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GERMAN FRUIT JUICES


Fruit juice in Germany



The German is the largest consumer of orange juice in Europe with 21 liters per person per year. In 2010, Germany was the second largest market in Europe for fruit juice, followed by France. From 2005 to 2010, the sales volume of juice decreased in Germany.


The juice market in Germany

2011 and 2012 were dominated by the influence of the drastic increase in the cost of almost all the raw materials necessary for the preparation of fruit juice. The prices of raw materials, concentrated orange juice in particular, one of the most important raw materials, have reached a record high over the past two years.

Eckes-Granini Deutschland remained the leader in the juice fruits in Germany in 2012, representing a market share of 14%. The company has experienced a minimum share loss in 2012 due to price increases.

Several new product launches were conducted in 2012 and limited the loss of market share. The most important of these launches is Hohes C , a mixture of mineral water and fruit juices fortified with calcium and magnesium.

Juice fruit should register further losses in volume and value of sales by 2017, with respectively 10% and 4%. It will be a result of higher unit prices and the declining popularity of fruit juices in different consumer groups.

Most German companies juices and vegetable juices are relatively small and do not have the power to promote global players such as Coca-Cola and PepsiCo, which grow their brands through sophisticated marketing campaigns. Fruit juices are less fashionable among young consumers as soft drinks.

German consumption of fruit juice

Germany is the second largest market of fruit juices in Europe in terms of overall consumption, but down since 2003. The rising price of concentrated wealth consumption.

There is also a growing preference among German consumers for fruit drinks and light. German s often dilute their juice with water.

But recently the transition to drinks with low calorie grew in mixtures Schorle (typically 50% of apple juice fruit and 50% water mineral).

Competition in the market for fruit juice is fierce in Germany, driven by promotional activities in discount stores. Juice FC is generally preferred because it is less expensive and can be stored a long time.

Orange and apple juice about 60% of sales volume. . Previously nectars were considered a good alternative to juice because of lower prices, but deep discount in the juice decreased the price advantage.

Nectars are also facing strong competition from tea-based beverages, sodas, low calorie fruit drinks and because of the growing trend of health and well-being.

The boom smoothies also seems to be finished, with volumes declining since 2008.

German brands of fruit juices



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