new launches in the vegetable juice market.:
In July 2022, Tipco, a juice company based in Thailand, launched a range of vegetable juices and herb-infused drinks in markets in Southeast Asia and the Middle East. The product line includes a variety of flavors, such as curcumin and finger root.
In March 2021, PepsiCo's Naked Juice brand announced the launch of a new nutrient-dense juice called the Rainbow Machine. The juice is made from a blend of mangoes, bananas, kiwis, blueberries, and blackberries.
In October 2021, the organic juice company Just Juice It announced the release of its latest product line - cold-pressed vegetable juice shots. The line features two variants, a beetroot shot and a sprouted broccoli juice, catering to the growing demand for vegetable-based products among health-conscious consumers.
In April 2020, Rugani Juice launched its ABC Juice, a new product made from fresh carrots, apples, and beetroot. The juice is rich in beta-carotene and free of added sugars. The product is available in two convenient pack sizes 330 ml and 750 ml.
By product type: the market is segmented into carrots, spinach, kale, and other product types. Carrot juice has gained significant popularity in the vegetable juice market due to its appealing sweetness and versatility as an ingredient in various juice blends. Meanwhile, spinach and kale juice have seen an increase in demand due to the growing trend towards nutrient-dense, plant-based foods and their perceived health benefits.
By category: the global vegetable juice market is segmented into organic and conventional categories, with organic vegetable juice dominating the market due to the rising inclination towards cold-pressed vegetable juice. There is a growing popularity among consumers for cold-pressed vegetable juices, which retain the vitamins, minerals, and fiber that are lost in conventional juice production. This trend is expected to have a positive impact on the growth of the global vegetable juice market. Conventional vegetable juices are typically made using conventionally grown vegetables that may have been treated with pesticides, while organic vegetable juices are made from organic vegetables that are grown without the use of synthetic pesticides or fertilizers.
By packaging: the vegetable juice market is segmented into bottles, cans, and others. The bottle form of packaging is expected to hold a significant share in the vegetable juice market due to its convenience, reusability, and suitability for vegetable juice with high added value. Companies are increasingly investing in product launches to cater to the growing demand for vegetable juice, and the bottle form of packaging is a popular choice for these launches. In contrast, the use of cans and other forms of packaging for vegetable juice is relatively less common.
By distribution channel: the market studied is segmented into supermarkets/hypermarkets, convenience stores, online, and other distribution channels. The hypermarket and supermarket channels currently dominate the market, with a wide range of products available and easy accessibility for consumers. However, the online channel is an emerging market for vegetable juice, as consumers increasingly turn to online shopping for convenience and safety reasons. Online retailers provide a wider selection of products, and the ability to compare prices and read reviews before making a purchase. Other distribution channels, such as convenience stores, also play a role in the market, particularly for on-the-go consumption.
By region: the market is distributed into North America, Europe, Asia Pacific, and LAMEA. The North American vegetable juice market is the largest due to a growing consumer preference for healthier lifestyles and a rising trend towards vegan food products. A larger portion of the population in North America is benefiting from wellness and health trends, leading manufacturers to change their product line-ups to meet the needs of different dietary requirements and age groups. Vegetable juices are a major force in the North American juice market, as they boost insulin levels with zero sugar content. Leafy vegetable juices such as spinach and carrot, mixed with seeds and herbs, are in high demand due to their high protein, mineral, and vitamin content. In June 2020, R.W. Knudsen launched innovative organic juice beverage shot variants featuring apple cider vinegar, beet juice, pineapple ginger, and carrot black pepper turmeric, marketed through online and offline retailers like Amazon.com and Kroger.
Competitive analysis and profiles of the major players in the trail shoes market such as AllWellO, Campbell Soup Company, Florida Bottling, Inc. PepsiCo. Inc., Pressed Juicery, Inc. Raw Pressery, The Coca-Cola Company, The Hain Celestial Group, Inc. Thurella AG
Vegetable Juice Market Report Highlights
By Product Type
By Packaging Type
By Distribution Channel
Key Market Players
Raw Pressery, Campbell Soup Company, Thurella AG, Pressed Juicery, Inc., AllWellO, The Coca-Cola Company, Hoogesteger, PepsiCo., Inc., Florida Bottling, Inc., The Hain Celestial Group, Inc.