Further price increases are not expected in the upcoming years, but players will continue to utilise promotional strategies to drive sales as average prices remain at this new normal level. Consumers are set to remain price sensitive when it comes to buying juice and so brands will stay focused on tactical pricing strategies to drive sales.
Chilled juice is set to remain under pressure from the growing penetration of ambient juice in the forecast period. Given the much lower price of ambient juice, this will dampen the value growth potential of the juice category.
Out-of-home juice consumption is set to remain under pressure in the forecast period. On the one hand, tourism is creating growth potential for on-trade juice sales.
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Understand the latest market trends and future growth opportunities for the Juice industry in Greece with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Juice
This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.
See all of our definitionsThis report originates from Passport, our Juice research and analysis database.
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