Shot-sized health-boosting juice launches take off

Consumers are increasingly interested in naturally-functional food and drinks. This increase in health consciousness, coupled with busy on-the-go lifestyles, has fuelled innovation around smart, nutrient-rich snacking solutions. Tapping into this trend, health-promoting juice shots provide a quick, natural boost of nutrition in small to-go bottles. Though still niche, the share of juice shots in total juice launches in Europe has increased sixfold over the past four years.

Nordic countries take a leading role in innovation

Nordic countries, led by Denmark, take a prominent role in juice shot launch activity in Europe. Of all juices described as shots/boosters launched between October 2015 and September 2017 in Europe, 39 % were launched in Denmark. Germany, Norway and Sweden follow with 13 % of launches each. Repeatedly referred to as “the healthiest countries in the world”, Nordic countries put a strong focus on wholesome, nutrient-rich and naturally functional diets.

Ginger dominates the scene, but probiotic-rich ingredients on the rise

Using concentrated doses of fruits, vegetables, plant extracts and herbs, juice shots are designed as a preventive measure to boost consumers’ overall wellbeing, but can also address specific health issues…

The whole blog by Julia Büch, Food and Drink Analyst at Mintel