Boston, MA -- (ReleaseWire) -- 06/20/2014 -- The juice category recorded a slightly negative performance in off-trade volume terms. However, the trend towards more natural products, and the gradual shift away from low calorie cola carbonates, largely benefited not from concentrate 100% juice, which posted a 2% rise in off-trade value terms in 2013. The health and wellness trend also supported the performance of 100% juice.
Coca-Cola Enterprises Belgium SPRL led a highly fragmented category in off-trade value terms, posting an 11% share in 2013. However, in volume terms the competitive environment presents a different picture: private label has the biggest share overall, with Delhaize Groupe SA leading.
Overall, juice sales in Belgium are expected to experience a negative performance over the forecast period. The recovery of the economy, especially in terms of annual disposable incomes, is likely to drive consumers to spend more time outside the home. In addition, the strong trend towards more natural products is likely to favour health and wellness juice products at the expense of other products that are regarded by consumers as less healthy.
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