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CBI Product Factsheet: Superfruit Juices in Europe
CBI | Market Intelligence Product Factsheet Cloves in Germany | 1
CBI Product Factsheet:
Superfruit Juices in Europe
CBI | Market Intelligence Product Factsheet Superfruit Juices in Europe | 2
Introduction
The European Union is the largest world market for Superfruit juices with the estimated import of more than 40% of total
world imports. Europe leads in juice new product developments accounting for 43% of total new products in 2013, and
almost 1,000 more introductions than the next highest region – Asia Pacific. The Netherlands is the largest re-exporter of
Superfruit juices and Superfruit juices ingredients while France, the UK and Germany are the most innovative countries
with the largest number of Superfruit applications in fruit juices and fruit based drinks.
Product Description
Superfruit is a marketing term which refers to fruits that have exceptional nutritional quality. The European Union
legislation does not have official definition of Superfruits so this term is used by many manufacturers as a marketing tool
used to create consumer demand. However the term Superfruit is associated with majority of European consumers to
types of fruits with high antioxidant content and respectively high content of anthocyanins. Superfruit have found the main
applications in production of fruit juices and beverages but they are increasingly used in dried forms and as ingredients for
dietary supplements and cosmetics industry.
For production of Superfruit juices different raw material are used such as: concentrated fruit juices, fruit puree or fruit
powder. The following list represents the most common types of Superfruit juices and juice ingredients on the European
Union markets:
Type of Superfruit used for
juices production
The most common forms used
in trade for production of
juices and beverages
Main exporting countries CN codes
Açaí berry Pulp/puree (frozen)
Powder (extract from freeze-dried
pulp)
Concentrated juice
Brazil
20098979
20098999
Acerola Pulp/puree (frozen)
Powder (extract from freeze-dried
pulp)
Concentrated juice
Brazil
Central America
Mexico
Caribbean
Peru
Recently Asian countries
(Vietnam, China, India)
20098979
20098999
08119095
20089949
Aronia (chokeberry) Dried
Juice
Concentrated juice
Poland 20098999
Black currant/Red currant Frozen
Puree
Concentrated Juice
Poland
New Zealand
20098979
20098999
Blackberry/Boysenberry Frozen
Concentrate
Puree
Mexico
USA
Serbia
Poland
Chile
20098979
20098999
Blueberry/Bilberry Dried
Frozen (IQF)
Puree
North Europe
North America
Central Europe
Russia
Chile
20098999
Camu Camu Powder (extract from freeze-dried
pulp) Peru
Brazil
210690 (dietary food
supplement/not very much
relevant as the main
ingredient for juices
production)
Cranberry Concentrated juice
Frozen concentrated juice
Fruit juice
USA
Canada
North Europe
Chile
20098111
20098119
20098131
20098151
20098159
CBI | Market Intelligence Product Factsheet Superfruit Juices in Europe | 3
20098195
20098199
Goji Berry Dried
Juice (small quantities) China
20098979
20098999
Lucuma Powder (sweetener)
Pulp Chile
Ecuador
Peru
20089999 (sweetener/not
very much relevant as the
main ingredient for juices
production)
Noni Juice
Concentrated juice
Puree
Pacific countries
India
21069099 (as a food
supplement)
Pomegranate Juice
Concentrated juice
Puree
Turkey
China
India
Middle East
USA
20098979
20098999
Raspberry Frozen
Concentrate
Puree
Serbia
Poland
Chile
20098979
20098999
Sea buckthorn Concentrated juice
Pulp China
20098979
20098999
Product Specification
Quality
The basic quality requirements for juices are defined by different parameters of which the most important in imports are:
Brix level (sugar content of an aqueous solution) vary depending on type of juice. European Union Fruite Juice
directive does not define minimum brix levels for Superfruit juices except for blackcurrant (11) and raspberry (7).
Percentage of solids is important for some Superfruit juice raw materials such as pulps and purees.
Additional quality requirements:
Level of specific functional ingredients is important for certain type of Superfruit juices and juice ingredients
especially if they are targeted for dietary supplements market segment. Examples are: vitamin C content in Acerola
concentrated juice (usually 17% - 25% of dried matter), content of anthocyanin in bilberries concentrate (usually 10-
25%), proanthocyanidin content in Cranberries concentrate (up to 50%), content of flavone in raspberries
concentrate (usually 5%) and content of ellagic acid, polyphenols and punicalagins in pomegranate concentrate.
Labelling
The product must be labelled as fruit juice or concentrated fruit juice. If water or/and sweeteners are added to fruit juice
product must be labelled as nectar and not fruit juice according to the EU Fruit Juice Directive 2012/12. Nectars must have
declared a percentage volume of fruit juice on the packaging which is 25% for black, white and red currants, sea
buckthorn berries, acerola and pomegranates, 30% for gooseberries and cranberries and 40% for bilberries and
raspberries. For all other types of Superfruit with acidic juice unpalatable in the natural state the minimum content of fruit
juice is 25%.
In the case of retail packaging product labelling must be in compliance with the EU Regulation 1169/2011. This regulation
entered into application on 13 December 2014 but the obligation to provide nutrition information will apply from 13
December 2016.
In the common case of the export in bulk packaging, the information required above must either be placed on the
container or be given in accompanying documents, except that “type of juice or concentrated type of juice” and the name
and address of the manufacturer or packer must appear on the container. It is common that product specification declares
brix and acid level.
Packaging
Packaging used for Superfruit juices must protect the organoleptic and quality characteristics of the product, protect the
product from bacteriological and other contamination (including contamination from the packaging material itself), protect
CBI | Market Intelligence Product Factsheet Superfruit Juices in Europe | 4
the product from moisture loss, dehydration and, where appropriate, leakage as far as technologically practicable and not
pass on to the product any odour, taste, colour or other foreign characteristics.
The most common export types of concentrated fruit juices packaging are aseptic or sterile filled bag-in-Box, plastic
container, steel drum, plastic drum and stainless steel container.
Regarding retail packaging most fruit juices in the European markets are sold in cartons (62.7%), followed by plastic
(26.4%), glass (7.4%) and other (3.4%) in 2013.
Picture 1: Frozen acai puree (8-14% solids)
Picture 2: steel drum packaging
Picture 3: 65 brix pomegranate concentrate
Picture 4: bag in a box packaging
Trade and Macro-Economic Statistics
Trade statistics
For general overview of the statistical analysis of the processed fruit and vegetables sector in the EU please refer to CBI
Trade Statistics for Processed Fruit and Vegetables
As European Union Combined Nomenclature does not include specific tariff numbers for all Superfruit juices the following
trade statistics includes the closest possible calculations for Superfruit juices. However beside Superfruit juices some of the
tropical (exotic) juices belong to the same group of fruit juices but whenever it is possible there will be distinction in the
analysis. This should not influence the main trends in trade and production as many types of tropical juices are also
marketed under term “Superfruit” by manufacturers.
CBI | Market Intelligence Product Factsheet Superfruit Juices in Europe | 5
Imports
Figure 1: The European Union imports of Superfruit and tropical juices, by main origin, in € thousand
Source: ITC Trademap
Figure 1a: The European Union imports of Superfruit and tropical juices without cranberry juice, by main origin, in € thousand
Source: ITC Trademap
Figure 2: The European Union imports of Superfruit and tropical juices by country in 2014, share of imported quantity
Source: ITC Trademap
0
200000
400000
600000
800000
2010 2011 2012 2013 2014
Intra EU Developing countries Rest of the world
0
100000
200000
300000
400000
500000
600000
700000
2010 2011 2012 2013 2014
Intra EU Developing countries Rest of the world
Netherlands 20%
Germany 18%
France 11%
United Kingdom
10%
Portugal 7%
Austria 7%
Belgium 6%
Italy 5%
Spain 3%
Other countries
13%
CBI | Market Intelligence Product Factsheet Superfruit Juices in Europe | 6
Figure 3: Main external suppliers of Superfruit and tropical juices to the European Union market, in € thousand
Source: ITC Trademap
Figure 4: The European Union exports of Superfruit and tropical juices, by main origin, in € thousand
Source: Eurostat
Figure 5: The European Union exports of Superfruit and tropical juices by country in 2014, share of exported quantity
Source: ITC Trademap
0
10000
20000
30000
40000
50000
60000
0
100000
200000
300000
400000
500000
600000
700000
800000
2010 2011 2012 2013 2014
Intra EU Developing countries Rest of the world
Netherlands 19%
Poland 18%
Germany 12%
Spain 12%
Italy 11%
Austria 7%
France 5%
Belgium 4%
Other countries
12%
CBI | Market Intelligence Product Factsheet Superfruit Juices in Europe | 7
Figure 3: Main external export destinations of European Union Superfruit and tropical juices, in € thousand
Source: ITC Trademap
Analysis and interpretation
Over the last 5 years imports of tropical and Superfruit juices in the European Union remained stable in terms of
volume but increased by 3% in terms of quantity. It reached €842 million and 384,000 tonnes in 2014. One of the
reasons for slower growth of the market is decrease of imports of cranberry juice in the last 3 years, after the market
boom ended in 2010. Cranberry juice is predominantly imported from USA and Canada.
Import from Developing countries is showing positive growth, especially considering exports of concentrated
Superfruit juices (including some purees) with brix values above 67.
The largest proportion of trade imports consist of internal European Union imports via re-exports where the
Netherlands is the leading re-exporter. The Netherlands has shown positive import growth of 5% since 2010. Due to
established trading position of superfruit juices within Europe, the Netherlands is providing opportunities for
Developing Countries exporters, who can find a number of trading contacts.
The largest internal European producer and supplier of superfruit juices is Poland which exports concentrated currant
juices, aronia juice, raspberry juices and blackberries juices.
The European Union imports of Superfruit and tropical juices is dispersed with top 3 importers (the Netherlands,
Germany and France) accounting for less than 50% of total European imports.
The largest imports from countries outside the European Union is from Ecuador followed by the USA, Turkey, Brazil
and Peru. However the real Developing Country market leader in categories of Superfruit juices is Brazil with the
import increase of 9% as Ecuador exports mainly tropical juices such as: passion fruit, mango, starfruit, guava and
soursop. Largest share of imports of Superfruit juices from USA account for cranberry juice, from Turkey for
pomegranate juice and from Brazil for Acerola and Açaí juices, pulps and powders. Beside Brazil the import growth of
9% in the last 5 years is noted from Peru and it is characterised by the increasing import of Passion fruit juice. Also,
recently Peru started to export camu-camu juice to the European Union market. Thailand showed 28% export growth
characterised by export of mangosteen juice followed by smaller quantities of blackcurrant juice.
(Re-)exports of Superfruit juices are dominated by the Netherlands. Over the last 5 years exports of Superfruit and
tropical juices have grown 5% in value but decreased by 3% in quantity, reaching €835 million and 340,000 tonnes
in 2014. However, export to external destination shows positive growth in all major destinations. Leading external
importers from Europe are dominantly supplied by Poland: Russia increasingly imports Polish sour cherry juice, USA
Polish berry juices and Japan Polish carrot juices.
Production and consumption
At the moment there is no any official production data on Superfruit juices in European Union. As the general indicator
production data for unconcentrated juices of any single fruit or vegetable, not fermented and not containing added spirit
(excluding orange, grapefruit, pineapple, tomato, grape and apple juices) is used in the following graph.
05000
10000150002000025000300003500040000
Tips:
Consider exporting Superfruit juices to the Netherlands as the main import hub and as it is one of rare countries showing positive import growth.
Compare your company with other competitors from Brazil, Ecuador, Turkey and Peru.
Beside European Union you can diversify your exports to other countries that are buying Superfruit juices from European suppliers such as Russia, USA, Japan and Switzerland.
CBI | Market Intelligence Product Factsheet Superfruit Juices in Europe | 8
Figure 6: Production of unconcentrated juices excluding orange, grapefruit, pineapple, tomato, grape and apple juices, in the
European Union, € million
Source: FAOSTAT
Figure 7: Consumption of fruit juices and nectars, in the European Union, in million litres
Source: European Fruit Juice Association
Key promotional assets and skills
Poland is the European Union leader of production of Superfruit juices from domestically sourced materials such as
blackcurrant, sour cherry, raspberry, blackberry and aronia. Largest pomegranate juice producer is Spain. Juices are
usually produced as concentrated and exported for further reconstitution with water or as the ingredient in production
of nectars, fruit drinks, carbonated drinks, yogurts and in confectionary industry or even for dietary supplements
industry (such as cordials). However the largest fruit juice bottlers in European Union which produce Superfruit juices
from imported materials are Italy and Germany.
General consumption of fruit juices and nectars in European Union is showing decrease in the last five years in almost
all categories except in category of Not from Concentrate (NFC) juices which are showing constant increase over the
last 5 years. This means positive outlook for consumption of many categories of Superfruit juices which are produced
with cold pressing. Beside NFC juices, consumption of flavoured waters, energy and sport drinks is increasing, both in
value and quantity, and gives the opportunities to suppliers of Superfruit ingredients as they are frequently used in
those categories of beverages.
Due to physical characteristics or due to high level of acidity many kinds of Superfruit are not suitable for production
of 100% Superfruit juices suitable for human consumption so they are usually blended with other juices such as
apple, grapes or orange or produced as nectars with the addition of water and sugars (preferably natural sweeteners
such as stevia) in order to improve their taste. Flavour mixes are the second by share in consumption of juices in
Europe after the orange flavour. Developing countries juice processors can increase their competitiveness by
investing in processing technologies which can enable them to supply flavour mixes according to customer
specification.
Although the Superfruit juices do not belong into the first 5 flavour categories of juices on the European Union level
they are particularly popular in some markets. For example berries flavours are well ranked in Austrian market (4.3%
market share), Sweden (1.4%), UK (4.3%), Czech Republic (8.1%), Finland (0.1%), Ireland (7.9%), Norway (1.3%),
Slovakia (5.7%) and Slovenia (5.4%).
0
200
400
600
800
1000
1200
1400
1600
2009 2010 2011 2012 2013
0
2
4
6
8
10
12
2010 2011 2012 2013 2014
Private label Branded
CBI | Market Intelligence Product Factsheet Superfruit Juices in Europe | 9
Trends in the European Union Superfruit juices market
General overview of the most relevant market trends for developing countries exporters can be found on CBI Trends for
Processed Fruit and Vegetables
As there is no exclusive list of Superfruits there are marketing campaigns aimed to introduce new products under
“Superfruits” definition on the markets. Such recent attempts are for example baobab pulp from Zimbabwe,
Mozambique and Malawi, Schisandra berries extract (China, Korea and Japan), Tahitian Noni juice, Peruvian physalis
extract or Gac fruit puree (Vietnam, China). Increasing consumer awareness and demand for "healthy" products is
bringing new products on the market.
There is also increasing interest in healthy vegetable juices due to their nutritional values.
Superfruits are finding applications in new fruit juices and fruit drinks products developments. Europe leads in juice
new product development accounting for 43% of total new products in 2013, and almost 1,000 more introductions
than the next highest region – Asia Pacific. France, the UK and Germany all show up among the top five most
innovative countries.
Younger consumers in Europe are among the most likely to seek functional benefits in juice. Weight loss, energy and
healthy skin are more pressing concerns to younger consumers, while functional claims relating to bone and heart
health are more relevant to older consumers. With one of the fastest-growing adult populations, Germany has been a
particularly strong market for adult-focused flavours.
The flavour with particular increase in fruit based drinks and nectars in 2014 year in Germany was blackcurrant. Also
pomegranate juice is establishing a market share in Germany. The term “Superfruit juice” is not used in the German
language (nor is the product promoted as such), but the demand for Superfruit juices grew, nevertheless, in 2013,
where they are appreciated for their nutritional merits and exotic taste. Some consumers use them as alternatives to
vitamin tablets. While most Superfruit juices are only bought occasionally, like coconut water or aloe leaf juice,
blueberry and cranberry juices are consumed on a more regular basis by some consumers. In France, two flavours
whose popularity increased in 2013 were mixed fruits and cranberry, notably in 100% juice and juice drinks mainly
because of their purported health benefits. In British market Superfruit juices will continue to grow, probably led by
coconut water, with cranberry juice remaining a favourite, on its own or as part of a mixed drink. Developing
countries exporters can focus their offer toward specific above mentioned trends in the largest consuming markets:
Germany, France and the United Kingdom.
The package itself is going to be hugely important, in all markets but particularly developed markets, not only
because it showcases the freshness of the product but because consumers read labels more than ever before.
The retail environment for juice is going to fragment and change pretty dramatically in mature markets. Even today,
in a traditional supermarket, there are successful points of sale (in coolers next to fresh produce) and lagging points
of sale at the back of the store where juice presently gets a lot of shelf space that is going to be increasingly hard to
justify. On the other hand premium juice is going to enter non-traditional environments such as gyms, yoga clubs:
places where it is easier to reach health conscious shoppers.
Corporate and environmentally responsibility initiatives are increasing the impact on the EU markets. Particularly
FairTrade market, organic market and functional foods market are growing.
Demand for organic juices is continue to increase. According to IFOAM the European countries with the highest
spending on consumption of organic food are Switzerland (189 €/kg per capita yearly), Denmark (159€) and
Luxembourg (143€).
Tips:
Beside the largest consuming countries you can focus your export to countries with the high
consumption of berry fruit juices per capita such as Nordic countries which traditionally consume wild
berry fruits such as Sweden, Finland and Norway.
You can find information on European fruit juice production and consumption on the website of the
European Fruit Juice Association
Anuga trade fair is the best place to monitor market trends and to meet potential prospects in Europe.
It is held every 2 years in Cologne in Germany. Another trade fair that is important to visit is SIAL
which is held every 2 years in Paris in France. If you want specific information about production,
consumption and juice trends you can participate in the Juice Summit which is the leading annual
conference for fruit juice executives. It is held in October in Belgium (changing places).
CBI | Market Intelligence Product Factsheet Superfruit Juices in Europe | 10
Buyer Requirements
For the general overview of the buyer requirements in the EU please refer to CBI Buyer requirement for processed fruit
and vegetables
Specifically for Superfruit juices you can consult the EU Export Helpdesk where you can find products under specific HS
codes 20098979 and 20098999.
For the information on commonly requested standards check the International Trade Centre's Standards Map, an online
tool which provides comprehensive information on over 170 voluntary sustainability standards and other similar initiatives
covering issues such as food quality and safety.
Legal Requirements
The composition and quality of fruit juices, including Superfruit juices, are covered by a specific European Fruit Juice
Directive. This Directive stipulates the specific characteristics of fruit juices and fruit-based drinks to guarantee the best
possible products are put on the European market. It defines the composition of the various products that can be
produced, including not only fruit juices, but also dehydrated fruit juice and fruit nectars. It specifies the criteria with which
the various products must comply, including which fruits can be used, their minimum content, what ingredients can or
cannot be added and how these products must be designated on the label. As an example, it must be clearly indicated on
the label when a product has been sweetened or when it has been obtained from concentrated juice.
Vitamins and minerals can be added into fruit juice according to the Regulation (EC) No 1925/2006 as well additives in
accordance with Regulation (EC) No 1333/2008. Other allowed ingredients are restored flavour, pulp and cells.
With the latest European Fruit Juice Directive EU Commission wanted to align directive closer to the Codex Alimentarius
standard for Fruit Juices. In this view new amendments can be expected as in July 2015 the new proposal to reduce
maximum level of lead in fruit juices and nectars from 0.05 to 0.03 mg/kg was formally adopted by the Codex Committee
on Contaminants in Food.
Especially important for Superfruit juices, the description of nutritional and health benefits is now regulated by the
Nutrition and Health Claims Regulation, This law requires that no nutrition claim or health claim may be used if it has not
first been approved. It will in future also specify nutritional criteria (nutrient profiles) that products need to respect before
a health claim can be made.
New juices that have not been on the market before 1997 require a pre-marketing authorisation after the assessment of
their safety. This is regulated by the EU Novel Foods legislation. Alternatively, a novel food or ingredient may be marketed
through a simplified procedure called "notification". The European Commission prepared an Information Guidance to assist
businesses when a product does not require authorisation. A Novel Food Catalogue has also been developed, listing
products of plant and animal origin and other substances subject to the Novel Food Regulation. The list is non-exhaustive,
and serves as orientation on whether a product will need authorisation under the Novel Food Regulation.
In the event of repeated non-compliance of specific products originating from particular countries, they can only be
imported under stricter conditions such as having to be accompanied with a health certificate and analytical test report.
Products from countries that have shown repeated non-compliance are put on a list included in the Annex of Regulation
(EC) 669/2009. At the moment (from March 2014) there are no Superfruit juices on the list.
The most common problems that European Union importers are facing when importing Superfruit juices and their
ingredients from Developing Countries are presence of norovirus and hepatitis A virus in frozen raspberries, blackberries
Tips:
As there is a lot of competition between Superfruit juice and ingredients suppliers on the European
market the first step in entering the market is the careful use of the scientifically proven health –
benefit medical researches that can be used in advertising as consumers are increasingly sceptical of
Superfruit health benefits. As this approach is expensive for many Developing Countries suppliers
finding strategic partner who is able to promote your product on the European market is strongly
recommended. The example of successful marketing campaign is cranberry juice global campaign
launched by the USA agricultural cranberries growing cooperative ‘Ocean Spray’.
Some of the places where contract manufacturing and private label contacts can be found is Vitafoods
Europe, global nutraceutical event which will be held in Geneva in 2016 or at SIAL innovation
observatory event.
Use of the internet and social media are great opportunities to introduce your company and market
Superfruit juices on the European markets.
CBI | Market Intelligence Product Factsheet Superfruit Juices in Europe | 11
and blueberries, unauthorised novel food ingredients (such as camu camu, noni or schisandra berries), pesticides residues
in goji berries and sea buckthorn and unauthorised or too high content of azorubine colour in pomegranate juices.
Labelling Requirements
In December 2014 EU Regulation 1169/2011 went into effect. New labelling legislation forbids to mislead the consumer
and to attribute to any food the property of preventing, treating or curing a human disease. Another change is allergens
labelling where allergens have to be highlighted in the list of ingredients and requirements on information on allergens will
also cover non pre-packed foods including those sold in restaurants and cafés. Also nutrition information is mandatory for
most products. However, Superfruit juices are not on the obligatory list of the allergens.
Common and niche requirements
Food safety certification is a common request by the European Union importers. The most usual certification schemes
accepted on the European markets are IFS, FSSC22000 and BRC.
Environmental protection, organic and fair trade certification schemes are becoming more and more popular in the
European Union. For organic production you can consider IFOAM standard. The EU regulates both organic food and drink
produced and/or processed within the EU and organic goods from elsewhere Commission Regulation (EC) No. 1235/2008
with detailed rules concerning import of organic products from third countries. These can readily be imported from non-EU
countries whose rules on organic production and control are equivalent to the EU's - currently Argentina, Australia,
Canada, Costa Rica, India, Israel, Japan, New Zealand, Tunisia, Switzerland and the USA.
For all other non-EU countries, importers can have their organic products certified for import into the EU by independent
private control bodies approved by the European Commission.
Fields of competition for Superfruit juices on the European Union market
General overview of the competition relevant for developing countries exporters can be found on CBI Field of Competition:
Processed Fruit and Vegetables. Also read Top 10 Tips for doing business with European Buyers.
The implementation of food safety systems and regulatory laboratory testing of Superfruit juices is just the first step of
entering the European market. On the market there is already a lot of competition in the form of substitute products and
other companies which you should be aware of.
Product competition
Major substitute products for Superfruit juices are other beverages with the increased consumption on the European
markets such as bottled waters, carbonated drinks, no added sugar dilatable, sport and energy drinks, ready to drink teas
and fruit yogurts.
Bottled waters were the fastest-growing soft drinks category on the European market in the last year, as consumers are
looking for hydration without calories.
Carbonated drinks are increasingly consumed in Europe, especially during summer months and fruit juice is not the drink
of choice for majority of consumers in hot weather and as such the fruit juices sector failed to benefit from the hot
summers. Carbonated drinks with low calories and no added sugar drinks are becoming increasing popular.
Sport drinks (isotonics, hypetonics and hypotonics including coconut water) and energy drinks (with the addition of
caffeine, vitamins and different herbal extracts) also have positive outlook in consumption. Marketing of energy drinks
Tips:
Refer to The Code of Practice of the European Fruit Juice Association for guidelines specifying Good
Manufacturing Practices in production of fruit juices and nectars. Ensure that any practices that you are
using are legal in the European Union. For example the use of celluloses in the European Union are not
permitted so you cannot use total liquefaction of the fruit to extract juice and sell it to European Union
member countries.
New laboratory testing methods can easily discover addition of non-permitted substances into fruit
juices. It takes a long time and a lot on money to build a good reputation in European markets but this
can be lost very quickly if you are caught with adulterated or “sub-standard” products.
To find out the Maximum Residue Levels (MRL) that are relevant for Superfruits, you can use the EU
MRL database in which all harmonised MRLs can be found.
Check with the importers and experts if the food safety certification company used is approved by the
European Union buyers.
CBI | Market Intelligence Product Factsheet Superfruit Juices in Europe | 12
focuses on their stimulant effects and perceived benefits such as increased performance, attention, stamina, and weight
loss although many of the effects are still unproven.
No added sugar dilutables have greatly improved the sector’s image, as have premium high juice variants, although rising
commodity prices have made these more expensive. Newer, premium ‘adult’ dilutables, e.g. raspberry & lemon cordials
have tapped into the growing consumer taste for quality and for natural, ‘healthy’ ingredients and have helped broaden the
sector’s customer base. Dilutables offer affordability, which has become ever more important as household budgets have
tightened.
Ready to drink teas are another competitor to Superfruit juices. However some of them uses the extracts of Superfruits.
Currently being introduced into the marketplace are ready to drink teas that incorporate super fruit extracts such as
pomegranate and mangosteen.
According to Mintel data, 56% of Western European consumers view Yogurt as a guilt-free snack. This can be easily
explained by the perceived healthy product benefits and wide variety of flavors. The shift of Yogurt from being solely a
breakfast or dessert option to a snack product happened thanks to its versatility and successful combination with healthy
ingredients such as cereals, grains, nuts, etc. In spoonable yogurt, a shift from flavoured to fruited and plain spoonable
yogurt can be observed, which can be explained by the fact that the latter two types are considered healthier. Plain
spoonable yogurt is even expected to see the best performance within yogurt and sour milk products.
Company competition
Developing countries exporters of Superfruit juices should be aware of the main competitors from main suppling countries
such as Brazil, USA, Ecuador, Poland or Peru.
Channels and segments for Superfruit juices in the European Union market
Figure 8: Common trade channels for Superfruit juices on the European Union market
Majority of Superfruits used in fruit juice and fruit based drinks industry is processed into concentrated fruit juices or
purees (pulps) which are sold in the original puree forms or dehydrated and sold as powders. Concentrated juices are used
directly in the fruit juice and soft drinks industry but also as the ingredients in other industries as confectionary, milk
drinks or breakfast cereals industry. Fruit purres or fruit powders are also used as the ingredients in fruit based drinks but
also as nutraceuticals in fod supplements industry.
Tips:
Almost all competing beverages can be at the same time the opportunity for selling Superfruit
ingredients as there is no beverage segment currently on the market which is not using Superfruit
juices and purees as the ingredients.
Try to find data about competitors from other countries who are present on the European market. You
can quickly make a selection by searching on export promotion organisations from competitors’
countries. The list of trade promotion organizations is available on the ITC website.
Developing
country
European
market Final segments
Developing
Countries
exporter/proce
ssor (juice,
concentrated
juice, pulp,
powder)
Agent
(broker) Beverage
industry
(70%)
Other food
processing
(10%)
Retail
Wholesale
Food service
Farmer/
Grower
The EU
importer
(wholesaler
or ingredient
supplier)
CBI | Market Intelligence Product Factsheet Superfruit Juices in Europe | 13
Some examples of different trade channels for Superfruit juices in the European Union are the following:
Importer (wholesaler/ingredient supplier): SVZ, Prodalim, David Berryman, Ariza, Global Fruit, Cobell
Bottlers: Juiceburst, Innocent, Fruit Lab, Vegesentials, Anti + Supefruit, Pomegreat
Market prices
Indication of margins according to final retail prices for Superfruit juices is not precise and Developing Countries exporters
can have only very rough general overview price developments. The best option to monitor prices is to compare your offer
with the offer from the largest competitors. The prices are also different between producing countries.
Price developments during 2014/2015 season for different Superfruit juices were the following:
ACEROLA (from Brazil):
Brazil, frozen ss, 6-8 brix, US$1150-1200/mt CFR Rotterdam
Brazil, frozen concentrate, 20-22 brix clear, US$3000-3100/mt FOB Santos
Currently, the market is well supplied and in balance
POMEGRANATE:
Turkey/Iran, aseptic clarified concentrate, 65 brix, €2500-2900/mt FCA Rotterdam.
Camu-camu extract in Peru is USD 65-70/kg whereas Brazil produces the same extract for USD 28-30/kg
Tips:
Working directly with the bottlers cuts the supply chain, but you may have to invest a lot in quality in
order to become preferred supplier.
If you are able to produce NFC juice by cold pressing of certain types of Superfruits this can help to
reach more different market segments such as juice bars suppliers or food supplements suppliers.
CBI Market Intelligence
P.O. Box 93144
2509 AC The Hague
The Netherlands
www.cbi.eu/market-information
This survey was compiled for CBI by Globally Cool
in collaboration with CBI sector expert Freek Jan Koekoek
Disclaimer CBI market information tools: http://www.cbi.eu/disclaimer
April 2016
