Juice innovation in Europe: functional, sustainable and flavorful.

Evolving consumer demands are driving a transformation of the European juice market.

The demand for healthy and sustainably produced juice products is driving the markets as the latest regulation also sets the scene for ecological solutions and transparent sourcing. At the same time, new flavorful options in beverages are emerging.

Functional beverages on the rise

Consumers are increasingly seeking juices that offer more than just refreshment. Functional benefits, such as energy enhancement, protein content and wellness effects, are becoming standard expectations. This shift is reflected in the growing popularity of functional beverages and juices enriched with ingredients like adaptogens and prebiotics. According to Innova Market Insights, up to 41% of European consumers prioritize vitamins. Juice and juice drinks highlighting vitamins in packaging have also seen 29% growth in 2024.

Psst. Read about Haarla’s solutions for functional beverages.

Emphasis on sustainability

Sustainability is at the forefront of today’s product development. New initiatives, such as the Sustainable Juice Covenant which aims for 100% sustainable sourcing in the juice supply chain by 2030, are paving the way for a more responsible industry. Brands are also focusing on utilizing plant-based ingredients and adopting eco-friendly and recyclable packaging, aligning with the broader consumer demand for environmentally responsible and lasting products.

Flavor innovations provide new potential

Experimenting with bold and diverse flavor innovations, such as upcycled ingredients and botanicals, is becoming more widespread. The use of upcycled products has surged in recent years, creating a high-potential market niche in the juice category. Especially by-products of fruit and vegetables, which produce high volumes of waste, can be utilized in juice products more extensively. By tapping into plant-based, tasty solutions, brands can contribute to both flavor innovation and sustainability demands.

Exploring the latest sustainability and health demands in juice and beverage formulations is an investment in the future. The world of modern juice solutions provides new opportunities to cater to large audiences looking for more than just traditional refreshment.

Want to tailor your juice offering with the latest innovations from Haarla and Azelis? Find out more about our beverage ingredients, which can be applied to new products as well as honing your existing portfolio.

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