Freshness is the next frontier for India’s juice market

April 24, 2019
3 min read

Indian consumers see fresh juice as natural, healthy and free from artificial ingredients, thus reassuring them of what has gone into their drink. As fresh juice is readily available in most restaurants and roadside vendors, sold at a range of price points and highly customisable, it’s quickly becoming packaged juice’s main competition.

Freshness as a unique selling proposition

While a number of juice markets globally are seeing low single-digit growth, or a decline, primarily over concerns of high sugar content, according to Mintel estimates, India is one of the fastest growing markets for juice in retail. However, India’s per capita consumption remains low.

Mintel research reveals that more than a third of Indians say that greater freshness is a feature that would encourage them to drink more packaged juice. To drive the juice consumption, brands can shine a light on freshness cues on the pack.

Growing acceptance of cold-pressed juices

Even though India is considered to be a price-sensitive market, cold-pressed juice has been surprisingly successful, despite being priced at a premium.

There is definitive interest in cold-pressed juices in India, as Mintel Global New Products Database (GNPD) indicates that India is among the top five global markets for cold-pressed juice launches.

Cold-press technique has provided an inroad for bringing greater freshness into the retail juice category and has shown that freshness can be offered in a bottle. Offering limited editions featuring seasonal produce can further enhance the links to freshness for consumers.

As cold-press juice in India gains traction, this will mean that new methods of highlighting freshness on the pack will emerge. Some of these cues of freshness can already be seen, including the emphasis on manufacturing dates and times, as well as the use of certain types of in-season fruit.

Imagine Berry-Go-Round Cold Pressed Juice
This product states that it is made with real strawberries, which includes vitamin C to promote blood flow, and is procured, peeled and cold-pressed at the manufacturing facility.

Raw Pressery Shield Valencia Orange, Carrot, Ginger Cold Pressed Juice
The juice has no added water and is low in calories and high in soluble fibre. The juice is said to be cold pressed without any heat or oxidation, which helps in preserving its natural nutrition, fibre and shelf life.

The Rejoov Cold Pressery Watermelon with Ginger & Rosemary Juice
This juice is described as raw and 100% natural. It claims to contain an active agent to ease digestion, aid heart health, maintain blood pressure and doubles as an efficient skin moisturiser.

Natasha Kumar
Natasha Kumar

Natasha is Mintel’s Food & Drink Analyst based in Mumbai. She is responsible for analysing and providing insights on India’s food and drink market.

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