The North America fruits and vegetables juice market is projected to witness a CAGR of 2.01% during the forecast period (2020 - 2025).

  • In the developed North America fruits and vegetables juice market, the new category of juices is now being marketed towards health and wellness trends such as those juice products which contain less or no sugar and have added functionality rather than the earlier conventional juices. Therefore, the factor of a healthy juice trend is driving the market in the North American region.
  • In consideration of consumer preference, the orange and mango juices are some of the most popular juices in the region, followed by apple, cranberry, grape, etc. Some of the popular brands engaged in delivering fruit and vegetable juices in North America are Tropicana, Ocean Spray, Minute Maid, Welch’s, V8, and Simply Orange.
  • While traditionally, the juice was considered to be a healthy drink, it now suffers from a negative perception amongst local consumers due to the higher sugar content or use of unnatural ingredients in juice products such as reconstituted 100% juice, nectars and juice drinks (up to 24% juice). Thus, restricting the market in North America.



Key Market Trends

Rising Preference for the Organic and Gut Health Beverages in North America

The research on natural, ingredient-based food products, has highlighted the beneficial effects of organically grown fruit and vegetables. Increased health consciousness, obesity control, digestive issues, and increased customer awareness about the composition of a product are the major factors behind the penetration of organic and digestive health improvement beverages, in the North American region. Consumers are opting for products that do not have chemical ingredients, leading to the rising demand for natural and organic food and beverages. This change in the consumer’s preference will lead to high demand for juices that are organic in nature. Some of the organic juice brands and companies in the region include Langer Juice Company, Suja, Apple and Eve, and The Kraft Heinz Company.

The Rising Demand for Fruits and Vegetables Juice in Mexico

Juice manufacturers have a strong reputation among the Mexican consumers, and consumers still regard juices as a healthy alternative, in spite of concerns regarding sugar content. One of the significant trends in the juice category in Mexico in terms of variety and flavor of products has been the coconut, which has experienced a positive performance. This has attracted an increasing number of competitors to the category while existing players continued to increase their presence by expanding their product portfolios.

Recently, the sales of “green” juice and mixes of fruit and vegetables have started to pick up in Mexico, therefore companies are looking to offer multiple variants in these categories. For example, Del Valle launched Nutri Vegetales in three flavors: beet, carrot, and celery, while Jumex introduced Unico Fresco Jugo Verde.

Competitive Landscape

In the North America fruits and vegetables juice market, some of the active and prominent players performing in the market are The Kraft Heinz Company, PepsiCo Inc., The Coca-Cola Company, Keurig Dr Pepper Inc., and Fresh Del Monte Produce Inc.

Companies employ diverse retail channels (hypermarkets/supermarkets, convenience stores, health stores, etc.) and advertising campaigns to market their products in North America. The prime factors determining the major players and their positions in the market studied are the ingredients used, target consumers, and target market segments.

The packaging is another increasingly important consideration for players seeking to stand out on the shelf from other juice brands/products and alternative types of soft drinks. The growing use of PET bottles is exemplified by Jugos del Valle, which launched Del Valle Nutri Vegetales in PET bottles, featuring a sleeve to offer a premium appearance.

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