Juice in India

JUICE IN INDIA
Euromonitor International
March 2016
JUICE IN INDIA
Passport
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 2
Category Data .............................................................................................................................. 3
Table 1
Table 2
Table 3
Table 4
Table 5
Table 6
Table 7
Table 8
Table 9
Table 10
Table 11
Table 12
Table 13
Table 14
Table 15
Table 16
Off-trade Sales of Juice by Category: Volume 2010-2015 ........................... 3

Off-trade Sales of Juice by Category: Value 2010-2015 .............................. 3
Off-trade Sales of Juice by Category: % Volume Growth 2010-2015 ........... 4
Off-trade Sales of Juice by Category: % Value Growth 2010-2015 .............. 4
Leading Flavours for Off-trade 100% Juice: % Volume 2010-2015 .............. 4
Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): %
Volume 2010-2015 ....................................................................................... 5
Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume
2010-2015 .................................................................................................... 5
Off-trade Sales of Reconstituted 100% Juice by Chilled vs Ambient:
% Volume 2010-2015................................................................................... 5
NBO Company Shares of Off-trade Juice: % Volume 2011-2015 ................ 5
LBN Brand Shares of Off-trade Juice: % Volume 2012-2015....................... 6
NBO Company Shares of Off-trade Juice: % Value 2011-2015 ................... 7
LBN Brand Shares of Off-trade Juice: % Value 2012-2015.......................... 7
Forecast Off-trade Sales of Juice by Category: Volume 2015-2020 ............ 8
Forecast Off-trade Sales of Juice by Category: Value 2015-2020 ............... 8
Forecast Off-trade Sales of Juice by Category: % Volume Growth
2015-2020 .................................................................................................... 8
Forecast Off-trade Sales of Juice by Category: % Value Growth 20152020 ............................................................................................................. 8
JUICE IN INDIA
JUICE IN INDIA
HEADLINES
Juice increases in off-trade value by 26% in current terms to reach INR101.3 billion in 2015
Increasing health consciousness and urban consumers drive growth in juice
The 20% off-trade volume growth recorded in juice in 2015 is faster than the on-trade volume
growth of 17%
Coca-Cola India Pvt Ltd leads juice with a value share of 26% in 2015
Juice is set to increase in off-trade value at a CAGR of 19% at constant 2015 prices over the
forecast period
TRENDS
Urban India is the key driver for the growth of juices. There exists tremendous possibility of
development of juice in India because the ever-growing fitness or wellness trend demands the
inclusion of fruit juice products in peoples diet. With lifestyle diseases and conditions like
hypertension and diabetes experiencing an exponential rise in the country, more and more
Indians are opting for healthier options such as fruit juices, fruit-based drinks and nectars.
Juice increased in off-trade value by 26% in current terms to reach INR101.3 billion in 2015.
Juices sales are driven by the consumers who are mainly convenience seekers. The
convenience seekers mostly belong to metros and Tier I cities where packaged juices are
preferred on account of immediate availability and comfortable usage. Increasing urbanisation
and changing lifestyles or eating habits due to the busy schedules of people as well as
consumers preferring hygienic prepared juices are driving sales of juices over freshly
prepared juices.
The average unit price of juices increased by 5% in 2015. This increase was largely due to
the increase recorded in the average unit price of juice drinks, a category which accounted for
the bulk of juice sales in India in 2015. The increase recorded in the average the unit price of
juice was coupled with the growing consumption of nectars, which are usually priced higher
than juice drinks.
Flavours like orange, mango and apple continue to be the biggest selling flavours, but Indian
brands like Dabur and international brands like Ceres have quickly introduced a variety of
flavours which have quickly gained popularity as juices are perceived to be quick yet healthy
fillers. To stimulate consumer interest in the category and add variety, these fruit juice
beverage makers are also introducing newer exotic flavours like coconut, cranberry, and
pomegranate. Dabur also launched juices which were a mix of vegetables and fruit which are
perceived as much healthier than fruit juices. Adding value for the consumers, juice beverage
makers are also focussing on the no sugar category of juices.
Unpackaged juice remains very popular in India and small street stalls/kiosks specialising in
fresh juice are present throughout the country. However, these small shops and kiosks are
more popular in tier II and tier III cities, where consumers perceive fresh juice as healthier to
packaged juice. However, this situation does not influence the consumption of packaged
juices, which are sold mainly through off-trade channels, unlike fresh juice which is available
mainly through consumer foodservice outlets. Another significant reason for the growth of the
juice category is the hygiene factor. Packaged juices from trusted national and international
brands have usually been prepared and certified in accordance with health and safety
regulations.
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JUICE IN INDIA
COMPETITIVE LANDSCAPE
Coca-Cola India Pvt Ltd attained the leading position in juice by overtaking PepsiCo India
Holdings Pvt Ltd in 2015. This was attributed to the performance of Coca-Colas Maaza
brand, which outperformed PepsiCos Slice, which lost two percentage points of value share
in 2015. Coca-Cola aims to turn Maaza into its first billion-dollar juice brand in India, focused
on introducing 100ml Tetra Fino packs and launching pilot studies to test their performance in
the marketplace. The company continued to promote Maaza heavily through television
advertising and in-store promotions throughout 2015.
Coca-Cola India Pvt Ltd recorded the biggest actual sales increase in the off-trade in 2015,
thanks to a value growth rate of 20%. This was credited to the strong performance of its brand
Maaza, which displayed value growth of 22% in 2015. Juice and juice-based carbonates
remained one of the important priorities for Coca-Cola in 2015, especially after central
governments emphasis on fresh fruit-based drinks and also in wake of slowing growth for
non-fruit based carbonates during the review period.
Juice remained a highly consolidated category in 2015, with the four leading players
accounting for 78% of off-trade value sales in 2015. International companies including CocaCola and PepsiCo remained the front-runners, followed by domestic manufacturers such as
Parle Agro Pvt Ltd and Dabur India Ltd. International manufacturers controlled the bulk of
juice value sales in 2015 due to their long-established, widespread distribution networks and
popularity throughout the country. Although domestic manufacturers, especially Dabur India
Ltd, accounted for lower value shares, these companies continue to expand their juice
portfolios whilst focusing on ensuring availability at every price point.
Parle Agros leading brand Frooti has undergone a brand revamp. According to company
sources, the brand was launched to demonstrate Frooti as bold, fearless and iconic along with
establishing its equity amongst a much larger audience to help it acquire a wider consumer
base. The company is also set for a national launch of the new Frooti packaging designs
accompanied with a pan-India marketing campaign introducing The Frooti Life to all its
consumers.
Paper Boat, a brand by Hector Beverages, is looking to strengthen its distribution and brand
presence in Tier II cities and some rural pockets, by launching them in small pack sizes of
200ml which will be exclusively retailed by Indo Nissin Foods. The newly launched flavours
include AamPanna, Aam Ras, Jaljeera, and Jamun Kala Khatta. In June 2015 Natures First
India Pvt Ltd launched Tender Coconut juice in packaged format. The product is mainly
targeted at the working-class population who do not have time to have coconut water from
street vendors but would prefer a chilled and hygienic drink.
PROSPECTS
Indian farmers are reluctant to grow fruit due to their perishable nature. The better distribution
system with cold chain storage and transportation conceptualised by the Ministry of food
processing industries can make the fruit juice industry flourish in the near future. Juice is set
to increase in off-trade value at a CAGR of 19% at constant 2015 prices over the forecast
period.
Juice in India, although at a stage where it can witness drastic growth, comes with many
challenges. A few challenges faced by juice manufacturers in India include the reluctance of
local farmers to go in for fruit farming, the current volatility in the price of fruit and the lack of
cold storage and inadequate processing facilities for fruit-based products. In addition, urban
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JUICE IN INDIA
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consumers have started to move away from all juice products with added sugar and relatively
high sugar content.
In some urban households traditional breakfasts like Idli or parathas are replaced with quick
sandwiches or a bowl of cereal and fruit juices. Fruit juices have gradually created a space for
themselves in a regular household menu as part of a familys breakfast; as the beverage at
social gatherings and most importantly a delicious, wholesome drink. Moreover, conscientious
mothers have taken to stocking juices in a bid to discourage children from colas and other
fizzy drinks. These are expected to drive the category.
Hector Beverages brand Paper Boat has entered a strategic partnership with Instant Noodles
Company Indo Nissin Foods which manufactures noodles under the brand Top Ramen. The
collaboration will help both companies expand their reach in newer geographies. Both
companies place strong impetus on tradition and connecting with local flavours. While Indo
Nissin has been distributing on its own in India since 2008, the brand has laid a lot of
emphasis on understanding and innovating around the Indian palate and Hector Beverages
has strong distribution in place because of its presence in energy drinks under the brand
Tzinga.
CATEGORY DATA
Table 1
Off-trade Sales of Juice by Category: Volume 2010-2015
million litres
100% Juice
- Frozen 100% Juice
- Not from Concentrate
100% Juice
- Reconstituted 100%
Juice
Juice Drinks (up to 24%
Juice)
- Frozen Juice Drinks
- Unfrozen Juice Drinks
Nectars (25-99% Juice)
- Frozen Nectars
- Unfrozen Nectars
Juice
Source:
2010
2011
2012
2013
2014
2015
27.3
-
35.7
-
46.1
-
56.9
-
69.2
-
83.7
-
27.3
35.7
46.1
56.9
69.2
83.7
463.9
574.5
706.7
863.4
1,047.7
1,276.1
463.9
85.9
85.9
577.1
574.5
109.0
109.0
719.2
706.7
137.1
137.1
889.9
863.4
171.0
171.0
1,091.3
1,047.7
187.8
187.8
1,304.7
1,276.1
206.7
206.7
1,566.5
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 2010-2015
INR million
100% Juice
- Frozen 100% Juice
- Not from Concentrate
100% Juice
- Reconstituted 100%
Juice
2010
2011
2012
2013
2014
2015
2,500.6
-
3,378.3
-
4,575.4
-
5,910.0
-
7,678.8
-
9,793.9
-
2,500.6
3,378.3
4,575.4
5,910.0
7,678.8
9,793.9
21,453.6
26,813.8
34,227.0
43,653.8
55,723.8
71,501.1
JUICE IN INDIA
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Juice)
- Frozen Nectars
- Unfrozen Nectars
Juice
Source:
21,453.6
6,383.5
6,383.5
30,337.7
26,813.8
8,368.8
8,368.8
38,560.9
34,227.0
11,076.3
11,076.3
49,878.8
43,653.8
14,632.5
14,632.5
64,196.4
55,723.8
17,131.7
17,131.7
80,534.3
71,501.1
19,997.5
19,997.5
101,292.5
Table 3
Off-trade Sales of Juice by Category: % Volume Growth 2010-2015
% volume growth
100% Juice
- Frozen 100% Juice
- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
Juice Drinks (up to 24% Juice)
- Frozen Nectars
- Unfrozen Nectars
Juice
2014/15
2010-15 CAGR
2010/15 Total
20.9
20.9
21.8
21.8
10.1
10.1
20.1
25.1
25.1
22.4
22.4
19.2
19.2
22.1
206.6
206.6
175.1
175.1
140.5
140.5
171.4
Source:
Table 4
Off-trade Sales of Juice by Category: % Value Growth 2010-2015
% current value growth
100% Juice
- Frozen 100% Juice
- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Frozen Nectars
- Unfrozen Nectars
Juice
2014/15
2010-15 CAGR
2010/15 Total
27.5
27.5
28.3
28.3
16.7
16.7
25.8
31.4
31.4
27.2
27.2
25.7
25.7
27.3
291.7
291.7
233.3
233.3
213.3
213.3
233.9
Source:
Table 5
Leading Flavours for Off-trade 100% Juice: % Volume 2010-2015
% retail volume
Apple
Mango
2010
2011
2012
2013
2014
2015
17.5
5.5
17.0
5.5
17.5
6.0
17.0
9.0
16.0
9.0
15.0
9.0
JUICE IN INDIA
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Mixed fruits
Orange
Other flavours
Total
Source:
18.0
40.0
19.0
100.0
18.5
40.0
19.0
100.0
18.0
40.0
18.5
100.0
20.0
38.0
16.0
100.0
21.0
37.0
17.0
100.0
22.0
36.0
18.0
100.0
Table 6
Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume
2010-2015
% retail volume
Apple
Lemon
Mango
Orange
Other flavours
Total
Source:
2010
2011
2012
2013
2014
2015
1.5
9.9
83.5
4.1
1.0
100.0
1.0
7.0
85.0
4.5
2.5
100.0
1.0
6.5
86.0
4.6
1.9
100.0
1.0
6.0
85.6
4.7
2.7
100.0
1.0
5.5
85.0
4.8
3.7
100.0
1.0
5.0
84.5
4.9
4.6
100.0
Table 7
Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2010-2015
% retail volume
Apple
Lychee
Mango
Mixed fruits
Orange
Other flavours
Total
Source:
2010
2011
2012
2013
2014
2015
28.0
3.0
10.0
2.0
38.0
19.0
100.0
28.0
4.0
10.0
3.0
38.0
17.0
100.0
28.5
4.0
10.5
3.0
38.0
16.0
100.0
29.0
3.0
12.0
4.0
39.0
13.0
100.0
30.0
2.0
12.5
5.0
40.0
10.5
100.0
31.0
2.0
13.0
6.0
41.0
7.0
100.0
Table 8
Off-trade Sales of Reconstituted 100% Juice by Chilled vs Ambient: %

Volume 2010-2015
% retail volume
Chilled Juices
Frozen
Ambient Juices
Total
2010
2011
2012
2013
2014
2015
0.0
100.0
100.0
0.0
100.0
100.0
0.0
100.0
100.0
0.0
100.0
100.0
0.0
100.0
100.0
0.0
100.0
100.0
Source:
Table 9
NBO Company Shares of Off-trade Juice: % Volume 2011-2015
% off-trade volume
JUICE IN INDIA
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Company
2011
2012
2013
2014
2015
Coca-Cola India Pvt Ltd

PepsiCo India Holdings
Pvt Ltd
Parle Agro Pvt Ltd
Dabur India Ltd
Tunip Agro Pvt Ltd
Ceres Fruit Juices
(Pty) Ltd
Godrej Hershey Foods &
Beverages Ltd
Tata Global Beverages Ltd
Dabur Foods Ltd
Godrej Beverages &
Foods Ltd
Others
Total
30.5
24.3
29.3
24.2
30.3
26.3
32.4
28.4
32.5
26.6
24.0
8.6
0.7
0.1
21.5
9.2
0.8
0.1
18.8
9.7
0.9
0.2
18.7
9.2
0.8
0.2
17.2
8.8
0.7
0.2
0.2
0.2
0.2
0.1
0.1
0.1
-
11.5
100.0
14.8
100.0
13.7
100.0
10.2
100.0
13.9
100.0
Source:
Table 10
LBN Brand Shares of Off-trade Juice: % Volume 2012-2015
% off-trade volume
Brand (GBO)
Maaza (Coca-Cola
Co, The)
Slice (PepsiCo Inc)
Frooti
Ral
Tropicana (PepsiCo
Inc)
Minute Maid (CocaCola Co, The)
Appy
7-Up (PepsiCo Inc)
Onjus
Ceres (Pioneer Food
Group Ltd)
XS (Hershey Co, The)
Coolers (Dabur
India Ltd)
Ral (Dabur India
Ltd)
Real Twist (Dabur
India Ltd)
Coolers
Real Twist
XS (Godrej Group)
T!ON
T!ON (Tata Tea Ltd)
Others
Total
Company (NBO)
2012
2013
2014
2015
25.5
26.5
28.4
28.8

Pvt Ltd
Parle Agro Pvt Ltd
Dabur India Ltd
Pvt Ltd
16.1
18.3
20.7
19.4
19.2
9.2
6.4
16.8
9.7
6.7
16.9
9.2
6.3
15.5
8.8
5.8
3.7
3.8
4.0
3.7
Parle Agro Pvt Ltd

Pvt Ltd
Tunip Agro Pvt Ltd
Ceres Fruit Juices
(Pty) Ltd
Beverages Ltd
Dabur Foods Ltd
2.3
1.6
2.0
1.4
1.8
1.4
1.6
1.4
0.8
0.1
0.9
0.2
0.8
0.2
0.7
0.2
0.2
0.2
0.1
0.1
Dabur Foods Ltd
Dabur Foods Ltd
Dabur India Ltd

Dabur India Ltd
Godrej Beverages &
Foods Ltd
Others
Total
14.8
100.0
13.7
100.0
10.2
100.0
13.9
100.0
JUICE IN INDIA
Source:
Table 11
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NBO Company Shares of Off-trade Juice: % Value 2011-2015
% off-trade value rsp

Company
Pvt Ltd
Parle Agro Pvt Ltd
Dabur India Ltd
Tunip Agro Pvt Ltd
Ceres Fruit Juices
(Pty) Ltd
Beverages Ltd
Dabur Foods Ltd
Godrej Beverages &
Foods Ltd
Others
Total
Source:
Table 12
2011
2012
2013
2014
2015
27.0
25.1
25.3
24.9
25.8
26.9
26.7
27.9
25.5
25.2
21.0
14.4
0.8
0.3
18.4
14.9
1.0
0.3
15.8
15.8
1.1
0.3
15.6
14.7
1.2
0.3
13.7
13.6
1.1
0.3
0.2
0.2
0.2
0.1
0.1
0.1
-
11.1
100.0
15.0
100.0
14.2
100.0
13.4
100.0
20.4
100.0
LBN Brand Shares of Off-trade Juice: % Value 2012-2015
% off-trade value rsp

Brand (GBO)
Maaza (Coca-Cola
Co, The)
Slice (PepsiCo Inc)
Ral
Frooti
Tropicana (PepsiCo
Inc)
Minute Maid (CocaCola Co, The)
Appy
Onjus
7-Up (PepsiCo Inc)
Ceres (Pioneer Food
Group Ltd)
XS (Hershey Co, The)
Coolers (Dabur
India Ltd)
Ral (Dabur India
Ltd)
Real Twist (Dabur
India Ltd)
Coolers
Company (NBO)
2012
2013
2014
2015
21.7
22.1
23.0
22.3

Pvt Ltd
Dabur India Ltd
Parle Agro Pvt Ltd
Pvt Ltd
13.9
15.6
17.1
15.3
14.9
16.1
9.8
15.8
13.9
10.2
14.7
13.8
9.7
13.6
12.1
8.9
3.7
3.7
3.7
3.3
Parle Agro Pvt Ltd

Tunip Agro Pvt Ltd
Pvt Ltd
Ceres Fruit Juices
(Pty) Ltd
Beverages Ltd
Dabur Foods Ltd
2.3
1.0
1.3
2.0
1.1
1.1
1.8
1.2
1.1
1.6
1.1
1.0
0.3
0.3
0.3
0.3
0.2
0.2
0.1
0.1
Dabur Foods Ltd
Dabur Foods Ltd
Dabur India Ltd
JUICE IN INDIA
Passport
Real Twist
XS (Godrej Group)
T!ON
T!ON (Tata Tea Ltd)
Others
Total
Source:
Dabur India Ltd

Godrej Beverages &
Foods Ltd
Others
Total
15.0
100.0
14.2
100.0
13.4
100.0
20.4
100.0
Table 13
Forecast Off-trade Sales of Juice by Category: Volume 2015-2020
million litres
100% Juice
Juice)
Juice
Source:
2015
2016
2017
2018
2019
2020
83.7
1,276.1
101.3
1,561.9
121.6
1,921.8
144.4
2,379.0
170.1
2,955.0
199.5
3,682.1
206.7
1,566.5
228.2
1,891.3
252.3
2,295.6
280.6
2,804.0
313.3
3,438.4
351.1
4,232.7
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 14
Forecast Off-trade Sales of Juice by Category: Value 2015-2020
INR million
100% Juice
Juice)
Juice
Source:
2015
2016
2017
2018
2019
2020
9,793.9
71,501.1
11,798.9
86,462.6
14,108.0
104,846.3
16,699.6
127,848.3
19,588.8
156,339.9
22,884.0
191,457.5
19,997.5
101,292.5
21,943.7
120,205.3
24,034.4
142,988.8
26,434.7
170,982.5
29,015.3
204,944.0
31,910.1
246,251.6
trade sources
Table 15
Forecast Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
% volume growth
100% Juice
Juice
Source:
Table 16
2015/16
2015-20 CAGR
2015/20 Total
21.0
22.4
10.4
20.7
19.0
23.6
11.2
22.0
138.5
188.5
69.8
170.2
trade sources
Forecast Off-trade Sales of Juice by Category: % Value Growth 2015-2020
% constant value growth

2015/2016
2015-20 CAGR
2015/20 TOTAL
JUICE IN INDIA
100% Juice
Juice
Source:
Passport
20.5
20.9
9.7
18.7
18.5
21.8
9.8
19.4
trade sources
133.7
167.8
59.6
143.1

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LIST OF CONTENTS AND TABLES

Off-trade Sales of Juice by Category: Volume 2010-2015 ........................... 3

Off-trade Sales of Juice by Category: Volume 2010-2015

Off-trade Sales of Juice by Category: Value 2010-2015

Off-trade Sales of Juice by Category: % Volume Growth 2010-2015

Off-trade Sales of Juice by Category: % Value Growth 2010-2015

% current value growth

Leading Flavours for Off-trade 100% Juice: % Volume 2010-2015

Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2010-2015

Off-trade Sales of Reconstituted 100% Juice by Chilled vs Ambient: %

NBO Company Shares of Off-trade Juice: % Volume 2011-2015

Coca-Cola India Pvt Ltd

LBN Brand Shares of Off-trade Juice: % Volume 2012-2015

Coca-Cola India Pvt Ltd

PepsiCo India Holdings

Parle Agro Pvt Ltd

Dabur Foods Ltd

Dabur Foods Ltd

Dabur India Ltd

NBO Company Shares of Off-trade Juice: % Value 2011-2015

% off-trade value rsp

LBN Brand Shares of Off-trade Juice: % Value 2012-2015

% off-trade value rsp

Coca-Cola India Pvt Ltd

PepsiCo India Holdings

Parle Agro Pvt Ltd

Dabur Foods Ltd

Dabur Foods Ltd

Dabur India Ltd

Dabur India Ltd

Forecast Off-trade Sales of Juice by Category: Volume 2015-2020

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

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

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

% constant value growth

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