FRUIT JUICE OF MANGO, ORANGE, SWEET LIME, LIME, PINEAPPLE PLANT (1200 LTR. PER HOUR CAPACITY) IN PET BOTTLES

There are two main types of fruit juice. On the one hand there is a so-called “direct or notfrom concentrate (NFC) juice” and on the other hand the one produced from the “juice concentrate”. Both have 100% non-diluted fruit content.

The term “direct or NFC juice” or “made from fruit concentrate” on the label explains how the juice was produced. The juice is either contained in cloudy or clear bottles after juicing or stored for later filling in sterile tanks. This is the usual on-farm method.

In order to get a fruit juice concentrate, the freshly squeezed juice will be dehydrated under vacuum conditions, until the juice is reduced to about one-sixth of its volume. After reconstitution with clean drinking water there will be a fruit juice with 100 percent fruit content again. The use of concentrate must be noted on the product label. The processing of concentrate has no relevance in on-farm fruit juice production.
For an industrial juice producer it has several advantages, which are crucial due to the low consumer prices of redilluted juice. The manufacturers can achieve higher storage capacities, and they can spread the filling evenly over a longer period and thus compensate for years with poor fruit harvest through storage reserves.

Packaged juice market has charted a high growth trajectory, thanks to its easy availability, anytime-anywhere consumption, and convenience.

Within the beverages market, the fruit-based beverages category is one of the fastest growing categories, and has grown at a CAGR of over 30 percent over the past decade. As of March 2013, the Indian packaged juices market was valued at Rs 1,100 crore (~USD 200 million) and projected to grow at a CAGR of ~15 percent over the next three years.

The packaged fruit juices market can be divided into three sub-categories: fruit drinks, juices, and nectar drinks. Fruit drinks, which have a maximum of 30 percent fruit content, are the highest-selling category, with a 60 percent share of the market. Frooti, Jumpin, Maaza, etc. are the most popular products in this category. Fruit juices, on the other hand, are 100 percent composed of fruit content, and claim a 30 percent market share at present. In contrast, nectar drinks have between 25 and 90 percent fruit content, but account for only about 10 percent of the market.

The rising number of health-conscious consumers is giving a boost to fruit juices; it has been observed that consumers are shifting from fruit-based drinks to fruit juices as they consider the latter a healthier breakfast/snack option.

Dabur is the market leader in the Indian packaged juices market with its brands Real and Real Activ. Other players include Parle, Fresh Gold, and Godrej. Some of the other brands of fruit juices and drinks include Frooti, Appy, Mazza, Minute Maid, Slice, Fresh Gold, and Del Monte. Considering the attractiveness of the segment, diversified consumer food companies such as ITC are working towards making a foray into packaged juices.