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Don Simon Mango and Passionfruit Juice, 1.583 kg

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The smoothie market has been dominated by one brand and prices have been ruthlessly high,” said Richard Cawood, marketing manager at Don Simon owner J Garcia Carrión. After orange juice, pineapple juice accounts for the largest import share with 15%, followed by grapefruit juice (5%), lemon juice (4%) and tropical fruit juice (3%). The largest import growth was noted for NFC pineapple juice, for which imports almost doubled in 5 years from 4.1 thousand tonnes in 2016 to 8 thousand tonnes in 2020. Other juices with particularly strong annual import growth were concentrated pineapple (13% average growth), NFC grapefruit juice (12%) and passion fruit (10%). Due to consumers’ concerns about sugar and calories, British consumption of juices decreased until 2019, but it increased in 2020. According to the British Soft Drinks Association, consumption of juices including smoothies and coconut water reached 930 million litres. Citrus and tropical juices make up more than two-thirds of this amount. The most popular flavour is orange with a 63.3% market share in 2020, while pineapple accounts for 3.5%. In nectars, tropical flavours account for a market share of around 4%.

Like in other European countries, French consumers’ concerns about the high sugar content in juices have influenced consumption. Consumption of all juices continued to decrease in 2020, but due to the impact of COVID-19, retail sales and at-home consumption performed better compared to out-of-home consumption. Total consumption decreased from 1.65 billion litres in 2010 to 1.24 billion litres in 2020. Orange juice accounted for 43.1% of the market, pineapple for 3.5%, other single tropical fruits for 2.1%, grapefruit for 1.7% and mandarin/clementine for 1.7%. To counteract the downward trend in juice consumption, the industry is turning to new, innovative and sophisticated flavours and mixes. Efforts have focused on the NFC (not-from-concentrate) and smoothie sectors with fruit and vegetable mixes that are lower in sugar and the addition of functional ingredients. Orange juice is the most popular imported juice in Europe, accounting for an almost 80% share of total imports of all citrus and tropical juices. Pineapple juice follows with 12%, lemon juice with 4% and grapefruit juice with 3%. Most orange juice (51%) is imported as low-Brix (<20°) or NFC juice; 26% is imported as concentrated juice and 3% as frozen concentrated orange juice. Grapefruit and other citrus juices are mainly imported in concentrated form, while pineapple and other tropical juices are mainly imported as NFC.Evaporation – different types of evaporation equipment are used to remove water from fruit juices. The most common types include the continuous flow of juice through several heated tubes under vacuum. As heat is used to evaporate water from juice, no additional pasteurisation is needed. Certain types of tropical fruits and juices are promoted to European consumers as products with specific health benefits. Some claims for those products are based on clinical research, but some products still need more research to support marketing claims. Popular tropical juices include açaí berry (high antioxidant content), acerola (rich in vitamin C), Aloe vera (treats constipation and is rich in antioxidants), noni (may improve immunity and joint health), ginger (treats nausea and seminal motility) or turmeric (treats inflammation and symptoms of osteoarthritis). The total annual consumption of fruit juices and nectars in Italy is estimated at more than 600 million litres. Due to consumers’ sugar concerns, the consumption of juices has been decreasing since 2015, but this decline slowed down in 2020 under the influence of COVID-19. Consumption of smoothies and fruit-milk drinks is increasing. In the fruit juice category (not counting nectars), orange juice flavour accounts for around 30% (33 million litres), followed by pineapple (22%), tropical (19%) and grapefruit (12%). Organic juices have a market share of around 3.5% in volume. The recent outbreak of COVID-19 has contributed to the development of many immunity-boosting products, including juices. According to research by Mintel, the COVID-19 outbreak has prompted 45% of consumers in Europe to add more nutrients into their diet, while 29% has reported being more interested in foods that can support your immune system since the start of the pandemic. Spain may not be the most attractive market for orange, mandarin and lemon juices, as the country has its own production and the largest citrus processing capacity in Europe. On the other hand, Spain is an attractive market for tropical juices, being the third-largest consumer of this juice category in Europe. Spanish imports of citrus and tropical juices have decreased by 5% annually on average since 2016, reaching 126 thousand tonnes in 2020. The reason for this negative import trend was the lower import of orange juices with a Brix level between 20 and 67°.

See our studies on coconut water, mango puree and pineapple juice to learn more about European markets for these specific juice industry products.British importers buy relatively small quantities of citrus and tropical juice directly from origin. They mostly import from other European suppliers. Spain is gaining a bigger share of the British market, with an annual export growth of 16%. García Carrión ­( Don Simon brand) is 1 of the leading Spanish suppliers to the British market. Aside from Brazil, the supply from developing countries is small, but some countries – such as the Philippines (coconut water and concentrated pineapple), Thailand (pineapple) and Mexico (lime) – are increasing their exports to the United Kingdom. Concentrated pineapple juice with a Brix level below 67° is the most imported juice of the entire category, accounting for 16% in 2020. Lemon juice accounted for 14.4% of imports, followed by NFC orange juice (14.2%) and concentrated orange juice with a Brix level below 67°. The largest annual import growth since 2016 was noted for NFC lemon juice (41%) and frozen concentrated orange juice with a Brix level below 67° (11%). In the subcategory of tropical juices, the largest annual import growth of 18% was for passion fruit and mango juice.

France is the leading European consumer of pineapple juice. Apparent consumption (the difference between imports and exports) of pineapple juice reached 48 thousand tonnes in 2020. Imports of mandarin and lemon juices increased at an average annual rate of 5-6% over the last 5 years, but most of those juices are sourced from Spain and Italy. The import of passion fruit juice increased at a similar rate of 6%, with Peru as the main supplier, followed by Ecuador. Washing, cleaning, sorting and inspection – depending on the type of juice, the fruit can be cleaned in different ways. Common processing lines include brush-and-spray cleaning machines and bubble washing machines. If the fruit is stored before processing to improve the sugar-acid ratio and taste, it can be washed later. Before juice extraction, the fruit is inspected and defect fruit is removed. According to the German Juice Association, orange flavour accounts for 1 quarter of the retail sales of juices and nectars. The real share of consumption is larger (more than one-third), as it includes additional quantities in freshly squeezed oranges, smoothies and other drinks. Citrus and tropical juices are very popular ingredients in juice mixes with the addition of vitamins, called multi-vitamin juices. Their use as an ingredient in smoothies, functional drinks and flavoured waters is also increasing fast.Germany, being the largest European organic market, is especially attractive for organic juices. For example, 31% of lemons sold in Germany (often used for lemonade) are organic according to a Biofach 2020 presentation.

Retail sales of fruit juices and nectars in the Netherlands decreased from 335 thousand litres in 2011 to 169 thousand litres in 2019. Under the influence of COVID-19, sales increased again in 2020 to 175 thousand litres. Mixed flavour juices and nectars are the most popular in the Netherlands, accounting for 45%, followed by orange flavour (27%). Tropical juices are popular ingredients among Dutch producers of mixed flavour juices. Those mixed flavour juices are usually labelled with names such as ‘ Tropisch/Tropical’, ‘ Exotisch/Exotic’ or ‘ Multivitamine’/’Multivitamin’ and contain some proportion of citrus and tropical juices. This study covers general information that is of interest to producers in developing countries regarding the market for citrus and tropical juices in Europe. Please see Table 1 with the products and their product codes used for statistical analysis. Please note that fruit purees are not included in the statistical analysis, as there is no officially defined statistical code for these products. When ‘Europe’ is referred to in this study, it means the 27 Member States of the European Union, plus the United Kingdom, Iceland, Liechtenstein, Norway and Switzerland. Italy is another European country with its own significant production of citrus juices. However, Italy provides opportunities for developing country suppliers, as the country cannot produce enough for the local market and imports citrus juices (especially lemon) from other destinations. Also, Italy is a significant importer of pineapple and other tropical juices. Over the last 5 years, Italian imports of citrus and tropical juices increased at an average annual rate of 5%, reaching 74 thousand tonnes in 2020.The Netherlands is by far Europe’s largest importer of citrus and tropical juices. Since 2016, imports increased at an average annual rate of 6%, reaching a record 1.05 billion litres in 2020. However, it is estimated that around 90% of all imported citrus and tropical juices are re-exported to other destinations, primarily Germany and France. The remaining 10% is consumed domestically, which means that the Netherlands is actually a rather small market.

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