Juice in India

Euromonitor International
December 2020
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LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2020 IMPACT ............................................................................................................................... 1
Key juice consumption season hit hard by COVID-19 .............................................................. 1
Health attributes increasingly important in juice products ......................................................... 1
Leading players engage in partnerships to strengthen distribution ........................................... 2
RECOVERY AND OPPORTUNITIES .......................................................................................... 2
Increased health awareness set to boost demand, influence product development ................. 2
Partnerships increasingly important as players seek to adapt .................................................. 2
Health awareness underpins rise of coconut water and not from concentrate juice ................. 3
CATEGORY DATA ....................................................................................................................... 3
Table 1 Off-trade Sales of Juice by Category: Volume 2015-2020 ........................... 3
Table 2 Off-trade Sales of Juice by Category: Value 2015-2020 .............................. 3
Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020 ........... 4
Table 4 Off-trade Sales of Juice by Category: % Value Growth 2015-2020 .............. 4
Table 5 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020 .............. 4
Table 6 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): %
Volume 2015-2020 ....................................................................................... 4
Table 7 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume
2015-2020 .................................................................................................... 5
Table 8 NBO Company Shares of Off-trade Juice: % Volume 2016-2020 ................ 5
Table 9 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020....................... 5
Table 10 NBO Company Shares of Off-trade Juice: % Value 2016-2020 ................... 6
Table 11 LBN Brand Shares of Off-trade Juice: % Value 2017-2020.......................... 6
Table 12 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025 ............ 6
Table 13 Forecast Off-trade Sales of Juice by Category: Value 2020-2025 ............... 7
Table 14 Forecast Off-trade Sales of Juice by Category: % Volume Growth
2020-2025 .................................................................................................... 7
Table 15 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-
2025 ............................................................................................................. 7

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JUICE IN INDIA
KEY DATA FINDINGS
▪ COVID-19 significantly impacts demand for juice in 2020, as it strikes during the season of
greatest demand
▪ In 2020 off-trade sales of juice see value and volume growth of 13% and 6% to reach
INR187.1 billion and 2.2 billion litres respectively
▪ On-trade sales see volume growth of -28% in 2020 to stand at 169 million litres
▪ Coca-Cola India Pvt Ltd maintains lead on 26%, although all top three players sees shares
slide as smaller players make gains in 2020
▪ Juice category set to see off-trade value and volume CAGRs of 19% and 11% over forecast
period to stand at INR438.8 billion and 3.8 billion litres respectively in 2025

2020 IMPACT

Key juice consumption season hit hard by COVID-19

The April-June quarter of each year contributes most to sales of juice products in India. This,
in conjunction with the fact that most consumption of juice products in India occurs on the go or
outside the home, and at a time when a significant number of foodservice outlets are not
operational, has only served to complicate the situation in 2020. The limited shelf life of juice
products, which is three months, made existing stock vulnerable. This had a considerable
impact on the bottom line of players active in this category.
Towards the end of the review period, major players in juice were focussing on the
development of ethnic flavours in an effort to increase demand. Coca-Cola India, PepsiCo India,
ITC Foods, and Dabur India were introducing local flavours and low-sugar drinks, seeking to
take advantage of local preferences and increasing health awareness. Following the launch in
Tamil Nadu of Minute Maid Colour, a grape-flavoured sparkling drink, Coca-Cola launched three
fruit-based drinks within the Minute Maid portfolio, aimed at expanding its range of ethnic
beverages. PepsiCo, meanwhile, ramped up its Tropicana Slice portfolio with local drinks, while
Dabur and ITC added ethnic flavours to their Réal and B Natural offerings. Hector Beverages’
Paper Boat, which places local beverages at the heart of its brand identity, also expanded its
range. With a focus on ethnic flavours, these players aim to tap into demand for drinks that are
traditionally brewed at home using local spices and fruits, by offering familiar flavours with
greater convenience. The development of such products is in part intended to facilitate players’
expansion beyond major cities.

Health attributes increasingly important in juice products

2020 saw an uptick in product launches with various health benefits, as players sought to ride
the trend of in-home consumption, and demand for immunity-boosting products. Coca-Cola
launched Vita Punch (with vitamin C) and Nutri Force (with soluble iron) under its Minute Maid
brand. Rising consumer health awareness towards the end of the review period was supported
by government campaigns, media focus on health, and increasing access to the internet. All of
these factors were generating increased interest in nutrition. In combination with the hectic
nature of modern urban lifestyles in pre-pandemic India, demand for juice was increasing
strongly. Such products are considered a quick and convenient way to take on essential

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nutrients, especially when packaged in small formats suitable for on-the-go consumption. As
health awareness rose and consumers became more sophisticated and exposed to such drinks,
they were increasingly aware of the qualities of different juice products. They were also more
savvy regarding the differences between juices made from concentrate, and those not made
from concentrate.

Leading players engage in partnerships to strengthen distribution

The four strongest players in the category in 2020 were Coca-Cola India Pvt Ltd, PepsiCo
India Holdings Pvt Ltd, Agro Pvt Ltd and Dabur India Ltd. Although these companies maintained
strong positions, smaller players made gains as consumers sought to reduce expenditure in the
increasingly challenging economic environment arising from COVID-19. To tap into rural
demand and in-home consumption, which was increasing as a result of lockdown restrictions
and increased working from home, Pepsi and Coca-Cola partnered with Common Services
Centres (CSC) to list their food products on the Grameen e-Store. Companies are addressing
the need for last mile delivery to these rural areas, as there has been increased demand due to
multiple factors, including reverse migration.

RECOVERY AND OPPORTUNITIES

Increased health awareness set to boost demand, influence product

development
In 2020, there were nearly 320 million millennials in India. This represents a huge potential
consumer base, as per capita consumption is low. A large proportion of these 320 million people
are spending time at home. As a result, this category is witnessing many launches, and will
continue to do so for the next few years.
The rising consumer health awareness that was evident pre-pandemic, and supported by
government campaigns, is expected to continue to influence developments in the category.
Media focus on health and increasing access to the internet are boosting consumer interest in
nutrition, and this will be bolstered by COVID-19, with consumers aware of the relationship
between obesity and the severity of the disease. As the country recovers from the pandemic,
and modern urban lifestyles resume once more, demand for juice is set to return, as such
products are seen as a quick and convenient way to take on essential nutrients. This is
especially the case when packaged in small presentations suitable for on-the-go consumption
outside the home.

Partnerships increasingly important as players seek to adapt

Companies are engaging in partnerships and leveraging their expertise to come up with
immunity-boosting products. Such offerings are expected to see increasing popularity in the
post-pandemic environment. As a result, we will see more instances of companies entering into
partnerships and combining their expertise to drive sales in India. For example, ITC Foods Ltd
has partnered with Amway to offer reconstituted 100% juice under the brand name B Natural+.
The company is positioning this as a product that supports the immune system, as it contains
the goodness of fruit, fibre and vitamin C, as well as green coffee extract. Here, ITC intends to
leverage Amway India’s direct selling partner network as an additional channel.

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Health awareness underpins rise of coconut water and not from

concentrate juice
Coconut and other plant waters is a fledgling category in India. Over the next few years it is
expected to perform well, primarily due to the health benefits of coconut water, such as being a
good source of nutrients, antioxidants and hydration. Many companies, including Rakyan
Beverages, Dabur India and Hector Beverages, have launched coconut water products as a
result of increased demand, and this is set to become a substantial category in coming years. In
addition, a growing number of companies are focusing on the development of not from
concentrate products, which benefit from consumer perceptions that they provide greater
nutritional value than products made from concentrate. Consumers became more aware of the
distinction between these two product types when ITC promoted its B Natural brand with a “no
concentrate” campaign, which included asking rivals Dabur and PepsiCo to produce juice
without using concentrates. The rise of Rakyan Beverages’ Raw Pressery towards the end of
the review period, being the fastest-growing brand in juice in 2019, highlights the increasing
strength of demand amongst health-conscious consumers who want juices that are not made
from concentrate.

CATEGORY DATA
Table 1 Off-trade Sales of Juice by Category: Volume 2015-2020

million litres
2015 2016 2017 2018 2019 2020

100% Juice 20.2 20.7 21.5 23.6 26.4 30.6

- Not from Concentrate 0.3 0.6 1.1 2.5 4.6 8.0
100% Juice
- Reconstituted 100% 20.0 20.2 20.4 21.0 21.8 22.6
Juice
Juice Drinks (up to 24% 1,218.6 1,310.3 1,395.8 1,538.1 1,689.0 1,760.8
Juice)
Nectars 243.4 270.0 302.5 347.8 400.8 441.8
Coconut and Other Plant 0.8 1.0 1.3 1.6 2.0 2.4
Waters
Juice 1,483.0 1,602.0 1,721.0 1,911.2 2,118.2 2,235.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Off-trade Sales of Juice by Category: Value 2015-2020

INR million
2015 2016 2017 2018 2019 2020

100% Juice 2,423.8 2,687.9 3,052.5 3,959.6 5,240.6 7,408.2

- Not from Concentrate 118.5 263.3 542.9 1,250.5 2,324.6 4,238.1
100% Juice
- Reconstituted 100% 2,305.3 2,424.6 2,509.6 2,709.0 2,916.0 3,170.1
Juice
Juice Drinks (up to 24% 68,276.4 77,376.3 85,679.0 98,620.2 112,864.7 123,701.2
Juice)
Nectars 23,542.1 27,700.2 32,321.9 39,338.5 47,593.4 55,569.1
Coconut and Other Plant 137.8 178.6 227.7 288.1 359.4 429.2
Waters

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Juice 94,380.1 107,943.0 121,281.2 142,206.3 166,058.1 187,107.6

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020

% volume growth
2019/20 2015-20 CAGR 2015/20 Total

100% Juice 15.8 8.6 51.1

- Not from Concentrate 100% Juice 72.4 97.7 2,919.7
- Reconstituted 100% Juice 3.7 2.5 13.1
Juice Drinks (up to 24% Juice) 4.3 7.6 44.5
Nectars 10.3 12.7 81.6
Coconut and Other Plant Waters 18.3 24.2 195.6
Juice 5.5 8.6 50.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Off-trade Sales of Juice by Category: % Value Growth 2015-2020

% current value growth

2019/20 2015-20 CAGR 2015/20 Total

100% Juice 41.4 25.0 205.6

- Not from Concentrate 100% Juice 82.3 104.5 3,477.3
- Reconstituted 100% Juice 8.7 6.6 37.5
Juice Drinks (up to 24% Juice) 9.6 12.6 81.2
Nectars 16.8 18.7 136.0
Coconut and Other Plant Waters 19.4 25.5 211.4
Juice 12.7 14.7 98.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020

% retail volume
2015 2016 2017 2018 2019 2020

Apple 15.0 14.0 14.4 14.4 14.4 14.3

Mango 9.0 9.0 9.0 9.0 9.0 9.0
Mixed Fruits 22.0 23.0 23.5 23.5 23.5 23.5
Orange 36.0 36.0 36.2 36.2 36.2 36.2
Other Flavours 18.0 18.0 16.9 16.9 17.0 17.1
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-
2020

% retail volume
2015 2016 2017 2018 2019 2020

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Apple 1.0 1.0 1.0 1.0 1.0 1.0

Lemon 5.0 4.9 4.9 4.9 4.9 4.9
Mango 84.5 85.0 85.2 85.2 85.2 85.2
Orange 4.9 4.9 4.9 4.9 4.9 4.9
Other Flavours 4.6 4.1 4.0 4.0 4.0 4.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020

% retail volume
2015 2016 2017 2018 2019 2020

Apple 31.0 31.5 31.5 31.5 31.5 31.6

Lychee 2.0 2.0 2.0 2.0 2.0 2.0
Mango 13.0 13.2 13.2 13.2 13.2 13.2
Mixed Fruits 6.0 6.5 6.8 6.8 6.7 6.6
Orange 41.0 41.5 41.7 41.7 41.6 41.7
Other Flavours 7.0 5.3 4.9 4.9 4.9 4.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 NBO Company Shares of Off-trade Juice: % Volume 2016-2020

% off-trade volume
Company 2016 2017 2018 2019 2020

Coca-Cola India Pvt Ltd 31.2 30.9 30.6 29.5 29.3

Parle Agro Pvt Ltd 20.7 20.5 20.3 20.0 19.8
PepsiCo India Holdings 17.3 17.3 17.4 17.4 17.5
Pvt Ltd
Dabur India Ltd 7.6 7.7 7.9 8.0 8.4
ITC Foods Ltd 0.6 0.7 0.7 0.7 0.8
Rakyan Beverages Pvt Ltd 0.0 0.0 0.1 0.1 0.2
Tunip Agro Pvt Ltd 0.1 0.1 0.1 0.1 0.2
Others 22.3 22.7 22.9 24.1 23.9
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020

% off-trade volume
Brand (GBO) Company (NBO) 2017 2018 2019 2020

Maaza (Coca-Cola Coca-Cola India Pvt Ltd 28.5 28.2 27.2 26.9
Co, The)
Frooti Parle Agro Pvt Ltd 20.5 20.3 20.0 19.8
Slice (PepsiCo Inc) PepsiCo India Holdings 13.0 12.9 12.8 12.6
Pvt Ltd
Réal Dabur India Ltd 7.7 7.9 8.0 8.4
Tropicana (PepsiCo PepsiCo India Holdings 4.3 4.5 4.6 4.9

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Inc) Pvt Ltd

Minute Maid (Coca- Coca-Cola India Pvt Ltd 2.3 2.3 2.3 2.3
Cola Co, The)
B Natural ITC Foods Ltd 0.7 0.7 0.7 0.8
Raw Pressery Rakyan Beverages Pvt Ltd 0.0 0.1 0.1 0.2
Onjus Tunip Agro Pvt Ltd 0.1 0.1 0.1 0.2
Others Others 22.7 22.9 24.1 23.9
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10 NBO Company Shares of Off-trade Juice: % Value 2016-2020

% off-trade value rsp

Company 2016 2017 2018 2019 2020

Coca-Cola India Pvt Ltd 27.5 26.9 26.8 26.2 25.6

PepsiCo India Holdings 18.5 18.6 17.6 17.6 17.6
Pvt Ltd
Parle Agro Pvt Ltd 18.2 17.7 17.6 17.1 16.7
Dabur India Ltd 11.8 12.0 11.3 11.5 11.9
Rakyan Beverages Pvt Ltd 0.2 0.3 0.5 0.8 1.3
ITC Foods Ltd 1.0 1.0 1.0 1.0 1.1
Tunip Agro Pvt Ltd 0.2 0.2 0.2 0.2 0.2
Others 22.7 23.2 24.9 25.4 25.6
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 11 LBN Brand Shares of Off-trade Juice: % Value 2017-2020

% off-trade value rsp

Brand (GBO) Company (NBO) 2017 2018 2019 2020

Maaza (Coca-Cola Coca-Cola India Pvt Ltd 24.7 24.8 24.3 23.6
Co, The)
Frooti Parle Agro Pvt Ltd 17.7 17.6 17.1 16.7
Réal Dabur India Ltd 12.0 11.3 11.5 11.9
Slice (PepsiCo Inc) PepsiCo India Holdings 12.1 11.2 11.0 10.7
Pvt Ltd
Tropicana (PepsiCo PepsiCo India Holdings 6.6 6.4 6.7 6.9
Inc) Pvt Ltd
Minute Maid (Coca- Coca-Cola India Pvt Ltd 2.1 2.0 2.0 1.9
Cola Co, The)
Raw Pressery Rakyan Beverages Pvt Ltd 0.3 0.5 0.8 1.3
B Natural ITC Foods Ltd 1.0 1.0 1.0 1.1
Onjus Tunip Agro Pvt Ltd 0.2 0.2 0.2 0.2
Others Others 23.2 24.9 25.4 25.6
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 12 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025

million litres

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2020 2021 2022 2023 2024 2025

100% Juice 30.6 35.7 43.2 53.1 65.4 79.5

- Not from Concentrate 8.0 12.3 19.0 28.0 39.5 52.6
100% Juice
- Reconstituted 100% 22.6 23.4 24.2 25.0 25.9 26.8
Juice
Juice Drinks (up to 24% 1,760.8 1,940.8 2,135.0 2,346.0 2,571.9 2,817.5
Juice)
Nectars 441.8 505.3 577.5 662.1 760.6 876.6
Coconut and Other Plant 2.4 2.9 3.6 4.5 5.7 7.2
Waters
Juice 2,235.6 2,484.6 2,759.3 3,065.7 3,403.6 3,780.8
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 13 Forecast Off-trade Sales of Juice by Category: Value 2020-2025

INR million
2020 2021 2022 2023 2024 2025

100% Juice 7,408.2 9,911.6 13,770.1 19,000.3 25,721.9 33,627.3

- Not from Concentrate 4,238.1 6,623.5 10,354.1 15,453.4 22,037.7 29,799.0
100% Juice
- Reconstituted 100% 3,170.1 3,288.1 3,416.0 3,546.9 3,684.2 3,828.4
Juice
Juice Drinks (up to 24% 123,701.2 136,918.8 151,289.0 166,918.0 183,779.0 202,235.9
Juice)
Nectars 55,569.1 64,362.9 74,494.6 86,483.2 100,574.0 117,314.0
Coconut and Other Plant 429.2 509.1 613.4 731.4 878.4 1,073.6
Waters
Juice 187,107.6 211,702.4 240,167.2 273,132.9 310,953.3 354,250.9
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 14 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025

% volume growth
2020/21 2020-25 CAGR 2020/25 Total

100% Juice 16.7 21.1 160.0

- Not from Concentrate 100% Juice 54.4 45.8 559.8
- Reconstituted 100% Juice 3.4 3.5 18.8
Juice Drinks (up to 24% Juice) 10.2 9.9 60.0
Nectars 14.4 14.7 98.4
Coconut and Other Plant Waters 23.2 24.8 202.9
Juice 11.1 11.1 69.1
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 15 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

% constant value growth

2020/2021 2020-25 CAGR 2020/25 Total

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100% Juice 33.8 35.3 353.9

- Not from Concentrate 100% Juice 56.3 47.7 603.1
- Reconstituted 100% Juice 3.7 3.8 20.8
Juice Drinks (up to 24% Juice) 10.7 10.3 63.5
Nectars 15.8 16.1 111.1
Coconut and Other Plant Waters 18.6 20.1 150.1
Juice 13.1 13.6 89.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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