The range of non-alcoholic beverages includes carbonated diet and regular soft drinks, sports and isotonic drinks, bottled and packaged waters, fruit juices and drinks and cordials. Fruit juice makes up 25% of this segment (Australasian Soft Drink Association).
Health related issues are major reasons for the growth in the fruit juice drink sector. For example, changes in consumer lifestyle have helped sustain sales of soft drinks, despite their mature nature. Changes towards healthier lifestyles saw an increasing shift towards a healthier diet. This has consistently raised the profile of fruit juice.
Consumers increasingly perceive fruit juice as a healthier substitute for mainstream carbonates. Sales of fruit juice grew by around 2% in current value and volume terms in 2002 to reach sales of A$1.2 billion and 638 million litres (Euromonitor International, Global Market Information Database).
In addition, fruit juice proved very popular in Australia as a breakfast drink during the review period. The vast majority of Australian households purchase such products on a regular basis. Fruit juice is relatively mature with industry sources suggesting that the current household penetration rate of these products is as high as 95%. Euromonitor estimates that per capita annual consumption stands at 34 litres in 2002.
As consumers become more health conscious, manufacturers will seek to increase sales by launching functional juices to inject sales into the matured fruit juice.
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