Market Trends of Middle-East and Africa Fruits and Vegetable Juice Industry
This section covers the major market trends shaping the MEA Fruits & Vegetable Juice Market according to our research experts:
The Surge in Innovation Resulted in Increased Brand Penetration
A wide variety of fruit and vegetable juices in various packaging formats are available across the region. This, in turn, attracts consumers to buy fruits and vegetable juices based on their taste preferences and convenience. The increasing per capita consumption of juices, primarily fruit juices, has created an excellent platform for foreign manufacturers to penetrate the regional market. Also, the companies are developing new flavors that are expected to compete with traditional flavors at the top of which are peach, pomegranate, pink guava, and lemon with mint. However, fruit juices such as mango, apple, orange, guava, and strawberry remained the most preferred juices among the consumers in the country. There has been increasing investment in new product development and product expansion in the Middle Eastern countries.
Companies are not only using product innovation to brand penetration but also for tax deduction; for instance, many nectar companies are cutting sugar content in their products to zero and replacing it with white grape juice to improve taste and boost juice content to 100 percent, thereby avoiding the sugar tax, such as Original 0% Added Sugar.
Saudi Arabia is the Largest Market
Saudi Arabia's fruit and vegetable juice market is expected to observe growth in demand during the forecast period due to consumers shifting toward healthier alternatives to carbonated energy drinks. Considering the consumption pattern of beverages by the population, with an increase in health awareness, consumers are likely to be concerned and more cautious about the ingredients of the juice. Therefore, they will likely prefer beverages with no added sugar, natural fruit content, added vitamins, minerals, organic ingredients, and super fruits. The fruit and vegetable juice market in Saudi Arabia has availed an advantage from the excise taxes imposed on carbonates and energy drinks in 2017. Hence, consumers will likely shift toward healthier soft drinks like bottled water, juice, and dairy-based beverages. Consumers in Saudi Arabia prefer orange, apple, and mango juice flavors, especially since orange and apple flavors are usually 100% juice content with no added sugar. Moreover, juices with pulp are continuing to grow in the Saudi market, led by Almarai, Nadec, and Nada.
