June 28, 2023
(press release)
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The COVID-19 pandemic elevated consumer focus on food safety and hygiene. For instance, 52%** of Indian respondents stated that hygienic feature is essential for them while making purchases. As a result, rising health and hygiene trend coupled with short shelf-life concerns are expected to present growth opportunities for packaged street-selling juices in India, where the juice market is forecast to expand by a volume compound annual growth rate (CAGR) of 10.9% over 2022–27*, according to GlobalData, a leading data and analytics company. Priyanka Jain, Consumer Analyst at GlobalData, comments: “Despite the pandemic’s impact waning, concerns regarding the spread of disease strongly influenced consumers’ beverage choices, as the quality and safety of unpackaged juices are compromised due to lack of proper sanitation and cleaning processes. Health-conscious Indian consumers are increasingly seeking locally produced beverages such as sugarcane juice and coconut water, packaged in a facility following proper sanitation practices. The short shelf life of unpackaged juice and the high risk of contamination and foodborne illnesses triggered the need for packaged formats in this space.” Francis Godad, Business Development Manager at GlobalData India, adds: “Health-conscious Indians are growing increasingly mindful of their sugar and calorie intake, as high consumption of sugar is linked to a negative impact on health and can increase the risk of diabetes and obesity. To reduce their risk of lifestyle diseases, Indian consumers have shown an inclination for 100% real juices, free from preservatives and sugar. This is also supported by the GlobalData survey, wherein 49%** of Indian respondents stated that they give importance to sugar content when deciding the healthy attribute of the product.” Jain concludes: “Given that Indian consumers are highly concerned about food hygiene and safety, the launch of 100% juice with no added sugar and free from preservatives claims is a perfect fit in the current market situation. Moreover, increased outdoor mobility will further stimulate the demand for small-pack formats due to convenience. Strong shelf presence at modern retail formats and e-commerce platforms such as Amazon, Bigbasket, Blinkit, and Zepto will further boost the demand for natural juices. However, the limited awareness about the potential risks associated with consuming unpackaged juice will undermine the growth momentum in the immediate future.” * GlobalData Consumer Intelligence Center – Market Analyzers, accessed in June 2023 ** GlobalData Q1 2023 Consumer Survey – India, with 591 respondents, published in May 2023
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