The introduction of the sugar tax in 2025 is likely to have a strong impact on demand for juice. The category has already suffered from negative perceptions when it comes to the high sugar content of some products and the new tax will not only put further pressure on the prices of some products, but it will also draw further attention to the potentially unhealthy nature of some juice products.
While overall sales of juice are projected to continue declining in off-trade volume terms over the forecast period the performances of the individual categories are likely to be varied. For example, nectars, which is the largest juice category, is highly mature and is suffering from an unhealthy image due to the high sugar content or use of artificial sweeteners in these products.
Premiumisation is likely to become relevant again especially over the second half of the forecast. Within juice the category which is most likely to benefit from this trend is not from concentrate 100% juice.
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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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