In the past, juices are often appreciated by consumers in terms of its taste – the more sweeter it is, the more likely Asian consumers would love them.
The current generation of consumers however are more health wary on the excessive content of sugar and are now looking for added functional benefits like immune health, gut health and beauty in juice products. For many well-informed consumers, juices can only be considered healthy if it is 100% fruit juice and not those that are sugar-sweetened, otherwise they will still be considered under the same ‘unhealthy’ category as carbonated drinks as they could be high in calories leading to obesity.
In Asia, consumer interest in juices as snack alternatives has inspired development of thicker, more satiating textures in new product launches. Juices consumed as smoothies with no added sugar are also gaining in popularity in Asia.
According to the latest Mintel report, consumption of retail juice is relatively low across many Asian countries with China being the dominant market while the rapidly developing countries like India, Vietnam and Philippines, which still had low per capita consumption recording the highest growth (see Chart 1.0).
The latest trend saw growing consumption of juices at home due to the pandemic which promoted the stay-at-home habit. In many parts of Asia, juice was not only consumed in the morning during breakfast, but throughout the day and in between main meals. The thick, pulpy textures of some juices and smoothies made them suited as a nutritious and convenient in-home snack. This trend is especially prevalent in India.
Mintel found that juice and juice drinks with pulpy and chunky textures have gained popularity in Asia. These thicker textures with many featuring fruit or aloe vera pieces meet the growing demand for more filling juices. (see Chart 2.0)
