The global orange juice market is projected to witness remarkable growth in the coming years owing to changing consumer preference for healthy food products. Orange juice is an unfermented liquid obtained from the fruit. Fresh juice is obtained by squeezing oranges with hands or with the help of specifically designed machines. Due to its short shelf life, it has to be consumed instantly. Commercial orange juice is processed in order to increase its shelf life. The product can be commercialized in three different forms, namely reconstituted liquid, frozen concentrate, and non-concentrated beverage or not from concentrate (NFC).
Nutritional benefits of orange juice owing to presence of vitamin C and potassium citrate that act as antioxidants can propel market growth. These antioxidants improve blood vessel functioning and reduce risk of birth defects, thereby fueling demand for healthy beverages among consumers. In addition, consumption of freshly squeezed orange juice can reduce low density lipoprotein (LDL), which is also known as bad cholesterol. High LDL can build up cholesterol in arteries, which can further give rise to cardiovascular disorders. Moreover, the product supports the immune system of the body and reduces free radicals that can damage cells and tissues.
High competition from alternative beverages, such as sports and energy drinks, can be challenge for the market. Physicians and nutritionists have been downplaying consumption of orange juice owing to its high sugar content, which can lead to obesity. This factor can hamper market growth in the coming years. In addition, lack of awareness among consumers regarding its health benefits over alternative products, such as tea, coffee, and soft drinks, can obstruct growth of the market. However, shifting consumer preference for fruit juices over alternative beverages can create lucrative opportunities for the market.
The market can be segmented on the basis of fruit varieties, concentration, and type. Based on concentration, the market can be bifurcated into concentrate and non-concentrate. In terms of type, the market can be categorized into frozen, canned, freshly squeezed, and pasteurized. On the basis of variety, the market can be classified into navel, blood, Valencia, clementine, and tangerine. These varieties contain different amounts of juice vesicles, also known as pulp.
The market in North America is expand in the coming years owing to shifting consumer preference for healthy beverages over conventional soda products. Launch of innovative beverages by market players can gain traction among consumers. For instance, Simply Beverages launched its new product line of light orange juice beverages with less sugar and few calories. The company is targeting health-conscious consumers, who want to maintain a healthy lifestyle without sacrificing taste. This new product is available in two different flavors, simply light orange pulp free and simply light orange with calcium and vitamin D.
Asia Pacific is anticipated to witness significant growth in the coming years owing to increasing number of health-conscious consumers. People are preferring fruit-based beverages over tea and coffee, which can, in turn, augment regional market growth in the coming years. Rising demand for organic food and beverage products in developing countries, such as India, China, and Japan, can augment product demand. In addition, advent of new flavors and attractive packaging by manufacturing companies can boost sales in the coming years. For instance, Fresh & Pure introduced cold pressed orange juices. The product is 100 percent natural and free from preservatives, added sugar, and chemicals. The company uses fresh fruits of finest quality that maintained in their natural form. Similarly, Raw Pressery offers Valencia orange flavor in one liter packaging.
Some of the leading companies operating in the orange juice market are Real, Tropicana, Citrus Hill, America’s Choice, and Tree Ripe.
Research Support Specialist, USA