A new report by AIJN European Fruit Juice Association, containing data and insights from specialist drinks consultancy Zenith International, shows that the EU fruit juice and nectars market remains a diverse and robust marketplace.

The first ever report from AIJN reveals that widespread economic recession held back total fruit juice and nectar consumption in 2009, with 11260 million litres consumed across all EU 27 countries.

“Our aim is quite simple - to offer insight and an overview of our industry. Fruit juice is well placed as a healthy beverage in the 5-a-day recommendation for fruit and vegetable consumption. We are active, enthusiastic and alert to the needs of consumers we serve, and we continue to innovate and develop new products. Juice is the base of many evolving consumer trends to suit the lifestyles of both the young and old for consumption either in the home or on the go. As a product of nature, fruit juice will continue to play an increasingly important part in our daily lives,” commented AIJN Chairman Andrew Biles.

The main findings of the report are:

-The combined EU 27 countries represent the largest regional market for fruit juice and nectars in the world and have the second highest intake per person globally, behind North America.

-2009 witnessed a 1.2% decline in total fruit juice and nectars consumption, against the poor economic backdrop, to reach 11 260 million litres.

-A select number of markets contribute the majority of demand within the EU. Taking pole position is Germany, a clear leader with 28% of total EU consumption. France, the UK, Spain and Poland complete the top five.

-Orange is the most popular juice and nectar flavour, accounting for over one third of consumption.

-Within fruit juice and nectars combined, carton packaging dominates, with 60% of total volume sold in this format.

-Take home remains the main channel, with over 70% of volume sold through this type of outlet. 

-Amidst the recession, consumers have sought lower cost product offerings. Private label has made overall gains - holding a 52% share of total volume across all EU markets in 2009.

“There are tremendous opportunities for juice and nectars at the moment, as the category capitalises on its health and wellbeing virtues,” added Zenith Market Development Director, Gary Roethenbaugh.

“The market outlook is positive, with continued moderate overall growth predicted to increase sales a further 4.8% to reach 11.8 billion litres by 2014.”