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Fruit/Vegetable Juice in Australia

New C&M research published: Australia Vegetable Juice market

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2014-03-20 17:07:01 - Fruit/Vegetable Juice in Australia - a new market research report on

The biggest player in fruit/vegetable juice in Australia in 2012 was National Foods. They enjoyed a 39% share of off-trade volume sales and a 46% share of off-trade value sales in 2012. The company´s portfolio of brands includes Berri, Daily Juice and Just Juice, all of which are well-known to and enjoy strong brand equity with Australian consumers. They also enjoy a strong distribution network, not focussed solely on supermarkets, and strong promotional support.

Fruit/vegetable juice total volumes declined by 1% in 2012 to reach 706 million litres. This performance was in line with the review period negative CAGR of 1% in volume terms. Growth in off-trade value terms was also flat. The soft performance was driven by increasing consumer awareness



that fruit/vegetable juice was not necessarily the purely healthy option espoused by manufacturers and health professionals given the high sugar content of many juices. The key differentiating attribute of fruit/vegetable juice is antioxidants, as benefits, such as vitamins, are also claimed by bottled water, concentrates and sports and energy drinks.

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