Sales of juice are in a negative figure volume slump in Finland in 2025, while positive value sales are better supported by high prices. One of the main challenges faced by juice is the fact that many consumers are shifting towards soft drinks which are perceived as lighter or more functional, such as flavoured waters and fortified options offering added benefits. On the other hand, juice is increasingly being perceived as being high in sugar content and processed.

Following a decline in 2024, juice in Israel saw retail volume sales tip back into positive territory in 2025. All categories posted improved results in this respect thanks to the gradual easing of inflationary pressures, which slowed the rate of price hikes and strengthened confidence among consumers. Population growth and the increasing preference for soft drinks with a more natural and wholesome image also helped to lift overall demand, as did new product development activity, promotional cam

In 2025, the juice category in Peru operated within a challenging landscape marked by shifting consumption priorities, rising production costs, and greater scrutiny of marketing practices. As consumer preferences continued to move toward beverages perceived as lighter, more hydrating, or more functional, such as bottled water, flavoured waters, and reduced-sugar carbonates, juice lost relevance in several everyday consumption occasions. This erosion was particularly visible in nectars, which fac

Rising prices caused by supply issues lead to declining volume sales of juice over 2025. Promotional efforts and discounts intensified as retailers and brands competed to attract shoppers. Brands have experimented with new formulations to manage costs, including apple-based blends and vegetable mixes.

In 2025, the juice category experienced a significant contraction in retail volume sales, shaped by shifting consumer priorities and external cost pressures. The continued implementation of the health tax on sugar-sweetened beverages has elevated juice prices, widening affordability gaps and encouraging consumers to migrate toward lower-sugar and lower-cost alternatives such as flavoured water, functional waters and even dairy products.

Juice is seeing volume sales decline due to significant increases in price in the context of a general increase in consumer budget consciousness, as well as increasing competition from products that are seen as healthier. In particular, the wide availability of fresh fruit in Greece is supporting strong demand for fresh juice, which is perceived to offer greater nutritional value than packaged products.

Off-trade volume sales of juice in Turkey increased in 2025. However, nectars lost traction due to weaker health perceptions, higher prices, and limited marketing support, making the category less competitive. In contrast, 100% juice remained the strongest category by value sales, driven by health-conscious consumers seeking premium, not-from-concentrate options, with expanding product variety including organic-certified lines. Juice drinks (up to 24% juice) was the most dynamic category in term

Juice in Italy experienced an off-trade volume decline in 2025, primarily due to price increases and health concerns regarding sugar content and processing. This severely impacted nectars and 100% reconstituted juice, with consumers increasingly shifting to alternatives. While overall decline is forecast to continue moving forward, no added sugar juice drinks and premium 100% not from concentrate juice are expected to show resilience. Manufacturers are prioritising reformulation with functional

Retail volume sales of juice in the US are projected to decrease over 2025. Juice in the US remains beleaguered by public health concerns over sugar consumption and the relationship between fructose and obesity as well as diabetes. Legislation and production issues also exert strong pressure on manufacturers and retailers and discourage a declining consumer base. Reduced sugar versions are less enticing for many juice consumers, more and more of whom are shifting to perceived healthier, includin

In 2025, the Hungarian juice market remained under significant pressure, continuing the structural decline seen in the previous year. Even though price inflation eased compared with the most turbulent period, demand did not recover meaningfully and off-trade volumes continued to fall. Elevated input costs, especially for key raw materials such as orange and apple, combined with higher packaging and logistics expenses and the financial impact of extended producer responsibility and the deposit-re

Affordability and health were the main drivers within the juice category over 2025. The bulk of volume sales can be attributed to juice drinks as most Egyptians remained price sensitive. Health awareness is driving consumers towards 100% juice which serves as a premium alternative.

Juice is seeing growing concerns about the adverse health effects of sugar consumption exert a significant negative impact on sales. In particular, addressing obesity and diabetes have become public health priorities, with new regulation notably raising awareness of health issues relating to high-sugar products such as juice.

Juice in the UAE is recording steady volume growth in 2025, supported by population expansion and a clear shift toward products with higher fruit content and natural ingredients. Coconut and other plant waters and 100% juice are driving the strongest gains, while lower-juice-content segments continue to decline as consumers become more selective. Claims such as ‘no added sugar’ and ‘high in vitamin C are becoming more prominent, reflecting stronger interest in perceived health benefits and willi

New product development and innovation helps drive retail value growth in juice in 2025, with new and niche players introducing novel products such as juice shots to the market. However, off-trade volume sales of juice have continued to decline due to the impact of further price increases and growing concerns around the high sugar content in some products.

Off-trade volume sales of juice in Indonesia experienced solid growth in 2025, demonstrating resilience through strategic affordability and accessible cup packaging. Juice drinks (up to 24% juice) was the most dynamic segment, with brands like Tirta Alam Segar's Ale Ale thriving due to its IDR1,000/cup price point and widespread availability in warungs. Mogu Mogu also saw strong growth by targeting higher-income teens with aggressive promotions and K-Pop ambassadors. Conversely, the on-trade cha

Juice registered robust current value growth and more muted volume growth in 2025 due to a range of factors. Current value growth was partly driven by elevated prices, while favourable outdoor weather benefited volume sales. Nevertheless, juice suffers from its relatively high sugar profile compared with other soft drinks as well as category maturity.

Juice sales in the Czech Republic declined again in volume terms in 2025 as high unit prices and changing attitudes towards sugar continued to shape purchasing decisions. Although global orange concentrate prices began to ease, retail prices in the Czech Republic remained elevated due to slow pass-through, rising costs of other fruit ingredients and the higher VAT rate applied to soft drinks. Consumers responded by tightening their purchasing frequency, shifting to cheaper juice drinks with lowe

Juice in South Africa is posting rising retail volume sales in 2025 as prices stabilise following the sharp cost increases of 2024, when global supply shortages - particularly from Brazil - drove up local production costs. With supply normalising, demand is rebounding, especially for affordable formats and private label. The strongest performer is 100% juice, supported by stable pricing, broad flavour variety and improved raw material costs. Looking ahead, retail volume sales are expected to con

Price increases place significant downward pressure on off-trade volume sales of juice in 2025. As volume sales have fallen players within juice have looked to lean into health and wellness claims to drive value gains. Ingredients such as tomatoes and acai have come into sharp focus, buoyed by new product development and an increased focus on healthy living.

Players are working to leverage the inherent qualities of juice that align with the direction of the health and wellness trend, including vitamin content and natural origins. At the same time, they are trying to appeal to the growing consumer interest in novel and exotic flavours.

Juice in Ireland continued to see retail volume and value decline in 2025 as consumers moderated sugar intake and moved towards lower-calorie beverages; however, chilled, not from concentrate and cold-pressed juice perform comparatively better. Flavour innovation, including tropical blends, berries and acai, added variety and helped retain more engaged consumers but did not reverse the overall downward trajectory. Coconut and other plant waters recorded the fastest growth, supported by the produ

Off-trade volume sales of juice grew in 2025, driven by consumers viewing juice as a healthier and relatively affordable alternative to fresh fruit. Juice drinks (up to 24% juice) and nectars saw strong volume growth among budget-conscious households, while middle- and high-income urban consumers continued to favour 100% juice and functional variants. There was a notable shift toward organic juices, with both domestic and multinational players introducing premium, minimally processed options to

Consumption of traditional juice drinks containing high levels of sugar is challenged by the healthier mindset of most Chinese consumers. The shift towards simpler and more natural juice is well underway, prompting stronger demand for 100% fruit juice, NFC (Not from Concentrate) juices, and coconut/plant waters, which typically command a higher price.

Juice in Thailand saw static off-trade volume sales in 2025, impacted by economic uncertainty, cooler weather, and strong competition from other beverages. However, coconut and plant waters experienced dynamic growth, driven by health and wellness trends. While FoodStar (Deedo) led in 2025, Malee grew by focusing on premiumisation, and Tipco by focusing on wellness. Meanwhile, CocoMax showed dynamic growth due to the healthy perception of its products, and Chabaa rebranded for relatability. Dist