Consumers have been moving away from the juice category because of its high natural sugar levels, but manufacturers can redeem juice products by adding more vegetable juice to lower the calorie count and sugar content, according to Euromonitor International.
Incorporating "superfood" vegetables such as tomatoes, spinach and beetroot can also capture the interest of health-conscious consumers, as vegetable consumption is a growing priority among shoppers.
Adding enhancements like protein and probiotic cultures and strengthening overall nutrition profiles can also make juice products more attractive.
Governments across the world are encouraging consumers to cut excessive consumption of sugar and to increase consumption of fruits and vegetables. Consumers have been more responsive to the "eat more veggies" appeal – in part because their habits are being shaped by producers' and advertisers' increased promotions of the nutritional values of leafy greens and other fruits of the earth.
The juice industry has struggled to stay relevant in the midst of efforts to cut sugar, and sales have fallen for many juice categories as a result. Still, exotic flavor combinations and vegetable-based cold-pressed juices are beginning to revive the struggling beverage category.
Better-for-you health trends are pushing consumers to incorporate more fruits and vegetables into their diet, but the demand for convenience and on-the-go packaging is also growing. Juice manufacturers can bridge this gap, so long as their products contain the better-for-you ingredients that consumers want and avoid the use of additives.
Packaging will likely play a key role in the juice category's relevance. Manufacturers need not only reformulate juice products to include more vegetables, but also ensure that those added ingredients are prominently displayed on their labels.