Off-trade volume sales of juice remained in a negative slump in Serbia in 2025, albeit at a lower level of decline than seen in the previous year. Meanwhile, value sales are better supported by high prices. Within this context, consumers are seeking more affordable juice options, such as juice drinks, thus, to maintain consumption.

In 2025, the juice industry in Slovenia was shaped by flavour innovation, the launch of healthier variants, and the rising focus on high-fruit-content and not-from-concentrate 100% juices. However, younger consumers increasingly prefer homemade juices and smoothies, influencing purchasing choices. Fructal doo remains the leading brand, while private label is gaining traction. Digitalisation and automation are enhancing production efficiency and traceability, while legislative changes, including

Juice consumption in Uruguay grew strongly in 2025 as consumers increasingly prioritised healthier, more natural beverages. This trend supported growth across all juice categories, with 100% juice seeing particularly strong demand as consumers sought additive- and sugar-free options, despite its seasonal consumption patterns.

Off-trade volume sales of juice maintained positive growth in Uzbekistan in 2025, at a slightly higher growth rate than seen the previous year. However, sales of juice remain somewhat seasonal, which limits potentially higher growth. Juice drinks (up to 24% juice) was the best performing category in 2025, largely linked to affordable pricing and a wide flavour variety.

In 2025, juice in Germany maintained one of the highest per capita consumption rates in Western Europe, although retail volume sales remained on a downward trajectory. Health-conscious consumers are increasingly wary of the sugar content in juice, prompting many of them to reduce their intake of these sugary beverages. Nonetheless, 100% juice, the biggest category, retains a positive reputation for its natural ingredients and perceived health benefits, particularly as a source of essential vitam

Juice maintained low positive off-trade volume growth in New Zealand in 2025, at a marginally higher rate than seen in 2024. This was supported by new product developments aligned with health and wellness trends, alongside the expansion of convenience-led consumption occasions.

Juice is seeing volume sales rise, with the prominent health and wellness trend playing an important role in shaping demand. This is reflected in the strong performance of coconut water and the emergence of birch sap juices. It is also illustrated by the increasing prominence of high pressure processing in the production of juice products.

Sales of juice have fallen into a negative volume slump in Ecuador in 2025, with value slightly better supported by high prices. Juice is being challenged by many products in the category having a high sugar content, alongside high prices in a price-sensitive landscape.

Demand for juice in Lithuania continues to decline, driven by higher prices due to global orange shortages and limited consumer understanding of juice variants. Health concerns, particularly over sugar content, are shifting households towards lower-sugar or alternative beverages. Not-from-concentrate 100% juice remains a resilient niche, while mainstream offerings face competition from sugar-free carbonates, functional drinks, and energy beverages. The 2026 sugar tax is expected to further incre

The biggest story in juice in 2025 was the global shortage of oranges. With oranges being the leading flavour of juice in Sweden this took its toll on the market, as producers were faced with a shortage of their key ingredient. Against a backdrop of prevailing economic uncertainty many consumers also looked to cut back on more expensive soft drinks, such as 100% juice, which placed further pressure on the market. Added to this, concerns about the high sugar content in juice did the category no f

Juice remains one of the most popular soft drinks in Georgia. However, price sensitivity is driving consumers towards more affordable juice drinks with lower juice content, while 100% juices and nectars are seeing slower growth. Coca-Cola’s Cappy brand leads the competitive landscape, benefiting from PET packaging suitable for on-the-go consumption, and nationwide availability. Convenience stores dominates distribution, supported by longer hours and diverse product assortments, while private imp

In the Philippines, juice recorded rising retail value and volume sales in 2025, with value growth outpacing volume as brands continued to defend pricing while driving mix. Juice drinks remained the main contributor to value sales, benefiting from affordability and flavour variety, while also serving as a perceived healthier alternative to carbonates for many households. Volume growth was led by juice drinks, although 100% juice also expanded steadily as established players reinforced health-led

In 2025, the juice category in Nigeria moved out of the sharp contraction seen in 2024 and into a phase of cautious recovery, reflecting a marketplace where consumers are still under pressure but have begun to adapt their purchasing habits to a new price reality. The steep unit price increases of 2024, driven primarily by currency depreciation and the resulting surge in import and production costs, had significantly undermined demand, particularly in higher-priced segments such as one hundred pe

Juice is seeing a decline in volume sales due in part to significant increases in price amid already high levels of consumer budget consciousness. Volumes have also been hit by consumers opting for quality over quantity, as they look for products with a healthier positioning.

Juice in Switzerland is a mature category with retailers holding a significant volume share of sales. Rising prices have dampened consumption in 2025, with shortages connected to droughts and other climate-related issues. Although it has a relatively healthy positioning, juice is facing strong competition from flavoured and functional water as well as RTD tea.

The juice category continued to expand in 2025 as Romanian consumers increasingly prioritised products perceived as healthier and more natural, particularly in comparison with carbonates, which became less attractive due to taxation, reformulation concerns, and weakening household budgets. Juice benefited from a shift in consumption prompted by broader wellness aspirations, with many consumers turning to nectars and 100% juice as more balanced, premium alternatives that deliver flavour and perce

Price increases dampen volume sales. That being said, there is a shift towards juice with a healthier positioning, such as not from concentrate 100% juice. Private label is gaining volume share, though from a low base. Coconut water is predicted to perform strongly over forecast period, as it is perceived as natural, as well as hydrating.

In 2025, demand for juices continues to grow steadily, driven by their perceived nutritional benefits and flavourful, locally appealing taste. However, volume growth is slowing as consumers increasingly turn to lower-calorie or more hydrating alternatives, such as flavoured waters and isotonic drinks. Climate-related heat waves are further encouraging a shift toward lighter, more thirst-quenching beverages.

In 2025, off-trade juice volume sales declined, primarily due to a sharp increase in orange prices following extreme weather and plant diseases, which drove raw material costs higher. Price-sensitive consumers continued to favour value-focused juice and private label options, while health-conscious trends supported sales in not from concentrate 100% juices and cold-pressed products. Leading company Sunniva Drikker AS maintained its top position, while Rema?1000’s private label range recorded str

Off-trade juice sales in Pakistan are expected to grow modestly in 2025, supported by improving economic conditions, easing inflation, and stabilising currency fluctuations, which have created a more positive operating environment for manufacturers. Not-from-concentrate 100% juices have rebounded, driven by health-conscious consumers seeking functional, fortified, and clean-label options. Innovative packaging, on-the-go formats, and wider distribution through modern retail, e-commerce, and foods

Juice in Slovakia faced a particularly challenging year in 2025 as the newly introduced sugar tax and elevated production costs combined to push unit prices sharply higher, prompting many households to reassess their everyday juice purchasing decisions. The tax impacted most sweetened juice drinks and nectars, narrowing the price gap between these products and 100% juice and tightening the overall value equation for consumers. At the same time, higher prices for fruit concentrates – especially o

Juice drinks (up to 24% juice) continues to account for most volume sales continue. This is due to its affordability, and players continue to focus on innovation within this segment, in particular in terms of flavour differentiation. Over the forecast period, there will be minimal volume growth, as consumers remain price sensitive.

Juice consumption in Guatemala is influenced by changing health perceptions, with many consumers viewing these products as high in sugar. Children remain a key target, while for adults, juice tends to be an occasional beverage, consumed mainly in the morning. Coconut water and other plant-based waters, however, are gaining traction, due to their perceived wellness benefits. While convenience stores and small local grocers are improving accessibility through single-serve and family-sized formats,

Juice is seeing volume sales decline as rising raw material and production costs drive up unit prices in the context of already heightened consumer budget consciousness. In addition, many health-conscious consumers are looking to alternative products, partly as a result of the perceived high sugar content of juice.