Juice take over on the chilled shelves

The Swedes and Norwegians drink the most chilled juice in the whole of Europe, 8.4 litres per person per year. The ready-to-drink chilled juices now make up 56 percent of the total juice market.

According to Arla Foods, the market for freshly squeezed juices has grown by almost 40 percent in one year. This can, to some extent, be explained by a change in the definition of freshly squeezed, so that even juice that has been treated to preserve it can be called freshly squeezed.

The increase in chilled juices is predicted to continue. “In Sweden, chilled juices overtook juices in ambient packaging in summer 2006,” explains Jens Mogard, Tetra Pak Market Area Nordics. “As a shopper, you can see it clearly as the chill cabinets of juices increase in number and size in the supermarkets.”

“On-the-go”

ens also sees further development opportunities for juices in the “On-the-Go” market. “The potential for chilled juices in the on-the-go segment is enormous. Why choose a cold cola when there may be healthy juice alternatives in kiosks and convenience stores. So we’ll be seeing more chilled juices in smaller packages.”

The increased awareness of health issues has led the Coca-Cola Company to use Sweden as a global test market for the functional juice drinks launched by Minute Maid with antioxidants and prebiotics.

Juice as a snack

Juice is increasingly consumed at all times of the day, for example as a snack or a healthier alternative to afternoon coffee.

For more information please contact;  Jens Mogard, Tetra Pak Market Area Nordics

Some facts
Global juice market

• Around 90 billion litres of juice and nectar sold annually
• The market is growing on average by 4 percent a year
• 65 percent of the market is ready-to-drink juice

Swedish market

• Swedes drink around 210 million litres of juice and nectar every year
• The juice segment is around four times larger than still drinks
• The market is not very seasonally dependent
• Juice has huge potential