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1. Juice in India
Euromonitor International
February 2022

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LIST OF CONTENTS AND TABLES
KEY DATA FINDINGS.................................................................................................................. 1
2021 DEVELOPMENTS............................................................................................................... 1
Juice witnesses higher at-home consumption, but subsequent COVID-19 waves continue to
derail on-trade recovery............................................................................................................ 1
Companies focus on communicating the immunity message through the packaging to improve
sales ......................................................................................................................................... 1
Leading players continue to focus on last-mile delivery through e-commerce.......................... 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
On-trade will remain A significant casualty of the pandemic, taking A few more years to reach
pre-pandemic levels.................................................................................................................. 2
100% juice is an area of opportunity; however, not without its own set of challenges .............. 2
Labelling specifications for sweeteners will help consumers differentiate between gimmicks
and actual healthy products...................................................................................................... 3
CATEGORY DATA....................................................................................................................... 3
Table 1 Off-trade Sales of Juice by Category: Volume 2016-2021 ........................... 3
Table 2 Off-trade Sales of Juice by Category: Value 2016-2021 .............................. 3
Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021........... 4
Table 4 Off-trade Sales of Juice by Category: % Value Growth 2016-2021.............. 4
Table 5 NBO Company Shares of Off-trade Juice: % Volume 2017-2021................ 4
Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021....................... 5
Table 7 NBO Company Shares of Off-trade Juice: % Value 2017-2021................... 5
Table 8 LBN Brand Shares of Off-trade Juice: % Value 2018-2021.......................... 5
Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026 ............ 6
Table 10 Forecast Off-trade Sales of Juice by Category: Value 2021-2026 ............... 6
Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth
2021-2026.................................................................................................... 6
Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-
2026............................................................................................................. 7

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JUICE IN INDIA
KEY DATA FINDINGS
▪ Off-trade sales of juice increase in 2021, as consumers seek immune support to protect
themselves from COVID-19
▪ In 2021, off-trade sales of juice see current value and volume growth of 18% and 10%, to
reach INR220.8 billion and 2.5 billion litres, respectively
▪ On-trade sales see volume growth of 15% in 2021, to stand at 142 million litres
▪ Coca-Cola India Pvt Ltd maintains its lead in juice in 2021, with a 25% off-trade value share
▪ Juice is set to see an off-trade current value CAGR of 18% (13% CAGR at constant 2021
prices) and a volume CAGR of 10% over the forecast period, to stand at INR510.8 billion and
4.0 billion litres in 2026
2021 DEVELOPMENTS
Juice witnesses higher at-home consumption, but subsequent COVID-
19 waves continue to derail on-trade recovery
The second wave of COVID-19 in 2021 impacted the recovery of juice. As mobility was limited
once again, out of home consumption continued to be affected, with on-trade sales remaining
well below the pre-pandemic level. However, the impact was not as severe as in 2020, with a
return to growth seen in 2021, because the lockdowns were localised and staggered in nature.
Consumers are learning to live with the lockdowns and working their lifestyles around them.
Moreover, growth in juice was driven by convenience and increasing health awareness, with
convenience centred around its easy availability and consumption. Secondly, the pandemic
accelerated health awareness, and juice is comparatively healthier compared with other soft
drinks categories, particularly carbonates. Urban and rural areas both witnessed intense at-
home consumption, with off-trade sales continuing to rise despite the return to growth for the on-
trade. In urban areas, the demand for 1-litre pack sizes was high. However, demand for smaller
pack sizes continued to dominate in rural areas, due to a lack of the necessary storage.
Companies focus on communicating the immunity message through the
packaging to improve sales
During the pandemic, consumers looked for products that helped boost their immunity. Many
companies therefore focused on communicating the immunity benefits of their products. In the
second half of 2020, Coca-Cola India launched two products under its Minute Maid brand,
fortified with vitamins and zinc. In 2021, Dabur India revamped its juice portfolio under the Real
brand and developed a campaign to highlight the vitamin C content in its products. The
company also launched new flavours under the Real brand, including aloe-kiwi and masala
sugarcane juice. As part of its strategy of highlighting the healthy image of its products, the box
packaging is now dominated by pictures of fruits. The packaging also contains messaging and
claims around the benefits of its products. In general, companies give precedence to
highlighting functionality and ingredients on their packaging to attract consumers.

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Leading players continue to focus on last-mile delivery through e-
commerce
The pandemic highlighted the potential for growth in rural areas. When demand declined,
juice companies looked to rural India to drive sales. In 2020, to tap into rural demand and at-
home consumption, which increased due to lockdown restrictions and increased working from
home, leading players PepsiCo India Holdings and Coca-Cola India partnered with Common
Services Centres (CSC) to list their food products on the Grameen e-Store. Companies are
addressing the need for last-mile delivery to more rural areas, as there has been increased
demand due to multiple factors, including reverse migration. PepsiCo India started this as a pilot
project for the state of Rajasthan. However, in 2021, owing to its success, it extended the
partnership to three more states – Andhra Pradesh, Madhya Pradesh and Jharkhand. The
bigger players also collaborated with hyperlocal players such as Swiggy, BigBasket and Zunzo
to ensure the availability of their products, particularly during the lockdowns.
PROSPECTS AND OPPORTUNITIES
On-trade will remain A significant casualty of the pandemic, taking A few
more years to reach pre-pandemic levels
In 2020, sales of juice in the on-trade channel fell dramatically, dragging volume sales back a
few years. According to the National Restaurant Association of India (NRAI), the foodservice
industry declined by more than 50% in FY2021. One of the reasons was that many on-trade
establishments had to close permanently, as they could not adapt to an online-only or online-
heavy model. Moreover, the first and second waves of COVID-19 in 2020 and 2021 coincided
with the summer, the peak season for on-trade juice consumption, which hampered sales. New
waves of COVID-19 continued to batter on-trade establishments in 2021, whilst at the start of
2022 the country was hit by the Omicron wave. Due to the high transmission rate of the virus,
state governments had to reimpose restrictions, even though these have progressively become
less severe. However, when a wave reaches its peak, most state governments suspend
restaurant dining at night and at weekends by implementing night and weekend curfews. These
times contribute significantly to the sales of on-trade establishments, and their inability to
function during that time impacts their recovery. Therefore, although the on-trade is set to
continue its recovery, it will not see a strong rebound, and recovery will be spread over several
years, not reaching the pre-pandemic level of volume sales until 2026.
100% juice is an area of opportunity; however, not without its own set of
challenges
Although juice drinks dominates the juice category, consumers in India are warming up to
100% juice, and this is set to see the strongest total current value growth in the forecast period.
The assumption “the higher the fruit content, the healthier the beverage” favours this category.
Not from concentrate 100% juice is becoming extremely popular amongst urban consumers.
Consumers became more aware of the distinction between these two product types when ITC
Foods promoted its B Natural brand with a “no concentrate” campaign, asking rivals Dabur and
PepsiCo to produce juice without using concentrates. The technologies adopted by the players
offering these products ensure that health is a function and not just a gimmick. For example,
Rakyan Beverages produces cold-pressed juices which are devoid of any chemicals. These
juices are made from fruits by using a hydraulic press. The manufacturing process does not
involve spinning and blades, but the juice is produced by using high-pressure processing,
thereby preserving the nutrients of the fruit. There is demand for 100% juice amongst urban

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consumers. However, even this nascent category was not pandemic-proof. During the
pandemic, the companies operating in this category faced hurdles across operations and supply
functions. These companies use complex machinery to produce juice. Import restrictions,
particularly related to machinery, hampered their operations. Also, in many cases these
products have a limited shelf life compared with juice drinks. Therefore, lockdowns and supply
chain issues can result in companies writing off their inventory and incurring losses, which may
hamper growth in the forecast period.
Labelling specifications for sweeteners will help consumers differentiate
between gimmicks and actual healthy products
From 2021, for companies to be able to use the certification Bureau of Indian Standards
(BIS), those that use sugar or syrup have to specify that they are sweetened fruit juices. If the
product has sugar as an ingredient, the label should state “sugar added”. If the quantity of sugar
is more than 15g in a 1-litre pack, the label should state “sweetened fruit juice”. The
specification suggests that these messages should be near the brand name to ensure
transparency. Many companies market their juices as immunity-developing products. However,
high sugar content in products does more harm than good. This specification will help
consumers differentiate whether the product is actually healthy, or if the company extrapolates
the health claim.
CATEGORY DATA
Table 1 Off-trade Sales of Juice by Category: Volume 2016-2021
million litres
2016 2017 2018 2019 2020 2021
100% Juice 20.7 21.5 23.6 26.4 28.2 32.9
- Not from Concentrate 0.6 1.1 2.5 4.6 8.0 12.2
100% Juice
- Reconstituted 100% 20.2 20.4 21.0 21.8 20.2 20.7
Juice
Juice Drinks (up to 24% 1,310.3 1,395.8 1,538.1 1,689.0 1,760.8 1,919.9
Juice)
Nectars 270.0 302.5 347.8 400.8 441.8 508.5
Coconut and Other Plant 1.0 1.3 1.6 2.0 2.4 2.9
Waters
Juice 1,602.0 1,721.0 1,911.2 2,118.2 2,233.2 2,464.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2 Off-trade Sales of Juice by Category: Value 2016-2021
INR million
2016 2017 2018 2019 2020 2021
100% Juice 2,687.9 3,052.5 3,959.6 5,240.6 7,071.2 9,971.0
- Not from Concentrate 263.3 542.9 1,250.5 2,324.6 4,238.1 6,912.0
100% Juice
- Reconstituted 100% 2,424.6 2,509.6 2,709.0 2,916.0 2,833.1 3,059.0
Juice
Juice Drinks (up to 24% 77,376.3 85,679.0 98,620.2 112,864.7 123,701.2 142,251.3

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Juice)
Nectars 27,700.2 32,321.9 39,338.5 47,593.4 55,569.1 68,034.6
Coconut and Other Plant 178.6 227.7 288.1 359.4 429.2 531.3
Waters
Juice 107,943.0 121,281.2 142,206.3 166,058.1 186,770.6 220,788.2
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021
% volume growth
2020/21 2016-21 CAGR 2016/21 Total
100% Juice 16.9 9.7 58.9
- Not from Concentrate 100% Juice 53.4 84.7 2,048.2
- Reconstituted 100% Juice 2.5 0.5 2.6
Juice Drinks (up to 24% Juice) 9.0 7.9 46.5
Nectars 15.1 13.5 88.3
Coconut and Other Plant Waters 22.4 23.2 183.8
Juice 10.3 9.0 53.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 4 Off-trade Sales of Juice by Category: % Value Growth 2016-2021
% current value growth
2020/21 2016-21 CAGR 2016/21 Total
100% Juice 41.0 30.0 271.0
- Not from Concentrate 100% Juice 63.1 92.2 2,525.4
- Reconstituted 100% Juice 8.0 4.8 26.2
Juice Drinks (up to 24% Juice) 15.0 13.0 83.8
Nectars 22.4 19.7 145.6
Coconut and Other Plant Waters 23.8 24.4 197.5
Juice 18.2 15.4 104.5
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 5 NBO Company Shares of Off-trade Juice: % Volume 2017-2021
% off-trade volume
Company 2017 2018 2019 2020 2021
Coca-Cola India Pvt Ltd 30.9 30.6 29.5 29.3 29.2
Parle Agro Pvt Ltd 20.5 20.3 20.0 19.8 19.7
PepsiCo India Holdings 17.3 17.4 17.4 17.5 17.9
Pvt Ltd
Dabur India Ltd 7.7 7.9 8.0 8.4 8.6
ITC Foods Ltd 0.7 0.7 0.7 0.8 0.8
Rakyan Beverages Pvt Ltd 0.0 0.1 0.1 0.2 0.3
Tunip Agro Pvt Ltd 0.1 0.1 0.1 0.2 0.1
Others 22.7 22.9 24.1 23.9 23.4
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021
% off-trade volume
Brand (GBO) Company (NBO) 2018 2019 2020 2021
Maaza (Coca-Cola Coca-Cola India Pvt Ltd 28.2 27.2 27.0 26.9
Co, The)
Frooti Parle Agro Pvt Ltd 20.3 20.0 19.8 19.7
Slice (PepsiCo Inc) PepsiCo India Holdings 12.9 12.8 12.7 12.5
Pvt Ltd
Réal Dabur India Ltd 7.9 8.0 8.4 8.6
Tropicana (PepsiCo PepsiCo India Holdings 4.5 4.6 4.9 5.4
Inc) Pvt Ltd
Minute Maid (Coca- Coca-Cola India Pvt Ltd 2.3 2.3 2.3 2.3
Cola Co, The)
B Natural ITC Foods Ltd 0.7 0.7 0.8 0.8
Raw Pressery Rakyan Beverages Pvt Ltd 0.1 0.1 0.2 0.3
Onjus Tunip Agro Pvt Ltd 0.1 0.1 0.2 0.1
Others Others 22.9 24.1 23.9 23.4
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 7 NBO Company Shares of Off-trade Juice: % Value 2017-2021
% off-trade value rsp
Company 2017 2018 2019 2020 2021
Coca-Cola India Pvt Ltd 26.9 26.8 26.2 25.6 24.6
PepsiCo India Holdings 18.6 17.6 17.6 17.6 17.8
Pvt Ltd
Parle Agro Pvt Ltd 17.7 17.6 17.1 16.7 16.4
Dabur India Ltd 12.0 11.3 11.5 12.0 12.3
Rakyan Beverages Pvt Ltd 0.3 0.5 0.8 1.3 1.9
ITC Foods Ltd 1.0 1.0 1.0 1.1 1.1
Tunip Agro Pvt Ltd 0.2 0.2 0.2 0.2 0.2
Others 23.2 24.9 25.4 25.5 25.7
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 8 LBN Brand Shares of Off-trade Juice: % Value 2018-2021
% off-trade value rsp
Brand (GBO) Company (NBO) 2018 2019 2020 2021
Maaza (Coca-Cola Coca-Cola India Pvt Ltd 24.8 24.3 23.7 22.7
Co, The)
Frooti Parle Agro Pvt Ltd 17.6 17.1 16.7 16.4
Réal Dabur India Ltd 11.3 11.5 12.0 12.3
Slice (PepsiCo Inc) PepsiCo India Holdings 11.2 11.0 10.7 10.5
Pvt Ltd
Tropicana (PepsiCo PepsiCo India Holdings 6.4 6.7 6.9 7.4
Inc) Pvt Ltd

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Raw Pressery Rakyan Beverages Pvt Ltd 0.5 0.8 1.3 1.9
Minute Maid (Coca- Coca-Cola India Pvt Ltd 2.0 2.0 1.9 1.9
Cola Co, The)
B Natural ITC Foods Ltd 1.0 1.0 1.1 1.1
Onjus Tunip Agro Pvt Ltd 0.2 0.2 0.2 0.2
Others Others 24.9 25.4 25.5 25.7
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026
million litres
2021 2022 2023 2024 2025 2026
100% Juice 32.9 40.0 50.5 63.3 79.6 99.1
- Not from Concentrate 12.2 18.8 28.7 40.9 56.6 75.5
100% Juice
- Reconstituted 100% 20.7 21.2 21.8 22.4 23.0 23.6
Juice
Juice Drinks (up to 24% 1,919.9 2,091.7 2,275.0 2,471.7 2,684.5 2,914.1
Juice)
Nectars 508.5 565.5 641.7 730.4 835.4 955.6
Coconut and Other Plant 2.9 3.6 4.4 5.6 7.0 8.8
Waters
Juice 2,464.2 2,700.8 2,971.7 3,270.9 3,606.6 3,977.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 10 Forecast Off-trade Sales of Juice by Category: Value 2021-2026
INR million
2021 2022 2023 2024 2025 2026
100% Juice 9,971.0 13,869.5 19,883.5 27,336.5 37,094.4 49,020.4
- Not from Concentrate 6,912.0 10,720.3 16,640.2 23,994.3 33,648.2 45,464.3
100% Juice
- Reconstituted 100% 3,059.0 3,149.2 3,243.3 3,342.2 3,446.1 3,556.1
Juice
Juice Drinks (up to 24% 142,251.3 155,668.7 170,003.6 185,496.4 202,374.2 220,709.7
Juice)
Nectars 68,034.6 76,617.4 88,023.5 101,426.2 117,421.4 135,912.3
Coconut and Other Plant 531.3 636.5 754.3 901.2 1,080.1 1,301.9
Waters
Juice 220,788.2 246,792.1 278,665.0 315,160.2 357,970.1 406,944.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026
% volume growth
2021/22 2021-26 CAGR 2021/26 Total
100% Juice 21.4 24.7 200.9
- Not from Concentrate 100% Juice 53.2 43.9 516.5

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- Reconstituted 100% Juice 2.6 2.7 14.2
Juice Drinks (up to 24% Juice) 9.0 8.7 51.8
Nectars 11.2 13.4 87.9
Coconut and Other Plant Waters 24.0 24.9 203.7
Juice 9.6 10.0 61.4
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
% constant value growth
2021/2022 2021-26 CAGR 2021/26 Total
100% Juice 39.1 37.5 391.6
- Not from Concentrate 100% Juice 55.1 45.8 557.8
- Reconstituted 100% Juice 2.9 3.1 16.3
Juice Drinks (up to 24% Juice) 9.4 9.2 55.2
Nectars 12.6 14.8 99.8
Coconut and Other Plant Waters 19.8 19.6 145.0
Juice 11.8 13.0 84.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources