The market survey on fruit juices outlines the growth of the Indian packaged fruit juice market, which is projected to grow at a CAGR of 15% over the next three years, driven by health awareness and convenience among consumers. Key competitors include major brands like Dabur and Pepsico, with a focus on the nutritive value of juices and compliance with FSSAI guidelines. However, it notes that packaged juices often lack fiber and may not provide the full health benefits as associated with fresh juices, primarily due to lower fruit concentrate percentages.

1. MARKET SURVEY ON
FRUIT JUICES
Moksha Chib
13FET1003

2. FRUIT JUICES- Introduction
 JUICE is a liquid that is naturally found in fruit and vegetables, prepared by
mechanically squeezing or macerating fruit and vegetable flesh without the
application of heat or solvent.
 Fruit juice- ideally contains 100% fruit content
 Natural source of Energy / Vitamins and Minerals ( Nutritive food Value)
 Fruit juices are available in India as: Fresh Fruit Juice & Packaged Fruit Juice.

3. MARKET SIZE – Indian Scenario
 Total Juice Market - 230 million litre / Annum ( Ref1)
 Branded fruit juice market in India is 3.4 million litre ; which is
estimated at > 500 Crore. ( Ref2)
 Packaged Juice Market in India had grown at CAGR 30-35% per annum
over the last decade.
 The Packaged Juice Market is expected to grow at CAGR15% over the
next 3 years.

4. Market Growth - Factors
 Consumption of Packaged Fruit Juices has charted a high trajectory growth
due to health awareness among the Indian consumers.
 Hygienic Packaging - Considered to be a healthier option.
 Easy availability and ease to carry ; anywhere consumption and convenience.
 More new and international brands gaining ground
 Variety of Juices – Unique flavors
 Better affordability.

5. COMPETITORS
 Major Players
 Dabur
 PepsiCo
 Godrej
 Parle Agro
 New Comers
 Mother Dairy
 Ladhakh Foods
 Surya Foods & Agro.
Dabur
55%
PepsiCo
30%
Other
15%

6. COMPETITOR ANALYSIS
( Based on Survey)**
Brand Company Qty. Price Flavors
Tropicana PepsiCo 1 Litre 95/- Mix Fruit / Orange
Real Dabur 1 Litre 98/- Mix Fruit / Orange
Onjus Godrej 1 Litre 80/- Mix Fruit / Orange
Harvest KDD 1 Litre 90/- Mix Fruit /Orange
DelMonte DelMonte 240 ml 30/- Mix Fruit
24 Mantra Organic Sresta Naturals Bio. 1 Litre 129/- Orange Juice
** Brands for which the survey is conducted
All are tetrapaks except DelMonte

7. NUTRITIVE VALUES / 100ml
( Mixed Fruit Juices)
0
20
40
60
80
100
120
140
Tropicana Real Onjus Harvest
Vitamin C(mg)
Iron(mg)
Calcium(mg)
Potasium(mg)
Sodium(mg)
Protein(g)
Carbohydrate(g)
Energy(kcal)
Contd…

8.  Acidity regulators ( E330) – Citric Acid ( As per FSSAI Guidelines the Max level
of this content shall be 3000 mg / kg)*
 Stabiliser ( E440) – Pectin ( As per FSSAI Guidelines the Max level of this
content shall be as per GMP) *
 Anti Oxidants ( E 300) – L Ascorbic acid ( As per FSSAI Guidelines the Max level
of this content shall be 400mg/kg given in CODEX STAN-164-1989)
 Permitted natural colour and added flavors ( E 160 a) - Mix Carotenes & B -
carotene
 Varied fruit concentrates are used in different brands – Tropicana 12.2% , Real
12.03% , Onjus 18.87% & Harvest 7.55%... Observation is that the more the
Fruit concentrate ; more the nutritive value..
* 37th session of CODEX Alimentarius Commission 2014
Other Additives & Guidelines

9. NUTRITIVE VALUES / 100ml
( Orange Juices)
0
20
40
60
80
100
120
140
Tropicana Real Onjus Harvest 24 Mantra
Organic
Vitamin C(mg)
Iron(mg)
Calcium(mg)
Potasium(mg)
Sodium(mg)
Protein(g)
Carbohydrate(g)
Energy(kcal)
Contd…

10. Other Additives & Guidelines
 Acidity regulators ( E330) – Citric Acid ( As per FSSAI Guidelines the Max level
of this content shall be 3000 mg / kg)*
 Stabiliser ( E440) – Pectin ( As per FSSAI Guidelines the Max level of this
content shall be as per GMP) *
 Anti Oxidants ( E 300) – L Ascorbic acid ( As per FSSAI Guidelines the Max level
of this content shall be 400mg/kg given in CODEX STAN-164-1989)
 Permitted natural colour and added flavors ( E 160 a) - Mix Carotenes & B -
carotene
 Added sugar must not exceed 50g/kg as per CODEX STAN 45-1981.
 Soluble orange solids content of orange juice must be greater than 11% which
is determined by Refractometer at 20C as per CODEX STAN 45-1981.
 Varied fruit concentrates are used in different brands – Tropicana 8.2% , Real
12.45 % , Onjus 13.5% , 24 Mantra 16.5 % & Harvest 51%... Observation is that
the more the Fruit concentrate ; more the nutritive value..
* 37th session of CODEX Alimentarius Commission 2014

11. OBSERVATIONS
 Overall FSSAI guidelines are complied by major Brands.
 Majority of the brands are being manufactured using “ Permitted Natural
colours”.
 Tetrapaks are handy and recyclables ( No environmental hazard)
 Although the market of Packaged Fruit juice is growing due to convenience
and affordability ; the finished product doesn’t offer the health benefits as
perceived , due to limited percentage of the fruit concentrate.
 Packaged fruit juices lack fiber in the finished product and are highly
processed as against fresh juice thus leads to loss of fruits nutritive values.
 There are few products , which have higher Potassium and Sodium content,
which may lead to unwanted complications to the customer, who needs the
nutritive values.

12. References
 1. Consumer Behavior for fruit juices market in India by International
Research Journal - Vol 5, Issue 2 – 2014
 2. Agritrade.iift.ac.in
 3. FSSAI website
 4. 37th session of Codex Alimentarius Commission of 2014 (WHO Food
standards)