the fruit juice market
Italy

MARKET SUMMARY

1.1 Definition and presentation

A fruit juice is a liquid or drink made from fruit, it can be totally natural (100% fruit-based) or produced in the factory through a mixture of fruit, water and other chemicals. As a result, it is possible to segment the market according to the amount of fruit present in the drink. On the basis of this criterion, the market is divided into four main categories:

  • Pure juices: these are fruit juices whose substance is entirely composed of pressed fruit without the addition of carbohydrates or additives.
  • Smoothies: these are drinks obtained from fruit pureed without any other additives.
  • Concentrated juices: these are fruit juices produced from fruit and water. The main objective of the concentration is to improve and simplify the transport, storage and preservation of the juice.
  • Fruit nectars: these are fruit juices or fruit pureed mixed with water and sugar.

In a market for soft drinks that is not progressing very well, the fruit juice segment has struggled to develop in Italy, penalized by complementary products. Recently, however, the sector has recorded a positive performance, driven by a change in food purchasing habits and a greater awareness of the origin and ingredients contained in products on consumer side, variables that have been placed at the heart of the new product lines offered.

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