Pure juices to boost growth of packaged juice segment: Datamonitor

Rising health consciousness, disposable incomes and urbanisation is driving the growth of the packaged juices in India, according to research firm Datamonitor.

The fact that India is home to the largest diabetic population globally gives a further boost to this category of beverages, with claims like ''no added sugar'' attracting new customers.

The Indian packaged juice segment is expected to display a growth rate of 7.8 per cent over 2009 – 14, as per Datamonitor. In terms of volume sales, the category displayed a healthy 15 per cent CAGR over the 2004–09 period, reflecting the growing demand among Indian consumers.
 
Varun Kumar, senior analyst, consumer markets, Datamonitor, said, ''Offerings in the Indian juice market have come a long way: from juice prepared by street vendors, via India's first popular drink, Frooti, to Tetra Pak fruit juices.''

Kumar says the major inhibitor to this category was a cultural aversion to packaged food and beverages but consumers are slowly progressing towards branded fruit juices, primarily on account of growing health-consciousness.

''Presence of global players such as Coca-Cola and Pepsi offers an assurance of quality in the category,'' he adds.

As of now, fruit drinks (those containing 0–29 per cent juice) enjoy 80 per cent market share and contribute the highest volumes to the category. But this is set to change, due to the Indian preference for freshly prepared juices, says Kumar.