The emergence of a more health-conscious consumer is driving up consumption in the juice market in Malaysia as a “better-for-you” choice to quench their thirst or to supplement their diet. Indeed, the Malaysian juice market is expected to grow at a CAGR of 7.34% from 2014 to reach 149.6 million litres by 2017. The preference for beverages other than fizzy drinks will drive juice demand as consumers increasingly adopt a healthier lifestyle.
To get a larger share of the market, there are three key trends which successful brands are adopting to make their juices appear as natural as possible.
Freshness
Brands are increasingly positioning their juices to be fresh in appearance and content. The freshness attribute helps to give the impression that these juices are healthier and thus better for consumers.
100% fresh-pressed juice from organically grown fruits – Organic Tart Cherry Juice, Smart Juices (Malaysia), 2013.
Health Enhancing
Consumers generally associate juice consumption with better nutrient intake. Brands are taking advantage of this association by adding other health-giving properties into juices.
Relieves sore throats and reduces cholesterol – Adabi Asfa Tamarind Drink Adabi (Malaysia), 2013.
What’s Inside… Out
New fruit juices are leveraging on country-of-origin and production method to target sophisticated juice drinkers. Local fruit juices, on the other hand, focus on tapping consumers‟ familiarity with the taste of the local fruits.
Squeezed from fresh lemons – Premium Home Squeezed Style Lemonade Florida’s Natural Growers (Malaysia), 2013
Juices, particularly juice drinks are consumed mainly as a treat. The key for brands is to turn juice into an everyday drink.
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