MARKET SURVEY ON FRUIT JUICES

Moksha Chib

13FET1003

FRUIT JUICES- Introduction

JUICE is a liquid that is naturally found in fruit and vegetables, prepared by mechanically squeezing or macerating fruit and vegetable flesh without the application of heat or solvent.

Fruit juice- ideally contains 100% fruit content

Natural source of Energy / Vitamins and Minerals ( Nutritive food Value)

Fruit juices are available in India as: Fresh Fruit Juice & Packaged Fruit Juice.

MARKET SIZE – Indian Scenario

Total Juice Market - 230 million litre / Annum ( Ref1)

Branded fruit juice market in India is 3.4 million litre ; which is estimated at > 500 Crore. ( Ref2)

Packaged Juice Market in India had grown at CAGR 30-35% per annum over the last decade.

The Packaged Juice Market is expected to grow at CAGR15% over the next 3 years.

Market Growth - Factors

Consumption of Packaged Fruit Juices has charted a high trajectory growth due to health awareness among the Indian consumers.

Hygienic Packaging - Considered to be a healthier option.

Easy availability and ease to carry ; anywhere consumption and convenience.

More new and international brands gaining ground

Variety of Juices – Unique flavors

Better affordability.

COMPETITORS

Major Players

Dabur

PepsiCo

Godrej

Parle Agro

New Comers

Mother Dairy

Ladhakh Foods

Surya Foods & Agro.

Dabur55%PepsiCo

30%

Other15%

COMPETITOR ANALYSIS ( Based on Survey)**

Brand Company Qty. Price Flavors

Tropicana PepsiCo 1 Litre 95/- Mix Fruit / Orange

Real Dabur 1 Litre 98/- Mix Fruit / Orange

Onjus Godrej 1 Litre 80/- Mix Fruit / Orange

Harvest KDD 1 Litre 90/- Mix Fruit /Orange

DelMonte DelMonte 240 ml 30/- Mix Fruit

24 Mantra Organic

Sresta Naturals Bio.

1 Litre 129/- Orange Juice

** Brands for which the survey is conducted

All are tetrapaks except DelMonte

NUTRITIVE VALUES / 100ml ( Mixed Fruit Juices)

Tropicana Real Onjus Harvest0

20

40

60

80

100

120

140

Vitamin C(mg)Iron(mg)Calcium(mg)Potasium(mg)Sodium(mg)Protein(g)Carbohydrate(g)Energy(kcal)

Contd…

Acidity regulators ( E330) – Citric Acid ( As per FSSAI Guidelines the Max level of this content shall be 3000 mg / kg)*

Stabiliser ( E440) – Pectin ( As per FSSAI Guidelines the Max level of this content shall be as per GMP) *

Anti Oxidants ( E 300) – L Ascorbic acid ( As per FSSAI Guidelines the Max level of this content shall be 400mg/kg given in CODEX STAN-164-1989)

Permitted natural colour and added flavors ( E 160 a) - Mix Carotenes & B - carotene

Varied fruit concentrates are used in different brands – Tropicana 12.2% , Real 12.03% , Onjus 18.87% & Harvest 7.55%... Observation is that the more the Fruit concentrate ; more the nutritive value..

* 37th session of CODEX Alimentarius Commission 2014

Other Additives & Guidelines

NUTRITIVE VALUES / 100ml ( Orange Juices)

Trop-icana

Real Onjus Harvest 24 Mantra Organic

0

20

40

60

80

100

120

140

Vitamin C(mg)Iron(mg)Calcium(mg)Potasium(mg)Sodium(mg)Protein(g)Carbohydrate(g)Energy(kcal)

Contd…

Other Additives & Guidelines

Acidity regulators ( E330) – Citric Acid ( As per FSSAI Guidelines the Max level of this content shall be 3000 mg / kg)*

Stabiliser ( E440) – Pectin ( As per FSSAI Guidelines the Max level of this content shall be as per GMP) *

Anti Oxidants ( E 300) – L Ascorbic acid ( As per FSSAI Guidelines the Max level of this content shall be 400mg/kg given in CODEX STAN-164-1989)

Permitted natural colour and added flavors ( E 160 a) - Mix Carotenes & B - carotene

Added sugar must not exceed 50g/kg as per CODEX STAN 45-1981.

Soluble orange solids content of orange juice must be greater than 11% which is determined by Refractometer at 20C as per CODEX STAN 45-1981.

Varied fruit concentrates are used in different brands – Tropicana 8.2% , Real 12.45 % , Onjus 13.5% , 24 Mantra 16.5 % & Harvest 51%... Observation is that the more the Fruit concentrate ; more the nutritive value..

* 37th session of CODEX Alimentarius Commission 2014

OBSERVATIONS

Overall FSSAI guidelines are complied by major Brands.

Majority of the brands are being manufactured using “ Permitted Natural colours”.

Tetrapaks are handy and recyclables ( No environmental hazard)

Although the market of Packaged Fruit juice is growing due to convenience and affordability ; the finished product doesn’t offer the health benefits as perceived , due to limited percentage of the fruit concentrate.

Packaged fruit juices lack fiber in the finished product and are highly processed as against fresh juice thus leads to loss of fruits nutritive values.

There are few products , which have higher Potassium and Sodium content, which may lead to unwanted complications to the customer, who needs the nutritive values.

References

1. Consumer Behavior for fruit juices market in India by International Research Journal - Vol 5, Issue 2 – 2014

2. Agritrade.iift.ac.in

3. FSSAI website

4. 37th session of Codex Alimentarius Commission of 2014 (WHO Food standards)