Juice is expected to register moderate volume growth over the forecast period, in what is a mature product area. Juice drinks should record higher growth due to their flavour variety, affordability, and the perception that they are great for quenching thirst.
Despite rising health consciousness in the country and an increasing focus on health and wellness products, 100% juice is set to remain a niche category due to its higher prices and competition from other beverages, including smoothies. The growth of smoothies, in particular, as well as the overall juice market is being facilitated by the expansion of modern retail.
While few products were launched during the pandemic as players concentrated on keeping shelves stocked and offering value for money, there will much more activity over the forecast period, which will support overall category growth. Juice players are expected to launch new products to keep consumers interested, including new flavours, such as sea buckthorn, rose hips, and plum.
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Understand the latest market trends and future growth opportunities for the Juice industry in Kazakhstan 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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