100% juice has been perceived as too premium by Thai consumers due to its higher price point, and has also suffered from a lack of innovation, as current offerings are limited to fresh and natural fruit with few exciting flavours. Despite this, the Malee brand has continued to innovate by introducing new flavours into this mature market.
Despite the slow growth of the juice category, competition has become fierce and transformative. The major brand, Malee, has emerged as the leader in the premium fruit juice segment after several years, successfully surpassing the previous champion.
The juice drinks subcategory, which has been dominated by brands such as C-Vitt, Deedo, and Minute Maid for several years, has been shaken up once again. Major players in the premium juice segment are looking to enter this subcategory.
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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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