Customized Report Service – Market Overview – Non-alcoholic fermented and cold pressed juice trends in the United States and Europe

Global market overview – imports

Global imports of non-alcoholic fermented drinks, carbonated sodas, waters and black teas from the world, totaled a value of Can$29.2 billion in 2020. Major import markets of fermented waters, sodas and drinks, nowhere else specified (n.e.s.) of HS:2202 were Austria (16.5%), the US (8.1%), and Germany (7.6%), which accounted for 82.9% of the total global market share. Top import markets of fermented black teas were Kenya (26.5%), Sri Lanka (16.9%), and India (11.1%), which accounted for the remaining 17.1% of the total global market share (mainly contained in ≥3kg packages).

In 2020, imports of non-alcoholic unfermented fruit or vegetable juices and green teas from the world, totaled a value of Can$18.9 billion. Major global import markets of unfermented fruit/vegetable juices were Brazil (17.3%), the Netherlands (8.3%), and Germany (7.0%), which accounted for 91.9% of the total market share. Top import markets of unfermented green teas were China (46.3%), Japan (14.0%), and Germany (5.2%), representing the remaining 8.1% of the total global market share.

Canadian trade of fermented/unfermented juices and teas

In 2020, Canadian exports of non-alcoholic fermented drinks, carbonated sodas, waters and black teas to the world, totaled a value of Can$502.5 million in 2020. Exports in this niche market of fermented waters, sodas and drinks, nowhere else specified (n.e.s.) were the US (94.5%), the UK (1.1%), and Mexico (0.9%), which accounted for 92.3% of Canada's total export market share. Canada's top export markets of fermented black teas were the US (98.4%), Sweden (0.4%), and Morocco (0.3%), representing the remaining 7.7% of the total export market share (mainly contained in smaller ≤3 kilograms packages).

Canada's exports of non-alcoholic unfermented fruit or vegetable juices and green teas to the world, totaled a value of Can$193.2 million in 2020. Top export markets of unfermented fruit/vegetable juices were the US (75.3%), the Netherlands (10.6%), and China (3.4%), which accounted for 89.6% of the total market share. Canada mainly exported to the US of unfermented green teas at a categorical share of 98.2%, followed by Sweden at 0.5%, and Hong Kong at 0.2%, representing the remaining 10.4% of Canada's total export market share.

Furthermore in 2020, as reported by Statistics Canada (CATSNET), Canadian exports to the world of fermented non-alcoholic beverages, nowhere else specified and black teas totaled Can$493.8 million, registering a growth difference of 18.0% over 2019. Canada's top exporter was the US registering a growth of 16.8%, while the European market (EU28- including the UK) had a growth of 120.0% at Can$8.7 million in 2020. All top 10 export markets showed positive growth (2020/2019) at the exception of Saint Kitts and Nevis (−2.2%), however, those that had the highest growth included Thailand, the UK, South Korea, and the Czech Republic.

In 2020, Canadian exports to the world of unfermented juices and green teas totaled Can$146.7 million, registering a growth difference of 23.4% over 2019. Canada's top exporter was the US registering a growth of 14.8%, while the EU28 market had a growth of 42.4% at Can$30.3 million in 2020. All top 10 export markets showed positive growth (2020/2019) at the exception of France (−12.3%) and Ireland (−6.3%). Those markets that had the highest growth included Austria, China, and the United Arab Emirates (UAE).

United States

In 2020, Canada's largest export segment to the US in the other non-alcoholic fermented beverage category was waters (including mineral and aerated, containing sugar or sweetening/flavored matter) at Can$219.8 million, registering a CAGR of 17.7% (2016-2020). Other non-alcoholic beverages (excluding beer and juices of No 20.09) totaled Can$210.3 million, followed by non-alcoholic beer (HS: 220291) at Can$4.8 million in 2020. Non-alcoholic fermented beer has been growing at a 5-year CAGR of 349.2%. Meanwhile, fermented black tea in smaller packages totaled Can$33.3 million (≤3kg) and larger packages of Can$332,322 (≥3kg) in 2020.

In 2020, Canada's top export States within the US were California (Can$48.7 million), Pennsylvania (Can$42.6 million), and New York (Can$38.6 million). The top 10 Canadian export markets to the US totaled a market share of 68.0% (Can$318.6 million), growing at a CAGR of 22.3% between 2016 and 2020. The US States with the highest 5-year growth were Idaho (195.2%), Nebraska (73.1%), and Oregon (53.8%), reaching a combined export value of Can$11.6 million in 2020. Entering the market in 2018, North Dakota has registered a 3-year growth up to 2020 of a CAGR of 158.3% at Can$174,894 (ranking as 44th largest State).

Europe (EU28)

In 2020, Canada's largest export segment to the EU28 in the other non-alcoholic fermented beverage category was other non-alcoholic beverages (HS:220299 - excluding beer and juices of No 20.09) at Can$5.1 million, registering a CAGR of 35.4% (2016-2020). Waters (including mineral and aerated, containing sugar or sweetening/flavored matter) totaled Can$3.4 million. Exports of Canadian products such as non-alcoholic fermented beer and other non-alcoholic beverages, n.e.s. have remained at zero dollars since 2017 and 2016, respectively. Lastly, the small fermented black tea market in (≤3kg) packages totaled Can$212,823 million and only Can$486 (≥3kg) in 2020; both registering a 5-year decline by CAGRs of −12.9% and −60.4%, respectively (2016-2020).

In 2020, Europe's top export markets within the EU28 for non-alcoholic fermented beverages and teas were the UK (Can$5.1 million), the Czech Republic (Can$2.9 million), France (Can$324,670), Sweden (Can$165,189), and the Netherlands (Can$96,800). The ten markets listed account for almost a 100.0% of the total European market (Can$8.7 million), growing at a CAGR of 26.8% between 2016 and 2020. During this period, Spain registered the highest growth (394.8%), followed by the UK (83.2%). At the same time, several other European markets reported a decline in export growth from Canada including Germany, Ireland, Italy, Latvia, and the Netherlands.

Sector overview – retail sales of juice and teas in the United States and European markets

Established juice markets are expected to see slow growth, while India, Turkey, and Russia are predicted to see the highest CAGRs in the next five years, with the United States and China being by far the largest global markets in terms of volume retail sales. The US remains a high consumption juice market but is forecast to see negative growth, while retail value growth is expected in Latin American markets such as Mexico and Colombia. Within the Asia-Pacific (APAC) region, Japan, South Korea and Thailand are forecast to struggle for growth, while India is expected to be the fastest growing market. Most of the European markets are forecast to record negative or slow growth due to health concerns mainly related to sugar content, while Turkey and Russia are opportunity markets.^{Footnote 3}

The United States

In 2018, the American juice sector (all chilled, ambient liquid and frozen formats: <100% real fruit/vegetable juice with added sweeteners, flavourings, colourings and/or vitamins, 25-99% fruit nectars, and 100% pure juices) based on retail sales totaled US$18.2 billion, representing a decreased CAGR of −0.1% (2014-2018). The juice sector in the US is expected to decline down to US$17.4 billion in 2022 at a CAGR of −0.1% (2019-2022).

The tea and tea infusions retail sales sector in America, including black teas (standard, red blends, instant), pure green and aroma teas, and infusions (rooibos, fruit, herbal and flower teas - excludes medicinal teas designed purely for specific ailments), totaled US$1.743 billion; representing a decreased CAGR of −0.2% (2014-2018). This sector is expected to decline down to US$1.729 billion in 2022 at a CAGR of −0.9% (2019-2022).

In volume terms, the American juice sector is expected to decline from 11.4 billion litres in 2018 to 10.5 billion litres by 2022, registering a negative CAGR during this period of −2.1% in the US. In 2018, juice drinks represented 40.7% in volume sales at 4.6 billion litres, followed by pure juices at 36.2% (4.1 billion litres) and nectars at 23.1% (2.6 billion litres). Similarly, the tea and tea infusion sector is expected to decline from 46 thousand tonnes in 2018 to 40.2 thousand tonnes by 2022, registering a negative CAGR during this period of −3.3% in the US. Teas accounted for 83.5% of volume sales at 38.4 thousand tonnes, whereby the tea infusions category consisted of the remaining 16.5% of volume sales (7.6 thousand tonnes) in 2018.

In America, the total population was approximately 327.1 million people in 2018 and is estimated to reach 334.8 million by 2022. The total market volume per capita consumption (PCC) in the juice market was 46.9 litres and tea and infusions market was 0.312 kilograms in 2018. Both sectors are expected to decrease to 42.0 litres and 0.288 kilograms, respectively by 2022 (Economist Intelligence Unit, Mintel).

Europe

In 2018, the European juice sector totaled retail sales of approximately US$17.0 billion, representing a decreased CAGR of −4.7% (2014-2018). The juice sector in Europe is expected to decline down to US$16.8 billion in 2022 at a CAGR of −0.3% (2018-2022).

The tea and tea infusions retail sales sector in Europe, including black teas, pure green and aroma teas, and infusions, totaled US$8.9 billion; representing a decreased CAGR of −3.6% (2014-2018). This sector, however, is expected to increase in growth to US$9.6 billion in 2022 at a CAGR of 3.0% (2019-2022).

In volume terms, the European juice sector is expected to decline from 12.1 billion litres in 2018 to 11.6 billion litres by 2022, registering a CAGR decline during this period of −1.1% in Europe. Meanwhile, the European tea and tea infusion sector is expected to increase from 393.6 thousand tonnes in 2018 to 412.3 thousand tonnes by 2022, registering a growth during this period of 1.2%.

In Europe, the total population was approximately 674 million people in 2018 and is estimated to reach 680.1 million by 2022. The total average market volume per capita consumption (PCC) in the juice market was 24.9 litres and tea and infusions market was 1.274 kilograms in 2018. The juice sector is expected to decrease to 23.4 litres, while the tea and infusions sector is expected to increase to 1.373 kilograms by 2022 (Economist Intelligence Unit, Mintel).

Product launch and trend analysis – cold pressed and fermented juices (United States and Europe)

Global trends in the juice sector

In the Americas region, innovation efforts are focused on introducing healthier juice brands with natural sugar content and committing to cleaner labelling with more transparent recipes of origin on its packaging. Nutrient-rich, still niche recipes, with fortified vitamin/mineral claims have soared within the North American and Latin American regions in 2020. Since the COVID-19 pandemic, 93% of US consumers say that they intend to eat a more healthier diet and with this movement, 57% are buying more juice drinks as a healthier alternative to soda. Americans also, believe that juice drinks are a good way to get a full serving of fruit or vegetables, while drinking smoothies for vitamins.

Consumers in the Europe, Middle East and Africa (EMEA) regions were most concerned about the sugar content in juice products and also, catered towards brands with claims around immunity-supportive health benefits. These EMEA regions are proactively interested in concentrated brands that highlight quality in ecological, and high-credential ingredients in sustainable packaging type claims. In Europe alone, juice drinks remain a grocery staple with more than 8 in 10 adults reporting to drink any fruit or vegetable juice/drinks, smoothies, and/or coconut water. However, sugar content is a limited factor affecting the quantity and frequency of juice consumption with over half of all British, French or other European consumers looking towards juices with no added or naturally occurring sugar content.

Meanwhile, in the APAC region, flavor remains the key purchase driver in the juice sector - especially if made from local fruit suppliers introducing niche flavors like mangosteen, waxberry, and monk fruit or satsuma. Albeit, fortified with functional vitamins and minerals juice brands that take on a more holistic approach to consumer wellbeing have gained in popularity across the APAC region. Amongst Chinese consumers, 75-80% say they drink juice for its nutrition or for its vitamins with consumers interested in energy-boost drinks (43%) and those with ingredients that can help in digestion (71%). Australia and New Zealand often add probiotics and prebiotics to its juices for digestive and immunity support. ^{Footnote 4}

Selected regions : Mintel indicated that the number of new non-alcoholic juice/soda/tea/water/energy drinks etc., launched in the US was 5,133 (the largest single market), while 23,851 products were launched throughout Europe (including new variety/range extension, packaging, formulation or relaunched) between the period of January 2016 and February 15th, 2021. The top 10, largest European markets during this period was Germany (3,146), France (2,838), the UK (2,591), Poland (1,608), and Italy (1,590), followed by Spain (1,327), the Netherlands (1,190), Austria (899), Switzerland (756), and Denmark (679).

Description of above image

Market	2016	2017	2018	2019	2020	2021 (February 1 to 15)	Total
United States	1150	1062	999	950	864	108	5133
Germany	668	721	508	608	588	53	3146
France	751	634	561	499	368	25	2838
United Kingdom	580	650	475	424	410	52	2591
Poland	308	353	348	296	273	30	1608
Italy	356	332	265	321	284	32	1590

Source: Mintel, 2021

Between January 2020 to February 15, 2021, leading parent companies in the US that launched the most new non-alcoholic juice products (sample size: 972) included Nestlé/Nestlé Waters (10.4%), Coca-Cola (7.8%), PepsiCo (7.2%), AB Acquisition (3.6%), Ahold Delhaize (3.0%), and Kroger (3.0%). Top brands included Kroger with 21 new products, Lidl (18), Great Value (14), Signature Select (13), Good and Gather (13), Wegmans Food You Feel Good About (13), Poland Spring (13), Field + Farmer (11), Trader Joe's (11), and Vita Coco (10).

During the same period, leading parent companies throughout Europe that launched the most non-alcoholic juice products (sample size: 4,404) included The Coca-Cola Company (including European partners - 7.9%), Aldi Group/Aldi Süd/Nord (5.4%), Lidl (4.3%), PepsiCo (2.2%), Eckes-Granini (2.0%), and Innocent (1.9%). Top brands included Solevita with 103 new products, Innocent/Super Smoothie (84), DM Bio (37), Fanta (35), Fuze Tea (30), Sanpellegrino (29), Froosh (27), Obstland Sachsen Obst (24), Tesco (23), and Capri-Sun (23).

American product launch/trends: cold pressed and fermented (non-alcoholic) juices

Mintel indicated that there were 466 new (non-alcoholic) cold pressed juice products and 291 fermented juice products launched (including new variety/range extension, packaging, formulation or relaunched) in the United States between the period of January 2016 and February 17th, 2021.

Description of above image

	2016	2017	2018	2019	2020	2021 (February 1 to 17)	Total
Cold pressed juice	123	103	83	91	60	6	466
Fermented juice	40	84	61	54	50	2	291

Source: Mintel, 2021

During the 5-year period (January 2016 to February 17, 2021): American non-alcoholic cold pressed juice drinks was the largest category launching 401 new juice products, followed by nutritional (45), water (8), ready-to-drink (RTDs- 6), carbonated (5), and sports and energy (1) cold pressed juice products. Between Q1-2020 and Q1-2021, juice drinks have been growing by +85.7%, while nutritional drinks and other cold pressed beverages declined by −50.0%. Top growing claims include no added sugar (+133.3%), free from added/artificial colorings (+100%), and Kosher (+16.7%). At the same time, declining claims by −100% include functional - energy, dairy free, antioxidant, functional - other, and premium. Additionally, the fastest growing cold pressed flavors (Q1-2019 to Q1-2021) included spice/spicy (+100%), apple (+42.9%), lemon (+20%), along with cabbage/kale, carrot and watermelon flavors. New ingredients included acerola and apple extract, annatto, micro-minerals, grapefruit extract, dill, senna, zinc citrate, ale, and distilled water.

During the 5-year period (January 2016 to February 17, 2021): American non-alcoholic nutritional fermented drinks was the largest category launching 266 new products, followed by juice drinks (13), carbonated (9), and water (3) fermented beverage products. Between Q1-2020 and Q1-2021, nutritional drinks and other beverages declined by −69.2%, while alcoholic beverages (2nd largest fermented drink category) declined by −33.3%. The top growing claim was 'ease of use' (+100%) and declining claims by −100% included prebiotic, seasonal, low/no/reduced calorie, functional - energy, and all natural product. The fastest growing fermented flavors (Q1-2019 to Q1-2021) included lemon (+100%), along with Hibiscus/Roselle, apple cider vinegar, watermelon, grape and pear flavors. Lastly, new ingredients included blackberry flavor, oats, sour cherry juice, cranberry powder, magnesium, dill, Bacillus coagulans Unique IS-2, Spirulina extract, malted rice, and white grape juice concentrate.

Description of above image

• Juice Drink: 401
• Nutritional: 45
• Water: 8
• Ready-to-drinks (RTDs): 6
• Carbonated: 5
• Sports and Energy: 1

Source: Mintel, 2021

Description of above image

• Nutritional: 266
• Juice Drink: 13
• Carbonated: 9
• Water: 3

Source: Mintel, 2021

From January 2020 to February 2021, top American non-alcoholic cold pressed drink companies included Wegmans Food Markets, Field and Farmer, Suja Life, So Good Brand, Pressed Juicery, and Starbucks Coffee. Top brands over the 5-year period included Evolution Fresh launching 55 new cold pressed products, followed by Whole Foods Market (16), BluePrint Organic (13), Wegmans Food You Feel Good About (12), and Urban Remedy (11).

From January 2020 to February 2021, top American non-alcoholic fermented drink companies included KeVita, GT's Living Foods, Bear's Fruit, Wegmans Food Markets, 0 Proof Drinks, and Bionade. Top brands over the

5-year period included Health Ade (new launch including a ginger fizz bubby beverage - Health-Ade Booch pop) launching 13 new fermented products, followed by KeVita (12), Suja Organic (10), Wegmans Organic (10), and Revive Kombucha (9).

European product launch/trends: cold pressed and fermented (non-alcoholic) juices

Mintel indicated that there were 1,225 new (non-alcoholic) cold pressed juice products and 532 fermented juice products launched (including new variety/range extension, packaging, formulation or relaunched) throughout Europe between the period of January 2016 and February 17th, 2021.

Description of above image

	2016	2017	2018	2019	2020	2021 (February 1 to 17)	Total
Cold pressed juice	213	284	274	225	203	26	1225
Fermented juice	79	79	90	150	121	13	532

Source: Mintel, 2021

During the 5-year period (January 2016 to February 17, 2021): European non-alcoholic cold pressed juice drinks was the largest category launching 1,181 new juice products, followed by nutritional (21), carbonated (11), RTDs (7), sports and energy (3), and water (2) cold pressed juice products. Between Q1-2020 and Q1-2021, juice drinks have been declining in growth by −38.9%, along with RTDs by −100%. Top growing claims include vitamin/mineral fortified (+150%), free from added/artificial additives (+133.3%) or preservatives (+100%), ethical - sustainable (+60%), and vegetarian (+50%). At the same time, declining claims by −100% include low/no/reduced lactose, GMO free, cobranded, seasonal, and functional - skin, nails and hair. Additionally, the fastest growing cold pressed flavors (Q1-2019 to Q1-2021) included carrot (+66.7%), mango (+40%), strawberry (+300%), along with pineapple, celery, chilli pepper (cayenne) flavors. New ingredients included instant coffee, pomegranate powder, erythritol, beetroot powder, acerola extract, stevia, lucuma powder, black cherry, Siberian ginseng, and rose.

During the 5-year period (January 2016 to February 17, 2021): European non-alcoholic nutritional fermented drinks was the largest category launching 253 new products, followed by juice drinks (145), carbonated (127), sports and energy (4), hot beverages (2) and RTDs (1) fermented beverage products. Between Q1-2020 and Q1-2021, nutritional drinks and other beverages declined by −61.9%, carbonated soft drinks (−72.7%), and juice drinks (−40%), while alcoholic beverages (largest fermented drink category) declined by −42.9%. The top growing claims by +100% were ethical - environmentally friendly product/sustainable (habitat/resources), seasonal, and ethical - human. Meanwhile, declining claims by −100% included cobranded, premium, low/no/reduced lactose, dairy free, and functional - energy. The fastest growing fermented flavors (Q1-2019 to Q1-2021) included unflavored/plain (+133.3%), cherry (+200%), and pomegranate (+50%), along with fruit, vinegar, and celery added flavorings. Lastly, new ingredients included lactose, natural milk flavor, Sybilla or Simcoe or Amarillo hops, carnation, jasmine tea, Sichuan pepper, Kaffir lime, and Jasmine green tea.

Description of above image

• Juice Drink: 1,181
• Nutritional: 21
• Carbonated: 11
• Ready-to-drinks (RTDs): 7
• Sports and Energy: 3
• Water: 2

Source: Mintel, 2021

Description of above image

• Nutritional: 253
• Juice Drink: 145
• Carbonated: 127
• Sports and Energy: 4
• Hot Beverages: 2
• Ready-to-drinks (RTDs): 1

Source: Mintel, 2021

From January 2020 to February 2021, top European non-alcoholic cold pressed drink companies included Fruity Line, Ahold Delhaize, Lidl, McCarter, Coop Norge, and Life Health Foods. Top brands over the 5-year period included AH launching 34 new cold pressed products, followed by Limeñita Fresh and Cool (28), Coldpress (27), Body and Future (19), and Hacendado (17).

From January 2020 to February 2021, top European non-alcoholic fermented drink companies included Fentimans (UK - carbonated soft drinks), Soulfresh (UK - nutritional drinks), Remedy Drinks (UK - nutritional drinks), Hansa Borg Bryggerier (Norway - alcoholic beverages), and Biogroupe (France - nutritional and carbonated drinks). Top brands over the 5-year period included Fentimans launching 69 new fermented products, followed by Captain Kombucha (34), DM Bio (21), Biotta (21), and Karma Kombucha (19).

Product examples

For more information

The Canadian Trade Commissioner Service:

International Trade Commissioners can provide Canadian industry with on-the-ground expertise regarding market potential, current conditions and local business contacts, and are an excellent point of contact for export advice.

• Find a Trade Commissioner

More agri-food market intelligence:

International agri-food market intelligence
Discover global agriculture and food opportunities, the complete library of Global Analysis reports, market trends and forecasts, and information on Canada's free trade agreements.

Agri-food market intelligence service
Canadian agri-food and seafood businesses can take advantage of a customized service of reports and analysis, and join our email subscription service to have the latest reports delivered directly to their inbox.

More on Canada's agriculture and agri-food sectors:

Canada's agriculture sectors
Information on the agriculture industry by sector. Data on international markets. Initiatives to support awareness of the industry in Canada. How the department engages with the industry.

Resources

• CATSNET, Statistics Canada data, 2020
• Government of Canada. Ethanol in non-alcoholic fermented beverages. Date modified: July 11, 2020.
• Mintel Global Data New Product (GDNP) database, 2021
• Mintel Group Ltd. A year of innovation in juice & beverage concentrates – 2021.
• Travers, Colleen. March 12 | 2020. SHAPE: What is Cold-Pressed Juice ~Really~, and is it Healthy?
• United States Department of Agriculture and U.S. Census Bureau, Information Resources, Inc., Economist Intelligence Unit, Mintel.

Customized Report Service – Market Overview – Non-alcoholic fermented and cold pressed juice trends in the United States and Europe
Global Analysis Report

Prepared by: Erin-Ann Chauvin, Senior Market Analyst

© Her Majesty the Queen in Right of Canada, represented by the Minister of Agriculture and Agri-Food (2021).

Photo credits
All photographs reproduced in this publication are used by permission of the rights holders.
All images, unless otherwise noted, are copyright Her Majesty the Queen in Right of Canada.

To join our distribution list or to suggest additional report topics or markets, please contact:

Agriculture and Agri-Food Canada, Global Analysis
1341 Baseline Rd, Tower 5, 3rd floor
Ottawa ON  K1A 0C5
Canada
Email: aafc.mas-sam.aac@agr.gc.ca

The Government of Canada has prepared this report based on primary and secondary sources of information. Although every effort has been made to ensure that the information is accurate, Agriculture and Agri-Food Canada (AAFC) assumes no liability for any actions taken based on the information contained herein.

Reproduction or redistribution of this document, in whole or in part, must include acknowledgement of agriculture and agri-food Canada as the owner of the copyright in the document, through a reference citing AAFC, the title of the document and the year. Where the reproduction or redistribution includes data from this document, it must also include an acknowledgement of the specific data source(s), as noted in this document.

Agriculture and Agri-Food Canada provides this document and other report services to agriculture and food industry clients free of charge.