MARKET SURVEY ON

FRUIT JUICES
Moksha Chib
13FET1003

FRUIT JUICES- Introduction

JUICE is a liquid that is naturally found in fruit and vegetables, prepared by

mechanically squeezing or macerating fruit and vegetable flesh without the
application of heat or solvent.

Fruit juice- ideally contains 100% fruit content

Natural source of Energy / Vitamins and Minerals ( Nutritive food Value)

Fruit juices are available in India as: Fresh Fruit Juice & Packaged Fruit Juice.

MARKET SIZE Indian Scenario

Total Juice Market - 230 million litre / Annum ( Ref1)

Branded fruit juice market in India is 3.4 million litre ; which is

estimated at > 500 Crore. ( Ref2)

Packaged Juice Market in India had grown at CAGR 30-35% per annum
over the last decade.

The Packaged Juice Market is expected to grow at CAGR15% over the

next 3 years.

Market Growth - Factors

Consumption of Packaged Fruit Juices has charted a high trajectory growth

due to health awareness among the Indian consumers.

Hygienic Packaging - Considered to be a healthier option.

Easy availability and ease to carry ; anywhere consumption and convenience.

More new and international brands gaining ground

Variety of Juices Unique flavors

Better affordability.

COMPETITORS

Other; 15%

Major Players

Dabur

PepsiCo

Godrej

Parle Agro

PepsiCo; 30%

Mother Dairy

Ladhakh Foods

Surya Foods & Agro.

New Comers

Dabur; 55%

COMPETITOR ANALYSIS
( Based on Survey)**
Brand

Company

Qty.

Price

Flavors

Tropicana

PepsiCo

1 Litre

95/-

Mix Fruit / Orange

Real

Dabur

1 Litre

98/-

Mix Fruit / Orange

Onjus

Godrej

1 Litre

80/-

Mix Fruit / Orange

Harvest

KDD

1 Litre

90/-

Mix Fruit /Orange

DelMonte

DelMonte

240 ml

30/-

Mix Fruit

1 Litre

129/-

Orange Juice

24 Mantra Organic Sresta Naturals Bio.

All are tetrapaks except DelMonte
** Brands for which the survey is conducted

NUTRITIVE VALUES / 100ml

( Mixed Fruit Juices)
140
120

Vitamin C(mg)
Iron(mg)
Calcium(mg)
Potasium(mg)
Sodium(mg)
Protein(g)
Carbohydrate(g)
Energy(kcal)

100
80
60
40
20
0

Tropicana

Real

Onjus

Harvest
Contd

Other Additives & Guidelines

Acidity regulators ( E330) Citric Acid ( As per FSSAI Guidelines the Max level of this
content shall be 3000 mg / kg)*

Stabiliser ( E440) Pectin ( As per FSSAI Guidelines the Max level of this content
shall be as per GMP) *

Anti Oxidants ( E 300) L Ascorbic acid ( As per FSSAI Guidelines the Max level of
this content shall be 400mg/kg given in CODEX STAN-164-1989)

Permitted natural colour and added flavors ( E 160 a) - Mix Carotenes & B - carotene

Varied fruit concentrates are used in different brands Tropicana 12.2% , Real
12.03% , Onjus 18.87% & Harvest 7.55%... Observation is that the more the Fruit
concentrate ; more the nutritive value..

* 37th session of CODEX Alimentarius Commission 2014

NUTRITIVE VALUES / 100ml

( Orange Juices)
140
120
100
80
60
40
20
0

Vitamin C(mg)
Iron(mg)
Calcium(mg)
Potasium(mg)
Sodium(mg)
Protein(g)
Carbohydrate(g)
Energy(kcal)

Contd

Other Additives & Guidelines

Acidity regulators ( E330) Citric Acid ( As per FSSAI Guidelines the Max level
of this content shall be 3000 mg / kg)*

Stabiliser ( E440) Pectin ( As per FSSAI Guidelines the Max level of this
content shall be as per GMP) *

Anti Oxidants ( E 300) L Ascorbic acid ( As per FSSAI Guidelines the Max level
of this content shall be 400mg/kg given in CODEX STAN-164-1989)

Permitted natural colour and added flavors ( E 160 a) - Mix Carotenes & B carotene

Added sugar must not exceed 50g/kg as per CODEX STAN 45-1981.

Soluble orange solids content of orange juice must be greater than 11% which
is determined by Refractometer at 20C as per CODEX STAN 45-1981.

Varied fruit concentrates are used in different brands Tropicana 8.2% , Real
12.45 % , Onjus 13.5% , 24 Mantra 16.5 % & Harvest 51%... Observation is that
the more the Fruit concentrate ; more the nutritive value..

* 37th session of CODEX Alimentarius Commission 2014

OBSERVATIONS

Overall FSSAI guidelines are complied by major Brands.

Majority of the brands are being manufactured using Permitted Natural

colours.

Tetrapaks are handy and recyclables ( No environmental hazard)

Although the market of Packaged Fruit juice is growing due to convenience

and affordability ; the finished product doesnt offer the health benefits as
perceived , due to limited percentage of the fruit concentrate.

Packaged fruit juices lack fiber in the finished product and are highly
processed as against fresh juice thus leads to loss of fruits nutritive values.

There are few products , which have higher Potassium and Sodium content,
which may lead to unwanted complications to the customer, who needs the
nutritive values.

References

1. Consumer Behavior for fruit juices market in India by International

Research Journal - Vol 5, Issue 2 2014

2. Agritrade.iift.ac.in

3. FSSAI website

4. 37th session of Codex Alimentarius Commission of 2014 (WHO Food

standards)