Middle East and Africa Fruits and Vegetable Juice Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Middle East and Africa fruit and vegetable juice market is projected to register a CAGR of 6.24% during the forecast period, 2022-2027.

In 2020, Fruits and Vegetable juice has registered a sales growth due to higher at-home consumption due to the COVID-19 pandemic; at the initial days of 2020, all juice products with added sugar or sweeteners were subject to an excise tax at a flat rate of 50% of the retail unit price, the raise in unite price has impacted the inclination towards juices due to economic turmoil created by global pandemic.

The current average per capita consumption of fruit and vegetable juices in the Middle East & Africa region is comparatively lower than that of the developed regions, but is increasing at a quick pace. Education levels play an important role in determining the health status of consumers in this region.

Key Market Trends

The Surge in Innovation Has Resulted in Increased Brand Penetration

There is a wide variety of fruit and vegetable juices in varied packaging formats available across the region. This, in turn, attracts consumers to buy fruits and vegetable juices based on their taste preference and convenience. The increasing per capita consumption of juices primarily fruit juices has created a great platform for the foreign manufacturer to penetrate in the regional market. Also, the companies are creating new flavors that are expected to compete with traditional flavors at the top of which are peach, pomegranate, pink guava and lemon with mint. However, fruit juices such as mango, apple, organe, guava and strwaberry remained the most preffered juices among the consumers in the country. There has been increasing investment in new product development and product expansion, in the Middle East countries.

Companies are not only using product innovation to brand penetration but also for tax deduction for instance many nectar companies are cutting sugar content in their products to zero and replacing it with white grape juice to improve taste and boost juice content to 100 percent, thereby avoiding the sugar tax, such as Original 0% Added Sugar.

Saudi Arabia is the Largest Market

Saudi Arabia fruit and vegetable juice market is expected to observe growth in demand during the forecast period, due to consumers shifting towards healthier alternatives against carbonated energy drinks. Considering the consumption pattern of beverages by the population, with increase in health awareness, consumers are likely to be concerned and more cautious about the ingredients of the juice. Therefore, they are likely to prefer beverages with no-added sugar, natural juice content, added vitamins, minerals, organic ingredients, and super fruits. The fruit and vegetable juice market in Saudi Arabia has availed an advantage from the excise taxes imposed on carbonates and energy drinks in 2017, hence, consumers are likely to shift towards healthier soft drinks, like bottled water, juice, and dairy drinks. Consumers in Saudi Arabia prefer orange, apple, and mango juice flavors, especially since orange and apple flavors are usually 100% juice content with no added sugar. Moreover, juices with pulp are continuing to grow in the Saudi market, led by Almarai, Nadec, and Nada.

Competitive Landscape

The Middle East and Africa fruit and vegetable juice market is highly competetive, with numerous small- and medium-scale regional players holding a prominent share. The key players in the market studied include Al-Othman Group Holding Co, The Coca-Cola Company, Del Monte Foods, Inc, Almarai Company, and Al Rabie Saudi Foods Co. Ltd. New product launches, incorporating nutritional benefits with high fiber content and 100% pure fruit and vegetable concentrates, along with juice blends offering functional benefits, are among the prominent factors driving the key players to hold a major share in the market studied. The companies are adopting strategies, like forming new agreements and partnerships with different players, in order to increase their footprints in various countries and release new products according to the consumers’ changing preferences.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

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