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MARKETING

Packaged Juice Market Growth in India - Current and Future Scenario
Wednesday, 17 October, 2018, 08 : 00 AM [IST]
Yogesh Singh


India, a subcontinent of Asia, is a land with the blusterous population of more than 135 crore, and hence, it shows tremendous potential for fast moving consumer goods. The consumer’s spending power capacity has also increased remarkably in past few years and this glorifies fresh dimension of purchasing goods (juices), eventually resulting to its consumption.

India has undoubtedly emerged as the biggest market in the entire periphery of the globe. Countries like China and USA have realised the enormous potential and are trying to penetrate the market influentially. Similar to all fast moving consumer goods, juice industry has also grown by leaps and bounds in last few years.

With each passing day, life has been getting fast-paced; individuals left with no time and this specifically has been the reason for advent of convenience food. The convenience food product has unfolded numerous dimensions, depending upon the character of food like it can be ready-to-eat, ready-to-cook, ready-to-consume and ready-to-serve. Speaking especially of packaged juice, it is in particular ready-to-consume (ready-to-drink) mode and these three words define and depict the nature of packaged juice and also the comfort it adds to the life of the consumer.

Concept of packaged drink
The beverages are generally classified as alcoholic and non-alcoholic whereas non-alcoholic beverages can further be segregated as carbonated and non-carbonated. Besides packaged fruit juices; non-carbonated drinks have bottled water, energy drinks, flavoured milk and so on in its list. The concept of packaged drink has been welcomed with open heart in India and in practicality, has swept the entire market by its exceptionally high demands.

Compound Annual Growth Rate (CAGR) has reported the growth of juice market in India as more than 18% consistently and even forecasted its growth to be more than 15% in coming few years; according to India Juice Market Outlook, 2021.

Not only this, the report of “Drink Technology India Fair” has stated that India has been holding the share of 10% globally in consumption of non-alcoholic beverages. India has emerged as market with even high potential than China and this has been a challenge for global market leader to grip the market with their products in India.

Market share of juice market
The juice market in India is echeloned into three segments: fruit drinks (with maximum 30% fruit content) holds about 50-60% market share, fruit juices (with almost 100% fruit content) holds about 30-35% market share and nectar drinks (with almost 30-90% fruit content) holds just about 10% market share of entire juice market in India.

The current Indian government has suggested and proposed all drink companies of India to have at least 2% of fruit content in their drinks, so that it has some nutritive character added to it and along with to benefit the farmers working towards production of fruits in India. Mango has the biggest share in fruit juice industry with about 60% share and all other fruits altogether have the remaining percentage.

The potential capacity of packaged juice market in our country is approximately of gigantic Rs 1,500 crore, according to consulting firm Technopak. The fruit juices having 100% fruit content is carving future potential for it and big companies are working towards this splendid step. Few brands like Hindustan Coca Cola and Jain Irrigation have started to grow mango by technology of Ultra High Density Plantation (UHDP), so that they have all desired availability of mango fruits for their juice production. Thus, it is apparent and an indication that in coming years, the market share of fruit juices will expand rapidly.

Manoeuvring business and growth
Several Indian business firms have entered this emerging segment and have been a reason for actual flourishing of this packaged juice sector. Organisations like Dabur (brand - Real and Real Active juices), Patanjali Ayurveda (brand - Patanjali juices), ITC (brand - B Natural), Hector Beverages (brand - Paper Boat), Mother Dairy (brand - Safal), PepsiCo India (brand - Tropicana), Parle Agro (brand - Saint fruit juices), Manpasand Beverages (brand - Mango Sip), Organic (brand - 24 Mantra) are few to name who are manoeuvring the business and growth of packaged juice industry in India.

Besides such firms, international players are not far behind and Pioneer Foods (brand - Ceres fruit juices) and Coca-Cola (brand - Minute Maid) have their recognisable market share. The packaged juices are available in tetra-packs, tin or pet bottles; but tetra-packs availability has the largest share in market with almost 90% in packaged juices. They are available in various size packs. The war of dominance among big companies will obviously benefit the Indian consumer with enhanced quality and deflated price too.

Finer aspects to check for packaged juices
    • All packaged fruit juices are having high-shelf life ranging from six months to one year. In order to impart such long shelf life, they are exposed to heat treatment which makes juices lose all its vitamins.
    • The juices which come with label ‘no preservatives’ are those which are without oxygen in it. The removal of oxygen actually degrades the quality of juice eventually deteriorating the juice quality.
    • The sweeteners and artificial flavours used in such beverages are not desirable and recommended for our bodies. The addition of chemicals in any form; be it antioxidant, stabilisers are not appreciated for health factors.
    • Such juices are a complete ‘no’ for those fighting diabetes and weight gain.
    • Fresh juices are low in calories than packaged juices. Hence, freshly prepared juices are a healthier option than packed juices.
    • Fruits used in packaged juices are not visible to consumer and hence low quality fruits are also used by juice making companies. Such packaged juices have patulin (organic compound harmful to mankind) in them indicating poor quality of fruits used in it.
    • Corn syrup added in juices should be completely avoided as it hampers the digestive system.
    • Fruits with high-pulp content are the best for our health and hence win the battle with zero content fibre juices. Juices with no fibre content must be avoided.

Packaged fruit juices come with benefits
    • The consumers being the king of the market; today have huge options and variants of juices to choose their preferences available in market. Previously only certain options were available at single point counter or even currently at fresh juice counter as well.
    • People opt for almost all fruit juices be it pomegranate, apple, litchi, mango, guava, black currant, grapes, oranges, banana, sweet lime, mixed fruit juices as well.
    • Consumers are well assured of the hygiene maintained by the company manufacturing packaged fruit juices as they are FSSAI certified. Consumer heavily trusts the international and national brands on parameters of quality and hygiene. The single point juice counter may not maintain the desired hygiene and sanitation while preparing juices.
    • Consumers are assured of reasonable pricing all across the corners of the country due to heavy competition prevailing among companies.
    • Packaged juices are easy to consume and handle. They do not have strict requirement to store it at house or somewhere else and this acts as an icing on cake.
    • They are consistent in their taste factor and this consistency is one which is not guaranteed at fresh juice counter.
    • Consumers are aware about the calorific content of the juices they purchase and consume as the pack has entire detail of nutritive value described on it.
    • They come under various size packaging, and hence, the consumer purchase as per their requirement.
    • One individual is exposed to all fruit juices, which in earlier times, were not. No fruit is confined to any particular region as production of fruits is confined. Example – production of apple is confined to Himachal Pradesh and Kashmir state but apple juice is available all across India.

In recent years, there has been a tremendous shift of consumer preferences from aerated drinks to packaged fruit juices. Packaged fruit juices market is enlarging by and large. Consumers nowadays have unbelievable inclination towards health proposition and they are thinking and selecting options which are good for their health. No doubt, packaged fruit juice is a better choice in any circumstances than aerated drinks. The higher income growth of consumers has motivated them to expose themselves to all variants of fruit juices and then decide their preferences for future consumption. Everyone is willing to experiment and explore the market and then satiate the taste buds.

So, it relies on consumer to decide the choices among fresh juices or packaged juices; as packaged juices are doubtless; a product which has some pros and cons both for the consumers. In coming years, the packaged juice sector will further benefit both the consumer and the product.

Reference
https://www.quora.com/Are-packaged-juices-good-for-health
https://timesofindia.indiatimes.com/life-style/health-fitness/diet/is-packaged-fruit-juice-healthy/articleshow/15529421.cms
https://www.goldsteinresearch.com/report/india-fruit-juice-packaging-industry-market
https://www.academia.edu/6381614/CONSUMER_BEHAVIOUR_FOR_FRUIT_JUICES_MARKET_IN_INDIA
http://www.technopak.com/Files/packaged-juice-market-in-india.pdf
http://www.fnbnews.com/Beverage/indias-packaged-juice-market-has-huge-untapped-potential-38596
https://www.asiafoodjournal.com/2016/05/india-rise-packaged-fruit-juices/

(The author is senior faculty at Institute of Hotel Management, Kurukshetra)
 
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