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The juice market and ways of its promotion

It’s not a secret that the having of vegetables, fruits and berries in a daily diet has a positive effect on health. The juices, which contain more nutrients, are healthful in several times. In Russia this food industry meets the highest international safety requirements and standards fully, but the domestic manufacturers continue to seek new ways of development. In the latest issue of the magazine “Food Promotion. Prod&Prod” the article “To extract to the last drop”, where you can get acquainted with this issue in detail, is presented,

Frequent having of the natural and healthy products has supported the segment of the juice products largely, and brings it closer to saturation. According to the article, a modern juice market is formed fully. The import’s share is 5%, whereas the vast majority of products are produced by the domestic enterprises. Of course, because of the climatic characteristics many fruits do not grow in Russia, due to this fact the domestic juice industry uses about 80% of imported raw materials.

About 40% of oranges are discharged in U.S.A. and Brazil, the rest of the segment is occupied by China, Italy, Spain, Greece, and Mexico. About 70% of raw materials for grapefruit juice’s making are growing in U.S., much less - in Cuba, Belize, and Israel. The leaders in the production of lemon and lime juices are Mexico and Argentina, and the apple – China. As it is stated in the magazine, the reviewing segment is represented today in the form of: juices, juice drinks, nectars, syrups and fruit-drinks. According to manufacturing technology there are following types of juices: recovered, concentrated, direct extraction and sterilized. As regards to price category, there is division on: economy, medium and premium. The results of studies indicate that in 2010, consumer preferences remained stable for the juices of a class “average” and increased in a category of “economy” significantly. During the crisis, producers had to concentrate more on mixes, fruit drinks, juice-containing beverages and soft drinks. Market research of consumer preferences was conducted in 2010. In Russia, the average statistical juice intake does not exceed 20 liters. And in this aspect a direct relationship of the territorial factor is traced – it is a distance from a metropolis. Today a lion’s share of the Russian market is owned by two corporations – Coca-Cola and PepsiCo, which are represented by four major producers: joint stock company “Wimm-Bill-Dann Food” and joint stock company “Experimentally-cannery factory Lebedyansky” (PepsiCo) and closely held corporation “Nidan Juices” and closely held corporation “Multon” (Coca-Cola). These companies produce about 82% of all juice products of the country. Along with the giants of the juice market, there are regional companies. Joint stock company “SUNFRUT-Trade” is actively developing thanks to favorable location, flexibility as well as to cohesive team of professionals. Now to implement their plans “SUNFRUT-Trade” is planning to build a new plant in Perm.

Unfortunately, juice consumption was not laid in Russia originally. The reasons for this are vast of myths about the production of juices from concentrates and powders. To change the overall negative sentiment the campaign “Sokvoyazh” was running in the summer of 2010. The main goal of this program was to bring inhabitant simple truthful and positive information about the juice products. However, the main problem of all industrial areas, including the juice industry, is the global crisis. With its coming experts have predicted an onset of stagnation and a decrease in the production of these products. But in spite of all the juice industry had hold the field and even increased volume of sales. So now the market juice has enough optimistic perspectives.

The Review of the juice market, placed in the magazine “Food Promotion. Prod&Prod” provides an objective and more detailed information about status and development of the industry as a whole.