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Juices and nectars
12/08/2015

The juice market

Ana Pérez

There are currently around 50 Spanish juice and nectar producers, of which 17 are members of ASOZUMOS, representing approximately 70% of national production.

Belonging to ASOZUMOS is a guarantee with respect to member companies' product quality and responsibility. Sector companies directly employ 4,000 people, and also generate 12,000 indirect jobs.

According to the annual report on juice and nectars in Europe, drafted by the European Fruit Juice Association (AIJN), the Spanish juice and nectar market amounted to 968 million liters in 2014. Spain accounts for almost 10% of the European juice and nectar market, trailing Germany (with 2.405 billion liters), France (1.551 billion liters) and the UK (1.192 billion liters), but ahead of Italy (890 million liters), Turkey (705 million liters) and Poland (699 million liters).

Juice and nectar consumption in the European Union totaled 9.702 billion liters in 2014. As for per capita consumption in Europe, Spain's numbers are satisfactory, with 20.8 liters in 2014, i.e. close to the European average, but obviously behind large consumer countries with less access to fresh fruit, such as Germany, the Netherlands and Finland (with more than 25 liters per person in the same period).

Exports

Within the agri-food industry, the juice and nectar sector maintain a strong foothold outside Spain. A total of 791,547 tons were exported in 2014, worth 613.50 million euros, -6.9% less than in 2013 in terms of value but 6% more in terms of volume.  

Fruit juices still account for a notable portion of Spanish agri-food products outside Spain, in large part due to the reduction in prices that occurred in 2014. Orange juice is the most popular flavor outside Spain, with a volume of 259,804 tons, followed by grape juice, with 257,281 tons.

However, the latter represents a greater market value at 194.29 million euros, while the former accounts for 170.48 million euros. The two flavors together represent 60% of the sector's total value outside Spain. In terms of countries, the European Union as a whole accounts for 75% of Spanish fruit juice exports. Specifically, France is the primary destination of Spanish juices, accounting for 30% of exports, which yielded 184.35 million euros in 2014.

Household consumption

According to the report Food Consumption in Spain in 2014, the dynamic channel (hypermarkets, supermarkets and discount stores), which represents 95.5% of the category, slipped by 4.6% in 2014. The main reason for this decline is the 3.5% slide in sales at supermarkets, which represent 53.6% of the total.

The only category that increased sales in the period were other channels, which saw a rise of 8.9% despite only representing 3.8% of the total volume of liters.

Consumer profile

According to the report by the Ministry of Agriculture, Food and the Environment, the profile of consumers who drink the most juice and nectar are households in mid-sized towns (2,000 to 100,000 inhabitants) comprising three or four people, with children, and where the person responsible for doing the shopping is 49 or younger.

Households comprising young people living on their own consume 18.01 liters per person per year (i.e. 76% more than average consumption in the home), driving the largest increase (+2.4%). Single-parent households also increase average consumption per person per year by 2.8%, with annual per capita consumption of 10.61 liters. The Canary islands, Murcia and Catalonia are the regions that consume the greatest amount of juice and nectar. This contrasts with Asturias, the Basque Country and Galicia, where consumption is lowest.

Fruit juice and nectar, by flavor

Summer is the most popular season for juice and nectar consumption. In fact, according to the Ministry of Agriculture, Food and the Environment's food consumption panel, almost 50%—a significant percentage—of these products are consumed at home from June to September.

In the last five years, the juice industry has experienced a year-on-year decline, impacted by the economic crisis. The three most popular flavors in Spain are orange, pineapple and peach, which account for 80% of the market; however, a wide range of flavors are available, including mixed berry, apple, grape, pear, tomato, and many others. Private label brands account for 39.5% of consumption in the category as a whole, and are present in almost all sub-segments (ambient and chilled juice, nectar, pure or from concentrate).  

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11/08/2015