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Fruit/Vegetable Juice in India

India fruit juice market: Rs52 billion industry in 2012

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2014-02-04 00:57:01 - Fruit/Vegetable Juice in India - a new market research report on

The leading company in the India fruit juice market and vegetable juice industry in terms of retail volume sales in 2012 was Coca-Cola with a 28% share. It was followed by PepsiCo (24%) and Parle Agro (21%). Maaza, from Coca-Cola, continued to lead among brands with a 25% retail volume share. Slice from PepsiCo and Real from Dabur showed robust growth in 2012. The Slice brand saw growth after Bollywood star Katrina Kaif featured in marketing campaigns as a brand ambassador.

Retail value sales of fruit/vegetable juice grew by 30% in 2012 reaching Rs52 billion. This growth was faster than the 29% growth in 2011. Factors that have fuelled this growth are higher disposable incomes, particularly in urban areas. Consumers are



seeking healthier beverages even when they are relatively more expensive, due to their health positioning. Fruit/vegetable juices are considered far healthier than carbonates. Manufacturers, such as Coca-Cola and PepsiCo have also responded to this trend by strengthening their non-carbonated soft drinks offerings.

Fruit/vegetable juices are not a new product in India. They are consumed fresh either from shops or at home. However, there is a small cultural shift observed in many parts of India. Modern consumers now want to buy beverages rather than prepare these on their own. As such, companies are expanding their ranges by adding new flavours and adding different pack sizes. They are also trying to attract first-time buyers with lower price points, especially in rural areas. Companies, such as PepsiCo and Coca-Cola, are heavily promoting these beverages as healthy and to be consumed as a part of a balanced lifestyle. Hence this will drive sales of fruit/vegetable juices in India.

Key Headlines

- Retail sales of fruit/vegetable juice grow by 30% in 2012 reaching Rs52 billion
- Fruit/vegetable juice competes head on with carbonates
- The 100% juice category registers retail value growth of 38% in 2012
- Unit prices increase by 5% in current terms in 2012
- PepsiCo leads fruit/vegetable juices in 2012 with a 25% retail value share
- Fruit/vegetable juice is expected grow at a CAGR of 19% in retail volume terms over the forecast period

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