Trends & Market needs
Vegetables are increasingly used in juices, either in combination with fruit or alone. NPD (New Product Development) using superfood vegetables such as spinach and kale in “green juices” has been a popular route to market for vegetables in juice.
Other vegetables such as cucumber and asparagus are likely to emerge because brands can use vegetables to create a healthier juices.
Increase of vegetarian / vegan as menu item
claims for drink categories.
USA, Q4 2015-Q4 2018 (percentage)
Our best answer
Naturals resonate with consumers
Natural ingredients resonate with consumers and tap into the demand for more natural, organic, and "real", rather than "artificial" ingredients. Keeping formulations as natural as possible will appeal to consumers wanting "better-for-you".
41% of fruit juice, juice drink and smoothie users agree that smoothies can make good meal replacements when being in a r ush (UK, November 2016).