With raw material prices and logistics costs remaining high in , trading conditions were still difficult for producers in the EU. Political Quality vs quantity instability in markets such as Russia and the Ukraine, the on-going A continuing phenomenon is the success of premium fruit juice refugee crisis and anti-EU movements in many countries in effect, compared to standard variants.
Pricing was already at a critical low point in many are segments of the market which showed positive development markets, and margins for fruit juice and nectar producers were in In terms of volume growth, chilled fruit juice Consumer trends and needs consumption increased by 2.
An even larger growth was The ongoing trend towards healthy and sustainable living has been recorded in the NFC not from concentrate segment, which was up recognised by fruit juice and nectar producers in recent years. By by 4. Price promotions and a wider products, helping consumers to perceive fruit juices and nectars availability in modern retail channels, e. The recovering economic situation in many EU further boost the penetration of premium juice. With promotional but on a smaller scale than in previous years.
Improving activity, price discounting and the promise of high quality products, macroeconomic conditions in many countries slowed the rate of brands continued to outshine their private label counterparts. This decline, with consumers able to spend more of their disposable was particularly notable amongst fruit juice, where private label incomes on fruit juices and nectars. Nectars, thanks to their suffered a 3. Despite the drop in volume, there are positive signals which should not be overlooked.
The 4. The high price of channels, such as hypermarkets, supermarkets and discounters, for FC raw material prompted many producers to turn to NFC juice, at-home consumption. On-premise sales remain low and suffer from which offers a higher margin return due to its perceived higher substitution by, for example, flavoured waters, or still drinks in key quality. Impulse channels hold a minority to move closer together.
Chilled juice, up by 2. With broader availability in retail consumer trend towards healthy on the go consumption. Flavour mixes slightly increased by just five countries. Germany alone accounts for nearly one- in share, as they become more popular with both consumers and quarter of consumption. France, the UK, Spain and Poland follow, producers alike. Germany is also the leading market in variation, as well as perceived nutritional and functional benefits. For producers, flavour mixes limit the risk of flavours falling out of favour, can reduce commodity costs and give room to experiment and innovate.
Apple remains a staple flavour in the large apple-growing countries of Germany, France, Austria and Poland. Peach and pineapple are popular in southern EU countries such as Spain or Italy. Brands vs. Private label profile For the fourth consecutive year, brands increased their share of the total fruit juice and nectars market in the EU, accounting for It is the year we really begin to deliver the AIJN messages and benefits of fruit juice are no longer being heard.
Juice Campaign. Our industry knows that it has taken a while Myths about fruit juice are being propagated across Europe and to put campaign funding in place, which was, of course, the blaming fruit juice overconsumption is an easy win for first, crucial step towards actually having a campaign.
Citrus BR governments that may have their own targets for sugar reduction. This is why a public relations campaign is top 26 orange-juice buyers in Europe contributed the same needed immediately.
Our industry mission with this campaign is to amount as well. We managed to get a deal in place with all the regain the positive image of fruit juice and, of course, to ultimately signatures, and the rest, as they say, is early history.
We are now embarking on a public relations campaign across Our campaign hopes to rebalance the debate so that it is no at least 14 nations in this first phase to improve the public image longer one-sided. Globally, fruit juice is being demonised The fruit juice industry is under threat. This means talking to the people who influence the Countries in Phase 1 of the campaign debate scientists, health professionals, government and the Austria Verband der sterreichischen media before we speak directly to consumers.
We have to To succeed at these two objectives, we are creating a bank promote the science, but we will also talk about drinking fruit juice of science and communications materials, as well as tools in moderation a small glass a day is all that is needed. In fact, that countries can use.
The central team in Brussels, and each one of the myths we have to tackle is that of overconsumption. Glycemic index levels of fruit juices are typically low and comparable to that of the fruit from which they are made. We After a frenetic few months of pitches and introductory meetings, also have a range of communications enablers and materials that 14 countries will begin their communications activity and already countries can translate, customise and use locally.
These include have PR agencies in place. We are therefore on the campaign path the central message house, fact sheets on the health benefits of now, with media, digital and stakeholder activity soon to follow.
Central activity This is just a small taste of the work that is being delivered AIJN is providing resources enablers that countries can this year. Locally, each country has its own programme involving use to roll out their own campaign.
We will be consistent with stakeholder engagement, public affairs, media, events and digital messaging, look and feel, but each country can modify the activity using the central resources. We are just at the stage campaign to account for local conditions, media and economics.
Science is the bedrock of the campaign, so we have a big focus on getting these enablers right. How do our partners support the campaign? Citrus BR members then double the further world-renowned scientists. SEP ensures that we are aware surcharge and send the total to Europe. It will also review the current of our founding partners, Tetra Pak, as well as contributions from science base and suggest where it could be strengthened.
All first meeting will take place in the early summer. The greater the number of funding partners we have, the more money we have, and the more expertise and voices we have to support the campaign.
Our members Citrosuco, Cutrale and Partners may also have the opportunity to join the campaigns Louis Dreyfus are happy to be founding Project Board making strategic decisions , or to join the members of the PR campaign and to see Marketing Steering Committee, where senior marketers shape that so many important stakeholders of the campaign and advise on its activity.
If you are reading this, you are probably part of the fruit the sector are also engaged and actively juice industry and could become involved in this campaign if participating.
These efforts will certainly you are not already. If you like what you have heard and believe bring positive results and remind consumers it has real potential to support our industry and the profile of the benefits of drinking orange juice.
Scientific database: we are building a database of all the Together, the European fruit juice industry is completely available science on fruit juices that countries and their PR committed to this campaign. It has taken some time but, agencies can use to corroborate facts and create media activity.
Together, we can put diabetes and cardiovascular health. These will help us engage fruit juice back on the table as the healthy drink we know it is. Here are the latest developments. It also provides It is understood that mandarin juice is made from Citrus guidance concerning topics that pertain to the RGs.
One reticulata Jones , it also includes subspecies Citrus unshiu, such topic is whether a certain subspecies of fruit or fruit Citrus nobilis and Citrus deliciosa. For example, in the RG for orange juice, it states: Questions such as Is mandora considered an orange and hence can it be used to produce orange juice?
Osbeck and includes blood orange. European Fruit Juice Association Market Report l 11 AIJN Code of Practice The expert group acknowledges that there is a gap between the some important compositional parameters such as L-ascorbic botanical classification of fruits and their corresponding commercial acid, HMF and volatile oils.
It was felt that a document to provide clarification of the area as to what can be considered a certain fruit in the universe of the Part B: containing parameters that are used to evaluate the RGs for citrus fruits would be very useful.
The aim of this guidance was to provide: a brief overview the expert group will be reviewed, and any required adjustments of the area; the origins of orange, grapefruit, mandarin and lemon; made to the RG. The finalised form will then be submitted to the and, more clarity as to which cultivars are covered by each RG.
Over the course of his career Philip has directed over market entry, portfolio strategy, channel strategy, competitive intelligence, forecasting and due diligence projects.
Jacki Davis Moderator Read more Jacki Davis is an experienced journalist, speaker and moderator of high-level events both in Brussels and in EU national capitals, the editor of many publications, a regular broadcaster on television and radio news programmes, and a Senior Adviser and member of the Governing Board of the European Policy Centre think tank. Sharp magazine; and launch editor of European Voice, the Brussels-based weekly newspaper then owned by The Economist now Politico.
During this time, he has held position as on farm agronomist, seed production manager, product development and research director. Heikki has collected experience from Marketing to Supply Chain during his career.
Currently Heikki is leading a team of procurement professionals who are sourcing raw materials globally. Heikki has been involved since the beginning to initiate and implement sustainability strategy for Eckes Granini Group. Both shared more than 50 years of existence.
Prior to the merger, at Compal he served in a variety of positions since he joined the company in Throughout the years, he was in charge of marketing, domestic and international sales. Let us make sure that the introduction of the Report touches on the most important issue for the Fruit Juice industry, ie.
In the now second year of this program we will start emphasizing the role of science in supporting the messages for key stakeholders. Since October , C. Kammann is a professor for climate change research for special crops at Geisenheim University. The President is the highest elected position within the IFU.While there are parts of the European Union where there are margins by reformulating products e. Chilled juice, up by 2. Our industry mission with this campaign is to amount as well. James Quincey. Our members are keen to ensure that CSR issues three Country-Crop Working Groups to address CSR hotspots in are tackled together in the multi-stakeholder environment the supply chain of a specific country-crop combination. Our members are keen to ensure 3.
These premium products are perceived as healthier and more natural than ambient or from concentrate Volume versus value juices. HPP has been around for the longest time and relies on Although there have been RGs for most citrus fruits for many the compression of the product under very high pressure years, there was not one available for lime juice. In terms of volume growth, chilled fruit juice Consumer trends and needs consumption increased by 2. The finalised form will then be submitted to the and, more clarity as to which cultivars are covered by each RG. Members of the CSR Platform European Fruit Juice Association Market Report l 15 Conclusions and Outlook While the figures tend towards overall fall in consumption and market contraction, fruit juice and nectar volume remains strong and is expected to plateau by We are no longer talking challenges and concerns.
Over the course of his career Philip has directed over market entry, portfolio strategy, channel strategy, competitive intelligence, forecasting and due diligence projects. Some four years ago, the company opened a new factory in Luton, focusing on innovation in the beverage and ingredients sectors of the food industry.
The provided by the Platform. Current executive position as Managing Director for fresh fruits pineapple, banana, guava , packaged fruits canned pineapple, pineapple juice, canned tropical fruits and non-food bromelain enzyme, cassava starch, liquid organic biofertilizer.