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Packaged fruit juice consumption plummets in Australia

  • Packaged fruit juice consumption plummets in Australia

    by Market Insider

    Wednesday, 26 Oct. 2016

    The latest findings from Roy Morgan Research show that the number of Aussies who drink packaged fruit juice in an average week has plummeted by 1.3 million people since 2012.
    Back in June 2012, 6.6 million Australians aged 14 or older (35.2% of the population) reported drinking packaged fruit juice in any given seven days, consuming an average of 4.6 glasses each. Fast forward to June 2016, and that figure had fallen to 5.3 million people (26.9%) drinking an average 4.3 glasses each: fewer people drinking fewer glasses.
    If we group all supermarket-branded juices together, they come out on top, more widely consumed than any of the big names. Some 6.2% of the population drink them per week, narrowly ahead of Aussie institutions Golden Circle (5.8%) and Berri (5.7%). Daily Juice and Nudie complete the top five. However, only one of this juicy quintet has gained popularity since 2012: Nudie, which has seen its weekly consumption almost triple from 0.9% to 2.4% of the population.
    Men (27.6%) are slightly more likely than women (26.3%) to consume packaged fruit juice, with young people of both genders being the most avid consumers. Among men, consumption peaks among 18-24 year-olds (34.6%), while the 65+ bracket is least likely to drink it (25.5%). Among women, 38.8% of girls aged 14-17 consume fruit juice/drinks in an average seven days, putting them well ahead of other age groups – particularly women aged 65 or older, 19.9% of whom partake.
    Not surprisingly, supermarkets are the most common place for buying packaged fruit juice: just over 5.2 million Australians purchase it there in an average four-week period (although this figure, too, has declined from 5.6 million). In contrast, there has been a slight increase in juice-bar purchasers. Just over 1.8 million people agree that ‘I often buy drinks from juice bars’, up from just under 1.6 million.
    The juice bar mentality
    While Australia’s declining taste for packaged fruit juices is widely understood to be driven by growing awareness of the sugar contained in these beverages, Roy Morgan data suggests that juice from juice-bars does not have this stigma attached to it.
    On the contrary: people who ‘often buy drinks from juice bars’ are markedly more likely than the average Australian to be concerned about their health, nutrition and weight. 
    Unlike packaged-juice drinkers, consumers of fruit-bar juices are more likely to be women than men.


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