February 10, 2025 – Juice and juice drinks appeal to consumers seeking a balance of refreshment, natural ingredients, and functional benefits in their daily diet. Innova’s 360 research into juice market trends highlights the latest product launches, innovation, positioning, and flavor trends in Europe.
Juice Market Size and Trends
Europe is the second-largest region in the juice market for soft drinks and juice/juice drinks sales value in the past year. The value and volume growth for juice and juice drinks cluster averages at 2% each over the past five years.
In Europe, 24% of consumers consistently check ingredient lists on product packaging, with 41% prioritizing vitamins. Reflecting this demand, juice and juice drinks highlighting vitamins on packaging have experienced 29% growth in the past year. This aligns with Innova’s top trend of 2024, ‘Ingredients: Taking the Spotlight,’ where brands emphasize key ingredients to strengthen consumer affinity. Producers can capitalize on this shift by developing vitamin-rich juice and juice drinks, appealing to health-conscious consumers.
Juice Product Launch Trends
Juice and juice drinks display 30% launches as a percentage of the soft drinks category in Europe over the past year. Juices and nectars is the leading subcategory in juice and juice drinks cluster launches in the region.
In the juice market, seasonal and limited-edition juice and nectar launches in Europe show a CAGR of 39%, driven by unique collaborations and packaging innovations. Animated character-themed launches featuring Marvel’s Avengers, Disney’s Wish, Mickey Mouse, and The Lion King are shaping new product development.
Additionally, retro-style packaging and unconventional offerings like Tabasco sauce juice are gaining attention, reflecting the rising appeal of limited launches and collaborations.
Leading Regions in Europe
France is the top country for juice and juice drinks in Europe. However, the United Kingdom is the fastest growing market within the top 5 European countries in the past four years.
In the United Kingdom, 20% of consumers consider immune health as their major concern related to physical health. Consequently, juice and juice drinks in the UK with immune health claims show growth, reflecting juice market trends.
Consumers are focusing on immune health, leading to a rise in products that include vitamins C, B1, B2, B6, E, and minerals like zinc and calcium, as well as spices that provide key nutrients to support overall wellbeing and strengthen the body’s defenses. This reflects another Innova’s top trend of 2024, ‘Prioritizing Prevention,’ as consumers are increasingly choosing products that promote wellbeing due to a growing emphasis on preventive care.
Top Brands and Companies
Lidl, Innocent Alps, Aldi, Auchan, and Eckes Granini are the top 5 companies for juice and juice drinks cluster launches in Europe.
Lidl is the key player in the juice market cluster and is driven by its brands Solevita and Natutris. Solevita introduces a naturally cloudy apple juice that retains high polyphenol content and a robust flavor. Unlike filtered juices, this unfiltered variant preserves antioxidants that help protect cells from damage.
Its cloudy appearance results from tiny pulp and peel particles, enhancing both texture and taste while maintaining essential nutrients. By keeping more of the fruit’s beneficial compounds, cloudy juices offer superior health benefits, supporting the overall wellbeing of consumers.
Juice Claims and Positionings Trends
Vegan is the top claim, followed by no added sugar, no additives or preservatives, organic, and gluten free. Vegan claim is the frontrunner in the United Kingdom and Germany.
Beyond the top 5 positionings, juice market trends, juice and juice drink claim preferences vary across key European markets. In France and Germany, limited-edition launches gain attention, while natural and low/no/reduced-calorie claims grow in France. Italy sees rising demand for natural, immune health, indulgent and premium options, while UK consumers favor natural, immune health, and skin health benefits.
In Germany, vegetarian and antioxidant claims are gaining attention, whereas in Poland, vegetarian, immune health, and children’s (5–12 years) options are on the rise.
Juice Flavor Trends
53% of consumers in Europe identify taste/flavor as the primary factor influencing their purchase of juice and juice drinks. In the juice market, red apple, orange, mango, pineapple, and fruit are the top 5 flavors in the market.
Moreover, 23% prefer fruit/superfruit flavors in the soft drinks category. Recognizing this preference, choices featuring a blend of fruit flavors such as orchard fruit with citrus, berries, and superfruits remain attractive in Europe. The recent launches also emphasize cross-category flavor innovations inspired by tea and alcohol, reflecting a shift toward diverse flavor profiles.
What Is Next in Juice Market Trends in Europe?
Nearly half of European consumers prefer orange in the juice market, driving demand for formulations with orange pulp, concentrate, syrup, and oil. These variations, offered in smooth, creamy, thick, and velvety textures, cater to diverse preferences for flavor and mouthfeel, sustaining new product development.
Freshness remains a key purchasing factor for 31% of European consumers in the juice market, fueling the rise of 100% freshly squeezed and pressed juices. High-pressure processing (HPP) preserves the natural flavor, nutrients, and freshness of fruit and vegetable juices, aligning with consumer demand for minimally processed options.
Additionally, more than 1 in 4 consumers opt for low/no/reduced sugar claims in the juice market. Brands can respond with formulations that rely on natural fruit sweetness or alternative sweeteners like monk fruit and honey, delivering healthier options without compromising flavor. Innovations in natural preservation and sugar reduction are likely continuing to shape the juice and juice drinks market in Europe.
This article is based on Innova’s Overview in Juice & Juice Drinks in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
