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Consumers shift to natural beverages, immune-boosting benefits of fruit juices fuel growth

The North American fruit juice sector is undergoing a substantial growth period, with market size swelling to USD 39.6 billion as of the year 2023. Industry forecasts are robust, predicting a continued expansion at a compound annual growth rate (CAGR) of 4.5 % from 2023 to 2032, culminating in an expected market value of USD 59.1 billion.

The surge in market growth is primarily driven by rising health awareness among consumers, who are now gravitating toward natural beverage options like fruit juices. These shifts in consumer preferences are linked to the numerous health benefits attributed to fruit juices, including their vitamin and mineral content, antioxidant properties, and their role in bolstering the human immune system.

Moreover, advancements in technology that allow for the introduction of organic preservatives enhance the appeal of fruit juices. When coupled with modern packaging solutions that cater to consumers’ increasingly busy lifestyles, it’s clear that the market is riding a wave of both practical innovation and heightened product awareness.

Consumer Trends

The shift in consumer behavior denotes a significant move away from carbonated drinks toward healthier options. The adoption of fruit juices as a method to improve metabolism and manage cholesterol levels is also noteworthy. Moreover, consumers are showing an inclination towards convenient consumption methods, which is another factor propelling the market growth.

Market Segmentation

The North America fruit juice market report covers a detailed analysis of the market segmented by type, flavour, and distribution channel, along with projections at both the regional and country levels. Market segments include 100 % fruit juices, nectars, juice drinks, concentrates, powdered juices, and others. Popular flavours profiled include orange, apple, mango, mixed fruit, and more, while the distribution channels investigated are supermarkets and hypermarkets, convenience stores, specialty food stores, online retailers, and others.

Market Outlook

In conclusion, the North American fruit juice market is set for promising growth in the coming years, with consumer demand for healthier beverage options being a prime catalyst. Companies within the market are responding with innovative products that meet the evolving needs and preferences of consumers, positioning the industry for sustained expansion through 2032.

The “North America Fruit Juice Market Report by Type, Flavour, Distribution Channel, and Country 2024-2032” report has been added to’s offering.

Britvic, one of the largest companies in the world in the non-alcoholic beverage sector, announces the adoption of SIG’s PAC.TRUST solution for the digitisation of its laboratory analysis processes at its operations in the Brazilian states of Ceará and Minas Gerais. Britvic will adopt the Laboratory Information Management Systems (LIMS) and Digitalisation modules of the PAC.TRUST solution, enabling traceability of internal processes in minutes.

The solution is a tool to digitise monitoring and quality records at the three plants of the Britvic group in Brazil, located in Astolfo Dutra and Araguari (MG), as well as Aracati (CE). With PAC.TRUST in operation, Britvic strengthens and brings more agility to its quality control processes, eliminating the need to convert physical records to multiple spreadsheets, and providing more security to information within the respective plants. This digitisation minimises errors and deviations due to incorrect records caused by duplicate data entries. PAC.TRUST also allows Britvic to reduce the time in simulations and effective traceability actions, to simplify audits, and to bring even more reliability to all processes involved in the supply chain, reinforcing its commitment to product quality and its growth strategy.

SIG’s modularised PAC.TRUST solution helps SIG customers to have complete visibility of the production chain per package. For Britvic, SIG used two modules of the PAC.TRUST solution, LIMS and Digitalização (Digitisation). The solution was installed in 2022 and has already brought several benefits to the company, such as a 40 % reduction in quality data analysis time, an increase in the level of information security with data storage redundancy, a 75 % reduction in weekly record checking time and 8x faster traceability, providing a digital and integrated operation at corporate level.

A bold new era of “Healthy Hedonism” is inspiring a radical rethink of what is possible with natural colours, according to trend analysis by GNT.

GNT, the global supplier of plant-based EXBERRY® colours, explored how today’s consumers see colour in the world of food and drink and beyond. The research revealed a powerful new trend shaped by Generation Z’s desire to embrace joy and creativity while staying true to core values.

The new generation of consumers is radical, diverse, and digitally native – and it is rapidly changing global attitudes toward food and drink. Gen Z shoppers are committed to holistic wellness and are actively promoting environmental and social agendas through their purchases. At the same time, their devotion to social media means visual impact is more important than ever before.

This consumer behavior can be described as Healthy Hedonism. This ethos is now set to spark a global surge in demand for eye-catching products that are good for people and planet. From seductive healthy snacks to kaleidoscopic TikTok treats, the trend showcases a lifestyle that is playful, considered, and nourishing.

GNT’s analysis found that it is already generating new directions in natural colour. For example, cute soft-play pastel shades are being used to redefine what “healthy and sustainable” looks like. Psychedelic colour schemes now work in harmony with mind-boosting ingredients to tap into new-age wellbeing. Bright, clashing colour combinations can also enable brands to create virtuous products that satisfy the desire for creativity and self-expression.

Maartje Hendrickx, Market Development Manager at GNT Group, said: “Healthy Hedonism resonates with the new generation of conscious consumers who are determined to rewrite the rules. To tap into the trend, brands need to celebrate disruption and adopt a new visual language for products that are both healthy and environmentally sound. Earthy colours are no longer a necessity – it’s time to be bold, be creative, and make people smile.”

Available in shades spanning the full spectrum, EXBERRY® colours are plant-based concentrates created from non-GMO fruit, vegetables, and plants using traditional physical processing methods. GNT has also set out a commitment to become the leader in its field on sustainability by 2030.

To access GNT’s exclusive colour trend analysis on how Gen Z is changing perceptions of color, click here:

Leveraging Brightseed’s artificial intelligence, Ocean Spray will unlock new compounds inside the Cranberry, powering next generation health innovation in the superfruit’s healthy product line

Ocean Spray Cranberries, Inc., the agricultural cooperative owned by more than 700 farmer families, and Brightseed, an A.I.-led biosciences company recognized as a World Economic Forum Technology Pioneer, announced an agreement to leverage Brightseed’s A.I., Forager®, to profile the compounds in cranberries and surface new connections between cranberries and human health. The collaboration with Brightseed puts Ocean Spray on the path to having the world’s most comprehensive nutritional profile of the cranberry — including the cranberries’ previously unknown bioactive compounds and potential health benefits.

“Similar to how different grapes produce different wine varietals, each cranberry strain can be extraordinarily diverse in their phytochemical composition, resulting in different colours, flavour nuances, size, and a trove of health-promoting bioactive compounds,” said Katy Galle, Senior Vice President of Research & Development at Ocean Spray Cranberries, Inc. “Our agreement with Brightseed puts us on a path to profiling our cranberry varieties and understanding their health potential like never before. The insights from this agreement will support us as we continue to innovate healthy products for our consumers, in addition to informing how we grow, separate, and treat our cranberries to optimize for target health benefits and sustainability.”

Cranberries have long been considered a superfruit and are celebrated as a rich source of polyphenols with high antioxidant activity. “Some of the cranberry’s potent health benefits are well-known, including their impact on bladder and kidney function. With over 100 cranberry varieties, the vast majority of compounds in cranberries have never been explored for their impact in the human body, however, they carry enormous potential to open up new dimensions for health and wellness.”

According to Christina Khoo, Director Emerging Science, Nutrition and Regulatory Affairs at Ocean Spray Cranberries, Inc., leveraging the A.I Forager to deep dive into the bioactive components in cranberry varietals helped accelerate Ocean Spray’s innovation activities to evaluate exciting health benefits of cranberries including immunity and cognitive health and build the scientific evidence.

“We are thrilled at the early findings of this discovery work which is showcasing how important crop diversity and growing practices are for bioactive content and expression,” said Sofia Elizondo, Co-founder and Chief Operating Officer of Brightseed. “The question Forager is able to answer is not just ‘what is in a cranberry?’ but also ‘what is different about all these cranberry varieties?’ With Forager’s insights, Ocean Spray’s stewardship will be taken to the next level and so will consumer comprehension of what a cranberry can do for health.”

Forager, Brightseed’s proprietary A.I. and an R&D 100 Award winning technology, illuminates what have been traditionally opaque to science – the complex, molecular structures of plant compounds – and maps their impact on human biology. In a few months of A.I.-powered analysis on Ocean Spray’s cranberry strains, Forager found 10x more bioactive phytochemicals and 4x more phytonutrients across a sample of Ocean Spray’s cranberry varieties. Moreover, multiple cranberry strains were packed with more than 350 bioactive compound classes with promise to positively impact immunity and cognition – new territories of health benefits that were previously unknown in cranberries.

Forager’s discoveries may then be evaluated through in vitro validation and potentially human clinical trials to enable clinically proven claims for Ocean Spray’s future product innovations.

The now, next, and future of the global food and drink industry

The events of 2020 caused a fundamental reset in human behaviour. Recognising this transformation, Mintel’s 2021 Global Food and Drink Trends are inspired by recent shifts in consumer purchases and attitudes across industries. Through collaboration with consumer analysts and insights from Mintel Trends, a global team of food and drink experts have identified new opportunities in line with three of the Mintel Trend Drivers: Wellbeing, Value, and Identity.

In 2021 and beyond, expect food and drink companies to create mental and emotional wellbeing solutions, deliver on new value needs, and use brands to celebrate people’s identities.

Feed The Mind

Innovative food and drink formulations will offer solutions for mental and emotional wellbeing that will create a new foundation for healthy eating.

Quality Redefined

Brands will be challenged to respond to new definitions of trust, quality, and ‘essential’.

United By Food

Food and drink brands can balance a person’s need to feel unique and special with the desire to be part of communities of like-minded individuals.

Please download the free 2021 Global Food and Drink Trends here.

A new analysis of nutrition research suggests that consumption of 100 % fruit juice, such as 100 % orange juice, by adults may have cardiovascular benefits and does not increase the risk of cardiovascular disease or its risk factors.

The comprehensive analysis, published in the European Journal of Nutrition, pooled and collectively analyzed the results of 21 prospective and 35 randomized clinical studies published through August 2019, and found that drinking moderate amounts of 100 % fruit juice was associated with a lower risk of total cardiovascular events and stroke. The study also reported no association at any level of 100 % fruit juice intake with weight measures, including body weight, body mass index, and waist circumference, and risk for diabetes or risk factors for diabetes such as insulin resistance.1

Based on the analysis by researchers that were part of a working group from the Italian Society of Human Nutrition (SINU), significantly lower risks for total cardiovascular disease were observed at 100 % fruit juice intake levels up to 170 ml per day (between 5 and 6 ounces) and lower risks for stroke were seen at intake amounts up to 200 ml per day (between 6 and 7 ounces). Higher consumption amounts did not significantly increase nor decrease risk. The analysis also found significant reductions in systolic and diastolic blood pressure with 100 % fruit juice consumption, which could have been responsible for the observed risk reduction with cardiovascular events and stroke.

Additionally, no significant associations were seen with 100 % fruit juice intake and increased risk for diabetes or risk factors for diabetes, including blood glucose and insulin levels and measures of insulin sensitivity. Consistent with many other studies, 100 % fruit juice was not associated with weight parameters, including body weight, body mass index, and waist circumference.

A meta-analysis pools together and analyzes the results from previously conducted and published studies. In the hierarchy of research studies, a systematic review/meta-analysis ranks high with regard to the strength and robustness of results.

“These results help further support a positive role for 100 % fruit juice in cardiovascular health without negative effects on weight, risk for diabetes, or risk factors for these major diseases. While the study looked collectively at all 100 % fruit juices we also have research supporting the beneficial effects of 100 % orange juice on some of these very same health outcomes. In the end, a win for 100 % fruit juice is also a win for 100% orange juice,” said Dr. Rosa Walsh, director of scientific research at the Florida Department of Citrus.

This systematic review and meta-analysis, funded through an unrestricted grant by the European Fruit Juice Association (AIJN), adds to the growing body of scientific research supporting the role of 100 % fruit juice and 100 % orange juice in the diet:

  • randomized controlled trial reported that 100 % orange juice reduced systolic blood pressure in adults with pre- or stage-1 hypertension. Hesperidin, provided almost exclusively in the diet by 100 % orange juice and oranges, appears to play a key role in the observed effects.2
  • A meta-analysis of 95 studies showed higher intake of citrus fruit and citrus fruit juice decreased risk of coronary heart disease, cardiovascular disease, stroke, and all-cause mortality. Citrus fruit juices were associated with a 25 percent reduction in the risk for ischemic stroke.3
  • In a systematic review and meta-analysis of prospective cohort studies, 100% fruit juice was associated with a 33 percent lower risk for stroke mortality.4
  • Numerous studies report no association between 100% orange juice or 100% fruit juice intake and body weight in children or adults.5-8

Every glass of 100 % orange juice supports overall health and can help adults and children meet intake recommendations for key nutrients they may be lacking in their diets. An 8-oz. serving size contains vital vitamins and antioxidants, including vitamin C, potassium, folate, hesperidin and more, with no sugar added. From helping improve diet quality to supporting a healthy immune system, 100 % orange juice offers a number of health benefits and can also easily be incorporated into simple, great-tasting recipes.

About the Florida Department of Citrus
The Florida Department of Citrus is an executive agency of Florida government charged with the marketing, research and regulation of the Florida citrus industry.  Its activities are funded by a tax paid by growers on each box of citrus that moves through commercial channels.  The industry employs more than 37,000 people, provides an annual economic impact of $6.5 billion to the state, and contributes hundreds of millions of dollars in tax revenues that help support Florida’s schools, roads and health care services.


Use of polyphenols in the analysis of fruit and vegetable juices and purées

Anthocyanins and flavanone glucosides have been used for years as part of the authenticity assessment of red/black and citrus juices, typically using IFU 71 & 58 respectively. These components comprise only a small selection of the polyphenolic compounds that are available to the analyst for the assessment of juices. The generalised use of polyphenolic compounds as a means of detecting mixtures of juice was developed by Wade’s group at Procter and Gamble in the late 80’s. This procedure works well in juices where there is a reducing environment, such as citrus juices, and produces stable peak profiles. However, in systems with active polyphenol oxidase (PPO) enzymes, such as apple, pear and bananas, some peaks can be lost, due to oxidation and subsequent polymerisation, so these profiles tend to be less stable.

Unlike the chromatograms seen with the anthocyanin procedure, which often only contain a few peaks , traces for the polyphenols are much more complex and generally contain many more peaks. Due to the complex nature of these chromatograms, it is generally impossible to use reference libraries for positive peak identification due to small shifts in retention times between chromatographic runs. This means that control samples should be run with each batch of test samples for comparison purposes unless positive identifications can be made by using more specific detectors, such as diode array (DAD) and/or ideally mass spectrometer (MS), where a positive identification can be made either from an accurate mass measurement or by specific “mother/daughter” transitions.

This recommendation has been published and is available via the IFU website under Methods of Analysis

Currently, the method No. 12 – revision 2019 of the International Fruit and Vegetable Juice Association (IFU) is the accepted worldwide reference method for the detection of Alicyclobacillus spp. However, the verification of Alicyclobacillus in the lab is relatively time-consuming. In case of enrichment the results are available at the earliest after 10 days, but usually after almost two weeks.

An alternative method is the Soleris® ACB-109 (Neogen Corporation) which offers faster results which are just as reliable. This has been verified by a validation according ISO 16140-2:2016 (comparison of alternative against reference methods).

Via a two step enrichment of a 10 g sample, Alicyclobacillus can be detected already within two to four days using the Soleris ACB-system. For this purpose the sample is enriched for 2 days in BAT bouillon according to IFU No. 12 and afterwards transferred to the Soleris-Vial. To eliminate false positive results a molecular-biological rapid PCR test by Milenia Biotec GmbH will be used, directly out of the Soleris-Vial.

Detection of Alicyclobacillus within 96 hours
(Photo: Milenia Biotec GmbH)


Positive or negative – all important parameters for the evaluation of the sample are promptly provided:

  • Alicyclobacillus spp./10 g
  • Alicyclobacillus acidoterrestris/10 g
  • Potential guajacol formation

The Soleris ACB-system together with the PCR confirmation delivers the results quicker than the IFU No. 12 and is a reliable method for the qualitative verification of Alicyclobacillus spp. in fruit juices and concentrates.

In case of urgent Alicyclobacillus investigations the GfL Gesellschaft für Lebensmittel-Forschung mbH recommend the analysis by Soleris® ACB and Milenia® GenLine.

New IFU Recommendation (#13)

The IFU methods of analysis commission has approved a new recommendation, authored by Dr. David Hammond, on the use of DNA methods for the authenticity analysis of juices.

The juice analyst has a number of conventional methods available to check if a product has been prepared from a mixture of fruits. These include the use of HPLC for the pattern of anthocyanins in red/black juices (IFU 71, flavonoid glucosides in citrus juices (IFU 58), or generalised polyphenol screening (IFU Rec. 11). With the introduction of the 1H-NMR profiling method a few years ago this has offered another rapid and modern approach to look for mixtures of fruits.

Procedures to check for the presence of one fruit in another often target a specific component that would not normally be seen in the labelled fruit. Typical examples of this would be sorbitol (IFU 79), to check for apple and/or pear addition in a non-sorbitol containing fruit, such as strawberry or raspberry, or tartaric acid (IFU 65) for grape addition to another juice. Although these markers provide very good approaches for these specific types of addition they do not answer all questions, which means that there is still a need to develop more specific procedures for other fruits.

Nature has provided us with perhaps the ultimate marker for a particular fruit species, its DNA (deoxyribonucleic acid). An early and on-going major application of DNA based analysis is in criminal investigations. This was introduced around 30 years ago and has been significantly developed and improved over the intervening period.

This new recommendation gives an up to date overview of the analysis and how it can be applied to the field of authenticity.

Chelab Dr. V. Ara chemical laboratory for food, water and environmental analyses was founded in 1977 by Dr. V. Ara. Since 41 years chelab has developed a vast analytical and technical expertise in fruits, all related processed products and aroma analysis.

Chelabs national and international customer base consists of growers, processors, fillers and traders in fruit juice processing. For an ongoing successful continuation, chelab as a partnership decided to convert into chelab Dr. V. Ara GmbH & Co. KG.

At the same time Simone Schmidt and Dr. Fred Siewek have been appointed as managing directors of the new company.

Chelab sets course to remain an indepent, reliable and competent partner for a successful development in the future.

There have been many significant developments in the area of isotopic analysis since this recommendation was first published in the 1996.

Many of these have shown the power of internal referencing, which has often allowed the detection limit at which adulterations can be positively identified to be significantly reduced.

Some examples of these “newer” approaches are:

  1. internal carbon isotope ratios of individual sugars
  2. relative carbon isotope ratios seen for the sugars, acids, individual acids, pulp and pectin
  3. positional carbon isotope ratios of malic and ascorbic acids
  4. internal deuterium and carbon isotope ratios of citric acid
  5. internal oxygen isotope ratios of juice water and ethanol derived from the sugars

As a corporate IFU member you can download your copy via the website using your log in details @

Market research analysts at Technavio predict that the global lemonade drinks market will grow steadily at a CAGR of more than 6 % by 2021. This market research analysis identifies the rise in demand for cold-pressed lemonades as one of the primary growth factors for this market. Cold-pressed juices are juices extracted from fruits and vegetables using a hydraulic press. These juices contain more vitamins, minerals, and enzymes than those extracted using centrifugal presses which causes loss of nutrients. Health conscious consumers are increasingly preferring for health-based juice drinks. This, consequently increases the demand for cold-press juices especially among the health-conscious consumers.

This market analysis identifies the use of Erythritol as one of the key trends behind the growth of this market. Erythritol is a low-calorie sweetener that doesn’t bring any side effect in the blood sugar and insulin levels of the consumer. Many key vendors in this market are extensively using erythritol in their low-calorie soft drink products to attract the health-conscious customers and they have already launched beverages sweetened with Erythritol. Several countries have already approved the use of Erythritol in various food and drink products.

Competitive landscape and key vendors

The lemonade drinks market is intensely competitive and fragmented due to the presence of several established players. The vendors in the market operate on various scales and varying specializations with respect to various commodities and resources. The competition in the market is affected by the changing tastes and preferences of the consumers, economic conditions, demographic conditions, and technological changes. The players in the market are focusing on investing in product innovation to expand their production and distribution capabilities.