Market Dimensions of the Fruit Juice Industry

The juice sector is currently demonstrating positive and dynamic growth mainly due to a change in lifestyle, the tendency of consumers to prefer healthy products, and an increase in purchasing power. Fruit juices form part of what are termed the "new age beverages." In sync with growing consumer inclination toward healthier choices, manufacturers are moving over to healthier ingredients in their juices. Numerous new and innovative products are being launched globally by manufacturers to stimulate sales through innovations in flavor blends, calorie and sweetness levels, and functional benefits, very much shaped by the major lifestyle trends. This chapter aims to offer insight and overview of the trends, opportunities, and threats of the fruit juice industry and highlight the factors affecting consumers' food choices and innovations in fruit juice marketing.