Beverage Marketers See Persistent Growth In Natural, Sugar-Free Juices

Thanks to consumers’ ongoing demand for healthy, low-calorie beverages, producers and industry experts expect continued strong sales growth for natural, sugar-free juices as well as new fruit and vegetable offerings. While Europe led in consumption of natural fruit and vegetable juices at 11 billion liters last year, North Americans drank about 9.5 billion liters and Asians about 8 billion. A leading U.K. beverage consultant expects a 1.2 percent sales increase in Europe in 2011, though a global juice packager sees Asian and South American markets showing the strongest growth. Selling well in produce aisles are Bolthouse, Odwalla, Naked, Acai and pomegranate juices, while new products like coconut water are gathering steam. Meanwhile, Coca Cola is fortifying its traditional beverages with vitamins and nutrients and low- and no-calorie options.