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MARKET OVERVIEW

1.1 Definition and scope of the study

A fruit juice is defined as a liquid or a drink made by squeezing or crushing fruit. It can be totally natural (100% fruit based) or produced via a mixture of fruit, water and other chemicals in a factory. Therefore, the market is segmented into 4 main categories:

  • Pure juices: fruit juices whose substance is entirely composed of pressed fruit without the addition of any carbohydrate or additive
  • Smoothies: drinks made from fruit purees with no other additives.
  • Juices from concentrate: fruit juices produced from concentrated juice and water. The main purpose of concentration is to improve and simplify the transport of the juice, its storage and its conservation.
  • Fruit nectars: fruit juices or purees mixed with water and sugar.

In a soft drinks market that is making little progress, the fruit juice segment is struggling to develop in France, despite recurring innovations and modern distribution channels (juice bars, for example). The smoothie segment has experienced the best growth rate in recent years.

1.2 Moderate global market growth

The world consumption of fruit juices represented **.* billion litres in ****, which is an estimated value of $**.* billion (***) by the end of ****. [***]

Size of the fruit juice market World, ****-****, in billion $ CAGR: ****-****: *.*% Source: ****

Geographically, Europe is the leading consumer of fruit juice with *.* billion litres consumed in ****, down slightly by ...

1.3 Status of soft drinks in France

The market for soft drinks and water in France was estimated at *.*** billion euros in value in ****. [***] The category in which fuit juices are present "non-carbonated, non-alcoholic soft drinks" had a market value of *.*** billion euros, thus representing the largest category in the sector.

Sales of soft drinks by category In ...

1.4 The fruit juice segment in France is struggling to develop

According to Unijus the fruit juice consumption in France was **L per person per year in **** whereas it represented * or * litres per year in the middle of the **th century ème century.

According to the same source, the French market is dominated by pure-breds with **% market share in **** compared to **.*% in ...

1.5 Foreign trade in fruit juice

France imports tropical fruit juices massively, mainly from Europe; in ****, it imported *** Million Euros worth of fruit juices excluding taxes, a figure up *.*% compared to ****. On the other hand, it exports fairly little, ** million euros in ****, thus establishing its coverage rate (***) at **.*% for the year ****.

Foreign trade in fruit juice France, ...

1.6 Summary of market drivers

Below is a summary and qualitative evolution of the different criteria having a direct impact on the fruit juice business in France.

ANALYSIS OF THE DEMAND

2.1 Juices consumed by youth and at breakfast

A demand driven by children

Weekly consumption of fruit juice in France concerns nearly **% of children aged * to **, then decreases over time to concern only **% of adults aged ** and over.. [***] By the way, adults drink half as much fruit juice as children and teenagers: an average of ** ml versus *** ml per ...

2.2 The trend is towards organic, "heathy" juices

Organic fruit juices revive the market

The share of organic products in volume sales of fruit juice in France has been increasing since ****.  In fact, it increased from *.*% in **** to *% in **** [***]. This rate is well above the average for the organic food market, which represents *.*% of the overall food market.

Share ...

2.3 The fresh food and smoothie segments are booming

The chilled fruit juice segment is different from the traditional market in many ways: firstly, the players involved are different, with the exception of Tropicana, which is present on all juice products. Secondly, this sector keeps growing: *.*% in volume in Q* **** (***) and *.*% in value. [***] The Andros Group prides itself on its ...

MARKET STRUCTURE

3.1 A market dominated by 2 brands

Two brands of fruit juice are included in the ranking of Top ** non-alcoholic beverage brands in France in **** in terms of penetration rate (***).  Tropicana was the forth most represented brand with **.*% penetration in France and Joker was tenth with **.*% penetration rate. The other most represented brands are soft drinks and mineral ...

3.2 Top-selling fruit juices

In the main segment of fruit juices sold at room temperature (***), pure juice products lead sales, well ahead of nectars and juices from concentrate. In addition, orange juice remains the market leader, accounting for €***m in sales in ****, well ahead of multi-fruit juice, at €***m. [***]

Weight of the * largest ambient fruit ...

3.3 Domestic production of fruit and vegetable juice

**% of the fruit juice consumed by the French is produced directly in France by nearly forty companies. The fruit juice production activity also includes *,*** direct jobs and nearly **,*** indirect jobs. In addition, fruit juice is a natural outlet for more than **,*** fruit farms in France especially in the production of apples, ...

3.4 Supermarkets and hypermarkets main sales channel

Large and medium-sized retailers (***) which account for *% and drives, with *% of market share. The latter channel was, however, the most dynamic channel in **** with a growth of *.*% compared to ****, according to Nielsen and UNIJUS.

Breakdown of fruit juice sales by distribution channel France, ****, in % Source: ****

Another trend that has been developing ...

ANALYSIS OF THE OFFER

4.1 Prices on the rise since 2015

Evolution of the price index for fruit and vegetable juices, water and soft drinks France, ****-****, base *** in **** Source: ****

According to LSA Conso, the fruit harvests necessary for the production of fruit juices have been heavely affected by the frost episodes according to Unijus. These episodes, combined with the current sanitary ...

4.2 The juice mix offered for sale

Orange juice is the preferred type of juice in France with **% of the market, followed by multi-fruit juice with **% market share and apple juice with **% market share in ****. However, the French are turning to other flavours such as bifruits (***), which are gaining more and more ground.

Distribution of the market share ...

4.3 A trend towards fresh and filling products

Beyond multi-fruit juices and smoothies, a trend is emerging towards nourishing drinks concentrated in satiating nutrients. In this respect, the brand Innocent for example, recently launched its range of Super Smoothies. Other distributors are moving towards this new concept, such as Franprix, which markets exclusively in France the brand Feed, certified ...

4.4 Cost structure and importance of raw materials

Poor weather conditions at key times in the fruit production process can have a major impact on the harvest of several categories of fruit, including fruit juice, according to Unijus, the National Interprofessional Union of Fruit Juices.

Difficulties in the supply of certain raw materials and the exceptional increase in their ...

REGULATION

5.1 Designation and labelling

The names of pure juices, juices from concentrate, nectars and others are strictly regulated by a specific European directive dating back to **** (***), which was last transposed into national law in ****.

Products whose composition does not comply with the regulatory definitions of Decree ****-**** cannot be called "fruit juice" or "nectar". In ...

5.2 French Customs Nomenclature

This nomenclature is common to all European Union (***) Member States and is used for :

Customs declarations for trade with EU countries Declarations of trade in goods between EU countries Present foreign trade statistics

The CN* is an extension of the Harmonized System (***), an international nomenclature, and contains just under **,*** headings.

We ...

POSITIONING OF THE ACTORS

6.1 Segmentation

Specialists in fruit juices and fruit processing

Eckes Granini France Andros Sunny Delight Beverages Fruité Companies (***) Pago

Players in the beverage industry (***)

Pepsico Coca-Cola Orangina Suntory Eclor

Players in the retail sector

Carrefour Leclerc Casino Auchan

  • Eckes Granini
  • Groupe Andros
  • Sunny Delight Beverages
  • Fruité Entreprises (Pressade, Fruité)
  • Pago
  • Pepsico (Tropicana)
  • Coca Cola
  • Groupe Suntory Orangina
  • Eclor
  • Carrefour
  • Leclerc (SOC Cooperative groupement achat centre Leclerc)
  • Casino Restauration
  • Auchan groupe

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Hugo Schott

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Mathieu Luinaud

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Mathieu Luinaud

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Robin Charbonnier

PhD Industrial transformations

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Pierre D.

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Arnaud W.
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Ross Alumni Club France

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Amaury de Balincourt
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Amaury de Balincourt

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Héloise Fruchard

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Jules Decour

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Emil Ohlsson

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Gabriel S.

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