Boston, MA -- (ReleaseWire) -- 06/24/2014 -- Juice was under pressure in 2013 as prices increased due to rising costs of raw materials, but at the same time price competition and discounting were major trends. This led to a minor increase in off-trade value sales, although off-trade volume sales were flat. The first half of 2013 was disappointing as the spring weather was particularly cold. The summer, on the other hand, was very good with an extremely long season with hot days of 20 degrees Celsius even in September and October, which is very unusual. This positive weather situation helped the category to avoid a more severe decline in volume sales.
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Royal FrieslandCampina remained the leading player in juice in 2013, although the company lost half a percentage point from its off-trade value share. The company continued its strong presence in the Netherlands with its well-known Appelsientje, DubbelFrisss and Cool Best brands. These leading brands benefit from extensive distribution and strong marketing activities, as well as customer loyalty. The main reason the company lost share in 2013 was the fact that it did not deliver any major new innovation, but instead focused on adding a few new flavours to its existing Appelsientje and Cool Best range.
Volume sales of juice have been under pressure, although the recovery of the Dutch economy over the forecast period is likely to lead to modest growth in sales volume of juice in the off-trade. Off-trade value sales are expected to register a similar development in terms of constant value at 2013 prices, with a minor decline predicted over the short term, leading to modest growth towards the end of the forecast period, as by then the economy is expected to witness a stronger recovery.
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The Fruit/Vegetable Juice in Netherlands market research report includes:
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- What are the flavour trends in fruit juice and vegetable juice?
- What is the market share of smoothies in the 100% juice sector? Have there been any new product launches in the last year?
- What is the key on-trade distribution for fruit juice and vegetable juice in Netherlands?
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