Juices in India

Juice in India
Euromonitor International
April 2019
JUICE IN INDIA Passport I
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Prospects ..................................................................................................................................... 1
Juice Continues To Report Strong Growth Driven by Value-added Juice Drinks ..................... 1
Juice With High Functional Value, Added Benefits Report Growth Through Subscriptions ...... 1
Manufacturers Focus on Offering Local Flavours, Superfruit Ingredients and Coconut Water . 2
Competitive Landscape ................................................................................................................ 2
Landscape Continues To Be Consolidated Despite Fall in Dabur’s Shares ............................. 2
Mango Generates the Most Sales, Prompting New Offers ....................................................... 3
Raw Pressery Reports Strong Growth Driven by Health-conscious Consumers ...................... 3
Category Data .............................................................................................................................. 3
Table 1 Off-trade Sales of Juice by Category: Volume 2013-2018 ........................... 3
Table 2 Off-trade Sales of Juice by Category: Value 2013-2018 .............................. 3
Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018 ........... 4
Table 4 Off-trade Sales of Juice by Category: % Value Growth 2013-2018 .............. 4
Table 5 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018 .............. 4
Table 6 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): %
Volume 2013-2018 ....................................................................................... 5
Table 7 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume
2013-2018 .................................................................................................... 5
Table 8 NBO Company Shares of Off-trade Juice: % Volume 2014-2018 ................ 5
Table 9 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018....................... 5
Table 10 NBO Company Shares of Off-trade Juice: % Value 2014-2018 ................... 6
Table 11 LBN Brand Shares of Off-trade Juice: % Value 2015-2018.......................... 6
Table 12 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023 ............ 7
Table 13 Forecast Off-trade Sales of Juice by Category: Value 2018-2023 ............... 7
Table 14 Forecast Off-trade Sales of Juice by Category: % Volume Growth
2018-2023 .................................................................................................... 7
Table 15 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-
2023 ............................................................................................................. 8
© Euromonitor International
JUICE IN INDIA Passport 1
JUICE IN INDIA
HEADLINES
 Juice registers off-trade volume growth of 17% and off-trade value growth of 11% to reach
INR141.3 and 1.9 billion tonnes in 2018
 Subscription models gaining traction as a way to drive and anticipate juice sales
 On-trade volume sales registers similar growth to that of off-trade at 11% in 2018
 Coca-Cola India holds the leading off-trade value share (27%) in juice on the strength of its
Maaza brand
 Juice is set to see an off-trade volume CAGR of 10% and a current off-trade value CAGR of
17% (11% 2018 constant value CAGR) to reach INR304.7 billion over the forecast period
(INR240.8 billion) and 3.1 billion litres in 2023
PROSPECTS
Juice Continues To Report Strong Growth Driven by Value-added Juice

Drinks
Consumers in India are becoming more health conscious and with rising awareness of the
benefits of having juice there is an increase in consumption. The fast lifestyle of millennials does
not allow them to have sufficient nutrients from home-cooked foods. To fulfil their nutritional
needs, millennials have increasingly started to rely on juices that provide the necessary
vitamins. Consumers prefer grab-and-go juice products available in 200ml tetra packs. These
juices are widely available all retail formats and are priced at INR10-INR15 which is pocket
friendly. Smaller traders are able to stock these products, as the inventory cost is low. Parle
Agro, Manpasand Beverages, Hector Beverages and Coca-Cola India have introduced products
in this format. Further, the government is promoting juice to drive horticulture in India and to
increase nutrient consumption by the citizens.
Juice is being marketed as speciality juices providing functional benefits such as liver
cleansing, hydration and detox, which millennials are embracing. Juice with functional benefits is
expected to sales in the coming years. Many start-ups including Raw Pressery, Juro, Cold Press
and Raw Leaf are introducing these lines in the marketplace. These products have premium
pricing; however, consumers are willing to pay higher prices for health benefits associated with
these juices. ITC has also introduced pulp-based juice to promote better health amongst
consumers.
Juice With High Functional Value, Added Benefits Report Growth

Through Subscriptions
Raw Pressery, Juro, Cold Press and Raw Leaf are bundling products such as weekly detox
juice, body weight management and vitamin enhancers and selling the juice to health-conscious
consumers through a subscription model. Juices sold through this channel are generally tailor
made to individual customers. The juices are supplied daily, weekly or monthly depending on
the subscription. The subscription model also helps the companies manage their inventory and
demand due to assurance of demand. Many consumers are adopting this model, as customised
juices are not easily available in India and people are becoming aware of health benefits
associated with these juices. These companies promote their products in collaboration with
various fitness centres and gyms. Consumers are willing to pay premium prices for juices with
perceived health benefits and which can replace meals. Consumers feel that these juices will
help them to avoid diseases such as diabetes and high blood pressure, and help lead to a
healthy and fit life.
The subscription model is expected to increase as more people start taking on extensive
fitness regimes. Further, rising income will help this consumer segment to grow in the forecast
period. Currently this trend is limited to metro and tier I cities but it is expected to catch on in tier
II and tier II cities between 2018 and 2023. Existing players are expected to increase their
footprint whilst new companies are also expected to enter the subscription model in the forecast
period.
Manufacturers Focus on Offering Local Flavours, Superfruit Ingredients

and Coconut Water
Consumers in India are looking for juice with superfruit ingredients and indigenous flavours.
However, these juices have not been widely available in the retail channels and most often have
been made in homes. Health- and time-conscious millennials, however, prefer to buy packaged
juice so that they can have it on the go. Most single millennials live away from family and do not
know how to make these juices at home whilst still wanting to consume high-value juices.
Numerous juice manufacturing, seeing this as a huge opportunity, have introduced multiple
Indian-flavoured juices. Hector Beverage, a key player, has a line of local flavoured juices
including aam panna (raw mango- based juice), jal jeera (Indian spice mix drink) and rasam
(tomato- and tamarind-based drink), amongst others. DS Group has launched products along a
similar line under the brand name Pulse. Raw Pressery and Axiom Aurveda have introduced
charcoal-, sugar cane- and aloe vera-based drinks, respectively. Moreover, many start-ups are
entering the marketplace with traditional Indian juice drinks and nectars. With consumers
increasingly accepting these products, local flavours should gain traction in coming years.
Coconut and coconut-based drinks are also steadily gaining popularity in India primarily
because they are naturally healthy and a natural hydrant. Packaged coconut water is easily
available in supermarkets and traditional grocery stores. Additionally, as real coconut is difficult
to carry in bulk, packaged coconut water is an on-the-go alternative. Dabur and Jain Agro, key
players in coconut juice, report robust growth in this category primarily driven by strong
distribution and consumer preferences. Other regional companies selling coconut water such as
Cocojal, which has introduced flavoured coconut water including pineapple and mango, have
also reported strong growth.
COMPETITIVE LANDSCAPE
Landscape Continues To Be Consolidated Despite Fall in Dabur’s

Shares
Coca-Cola, Parle Agro, PepsiCo and Dabur together accounted nearly three quarters of off-
trade value sales of juice in 2018 primarily due to their successful portfolios of mango-based
drinks. Despite the entry of multiple start-ups offering a wide array of products, these companies
are expected to account maintain their leading positions over the forecast period. However,
Dabur, the key player in nectar, lost share to regional players including Pran Foods and Axiom
Aurveda in 2018.
Mango Generates the Most Sales, Prompting New Offers

Mango is the bestselling flavour in India, buttressed by robust distribution across India. Entry-
level products from these companies helped them to sustain competition and witness growth in
volume sales. Both PepsiCo and Coca-Cola have introduced premium mango juice to increase
their share in mango-flavoured juice. PepsiCo introduced Tropicana Alphonso and Coca-Cola
introduced Mazza Gold to increase their product offerings in the mango arena. However,
regional players and new start-ups are currently challenging these companies by introducing
new healthy line of juices. Patanjali and Sri Sri Tattva have aggressively introduced Ayurveda-
based juices, which are becoming popular in India.
Raw Pressery Reports Strong Growth Driven by Health-conscious

Consumers
Raw Pressery has created a unique portfolio of products associated with high functional
benefits and value addition targeting consumers with health goals. Consumers have adopted
these products despite premium pricing, primarily to address health care and lifestyle-related
issues. The company has also started selling in subscription mode for loyal consumers that are
looking to follow a fitness regime. Growth in cold press juice has resulted in growth in 100%
juice. The company has moved beyond fruit juice and introduced vegetable-based juice and
indigenous juice including charcoal-based products to drive sales further. Other companies
including ITC are also focussing on healthy juices by introducing all-pulp portfolios to attract
health-conscious consumers.
CATEGORY DATA
Table 1 Off-trade Sales of Juice by Category: Volume 2013-2018
million litres
2013 2014 2015 2016 2017 2018
100% Juice 19.6 20.2 20.0 20.2 20.4 21.0

- Not from Concentrate - - - - - -
100% Juice
- Reconstituted 100% 19.6 20.2 20.0 20.2 20.4 21.0
Juice
Juice Drinks (up to 24% 914.6 1,086.5 1,218.6 1,310.3 1,395.8 1,538.1
Juice)
Nectars 214.8 219.2 243.4 270.0 302.5 347.8
Coconut and Other Plant - 0.4 0.8 1.0 1.3 1.6
Waters
Juice 1,148.9 1,326.3 1,482.7 1,601.5 1,719.9 1,908.6
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2 Off-trade Sales of Juice by Category: Value 2013-2018
INR million
2013 2014 2015 2016 2017 2018
100% Juice 2,035.1 2,241.3 2,305.3 2,424.6 2,509.6 2,709.0

100% Juice
- Reconstituted 100% 2,035.1 2,241.3 2,305.3 2,424.6 2,509.6 2,709.0

Juice
Juice Drinks (up to 24% 46,238.5 57,785.1 68,276.4 77,376.3 85,337.7 98,932.4
Juice)
Nectars 18,376.3 19,997.8 23,542.1 27,700.2 32,321.9 39,338.5
Coconut and Other Plant - 68.0 137.8 178.6 227.7 288.1
Waters
Juice 66,650.0 80,092.2 94,261.7 107,679.7 120,397.0 141,268.0
Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
% volume growth
2017/18 2013-18 CAGR 2013/18 Total
100% Juice 3.2 1.4 7.4

- Not from Concentrate 100% Juice - - -
- Reconstituted 100% Juice 3.2 1.4 7.4
Juice Drinks (up to 24% Juice) 10.2 11.0 68.2
Nectars 15.0 10.1 62.0
Coconut and Other Plant Waters 25.2 - -
Juice 11.0 10.7 66.1
Table 4 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
% current value growth

2017/18 2013-18 CAGR 2013/18 Total
100% Juice 7.9 5.9 33.1

Nectars 21.7 16.4 114.1
Coconut and Other Plant Waters 26.5 - -
Juice 17.3 16.2 112.0
Table 5 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018
% retail volume
2013 2014 2015 2016 2017 2018
Apple 17.0 16.0 15.0 14.0 14.4 14.4

Mango 9.0 9.0 9.0 9.0 9.0 9.0
Mixed Fruits 20.0 21.0 22.0 23.0 23.5 23.5
Orange 38.0 37.0 36.0 36.0 36.2 36.2
Other Flavours 16.0 17.0 18.0 18.0 16.9 16.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 6 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2013-2018
% retail volume
2013 2014 2015 2016 2017 2018
Apple 1.0 1.0 1.0 1.0 1.0 1.0

Lemon 6.0 5.5 5.0 4.9 4.9 4.9
Mango 85.6 85.0 84.5 85.0 85.2 85.2
Orange 4.7 4.8 4.9 4.9 4.9 4.9
Other Flavours 2.7 3.7 4.6 4.1 4.0 4.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 7 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2013-2018
% retail volume
2013 2014 2015 2016 2017 2018
Apple 29.0 30.0 31.0 31.5 31.5 31.5

Lychee 3.0 2.0 2.0 2.0 2.0 2.0
Mango 12.0 12.5 13.0 13.2 13.2 13.2
Mixed Fruits 4.0 5.0 6.0 6.5 6.8 6.8
Orange 39.0 40.0 41.0 41.5 41.7 41.7
Other Flavours 13.0 10.5 7.0 5.3 4.9 4.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 8 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
% off-trade volume
Company 2014 2015 2016 2017 2018
Coca-Cola India Pvt Ltd 32.8 31.7 31.2 30.9 30.6

Parle Agro Pvt Ltd 20.3 21.1 20.7 20.5 20.3
PepsiCo India Holdings 17.8 17.8 17.4 17.4 17.4
Pvt Ltd
Dabur India Ltd 7.6 7.5 7.6 7.7 7.9
Manpasand Beverages Ltd 2.3 2.4 2.4 2.4 2.3
ITC Foods Ltd - 0.6 0.6 0.7 0.7
Tunip Agro Pvt Ltd 0.7 0.7 0.1 0.1 0.1
Tata Global Beverages Ltd - - - - -
Others 18.5 18.2 19.9 20.4 20.6
Total 100.0 100.0 100.0 100.0 100.0
Table 9 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
% off-trade volume
Brand (GBO) Company (NBO) 2015 2016 2017 2018
Maaza (Coca-Cola Coca-Cola India Pvt Ltd 29.5 28.9 28.5 28.3
Co, The)
Frooti Parle Agro Pvt Ltd 21.1 20.7 20.5 20.3
Slice (PepsiCo Inc) PepsiCo India Holdings 13.6 13.1 13.1 13.0
Pvt Ltd
Réal Dabur India Ltd 7.5 7.6 7.7 7.9
Tropicana (PepsiCo PepsiCo India Holdings 4.2 4.2 4.3 4.5
Inc) Pvt Ltd
Minute Maid (Coca- Coca-Cola India Pvt Ltd 2.2 2.3 2.3 2.3
Cola Co, The)
Manpasand Mango Sip Manpasand Beverages Ltd 2.4 2.4 2.4 2.3
B Natural ITC Foods Ltd 0.6 0.6 0.7 0.7
Onjus Tunip Agro Pvt Ltd 0.7 0.1 0.1 0.1
T!ON Tata Global Beverages Ltd - - - -
T!ON (Tata Tea Ltd) Tata Global Beverages Ltd - - - -
Others Others 18.2 19.9 20.4 20.6
Total Total 100.0 100.0 100.0 100.0
Table 10 NBO Company Shares of Off-trade Juice: % Value 2014-2018
% off-trade value rsp

Company 2014 2015 2016 2017 2018
Coca-Cola India Pvt Ltd 29.1 28.0 27.5 27.1 27.0

PepsiCo India Holdings 18.5 18.8 18.6 18.8 17.8
Pvt Ltd
Parle Agro Pvt Ltd 17.9 18.6 18.2 17.9 17.7
Dabur India Ltd 12.2 11.8 11.8 12.1 11.4
Manpasand Beverages Ltd 2.0 2.1 2.1 2.1 2.0
ITC Foods Ltd - 0.9 1.0 1.0 1.0
Tunip Agro Pvt Ltd 1.1 1.0 0.2 0.2 0.2
Tata Global Beverages Ltd - - - - -
Others 19.1 18.7 20.6 20.9 22.8
Total 100.0 100.0 100.0 100.0 100.0
Table 11 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
% off-trade value rsp

Brand (GBO) Company (NBO) 2015 2016 2017 2018
Maaza (Coca-Cola Coca-Cola India Pvt Ltd 26.0 25.4 24.9 25.0
Co, The)
Frooti Parle Agro Pvt Ltd 18.6 18.2 17.9 17.7
Réal Dabur India Ltd 11.8 11.8 12.1 11.4
Slice (PepsiCo Inc) PepsiCo India Holdings 12.7 12.4 12.2 11.3
Pvt Ltd
Tropicana (PepsiCo PepsiCo India Holdings 6.2 6.2 6.6 6.5
Inc) Pvt Ltd
Minute Maid (Coca- Coca-Cola India Pvt Ltd 2.0 2.1 2.1 2.1
Cola Co, The)
Manpasand Mango Sip Manpasand Beverages Ltd 2.1 2.1 2.1 2.0
B Natural ITC Foods Ltd 0.9 1.0 1.0 1.0
Onjus Tunip Agro Pvt Ltd 1.0 0.2 0.2 0.2
T!ON Tata Global Beverages Ltd - - - -
T!ON (Tata Tea Ltd) Tata Global Beverages Ltd - - - -

Others Others 18.7 20.6 20.9 22.8
Total Total 100.0 100.0 100.0 100.0
Table 12 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
million litres
2018 2019 2020 2021 2022 2023
100% Juice 21.0 21.8 22.6 23.5 24.4 25.5

100% Juice
- Reconstituted 100% 21.0 21.8 22.6 23.5 24.4 25.5
Juice
Juice)
Nectars 347.8 399.3 457.2 521.2 592.1 669.1
Coconut and Other Plant 1.6 2.0 2.5 3.0 3.7 4.5
Waters
Juice 1,908.6 2,108.9 2,326.5 2,563.5 2,813.4 3,080.9
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 13 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
INR million
2018 2019 2020 2021 2022 2023
100% Juice 2,709.0 2,803.7 2,915.9 3,040.2 3,177.6 3,331.0

100% Juice
- Reconstituted 100% 2,709.0 2,803.7 2,915.9 3,040.2 3,177.6 3,331.0
Juice
Juice)
Nectars 39,338.5 45,593.4 52,806.4 60,928.8 70,206.0 80,544.0
Coconut and Other Plant 288.1 345.6 412.0 489.3 574.9 672.2
Waters
Juice 141,268.0 157,395.0 175,253.1 195,289.4 216,982.3 240,759.8
trade sources
Table 14 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
% volume growth
2018/19 2018-23 CAGR 2018/23 Total
100% Juice 3.5 3.9 21.1

Nectars 14.8 14.0 92.4
Coconut and Other Plant Waters 24.3 23.0 182.0
Juice 10.5 10.1 61.4

trade sources
Table 15 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023
% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total
100% Juice 3.5 4.2 23.0

Nectars 15.9 15.4 104.7
Coconut and Other Plant Waters 20.0 18.5 133.3
Juice 11.4 11.3 70.4
trade sources

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Juice in India

LIST OF CONTENTS AND TABLES

Juice Continues To Report Strong Growth Driven by Value-added Juice

Juice With High Functional Value, Added Benefits Report Growth

Manufacturers Focus on Offering Local Flavours, Superfruit Ingredients

Landscape Continues To Be Consolidated Despite Fall in Dabur’s

Mango Generates the Most Sales, Prompting New Offers

Raw Pressery Reports Strong Growth Driven by Health-conscious

100% Juice 19.6 20.2 20.0 20.2 20.4 21.0

Table 2 Off-trade Sales of Juice by Category: Value 2013-2018

100% Juice 2,035.1 2,241.3 2,305.3 2,424.6 2,509.6 2,709.0

- Reconstituted 100% 2,035.1 2,241.3 2,305.3 2,424.6 2,509.6 2,709.0

Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018

100% Juice 3.2 1.4 7.4

Table 4 Off-trade Sales of Juice by Category: % Value Growth 2013-2018

% current value growth

100% Juice 7.9 5.9 33.1

Table 5 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018

Apple 17.0 16.0 15.0 14.0 14.4 14.4

Apple 1.0 1.0 1.0 1.0 1.0 1.0

Apple 29.0 30.0 31.0 31.5 31.5 31.5

Table 8 NBO Company Shares of Off-trade Juice: % Volume 2014-2018

Coca-Cola India Pvt Ltd 32.8 31.7 31.2 30.9 30.6

Table 9 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018

Table 10 NBO Company Shares of Off-trade Juice: % Value 2014-2018

% off-trade value rsp

Coca-Cola India Pvt Ltd 29.1 28.0 27.5 27.1 27.0

Table 11 LBN Brand Shares of Off-trade Juice: % Value 2015-2018

% off-trade value rsp

T!ON (Tata Tea Ltd) Tata Global Beverages Ltd - - - -

Table 12 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023

100% Juice 21.0 21.8 22.6 23.5 24.4 25.5

Table 13 Forecast Off-trade Sales of Juice by Category: Value 2018-2023

100% Juice 2,709.0 2,803.7 2,915.9 3,040.2 3,177.6 3,331.0

Table 14 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023

100% Juice 3.5 3.9 21.1

Juice 10.5 10.1 61.4

Table 15 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

% constant value growth

100% Juice 3.5 4.2 23.0

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