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Adding value to spanish exports


29 DE junio DE 2016

'Juice consumption numbers reflect Spain's leading role in Europe'

Ricardo Migueláñez. @rmiguelanez

The President of the Spanish Association of Juice Producers (Asozumos), Javier Lorenzo, sat down with Wikispanishfood to discuss the annual report recently published by the AIJN.

Ricardo Migueláñez.- How many liters of juice did Spaniards consume in 2015?

Javier Lorenzo.- According to the annual report recently drafted by the European Fruit Juice Association (AIJN), a total of 941 million liters were consumed in Spain. In per capita terms, that's 20.3 liters per person. These numbers reflect Spain's leading position in Europe, where the average is 19 liters per person per year. We are lagging large consumer countries with less access to fresh fruit than we have, such as Germany and Finland (with over 25 liters per person per year).

R. M.- Is orange juice still the favorite among Spaniards?

J. L.- Yes, it's still the top juice from among the most popular, with a market share of 30%. It's followed by pineapple (18.96%), peach (18.21%), multifruit (16.8%) and apple juice (3.47%).

R. M.- What is the profile of the average fruit juice consumer?

J. L.- According to data from the 2015 Report on Food Consumption in Spain from the Ministry of Agriculture, Food and the Environment (MAGRAMA), 20% of the liters consumed in the home are by couples with kids in their early teens, followed by couples with small children (16.2%) and households comprising retirees (14.3%).

Most households that consume juices and nectars comprise parents and children, are upper middle class, and the person who does the shopping is between 35 and 64 years old. Moreover, they're usually large families with more than four people in total. In terms of regions, the Canary Islands and Andalusia are the largest consumers, and on the opposite side of the spectrum we have Asturias, Cantabria and the Basque Country.

It's also worth noting that young people (under 35) usually have juice with their breakfast, while people over 50 are the least likely to do so.

R. M.- Are consumers familiar with the properties of fruit juices?

J. L.- Honestly, they're not. Everyone that works in the sector, the industry itself, the Public Administrations and the distribution segment needs to work hard and better communicate the characteristics of our product. Asozumos is working together with the AIJN, our European organization, to develop a communication campaign that explains the properties of fruit juices and highlights them for consumers.

R. M.- What are the current trends in terms of packaging?

J. L.- For our companies, it's vital that they innovate when it comes to product packaging; for that reason we are collaborating with the leading suppliers. Asozumos's commitment to the environment and to society is driving the trend in a way and, to that end, our organization is working diligently with them. New formats and sizes have been adapted to new habits and new family structures, and our partners are responding to those needs, preparing product packaging that makes life easier for consumers.

R. M.- What are Asozumos's main goals?

J. L.- There are four goals on which we want to focus. First, we want to work intensively to enhance proximity between consumers and juices and nectars so that they become an essential part of a healthy, balanced Mediterranean diet. Second, we're going to roll out a public relations and marketing campaign to support the juice industry and raise awareness about its healthy properties among consumers. Third, we're going to promote responsible and balanced consumption, focusing on different times of day and occasions: as a healthy and complete breakfast, as a snack, and as hydration after playing a sport. Lastly, we want to increase cooperation with consumer associations, nutritionists and other opinion leaders which will enable us to develop products with greater value for consumers.

R. M.- What's the forecast for 2016?

J. L.- It's still too soon to tell, especially because first quarter data makes us think we have to be cautious. After summer, if it's hot and if people drink more, we'll have more data, since trends in the last few years suggest that we keep our expectations low. We expect to finally be able to say we've had a good year in 2016, but it's still too soon to tell.

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