Published in Marketing
Great success for vegetable juice in Asia
Vegetable juice is getting increasingly popular across the Asian countries. Together the Asian region, driven by Japan and China, accounts for 55% of the total vegetable juice market. This comes as Asian consumers are getting more health conscious, Canadean reports.

The Asian region, driven by Japan and China, accounts for 55% of the total vegetable juice market. This is followed by North America with 18% and East Europe with 17%. Vegetable flavoured drinks accounts for the majority of the juice category in Japan, with vegetable variants and pure tomato juice being the most popular flavours.
According to Javier Gutierrez, Beverage Analyst at Canadean, Japanese consumers are becoming more conscious about a healthier lifestyle and vegetable beverages (particularly tomato) are likely to continue growing in the future. “With health and wellness trends taking an important role in consumer purchasing habits, vegetable flavoured beverages will see its share increase over the coming years.”
Tomato juice in particular recorded phenomenal growth in Japan in 2012. A study from the Kyoto University together with Del Monte (Kikkoman) showed that tomatoes accelerate the burning of fat and help prevent metabolic syndromes. The study, which was widely covered in the Japanese media, caused a massive jump in sales with supermarket chains across Japan reporting a sharp 50% increase in product sales.
Besides the Asian region, Canadean predicts that North America and Latin America will play a major role in the growth of this segment, driven by new products entering the market which claim they include nutritional and healthy properties. In the United States vegetable flavours increased significantly in 2012 due to small brands, such as Evolution Fresh (Starbucks), and established brands, such as Bolthouse Farms, increasing their reach across the country. Vegetable variants products outperformed those which were tomato juice based, and it is likely this trend will continue in the near future.
“Although this a niche segment compared to other flavours, there is no doubt that vegetable-based beverages will continue to experience strong growth in the regions where they are predominant and gaining interest from health conscious consumers,” says Gutierrez. The health and wellness trend will play a major role in the segment’s success, together with increased availability, new flavour offerings and its fashionable image. Globally the rise of vegetable beverages will be slower, affected by decreasing volumes in Europe where premium prices and low availability are limiting the segment’s development.

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