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Tetra Pak, ,PROTECTS WHAT’S GOOD,Tetra Brik, Tetra Classic, Tetra Fino, Tetra Gemina, Tetra Prisma, Tetra Recart,Tetra Rex, Tetra Top, Tetra Wedge, Tetra PlantMaster, Tetra Hoyer Frigus andTetra FlexDos are some of the trademarks belonging to the Tetra Pak Group.

www.tetrapak.com

Theme: Juice, Nectar, Still Drinks


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Argentina and Uruguay Tetra Pak SRLMaipú 1210, Piso 7º C1006ACT Buenos AiresTel +54-114 317 0400, Fax +54-114 317 0433

Australia Tetra Pak Oceania2A Hill Road, Homebush Bay, N.S.W. 2127Tel +61-2 8719 7300, Fax +61-2 9648 1732

Austria and Hungary Tetra Pak Austria and Hungary LtdP O Box 200, Industrial Site 2041 Budaörs, HungaryTel +36-23 418 000, Fax +36-23 418 018Balkans Tetra Pak Production d.o.o. BeogradMilutina Milankovica 11b, 11070 Belgrade, SerbiaTel +381-11 2017 333, Fax +381-11 2017 380Baltic States Tetra Pak Nordics41 Mukusalas Str 1004 Riga, LatviaTel +371-760 2000, Fax +371-760 2100Belgium Tetra Pak BeneluxA.Gossetlaan 28A Bus 1, 1702 Groot BijgaardenTel +32-2467 6811, Fax +32-2466 2665Brazil and Paraguay Tetra Pak LtdaAv.das Nações Unidas,4777– 10° andarEd.Villa-Lobos – Alto de Pinheiros05477-000 São Paulo, SPTel +55-11 5501 3200, Fax +55-11 5501 3342Canada Tetra Pak U.S. and Canada1610-16th Ave, Richmond Hill, Ontario L4B 4N6Tel +1-905 780 6030, Fax +1-905 780 4900Central America and Caribbean Tetra Pak S.A.Plaza Globus Building, 7th fl,Samuel Lewis Ave y Calle 55 Obarrio, PanamaTel +507-208 57800, Fax +507-264 2600Central Asia Tetra Pak Central Asia22 Zenkov Street, 050010 Almaty, KazakhstanTel +7 727 259 84 00, Fax +7 727 258 25 42Chile Tetra Pak de Chile LtdaAv El Bosque Sur 130, Piso 8Las Condes, 676 0435 SantiagoTel +56 2 940 7000, Fax +56 2 940 7091China and Hong Kong (PR) Tetra Pak China Ltd29th fl, CITIC Sq, 1168 Nanjing Xi Lu,Shanghai 200041Tel +8621-3217 4688, Fax +8621-3217 4680Colombia and Ecuador Tetra Pak LtdaWorld Trade Center, Calle 100 No 8A-55,Torre C, Oficina 209, BogotaTel +57-1 628 3630, Fax +57-1 628 3660Czech and Slovak RepublicsTetra Pak Ceska republika sro.Nova cesta 17, 140 21 Praha 4Tel +420-2 6100 7111, Fax +420-2 4144 5963East Mediterranean Tetra Pak East Med.Mkalles 691 Centre, Beiruth, LebanonTel +961-1-693 777 Fax +961-1-693 888Egypt Tetra Pak Egypt Ltd44 Palestine Street, New Maadi, CairoTel +20-2 754 7420, Fax +20-2 754 7341Finland Tetra Pak NordicsMeijeritie 2, 00370 HelsinkiTel +358-207633611, Fax +358-207633601France Tetra Pak France420, rue d’Estienne d’Orves,92705 Colombes Cedex

Tel +33-1 56 47 5000, Fax +33-1 56 47 5150Germany Tetra Pak GmbH & CoFrankfurter Strasse 79-81, 65233 HochheimTel +49-6146 590, Fax +49-6146 592 32Tetra Pak Processing GmbHSenefelder - Ring 27, 21465 ReinbekTel +49-40 600 910, Fax +49 40 600 91800Greece, Cyprus and Israel Tetra Pak Hellas SA56, Kifissias Ave & Delfon St,15125 Marousi, AthensTel +30-210 616 7500, Fax +30-210 619 9600India Tetra Pak India Pvt LtdGlobal Business Park, Tower C, 5th fl.Mehroli-Gurgaon Rd 122001 Gurgaon, HaryanaTel +91-124 256 5630, Fax +91-124 406 4308

TETRA PAK PROCESSING AND PACKAGING SYSTEMS ARE MARKETED BY

Indonesia PT Tetra Pak IndonesiaJl. Buncit Raya Kav.100, Lantai 3 Jakarta 12510Tel +62-21 7917 8000, Fax +62-21 7917 8080Iran Tetra Pak Iran1st fl. Khorshid Bldg.No.1264, Vali Asr Ave.Tehran 1435674173Tel +9821-82 139 000, Fax +9821-82 139 499Ireland Tetra Pak UK and Ireland5th Floor, 1 Tuansgate, Belgard Square East,Tallaght, Dublin 24Tel +353-1 467 8000, Fax +353-1 467 8088Italy Tetra Pak Italiana SpA

Viale della Resistenza 56/A, 42048 Rubiera (RE)Tel +39-0522 263 411, Fax +39-0522 263 659Tetra Pak Food Engineering SpA

Via Saragat N. 4, 20054 Nova Milanese (MI)Tel +39-0362 4951, Fax +39 0362 495 300

Japan Nihon Tetra Pak K.K.Kioicho Fukudaya Bldg. 6-12, Kioicho,Chiyoda-ku, Tokyo 102-8544Tel +81-3-5211 2111, Fax +81-3-5211 2011Kenya and East Africa Tetra Pak Eastern AfricaP O Box 78340, NairobiTel +254 20 6909 000, Fax +254-2 532 083Malaysia and Singapore Tetra Pak (Malaysia) Sdn Bhd1201 Level 12 Uptown 2, No.2 JalanSS21/37 Damansara Uptown,47400 Petaling Jaya, Selangor Darul EhsanTel +603 7724 7000, Fax +603 7729 1166Mexico Tetra Pak SA de CVAv.Ejército Nacional 843-B, Antara Polanco,Torre Paseo, Acceso A-Piso 2, Col.Granada,Del.Miguel Hidalgo, C.P.11520 México, D.F.Tel +52-55 2122 8700, Fax +52-55 2122 8747Middle East Tetra Pak ArabiaLOB 15, 6th fl Jebel Ali Free Zone, DubaiTel +971-4 8811222, Fax +971-4 8811809Netherlands Tetra Pak BeneluxOostelijke Randweg 48 4782 PZ MoerdijkTel +31-168 386500, Fax +31-168 386 600Tetra Pak Processing Systems BV Hoofdveste 18, 3992 DG HoutenTel +31-305 349 999, Fax +31-306 349 900New Zealand Tetra Pak OceaniaLevel 3, 8 Pacific Rise, Mt Wellington,Auckland 1060Tel +64 9 573 5588, Fax +64 9 573 5599North Africa Tetra Pak Maghreb69 rue Othmane Ibnou Affane 3ème etage,20000 Casablanca, MoroccoTel +212 2248 8150, Fax +212 2248 8151Norway Tetra Pak NordicsP.O.Box 477, 1327 LysakerTel +47-67 83 30 00, Fax +47-67 83 30 01Pakistan Tetra Pak Pakistan Ltd316 - Upper Mall, Lahore 54000Tel +92-42 5710070-77, Fax +92-42 5710065Peru and Bolivia Tetra Pak SA (Perú)Av Victor A.Belaúnde 147 Centro EmpresarialEdif. Real Seis Ofic. 403 Lima 27

Tel +51 1 212 1060, Fax +51 1 440 1420Philippines Tetra Pak Philippines Inc7/F Net One Center 26 St.Cnr. Third AveCrescent Park W Distr Bonifacio Global CityTaguig 1634, Metro ManilaTel +63-2 976 3400, Fax +63-2 818 1072Poland Tetra Pak SP. zo.o.u. 1-go Sierpnia 8A, 02-134 WarsawTel +48-22 5434 000, Fax +48-22 5434 001Portugal Tetra Pak Ibéria SAAv do Forte 12, 2790-072 CarnaxideTel +351-21 416 5600, Fax +351-21 4165771Russia and Belarus Tetra Pak A/O8, Wilhelm Pieck str, 129226 MoscowTel +7-095 787 8000, Fax +7-095 787 8001

Saudi Arabia Tetra Pak ArabiaP O Box 9454, Jeddah 21413Tel +966-2 635 1515, Fax +966-2 635 2640Slovenia, Croatia and Albania Tetra Pak AdriaSpruha 36, Trzin, 1236 LjubljanaTel +386-1 5304 200, Fax +386-1 562 1564South Africa Tetra Pak South Africa (Pty) Ltd100 Electron Avenue, Isando, Gauteng 1600Tel +27-11 570 3000, Fax +27-11 570 3149South Korea Tetra Pak Ltd7F Hyundai Ansung Tower, 737-35 Hannan-don

Yongsan-gu, Seoul 140-895Tel +82-2 799 2300, Fax +82-2 798 3498Spain Tetra Pak IbériaLatón, 8 (Poligono Finanzauto)28500 Arganda del Rey (Madrid)Tel +34-91 876 9500, Fax +34-91 876 6390Sweden and Denmark Tetra Pak NordicsBox 3627, 103 59 StockholmTel +46-8 679 2000, Fax +46-8 611 1010Lund office: Ruben Rausings gata, 221 86 LundTel: +46 46 36 10 00, Fax +46 46 36 47 50Switzerland Tetra Pak Schweiz AGEuropastrasse 30, 8152 GlattbruggTel +41-44 804 6600, Fax +41-44 804 6650Taiwan Tetra Pak Taiwan Ltd4, Wen Ming 3rd Street, Lin Kou Ind. Park 3,Taoyuan 333Tel +886-3 328 3111, Fax +886-3 328 4214Thailand Tetra Pak Thai Ltd1042 Soi Sukhumvit 66/1, Sukhumvit RoadBangchak, Bangkok 10260Tel +66-2 704 3000, Fax +66-2 704 3010Turkey Tetra Pak ASBuyukdere Caddesi Nurol PlazaNo: 71 A Blok Kat: 10, 34398 Maslak-IstanbulTel +90-212 276 5000, Fax +90-212 285 0025Ukraine Tetra Pak UkraineMezhigirska ul.82, 04080 Kiev 80Tel +380-44 230 3939, Fax +380-44 230 3949United Kingdom Tetra Pak UK and IrelandBedwell Rd., Cross Lanes, Wrexham LL13 0UTTel +44-870 442 6000, Fax +44-870 442 6001Tetra Pak Processing UK Ltd.Swan House, Peregrine Business ParkGomm Road, High Wycombe HP13 7DLTel +44 870 442 6400, Fax +44 870 442 6401USA Tetra Pak U.S. and Canada101 Corporate Woods Parkway,

Vernon Hills, IL 60061Tel +1-847 955 6000, Fax +1-847 955 6500Venezuela Tetra Pak C.A.Ave Francisco de Miranda Edif TorreKPMG piso 7, Chacao Caracas 1060Tel +58-212 277 71 00, Fax +58-212 266 6838

West Africa Tetra Pak West Africa Ltd8, Secretariat Road, Coker VillageAlausa Ikeja, Lagos, NigeriaTel +234-1 774 6727, Fax +234-1 269 4782Vietnam Tetra Pak Vietnam235 Dong Khoi Str Metropolitan Bldg 14th flDistrict 1, Ho Chi Minh City

Tel +84-8 825 7100 Fax +84-8 825 7101

Tetra Pak Magazine No. 97 2009, ISSN 0346-3044. The Tetra Pak Group’s International Company Magazine is printed in Sweden and issued twice per year. The magazine is dist-ributed to more than 150 countries and is available in Chinese, English, Finnish, French, German, Polish, Portuguese, Spanish,Swedish and selected issues in Japanese.Publisher: Jörgen Haglind.Editor: Berit Schannong.Editorial board: Margit Hanquist,Jörgen Haglind, Khaled Ismail, Berit Schannong, Paul Wharton, Rolf Viberg. Produced by: Tetra Pak International, RubenRausings gata, 221 86 Lund, Sweden. Tel +46 46 362948, E-mail [email protected] . Graphic design: Wahlgren& Hansson, Malmö, Sweden. Translation: CBG-Konsult, Sundbyberg, Sweden / Bill Taylor, Thames Ditton, UK. Paper Cover: Galerie Art Silk 250 g. Paper Body: Galerie Art Silk130 g. Cover Image: Wahlgren & Hansson. Print: Kristianstads Boktryckeri,Sweden. ISO 14001 and FSC Certificates.


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Contents

2 Juice, nectar and still drinks

4 Juice – the natural option

10 Perfect drinks for trendy consumers

14 The sunshine fruit – liquid gold

20 Nature's pantry – the cells' protector

26 From fruit to the packaged product

34 Fickle consumers with emotions, attitudes and power

40 Opportunities today and tomorrow

44 Conclusion


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Juice, nectarand still drinks


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Juice, nectar and still drinks are three

categories of drinks with so many variants

that all consumers, regardless of age, lifestyleand taste preferences, can find their favour-

ites. Common to them all is that, to varying

degrees, they contain the natural juice or

extract from fruit, vegetables or herbs. What

the final product can be called is regulated

by national and regional food legislation, but

with some variation. In our magazine we use

the following definitions:

JUICE contains only the natural ingredi-ents contained in fruit and vegetables, i.e.

fruit juice or fruit juice concentrate, water,natural flavourings and fruit pulp.

Product content and labelling of fruit juices

are subject to different regulations that vary

globally. In the USA there are standards set

by the FDA and USDA, in the EU there are

both mandatory directives and recommenda-

tions, and other regions may have a mixture

of mandatory and voluntary standards.

NECTAR is produced from juice that ismixed with water and normally sugar. Juice

content is at least 25 per cent, and for citrusnectars at least 50 per cent juice content is

required.

STILL DRINKS contain some juiceand a lot of sugar. Virtually anything can be

added, subject to local legislation.

Juice, nectar and still drinks account for near-

ly half of the global market for non-alcoholic

beverages (soft drinks). The products will in

all likelihood continue to benefit from the two

main trends which are currently influencing

the entire beverage market, i.e. the demand for

health-promoting products and convenience.

In this issue of the Tetra Pak Magazine we

make a journey from the fruit to the con-

sumer, with a few stops on the way to look

at the market and what influences shoppers

to choose this or that product, when stand-

ing in front of the fully-stocked shelves in the

supermarket.


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"An apple a day keeps the doctor away" is an old saying that many

people are familiar with. Today we know that more than an apple is

needed for good health.

Juice – the natural option

T he World Health Organisation, WHO,

estimates that one in three cases of

heart disease and every tenth stroke hap-

pens because we do not eat enough fruit and

vegetables. Many countries are therefore

trying to encourage their populations to live

and eat more healthily, amongst other things

under the theme 5-A-Day, a campaign thatis supported by the WHO and recommends

everybody to eat at least five pieces of fruit

and vegetables, equivalent to approximately

500 grams, every day.

However, not everybody can live up to this

recommendation: some people may not be

particularly fond of fruit and vegetables, per-

haps it is diffi cult to eat them, or perhaps the

range on offer is not so attractive. One good

alternative is to replace one or two fruits with

juice, as this will make it easier to fulfil the

daily need.

Juice's intrinsic value

A whole world of options is available, be-

cause virtually every fruit can be pressed into juice. In addition, fruits and vegetables can

be combined endlessly to create delightful

drinks for all tastes and occasions. When the

juice from certain fruits is too sour or strong

in terms of taste to be drunk in natural form–

such as with kiwi, cranberry, and guava–the

best solution is to mix it with other juices or

dilute it with water into nectar or fruit drink.


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What is packaged in a juice carton is what the

fruit contained when it was picked, with all

its vitamins and minerals intact. Some fibres

are lost during pressing, but these can be re-introduced afterwards. Consumption of fruit

and vegetables in the form of juices is a con-

venient way to take in nourishment from the

products. In some cases, the juice can even

be a better option. More often than not, in

order to counteract transport damage, unripe

fruits are harvested because they are harder

and can withstand impact and pressure bet-

ter. When a fruit is picked from its plant the

supply of nutrition is interrupted and in most

cases the ripening process stops. As the vita-min C content increases with maturity, fruit

shipped for long distance around the world

might have a significantly lower nutritional

and vitamin content than fully-ripened fruit

in the country of origin. However, juice is

extracted on site when the fruit is mature and

full of nutrition. In addition, juice quality is

checked several times on the way to the con-

sumer package. The manufacturer guaran-

tees at least the vitamin C content stated on

the package, but it is often higher.

Brix measures sweetness and maturityFruit and vegetable juices are measured on

a so-called Brix scale, showing how ripe the

fruit was when picked and states the sugar

content of juice measured in degrees. A 25 °Bx

solution means 25 grams of sugar and 75

grams of water in 100 grams of juice. A fruit

with a high Brix value is sweeter and tastes

better than a fruit with a low Brix value. A

high Brix count is a prerequisite for, but not a

guarantee of, a high nutritional value, while

a low Brix value indicates a low nutritional value.

A healthy and enjoyable drinkThere are several reasons why we drink juice,

one is for the sake of the good taste, another

because it is a refreshing drink. Most often

we choose 100 per cent juice because it is

a healthy product. During certain periods

in life it is particularly good to drink a lot of

Orange 2. Apple 3. Mango 4. Pineapple 5. Peach 6. Banana 7. Grape 8. Strawberry 9. Lemon 10. Pomegranate

Flavour trends – the 20 most popular flavoursin new juice and nectar launches, 2008.

Source: Business Insights Ltd. / GNPD


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juice; as a producer, it could prove profit-

able to have a strategy towards the following

target groups:

• Young women often have iron deficiencyand the body takes up the iron in food

more easily if it is combined with vitamin C

in orange juice. Pregnant women need

more folic acid, also found in orange juice.

• Older people may need a supplement offolic acid and potassium. Juice is also a

valuable nutritional supplement for people

who have a poor appetite.

• Women 50+ and others at risk ofosteoporosis may need a supplement of

juice with extra calcium.

• Everybody who needs extra vitamins candrink "multivitamin" juice rather than

taking vitamin tablets.

Fruit juice provides energy from the natural

sweetness in the fruits. The sugar is needed

for all body functions, especially the muscles.

1. Passion fruit 12. Raspberry 13. Pear 14. Carrot 15. American Cranberry 16. Blackcurrant 17. Cherry 18. Guava 19. Apricot 20. Blu


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100 per cent fruit juice is composed of newly-harvested fruit raw materials. When the juice is filledinto a carton package, which comes from a renew-able source of raw materials, the natural profile isstrengthened. Knowing that the entire product has

a positive environmental profile gives the consumersecurity and confidence in their choice.

Natural is good for you!Consumers are concerned about chemical

additives, colours and preservatives and they

want more natural food. Research demon-

strating an increased connection betweenfood and health has also led to an interest in

products without additives, and with health

benefits and an organic association. This can

also be seen by the rapidly growing Detox

movement, which aims to detoxify and purify

the body. Natural products such as fruit, vege-

tables and juices will do the job. At present,

‘natural’ is a powerful force in the food and

beverage industries and many producers are

riding the wave and using the word in the

marketing of consumer products. However,the meaning of natural is not clearly defined

though the basic essence of a natural product

is to exist as found in nature or to have un-

dergone minimal processing. Therefore, the

health trend and the juice market are benefi-

cial to each other.

Consumption of fruit and vegetables in

the form of juices is a convenient way to

take in nourishment from the products.


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A l a m y / L u c k y L o o k

– also in liquid form!

Juic es launc hed in 2008 w ere sold mainly by means of the f ollow ing qualities:• Health-promoting c harac teristic s • Can c lean the digestiv e sy stem • Restore the body 's natural balanc e

• Improv e c irc ulation • Enhanc e the immune sy stem • Strengthen bones • Slow -dow n ageing

Greece

Since 1983 Amita juice in Greece has been ranked first by

consumers for its inspiring brand and the rich variety of juice

flavours. In 2006, the products were relaunched in the new

1000ml Tetra Prisma Aseptic carton, which proved to be a dif-

ferentiating success factor. In 2008, Amita introduced, under

the auspices of the Ministry of Development, the campaign

‘Live in Harmony with 5 a day’ to encourage people to consume

five portions of fruits and vegetables every day. Thus, Amita is

involved in nutritional issues by promoting a healthier diet.

www.amita.gr


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T e t r a P a k B e n

e l u x ,

N L

T

here are several reasons why so many

consumers choose beverages with lessthan 100 per cent juice content. Fruit drinks

comprise a multifaceted category that offers

numerous opportunities to specify target

groups in terms of both product and market-

ing. By choosing different ingredients (such as

flavouring, live intestinal bacteria from dairy

products, fibres, minerals, vitamins, etc.) in-

Perfect drinks fortrendy consumersThe growing health consciousness is to the advantage of both nectar

and fruit drinks, which continue to take consumers from carbonated

beverages, but also from the tea and coffee segments.

novative products can be created that are

attractive alternatives for health-consciousconsumers who also want to be trendy. Even

if people are inclined to spend more of their

household budget on natural products that can

improve health, it is not a long step to a cheaper

product with less juice content. So, when the

economy worsens, nectar is regarded as a less

expensive alternative to 100 per cent juice.


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Nectar, the juice alternativeThe word nectar has different meanings. It is

the sugary substance in plants that bees can

convert into honey and in Greek and Roman

mythology it was the drink of the gods that gave

eternal youth. Within the beverage industry

nectar is a fruit juice that is too thick to drink

–for example, from apricots, peaches and

pears. The juice, or rather the purée, musttherefore be diluted with water and have

sugar added to make it drinkable. The fruit

juice content in nectar can vary between 25

and 99 per cent. In accordance with the EU

Council Directive 93/77, only the following

ingredients can be added to nectars: water,

fruit juice concentrate, sugar, fruit acid,

natural flavourings and fruit pulp from juice.

Since nectar is mixed with water and sugar,

which are cheaper than juice, the product is

ultimately more cost-effective for the producer

and is often also cheaper for the consumer.

Still drinks, for the youngThe next step on the scale for less juice

content is still drinks, namely fruit drinks

with less than 25 per cent of fruit content.

Some countries require that the juice content

is stated on the package and others have

a minimum requirement for juice content.

The history of Chinese drinking herbal tea dates backto the Qing dynasty when, 188 years ago, Wang LaoJi herbal tea was founded in south China. Herbal teais a beverage containing extract from no less thanfive herbs and is served to remove ‘internal heat anddampness’ from the human body to retain a healthybalance. Nowadays the old style has become thenew fashion! Sales of Wang Lao Ji herbal tea packedin Tetra Brik Aseptic 250ml cartons have increasedfivefold since 2005.

The still drinks category attracts consumers with an ever-growing range of exciting products for all occasions andlifestyles.


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Almost anything can be added as long as local

legislation is followed: apart from sugar and

fruit acid, synthetic sweeteners and flavours,

natural/synthetic colours, stabilisers, preserv-

atives, etc. are common. It is a fast-growing

drinks category that attracts consumers with

an ever-growing range of exciting products

for all occasions and lifestyles. In fact, while

juices and nectars are mostly consumed athome, fruit drinks/still drinks are more ‘on-

the-go’ products, consumed in the car or on

other means of transport, while walking and

during exercise, or right outside the shop

where the drinks are bought. It is also com-

mon to consume fruit drinks and still drinks

in school or at work.

Smoothies, the new fast food

Thick, mixed fruit drinks named smoothies

have grown tremendously over recent years

and are now available in several countries.Consumers who used to grab a hamburger

for a quick lunch or a chocolate bar in the

afternoon are looking for healthier alternatives

and are now more inclined to choose treats

such as smoothies. Smoothies can include

different ingredients but the main part is usu-

ally fruit or berries. Fruit or vegetable juice is

common as a base for the product, but in some

countries yoghurt, milk or soya are preferred

as the fluid. Smoothies give a pleasant and

smooth mouth feel because they are thicker

than normal fruit juice, and bananas are

often added to increase the overall viscosity.

Whether you need an energy kick, a vitamin

supplement, a quick breakfast, a snack, party

drink, smoothies definitely qualify as a nutri-

tious and healthy alternative.


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O range juice is a staple commodity for

many people of all ages. So what is

the secret behind this product which has

been so popular for over one hundred years?

Of course, it is primarily the delicious taste

and the high vitamin C content, but also its

practical applications in drinks and other

food dishes. The juice is at its best when

squeezed from sun-ripened, juicy oranges and

consumed right away. However, thanks to

excellent processing and packaging systems,

consumers worldwide have the opportunity

to enjoy orange juice that is just as tasty and wholesome throughout the year.

Vitamin C deficiency laid the foundationfor the orange juice industryDuring the Europeans' discovery voyages of

the 1400-1600s, scurvy was a serious illness

mainly because access to food rich in vitamin

C was limited. However, in the mid-1700s it

was discovered that lime cured scurvy, and

lime juice quickly became compulsory on Eng-

lish ships. Shortly afterwards, when oranges

were found to have the same effect demand

increased to a point that by the end of the

1800s citrus fruit achieved global distribution.

The commercial juice industry started

around 1920, leading to a gradual improve-

ment of thermal technology and packaging

processes. Frozen orange juice concentrate in

cans entered the market during the Second

World War, and it remained very popular foraround four decades. In the mid-1980s frozen

juice was driven out of the market by ready-

to-drink, packaged juice. Nowadays ambient

packaging represents the most popular format

to distribute and sell orange juice, thanks to

the proven benefits behind the aseptic process-

ing and packaging technologies.

The sunshine fruit

– liquid goldOrange juice is still the most popular fruit juice in the world market. It

dominates the scene on many breakfast tables, and millions of people

start their day with a vitamin boost from their orange drink.


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G e t t y I m a

g e s

F l o r i d a D e

p a r t m e n t o f C i t r u s

Let’s rather drink juice than eat oranges!In the 1980s the consumption of processed

orange juice skyrocketed–people had simply

lost patience with peeling oranges. Juicedrinking in the EU doubled between 1988

and 1998, to the equivalent of 30 kg of fresh

fruit per person per year while Canada and

the USA witnessed a similar increase. Today

North America and Europe collectively

account for more than 88 per cent of world

consumption (FAO).

Plenty of oranges are grown in Latin Amer-

ica, though traditionally the fruit is usually

squeezed at home. This said, packaged ready-

to-drink orange juice, in particular the not-

from-concentrate (NFC) variant, is starting to

be perceived as equivalent to home-squeezed

juice and seen as much more convenient. For

this reason, packaged orange juice consump-

tion in Mexico has more than doubled in a

short time, while increasing by 50 per cent in

Brazil. Eastern Europe and parts of Asia have

started on the same journey, and the con-

sumption of packaged ready-to-drink orange

juice is increasing rapidly around the world.

Location and climate play a roleIf two pips are taken from the same orange

and one is planted in Brazil and the other in

California, the resulting new oranges will

Latin America has a long tradition of squeezingfruit at home or buying direct squeezed juice fromfruit stands. This said, packaged orange juice,not-from-concentrate (NFC), is now perceived asequivalent and also much more convenient, andconsumption is rapidly increasing.


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have different properties. In the Brazilian

orange belt, north-west of São Paulo, the soil

is red and congenial for the fruit trees; there

is a balance between hours of sunshine and

rainfall, and the risk of frost is almost non-

existent. The oranges grow a thin skin and

are very juicy, well-suited for juice produc-

tion. However, if oranges are to be eaten then

they must not be too juicy, in which case

California is a more appropriate location for

cultivation. Many hours of sunshine and little

rainfall gives the oranges a thicker skin, less

fruit juice and a better looking appearance.

The biggest worry for a fruit or juice pro-

ducer is the advent of unexpected weather

conditions, which can completely disrupt

fruit availability and production schedules.

Over the past few years, Florida has been hit

by frost and hurricanes on several occasions,

while the Brazilian orange crop had prob-

lems with diseases. Given that 85% of global

orange production comes from these two

locations, the effect of such events in terms

of both availability and commodity prices is

easy to imagine.

ArgentinaTetra Pak in Argentina is constantly working to keep

the children’s juice segment attractive and dynamic. A

new promotion named ‘La Liga ecológica’, has been

produced in co-operation with WWF and licensed by

DreamWorks Animation to educate children on envir-

onmental issues. Well-known characters such as Shrek,

Kung Fu Panda, Bee and Madagascar are ambassadors

for preserving forests, recycling carton packages, pro-

tecting natural reserves, etc.

www.baggio.com.ar

As long as the orange remains on the tree, the sugar con-tent increases while acidity decreases. When the orangeis separated from the tree the supply of nutrition is cut offand ripening stops.


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18

I B L I m a g e s

A l a m y / I B L I m a g e s

T e

t r a

P a

k

Oranges…not an easy fruit to manage!

Orange tree If you plant an orange pip today,

you will have to wait at least 15 years beforepicking the first orange. For this reason, most

orange growers buy small trees from nurser-

ies, where the desired orange variety has been

grafted onto a resistant rootstock of another cit-

rus variety. It then takes about three years before

the first significant harvest. After 25-30 years,

the tree withers and a new one is planted.

Picking oranges on a tree do not all ripen atthe same time so you have to carefully select

those to be harvested. For this reason, oranges

are largely harvested by hand. To take advan-tage of the effi ciency of mechanical harvesting

machines, the shape of the tree and the design

of the orange groves will have to be changed.

Extraction After washing, inspection and

sorting the oranges, juice is extracted from

them and flows to a storage tank. From here,

the juice can be filled directly into consumer

packaging or concentrated and stored at a

temperature between -8° and -18° C.

Transport Juice concentrate can be storedfrozen for a long time without losing any qual-

ity. Most of the world's frozen concentrated

orange juice (FCOJ) is transported from

Brazil in bulk sea vessels or in metal drums.

On arrival at the world's juice terminals, the

concentrate is pumped into large tanks. From

there it is transported in road tankers to the

final destination.

Processing and packaging The juice

manufacturer takes care to add the sameamount of water that was lost during the con-

centration process. Whether from concentrate

or not from concentrate, the juice undergoes a

mild pasteurisation process before packaging

to ensure that the consumer gets a safe, high-

quality product, without any risk of unwanted

micro-organisms.

An experienced picker can harvest 3,000 kg

of oranges in a day.


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19

Estimated juice production in 1,000 tons in selected countries:

The most common fruits in the global juice production are oranges andapples. Concentrated orange juice represents the biggest productionvolume, which is almost twice as big as for concentrated apple juice.(Source: Foreign Agricultural Service/USDA, Jan/Feb 2009)

Others 133China 600

Brazil 1.240

USA 754

EU-27 474

Chile 50

Argentina 50

USA 60

Others 68

EU-27 136

Mexico 60

The first oranges probably originated from China about 4,000 years ago.World trade and wars have since helped to spread the cultivation of sev-eral varieties, brought to Europe during the Middle Ages by Arabs. Withthe voyages of Columbus in the 1500s, the pips of both oranges andlemons came to the American continent. During the 1800s citrus fruitshad achieved global distribution.

China

2000 BC1400 AD

1500 ADUSA

Brasil

South Europe

North Africa

India


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20


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21

I

n recent years we have seen a massive

growth of products on the market that

claim to contain a lot of antioxidants. A

large and growing group of consumers are

also aware that antioxidants are beneficialbecause they counteract what are known as

free radicals, even though most people do not

understand exactly why.

Free radicals attack A car rusts due to

a lack of care or corrosion inhibitor. In the

same way, our bodies need to be cared for

and receive ‘rust protection’. This is because

free radicals are formed as a residue in the

body's metabolism. When we breathe in, oxy-

gen goes out to the cells in order to convert

carbohydrates, fats and proteins to energy.When we exhale some of the oxygen remains,

and then free radicals are formed. External

factors such as smoking or UV radiation from

the sun can also contribute. The body's cells

are under constant attack from free radicals

that cause oxidative stress leading to ageing

and increased risk of many diseases.

Antioxidants protect In order to protectthe cells against free radicals and oxida-

tion, antioxidants contained in food play a

significant role. In fact antioxidants fight

free radicals by capturing, neutralising andclearing them from the body. Vitamin C,

vitamin E, and phytonutrients are important

antioxidants extremely useful to strengthen

the immune system. Different fruits contain

different antioxidants and the darker the

fruit the more antioxidant punch. Their

capacity is expressed as a numeric value,

ORAC (Oxygen Radical Absorbance Cap-

acity). In combination with a healthy life-

style, a well-balanced amount of fruit and

vegetables every day helps to keep colds

away, make the body resistant during stress-ful periods, and even prevent cardiovascular

diseases and certain types of cancer. There-

fore, consuming juices from different fruits,

berries and vegetables that contain various

types of antioxidants is one good way to stay

fit.

Nature's pantry– the cells' protectorMore and more people are becoming convinced that they can influ-

ence their health by the food they consume. This results in a positiveimpact on the market for juices, nectars and still drinks.


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22

To reduce overweight and prevent illness,the World Health Organization is recom-mending healthier lifestyles including morephysical activity and eating more fruit andvegetables.

Drink colourfully!The more fruits and vegetables that are mixed to produce a juice or ameal, and the stronger the colour they have, the more beneficial is the

juice and the better the defence against free radicals. Fruit and greenscontain many colour setting substances. Below are some examples:

GREEN

YELLOW-

GREEN

WHITE-

GREEN

BLUE/

DARK RED

RED

ORANGE

YELLOW-

ORANGE

Pigment: Sulforophane

Health Strong cancer-fighting compound,benefits: strengthens the immune system.

Pigment: Lutein

Health Boosts eye health, can reduce risk of

benefits: age related macular degeneration.

Pigment: Flavonoids

Health Protects cells, can lower the harmfulbenefits: LDL cholesterol.

Pigment: Anthocyanins

Health Increases bloodflow, reducesbenefits: muscle stiffness, can decrease

vascular inflammation.

Pigment: Lycopene

Health

May help reduce the risk of somebenefits: cancer and heart disease.

Pigment: Betacarotene

Health Cancer-fighting compound, strengthensbenefits: the immune system, neutralising free radicals.

Pigment: Carotenoids

Health Enhances the immune system, helpsbenefits: in repairing oxidative stress.

Broccoli Cabbage Black kale

Spinach Corn White cabbage Green peas

Pear Onion/garlic Asparagus Apple

Blackcurrant Plums Cherries Blueberry Cranberry

Tomato Red grapefruit Water melon Guava Papaya

Carrot Pumpkin Apricot Mango Goji

Orange Clementine/Satsuma Peach Pineapple


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23

The powerful vitamin C One of the most

powerful antioxidants is vitamin C, also calledascorbic acid. The body itself cannot produce

vitamin C, so we must ingest it via food and

drinks. Oranges and other citrus fruits contain

a lot of vitamin C. The recommended daily

intake is 60 mg, which is equivalent to one

orange or one glass of orange juice (smokers

need more–not less than 100 mg). Vitamin C

is necessary for the connective tissue's me-

tabolism as it facilitates iron uptake in the

body. Mild deficiency may cause tiredness and

increased risk of infections. Severe deficiency

results in scurvy.

The fat-soluble vitamin E Vitamin E is afat-soluble antioxidant that can protect the body

against unpleasant substances in a fat-rich diet

and is believed to prevent the harmful LDL (low

density lipoprotein) cholesterol from oxidis-

ing. Fruits, berries and vegetables are impor-

tant sources of vitamin E as are vegetable oils,

sprouts, nuts and almonds. As Vitamin C is water

soluble and vitamin E is fat soluble, they aremutually complementary in the body.

Phytonutrients strengthen the immunesystem An important group of antioxidants

is called phytonutrients. They protect the

plants against the sun, pollution, viruses and

bacteria. In the human body they can reduce

inflammations and strengthen the immune

system. Today we are aware of approximately

5,000 different phytonutrients, of which

carotenoids and flavonoids are among the

most well known. Carotenoids represent the yellow pigment in carrots and apricots and

the red colour in tomatoes, rose-hips, goji

berries and watermelons for example. Flavo-

noids are present in almost all fruits, berries

and vegetables, in their skin or outer leaves.

The darker the colour the more pigment and

the better the defence against free radicals.

Drink your salad!KAGOME is a leading player in the growing vegetable

juice category in Asia. Many Asian people believe thatregular consumption of functional vegetable drinks is agood way to strengthen the body and counteract stret-ched lives, stress and ageing. It derives from the Chinesesaying: A good diet gives good health.

www.kagome.co.jp


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24

F o t o s e a r c h

F o t o s e a r c

h

F o t o s e a r c h

S H i l d i n g h

Mangost een

Superfruits, how good are they?The term superfruits may seem new to many,

but the fruits themselves aren’t. Superfruits

are attractive to everyone in the entire foodchain. For farmers, they provide an oppor-

tunity to grow and sell something other than

the major crops. For producers of juices, nec-

tars, fruit drinks and also yoghurt, they mean

the development of new tastes, a broader

range of products and differentiated market-

ing. For consumers superfruits are associated

with naturalness, exciting flavours and vari-

ety, but most of all the hope of better health.

The expression, coined a few years ago when

the U.S. Agriculture Department (USDA)

investigated the potency of antioxidants infood, is used in the food and beverage indus-

try. A clear definition does not exist, but it

would probably include characteristics such

as very high antioxidant capacity, high nutri-

ent density and potential health benefits.

Fruits often called superfruits are:• Açai, small bluish-black berry, originating

from South America.

• Blueberry, dark blue small berries, growing wild in the Northern Hemisphere.• Pomegranate, apple-like fruit with red,

juicy kernels from South Europe and the

Middle East.

• Noni, greenish-white fruit from the West Indies• Goji (Wolfberry), small red berry from Asia.• Mangosteen, purple fruit with juicy fruit

pulp around a large kernel from South-east Asia.

• Sea buckthorn, small orange berry fromEurope and Asia.

All of them contain high levels of several

antioxidants that can prevent diseases, fibre which is good for the stomach, phytosterols

that reduce cholesterol, and other vitamins

and minerals. Pomegranate is the most re-

searched fruit with some 130 published scien-

tific studies on its positive health effects.

Go j i

Aça i

B l u e b

e r r y

S e a b u c k t ho r n


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25

F o t o s e a r c h

F o t o s e a r c h

N o n i

The health trend and the interest in superfruits

lead to an increase in the total consumption of

juices, nectars and fruit drinks.

The power of reinforcing salespropositions with scientific evidence

Antioxidant is a very common buzzword

today and for some products the antioxidantmessage has become a standard. One ex-

ample is tea, whose high antioxidant content

is now well-known amongst most consumers.

It is therefore no longer a selling point to argue

that an individual tea brand is naturally

high in antioxidants, because consumers

assume that all teas are. The prime target

is to achieve a point of difference and give

consumers a real reason to buy the product.

Much research backs up the antioxidant

power of fruits, which is good, but the market

could do with more solid evidence. Behindmost successful fruits there are scientific

studies and for a producer it pays to invest in

research that substantiates the specific health

benefits claimed for the product. The com-

bination of science and marketing adds a

value that benefits all, small as well as big

producers and not least, the consumers. Spe-

cific health claims based on scientific facts

result in successful brands.

P o me gr anat e

Great Britain

Del Monte World Fruits is one of the best-selling

and most premium ambient juice ranges on theUK market. In 2007 they exchanged their 1 litre

pack-aging and said yes to Tetra Prisma Aseptic

750ml. Del Monte UK has since experienced a

reduction in operational costs, solid sales and

an increase in product margins.

www.freshdelmonte.com


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26

Tetra Pak's vision: We commit to making

food safe and available, everywhere.

F ruit raw materials are handled by many

different people on the way from fruit

grove to the table, and each step may involvea risk. For safety and financial reasons, most

countries apply precautionary standards, laws

and controls on everything related to commer-

cial fruit juice production. Some are regulated

by the Good Agricultural Practices (GAP) and

Good Manufacturing Practice (GMP). Stand-

ardised HACCP systems (hazard analysis and

critical control points) are also used in large-

scale juice production in order to assess risks

and ensure product quality.

From fruit to the

packaged product For consumers food safety means they can trust the products

they eat and drink. For a producer it means a lot more.


29/46

Juice quality must be preservedTechnology makes it possible to process,

concentrate, heat, chill, freeze or otherwisepreserve the quality of the fruit juice and

make it available to consumers worldwide.

The natural characteristics of the fresh fruit

as well as the way it is treated after harvest

in the production chain, affect the quality of

the final juice product. Storage temperature,

light and oxygen are the main factors that

can impair juice quality. The result can be

less nutritional value, as well as changes in

colour and taste.


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28

T e t r a

P a k I m a g e B a n k

T e t r a

P a k I m a g e B a n k

The great tastes and the high nutritional value, in particular vitamin C, are values that must be protected from light andoxygen throughout the whole production chain.

In juice, as in all fresh produce, there are

micro-organisms that may destroy the product

if they are allowed to grow undisturbed. In the

worst case, pathogenic bacteria can make the

product harmful to health, a risk which is con-

siderably greater for unpasteurised squeezed

juices. Pasteurisation reduces this risk; in

addition it is important to run quality checks

on the juice's properties and microbiological

status. Sampling and analyses are performed

to guarantee a high juice quality.

Efficiency drives sustainability A high hygienic standard at the juice produc-

tion plant, together with careful handling of

the product, are essential. Operating drinksproduction in a cost-effective and environ-

mentally friendly manner is also required.

Few food producers have the resources to

meet all the challenges on their own: for

this reason, at Tetra Pak we work with our

customers to reduce production costs and

the overall environmental impact. Environ-

mental considerations are taken into account


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29

9000

8000

7000

6000

5000

4000

3000

2000

1000

0

in the development of new equipment and

solutions. One example is the Tetra Therm

Aseptic Drink, a key unit for aseptic bever-

age processing, which in its new version

consumes considerably less water and energy

without compromising on product safety and

quality. At the same time significant reduc-

tions of product losses have been achieved.

Tetra Therm Aseptic Drink is designed to run

under optimal performance throughout the

whole lifecycle.

Short or long shelf-life? All products change more or less from the

date of manufacture to their expiry date.

Different processing and packaging technolo-gies result in different product protection

and shelf-lives, so that certain products must

be stored refrigerated while others can be

stored at ambient temperature. An ambient

juice product is heat-treated and filled in a

sterile package, in a so-called aseptic process.

It may seem simple, but the microbiological

and technical processes are complicated. High

competence and long experience are required

to be able to guarantee a commercially sterile

production chain, which means the product

must not deteriorate during storage, and

must not contain micro-organisms or toxins

that pose a threat to consumer health, or

which can multiply during storage. Con-

sequently, there is no microbial activity in

aseptically processed products, and it is the

package's oxygen and aroma barrier that

determines the shelf-life. This barrier must

prevent oxygen from penetrating into the

package, and the smell and flavour of the

product from migrating out of the package.

For chilled products, micro-organisms are

the limiting factor for shelf-life. The lengthof time is determined by heat treatment, the

hygienic status of the packaging system and

the storage temperature of the packaged

products (2-10°C). The longer the shelf-life

desired, the more important the packaging.

Juice being cold-stored is not usually pack-

aged aseptically.

The packaging material is like the skin of the fruit, whichprevents oxygen from penetrating into the package, andthe aroma from migrating out of it. Different materials andnumber of layers determine the product’s shelf-life.

Carton

Glass

HDPE

Metal

PET

Packaging types for juice and nectarproducts - volume in millions of litresin the EU (24) 2007

Source: Canadean Wisdom Annual Series

2008


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30

Hygieniska

Ready-to-drink– ambient products

Ready-to-drink– chilled products

Powder

Concentrate

Unpackagedsales

The combined annual growth during 2006,2007 and 2008 of packaged JNSD was ledby ambient ready-to-drink products that donot need refrigeration.

(Source: Tetra Pak Compass 2008)

60.4%

61.6%

62.3%

8.9%

8.4%

8.0%

14.3%

14.2%

14.2%

11.1%

10.5%

10.2%

..

..

..

Renewable raw material

Transport efficient

Space saving

Hygienic

Cartons offer many cost-effective benefits for beverage producers.The same advantages will also guide consumers in their choice of

products.

Spain

Spanish juice producer J. García Carrión was the first

to adopt Tetra Gemina Aseptic 1000ml and 1500ml

packages. With the logistical advantages, excellent

pouring/handling and the environmental benefits,

the distinctive cartons have created a lot of interest

from consumers, retailers and manufacturers. The

Don Simon brand is positioned as high-quality and

their premium juices are 'Not from concentrate'

(NFC), using locally-sourced fruit which is picked and

squeezed within 4 hours.

www.donsimon.com


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31

FunctionalEconomical

Lightweight

Recyclable

Carton packaging is a good environ-mental choice

Just as the peel protects the fruit's interior

from light, so must a package protect the

juice product in the same way. As light makes

the juice brown, opaque carton packaging is

preferred to transparent plastic or glass bot-

tles, and the carton is currently the dominant

package for juices. It is mainly produced from

a renewable resource, and has a low environ-

mental impact regarding CO2. Some 75% of

a Tetra Pak carton is made from paperboard,

thus providing a competitive advantage for

beverage manufacturers wishing to present a

positive environmental profile. Three quar-ters of the global juice volume are processed

and filled aseptically in carton packaging for

ambient storage, at much more affordable

prices than of those for chilled juice products.

Carton packaging is predicted to continue its

progress over the years, thanks to its sustain-

able environmental profile.


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What is what on the shelf?

Quality parameters and product specificationsprovide juice producers with all the necessary

information on the raw materials they are

handling. However, for consumers, juice may

appear as a variety of different products, which

are not always well defined. Many product

descriptive terms are used in marketing, a lot

of which are inconsistent and have different

meanings in different countries. However,

there are two main types of juice, depending on

how they are produced: not from concentrate

(NFC) and from concentrate.

• Not from concentrate means that the

juice is pasteurised immediately after being

extracted from the fruit, and is refrigerated

during transport and storage before being

filled in consumer packaging. The juice can be

standardised with regard to natural flavour-

ings and fruit pulp, and mixed with other

NFC juices before final pasteurisation in

connection with filling and packaging. Themost common package is non-aseptic gable

top with shelf-life of 3-8 weeks, but aseptic

carton packaging is gaining importance in

niche markets for premium products.

• From concentrate means that the juice

is concentrated so that the volume is reduced

5-6 times. After reaching the local juice pro-

ducer’s plant, the juice is reconstituted with

the same volume of drinking water. Juice

from concentrate is either filled aseptically

and stored at ambient temperature with ashelf-life of 6 to 12 months or filled and re-

frigerated in non-aseptic packaging, with the

same shelf-life as chilled NFC juice.

Watch out!

A quick glance at the supermarket shelves

gives an indication of the huge product range

What is more natural than to package a naturalproduct in natural packaging? For this reason,carton packaging for juice and fruit drinks is theright choice.


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33

available to satisfy our thirst, our taste buds

and not least, our nutritional needs. It is notparticularly easy to distinguish juice from

nectar or fruit drinks amongst the colourful

display of packages. In the highly competitive

juice, nectar and still drinks market, many

beverage manufacturers put enormous effort

in making package designs associate with

100% juice, even though the products do not

always contain much fruit juice or natural

ingredients at all.

It is important for the consumer to learn

about the differences. People looking for

juice should take a closer look at the prod-uct name and list of contents and remember

that a juice is a product without additives,

apart from vitamins, minerals and fibres. If

the product contains colours, preservatives,

sugar, sweeteners, stabilisers or something

else, then it is certainly another type of fruit

drink.

Colombia

Still drinks in TBA 200ml from Alpina Productos

Alimenticios in Colombia are produced with the

highest quality standards and filled in practical

packaging for children’s lunch boxes. The

drinks come in several flavour varieties which

are all strengthened with Nutrimix, a blend

of minerals; iron, calcium, zinc and vitamin D

that helps children to grow and develop their

learning ability.

www.alpina.com.co


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35

C

onsumers can change their behaviour

as quickly as the weather. For many,

economic changes have a major impact on

priorities and lifestyle, while for others they

are less noticeable. Nevertheless, collect-

ive changes in attitudes towards productsand brands are taking place constantly. In

a recession for example, there is concern

over the household economy, and getting

value for money becomes more important.

Fickle consumers with emotions,attitudes and powerSeveral clear and quite contradictory circumstances affect our attitudesand emotions, and thus our choices of foods and beverages.

Normally people do not cut down on staple

commodities such as breakfast juice, yet

they will think twice before paying dearly

for a premium juice that requires refriger-

ation. Instead the choice might shift to the

equivalent aseptically packaged juice fromconcentrate, which does not need refrigera-

tion and therefore has a lower price. Others

may trade down to cheaper drinks with less

juice content.


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36

Catch them young Around the world parents are most con-

cerned that their children should eat and

drink products which are wholesome and

good for their immune system. Therefore if

a juice or fruit drink primarily focuses on a

taste that appeals to children and is whole-

some as well, it makes the choice easy. But

parents need support in their choices, hence

fair and clear information should advise why

a certain product is a good option for thechildren and the family.

Focus on seniors

The 50+ age group is growing and will be of

fundamental importance for consumer-pack-

aged goods. Their attitudes towards food and

drinks differ from younger consumers’. The

older generation is looking for well-known

flavours and reliable products and brands,

and for new features to a lesser extent. They

take an active interest in health-related issues,

and this affects their purchasing decisions toa much greater extent than before. They are

less concerned about finances than younger

consumers and they also stick to their fa-

vourite products, even in times of crisis. A

producer who wants to be at the forefront

needs to understand and target these influen-

tial seniors–as they become more and more

numerous and a key to success.

The search for healthy alternatives to soft drinks has ledto an increase in wholesome juice products for childrenand teens.


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37

Do consumers get what they want? According to a survey published by the maga-

zine The Economist in 2008, 12 per cent of

potential customers spend 90 seconds read-

ing what’s written on juice packages before

selecting a product, which is an extremely

long time in this context. This seems to in-

dicate that consumers are indeed interested

in juices as a health option, but do not know

what to choose. A considerable number of

people tend to call the whole product groupof juices, nectars, and still drinks as ‘Juice’,

and have no clue about the difference be-

tween the products. Many consumers instead

associate differences with variation in taste

and package size, which does not always

result in the product purchase they intended.

In fact, one problem for the juice category is

that there are a variety of brands competing

on price with little or no juice content at all,

and yet they look exactly the same as 100%

juices, which is misleading and confusing.

Saudi Arabia

In Saudi Arabia, local brands dominate the fruit and

vegetable juice market, which is driven by quality, health

and innovation. Al-Rabie Saudi Foods Company offers a

sophisticated range of delicious and wholesome juices in

the elegant Tetra Prisma Aseptic package.

www.alrabie.com

A considerable number of people do notknow the difference between juice, nectarand still drinks.


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38

A l a m y / L u c k y L o o k

S c a n p i x

w w w . m o r g u e fi l e . c o m

Investing in health, convenience andsafetyConsumers are becoming more and more

demanding and everything must be included

in the product of choice; health benefits and

good taste, luxury and good price, convenience

and high quality. Catering for just one benefitor added-value is no longer enough and in add-

ition, products should match our own person-

ality and reflect how we like to be seen.

Life is hectic, both at work and outside.

Time is highly valued and we want to make

the most and get the best out of it. Many

people spend several hours a day commuting

and growing urbanisation will increase this

time even more. Healthy on-the-go products

are becoming important–you gain time if you

eat breakfast in the car or at work, or take

a smoothie when moving from one place to

another. Packaging for beverages consumed

on-the-go must be comfortable to handle and

easy to open and close.

Media coverage is global and available 24

hours a day. News and threats reach us imme-

diately, and when it comes to food and drink

they are quite often of a menacing nature which makes us all worried. Environmental

and climate problems are of concern to us,

food scares are increasingly frequent, and

global epidemics have started to threaten our

lives. The number of anxious consumers will

grow, and health and food safety issues are

high on the agenda.

To create a product catering for all consumerneeds is a difficult balancing act.

Anxious ConsumersEnjoying Lifemple and Authentic Economising

Packaging for beverages consumed on-the-gomust be comfortable to handle and easy to openand reclose.


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39

T e t r a P a k U K

Following in the wake of growing anxiety

and awareness is a movement that advocates

a less complicated world, with traditional

values and natural food production without

artificial fertilisers and additives. Brands

with ethical and environmentally favour-

able attributes are also preferred by more

and more people. How it will turn out in the

near future is unclear. The desire to act in an

ethical and environmentally aware manner

is influenced by the household economy,

and in a recession we might not be as true toour values. But just as with the antioxidant

message we may start to take ethical, organic

and environmentally sustainable products

for granted, calling for the same price and

quality as traditionally produced products.

Stretched LivesConsumers in Control Health and WellbeingEthical Choice

Juice purchases normally take place between 2-3 times a week and only

a few packages are bought each time. Purchases are usually planned;

people know what juice they want and brand loyalty is high.

Brands with ethical and environmentally sustainableattributes are preferred by more and more people.

www.goodnatured.co.uk


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40

The market for packaged juices, nectars and

still drinks has been increasing rapidly for 50

years. 100 per cent juice has dominated finan-

cially in terms of turnover value and it is still a

dynamic, growing sector in several countries.

Elsewhere, juice consumption in terms of vol-

The global pure juice industry is worth more financially than

the nectar and still drinks market together. To retain position,a well-thought-out strategy is required of targeted expansion

in the east and innovative segmentation in the west.

North America

In North America the USA has long beenthe world's largest market for fruit juices,

while Canada has the highest per capitaconsumption. The juice market in bothcountries is facing tough competition from anew generation of drinks that compete withpromises of functionality, nutritional valueand good-for-you effects. The recessionmeans that many consumers are down-trading to nectar and drinks with less juicecontent. The only segments where growth isexpected in the coming years are vegetable

juices and 100% juice NFC.

Opportunities todayand tomorrow

ume is losing ground against fruit drinks with

less juice content. The market for juices, nectars

and still drinks is constantly changing and is

easily affected by recessions and booms, by pro-

duction and price cycles, by climate, harvests,

prosperity, lifestyles and consumer attitudes.

Russia

The juice industry is changing due toincreased costs of fresh fruit amongst other

things. This affects retail margins and thusconsumer prices. Certain countries havealready been affected, for example Russia,where juice became incredibly expensivebefore the recession hit. The high price of100 per cent juice is influencing a con-sumption shift towards cheaper nectarsand fruit drinks with less juice content.


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China and IndiaChina and India can be important emergingmarkets for packaged fruit and vegetable juices.This applies above all to aseptically packaged

juice from concentrate, because theinfrastructure, long distances and lackof refrigeration makes the distributionof chilled products a logistical andhygienic impossibility. Most of theproduction in these countries will be fordomestic consumption, at least to startwith.

AfricaIn Africa the countries of South Africaand Nigeria are the main markets for

juices, nectars and still drinks, andpositive growth is predicted for Algeria.Several countries are characterised byeconomic and political instability whileothers have a large supply of cheap

fresh fruit, which weakens the develop-ment of brand-related, packaged juicesand fruit drinks.

The Middle EastThe Middle East is a challenging region with greatopportunities for new products and niche markets.Fruit juice and nectars are important because manycountries are ‘dry’, and per capita consumption ofsoft drinks is high. Being a fruit producer here in-volves overcoming hurdles such as the need for landand water, which means that importing aseptic pro-ducts is an alternative. Saudi Arabia has the largestregional consumption, but Iran is rapidly on the rise.

Western EuropeIn Western Europe sales of 100% juiceare driven by Germany and the UK.When it comes to premium chilled

juices, France is at the forefront. Inall three countries there is a strongpresence of retailer-owned brands(private labels) that drive develop-ment. Breakfast juice consumptionis important throughout Europe, butas in North America other functionalbeverages are gathering pace and itis increasingly important to diversifyconsumption opportunities.

Latin AmericaIn Latin America there is a strong tradition of squeezing fruit

juice at home, and juice bars are a common sight on the streets.The packaged juice segment is growing, in particular in Brazil,Mexico, Chile and Argentina, where people are recognising thebenefits of a ready-to-drink product. Expanding infrastructureand logistics have led to the establishment of large retail chainssuch as Carrefour and Wal-Mart and this, together with a betterstandard of living, means that more consumers have the oppor-tunity to choose packaged and more convenient juices.

Eastern EuropeManufacturers with a presence in EasternEurope are experiencing an increase indemand thanks to the lively market de-velopment and a growing standard ofliving.

AustralasiaIn the Australasian region the mar-ket for premium chilled juices NFCis growing, while other categoriesare having a more difficult time.


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200

180

160

140

120

100

80

60

40

20

0

F o t o s e a r c h

100% juice

Sugar in the right wayThe risk of getting too much sugar from amoderate consumption of fruit and juice islow. 100 grams of fruit (banana, mango andgrapes excluded) contain less than 50 kcal,100 grams of orange juice 48 kcal, while100 grams of sweets contain 350-390 kcal.

From superfruits to super veggiesWhich superfruits–or super veggies–will followin the footsteps of pomegranates, blueberryand açai? Sea buckthorn and Maqui (Aristoteliachilensis) have an extremely high content of anti-

oxidants and are already waiting in line andthere is already some research into the healthbenefits of broccoli and spinach in drinks. Newproduct innovation and cross-fertilisation ofcategories will drive development.

Private labelsPrivate labels are strong in Europe for juice andnectar. In Germany, for example, the proportionis almost 65 per cent, in Holland, Belgium, theUnited Kingdom, Spain and Slovakia, over 50per cent.

The top ten emerging markets by 2012.

I n d i a

V i e t n a m

C h i n a

E g y p t

T u r k e y

M e x i c o

I s r a e l

T h e U k r a i n e

M a l a y s i a

T h a i l a n d

W o r l d

Total volume projected increase in %

Source: Euromonitor International 2008


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U S D A

/ A R S

The global marketThe global market for juices and nectars is dominated bysix multinational companies; PepsiCo Inc., Coca-Cola Inc.,Cadbury Schweppes plc., Del Monte Foods Inc., NestléSA and Kraft Foods Inc. (Source: www.just-drinks.com) .

Multinational companies are expanding their field ofactivities by means of acquisitions and start-ups in de-veloping countries, where the consumption of juices andfruit drinks is growing in pace with prosperity.

Fruit juice is good for youConcern about child obesity continues,but American doctors have now estab-lished that there is no systematic correlatibetween the consumption of 100 per centfruit juice and overweight, either in childreor adults. Instead they recommend juiceconsumption in moderate volumes, with tsuggestion that juice will be an important

strategy for helping children to achieve threcommended daily intake of fruit.

Published in the American Journal of Lifestyle Medi-

cine, June 2008. Carol E. O'Neil, PhD, MPH, LDN, R

Louisiana State University and Theresa A. Nicklas,

DrPH at USDA/ARS Dept. of Paediatrics, Children's

Nutrition Research Centre, Baylor College of Medic

Houston, Texas. (USDA / ARS United States Depart-

ment of Agriculture / Agricultural Research Service)

Success keyThe key to success lies in:

– Offering a specific health benefit and a reason tobuy the product.

– Expanding the target groups through increasedavailability and adapted prices.

– Increasing per capita consumption through furthermarket segmentation and direct communication.

– Differentiate from competitors through innovationand design.


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The pessimist complains about the wind;

the optimist expects it to change;

the realist adjusts the sails.

William Arthur Ward (1921 – 1994), author and one ofAmerica's most quoted writers of inspirational maxims.

The ability to buy juices and fruit drinks of

good quality, made from raw materials from

nature's pantry, all year-round is high oneverybody's shopping list. And, although

from time to time our preferences may

change or growth slows down, fruit juices

and drinks with juice content will still remain

an important ingredient in human health

consciousness and in the choice of beverage.

Processing and packaging manufacturers,

and beverage producers are doing everything

possible to be innovative, and technology is

continuously evolving with the aim of ensur-

ing sustainable production. All of this provides a good base for the future growth of the

juice, nectar and still drinks industry.

Organic fruit juice from Coop (main Italian retailer) packedby Fruttagel (Italy).

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