Juice is a liquid food product obtained by physically processing fruits and vegetables. Depending on the method of production, juice is divided into 3 categories.
- Freshly squeezed. Such juice is made from fresh fruits or vegetables directly in front of the consumer.
- Direct-pressed juice. After pressing, the juice is pasteurized and bottled in aseptic packaging.
- Reconstituted juice. It is obtained after mixing concentrated juice and drinking water. The mass fraction of the fruit base should not be less than 25%.
Packaged juices can be divided into 3 main categories:
- fruity;
- vegetable;
- tree sap (birch, maple).
Juice market analysis: production
Since 2013, the Ukrainian juice market has been steadily shrinking. In 2013, the juice market capacity was 624.8 thousand tons. In 2014, this indicator was 596.6 thousand tons. In 2015, the juice market capacity fell to 353.8 thousand tons.
Compared to 2014, in 2015 the production of juices decreased by 45% (to 255 thousand tons). Production of juice blends decreased by 18% (to 202 thousand tons). In 2016, the decline in production rates continued. In the first 6 months of 2016, fruit and vegetable juices were produced 15% less than in the same period of 2015.
In most cases, producers buy raw materials for juices in Ukraine. However, Ukrainian companies depend on the dollar exchange rate. In 2016, electricity tariffs increased, which led to an increase in the price of juice.
News from the juice market: exports and imports
Ukraine is one of the world’s top 5 juice exporters. The country exports the most apple juice. In 2015, Ukraine supplied 116.7 thousand tons of juice to the market. In January-November 2016, Ukraine exported 63.3 thousand tons of juice.
Juice exports to Russia have significantly decreased. In 2014, 14% of total juice exports were sent there. In 2015, this figure fell to 0.7%.
In 2016, the EU granted Ukraine quotas for duty-free supplies of apple and grape juice in the amount of 10,000 tons. The quotas were fully utilized back in Q1 2016.
Ukraine exports juice of the highest, premium quality to the foreign market.
Ukraine exports juice to such countries in large volumes:
- Poland;
- Belarus;
- Moldova;
- Kazakhstan;
- Austria;
- Germany.
The Ukrainian juice market is 95% filled with domestic products. Imports account for no more than 5%. Most often these are juices with exotic flavors, made from fruits unavailable to domestic producers.
In the branding agency KOLORO you can order a marketing research of the juice market. Be aware of the main trends.
Juice market in Ukraine: consumer portrait
The juice market is highly dependent on demand. The fall of the hryvnia caused a drop in the purchasing power of Ukrainians. Juices do not belong to the category of essential goods. Therefore, the population prefers to save money on them.
The average Ukrainian resident drinks 10 liters of juice per year. This figure is 3 times less than in the European Union. 10% of the population buy juice only on holidays. 45% of Ukrainians buy juice several times a month.
In previous years, juices in 1-liter packages were popular among Ukrainians. In 2015-2016, consumers preferred large packages: 2-3 liters. It turned out to be more economical to buy them.
The representative of the company “Vitmark-Ukraine” noted that the demand for children’s juices increased in 2016. The adult population saves on itself, but does not reduce the volume of purchases of children’s products. In 2016, sales of children’s juice increased by 71%.
The demand for organic juices has also increased. Galicia launched a line of organic juices, which is very popular. While the consumption of mid-price segment juices is decreasing, the premium segment has hardly declined.
People who lead a healthy lifestyle try not to buy packet juice. This is due to the high sugar content in the product. They give preference to juices bottled in bottles. Such juices rarely have added sweeteners and preservatives.
The most popular types of juice are:
- orange;
- multivitamin;
- cherry;
- grape;
- tomato.
When choosing a juice, consumers are guided by such criteria:
- flavor;
- brand;
- Composition;
- recommendations from friends and experts.
However, more often than not, people buy juice spontaneously, attracted by beautiful packaging or the promise of a discount.
In our articles you can read about the situation on the markets of different beverages: coffee, tea and beer.
Juice market in Ukraine: largest producers
T.B.Fruit Company
The company is engaged in the production of concentrated juices. The company has 7 processing plants. The total production capacity is 220,300 tons of concentrated juice per year.
The company produces juices under the Galicia trademark. Production was opened in 2011. The juices of this trademark are produced using direct pressing technology.
T.B.Fruit is the largest Ukrainian exporter of juices. It exports 98% of its production abroad.
PepsiCo
American multinational company that owns Sandora and Sadochok. Sandora was founded in 1995. In 2007, an agreement was concluded between Sandora and PepsiCo. PepsiCo received 100% of the shares of LLC “Sandora”. The company produces the following juice brands.
1. “Sandora”. The trademark is represented by 18 items. They include morses, juices and nectars. Among the population of Ukraine the most popular are:
- “Orange juice.”
- “Sicilian Orange.”
- “Lemon Nectar.”
- “Multivitamin Nectar.”
- “Pomegranate Nectar” and others.
2. “Sandora Exclusive. Juices of this brand are made from unusual fruits growing all over the world.
“Thai Pineapple.”
“Indian Mango.”
“Spanish Grape.”
3. “Sandora. Juice for breakfast”. Juices of this line contain an increased amount of fruit pulp, compared to conventional juices. The line contains 3 items:
- “Orange juice with pulp.”
- “Grapefruit juice with pulp.”
- “Unsweetened apple juice.”
4. ” Sandora Vegetable Shake. Juices are made from a mixture of fruits and vegetables. Do not contain dyes, artificial additives and flavorings. The line is represented by 4 flavors:
- “Sunshine in a glass” carrot-apple juice;
- “Spicy. Peppered Holiday” tomato juice;
- “Orange Joy” pumpkin-apple juice;
- “Fitness Guru” tomato and beet with salt.
5. “Sandorik” – juices and nectars for children. Available in packages of 0.2 and 0.33 liters, with a tube. The line is represented by a wide assortment:
- “Banana-apple-strawberry nectar.”
- “Grape-Apple Nectar.”
- “Apple-carrot-raspberry juice with pulp,” etc.
6. “Sandora Essentials. This line of juices was launched in 2016. It consists of two series:
- “Energy.”
- “Immunity.”
7. “Sadochok”. The trademark manufactures products of 3 types:
- juices;
- nectars;
- morsels.
“Coca-Cola Beverages Ukraine.”
The company is a part of Coca-Cola Hellenic Group. In Ukraine, the first official representative office of Coca-Cola was opened in 1992. Coca-Cola Beverages Ukraine distributes its products through 21 distribution centers. Juices are represented by 3 brands.
1. Rich. The brand was launched in Ukraine in 2005. The assortment consists of 11 names of juices and nectars. Rich juices are produced in packs of volume:
- 0.2 liters;
- 0.25 liters;
- 1 liter.
2. Rich Kids. A line of juices for children. Does not contain preservatives and artificial additives. Juices of this line come in packs of 0.2 liters and are presented in 4 flavors:
- “Grape-Apple.”
- “Multifruit.”
- “Strawberry-banana-apple.”
- “Apple-wine-grape-raspberry.”
3. “Dobryy”. Juices of this brand are sold in packages of 1 and 2 liters. Products are represented by such flavors:
- “Multifruit.”
- “Apple-cherry.”
- “Apple,” etc.
“Vitmark-Ukraine”
The company was founded in 1994. The holding company includes:
- JV “Vitmark-Ukraine”;
- OJSC “Odessa Baby Food Cannery”;
- Kuchurgan plant;
- Rakhnyansko-Lesovaya cannery.
Vitmark-Ukraine owns several brands of juices, nectars and smoothies.
1. Jaffa. The brand is represented by a variety of flavors:
- orange;
- pomegranate;
- pineapple;
- cherry, etc.
2. “Sokovita”. The line of the brand includes such flavors:
- tomato;
- orange;
- Multifruit, etc.
3. “Chudo-Chado”. The trademark produces juices for children aged from 3 months.
4. “Just Fruit”. The products of the line are made of grated fruits mixed with juice. The line consists of flavors:
- peach;
- strawberries;
- wild berries.
5. “Nash Sik. The trademark produces juices packaged in different volumes:
- 0.2 liters;
- 0.33 liters;
- 0.5 liters;
- 1 liter;
- 1.5 liters;
- 2 liters.
6. “Straight juice”. The line is represented by 3 types of juice:
- “Apple Juice.”
- “Apple-carrot juice.”
- “Multifruit Juice.”
The company exports its products to more than 20 countries: Canada, Israel, Kazakhstan, Cyprus, Estonia, etc.
Wolverine
TheKiev Soft Drinks Plant was founded in 1960. The company believes that this is the year when its history began. It produces a variety of products, including juices under theCapri Sun trademark . In Ukraine, Capri Sun juices are produced under license from the German company Wild.
In October 2016, the court declared the Kyiv Soft Drinks Plant Rosinka bankrupt. In November 2016, the Antimonopoly Committee allowed the creation of Rosinka Corporation. It should include Trade House Rosinka LLC, Kyiv Rosinka Drinks Plant LLC, Joint Ukrainian-Spanish Enterprise LE GER LLC, and Euro-Auto-Alliance LLC.
Juice market research: trends in packaging design
1. New Look. Traditionally, designers put an image of fruit on juice packaging. The new trend allows you to look at familiar things from an unexpected side. For example, in the design of Live juice packaging the similarity of some fruits and musical instruments is played up. Thus, a pear turned into a guitar and a pomegranate into a maracas.
2. Juicing. It is not enough to write that the juice contains a large amount of fruits or vegetables. It is better to show it. For example, for Siya juices, a bottle has been designed in which an image of a fruit has been organically incorporated. It gives the impression that the juice flows directly from it. This should emphasize the freshness of the product.
3. Simplicity. The new trend seeks to show that the most important thing in juice is its content, not the packaging. Image of fruit on a simple white background, name and useful properties. Nothing superfluous.
4. Pin-up. Juice is not only a source of beneficial vitamins. It serves as a treat and a source of joy at the same time. This can be emphasized with playful images on the packaging.
5. Sophistication. The premium nature of the product can be emphasized by means of the packaging design. Images imitating watercolor, golden inserts – all this indicates the high quality of the juice.
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Ukrainian juice market: summary
- Since 2013, juice production in Ukraine has been declining. The reason was an increase in tariffs, which made production too expensive.
- Ukraine is among the world’s largest juice exporters. At the same time, the country imports only 5% of juices. 95% of juices on the Ukrainian market are domestically produced.
- Consumption of packaged juice in Ukraine is several times lower than in the USA and Europe. This is caused by low purchasing power of the population. Most consumers do not consider juice a product of prime necessity.
- To attract consumers and keep prices down, many producers are cutting back on 100% juice production. Instead, the share of nectars is increasing.
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