Orange juice consumption in fourth year of decline

By RJ Whitehead

- Last updated on GMT

Orange juice consumption in fourth year of decline

Related tags Drink Woolworths Roy morgan research

Over 1.5 million fewer Australians are drinking packaged fruit juice in an average week compared with just four years ago, analysis by Roy Morgan Research has revealed.  

It is now half a decade since orange juice’s popularity began to fall, from 8.6m in 2010, representing 48% of that survey, to just over 7m (37%) today.  

Although the top three brands remain the same, and in the same order, as the 2011 study, all are now consumed by fewer people each week: Berri (now drunk by 7.5% of Australians, down from 13.3%); Golden Circle (5.6%, down from 8.0%), and Daily Juice (5.2%, down from 7.2%).

Big supermarket gains

As is the case with many food and beverage categories, the home brands of the two supermarket giants Coles and Woolworths have become more popular, with each overtaking Just Juice. Moreover, 3.4% of Australians now drink one of Woolworths’ in-store varieties in an average week (up from 3.2% in 2010) and 2.9% drink Coles-brand juice (up from 2.4%). 

Nudie is one of the few brands that are consumed more now (1.8%) than they were four years ago (0.2%).

Angela Smith, Group Account Director – Consumer Products, Roy Morgan Research, says:

Different juice drink brands appeal to different consumers, however Berri’s lead is consistent across all… communities​,” said Angela Smith of Roy Morgan Research.

Horses for courses

Although it is a close race between the leading brands, each one’s demographics vary: Metrotechs are the most likely to drink Nudie; Battlers opt for Woolworths’ home brand, and Leading Lifestyles the most likely to choose Daily Juice.

It is notable that despite the popularity of packaged juice being clearly on the decline, the proportion of Australians now with a juice extractor in the home (26.4%) is virtually unchanged compared with 2010. Of course, whether or not they use them regularly is a whole other story​,” added Smith. 

Australia is not alone in seeing a drop in demand. In the United States, orange juice futures plummeted to their lowest point in six months, leading to lowered prices.

Farmers there also have to contend with a deadly citrus disease known as “greening”, which makes fruit inedible. In both countries, declining consumption has been blamed on greater dietary awareness. A high sugar content has damaged the reputation of orange juice as a health drink, while it is being surrounded on beverage shelves by newly popular breakfast drinks, including coconut water, açai juice and energy drinks.

Related topics Markets Oceania Asian tastes Beverages

Related news

Show more

Related products

Analyzing the unknown threat from Microplastics

Analyzing the unknown threat from Microplastics

Content provided by Agilent Technologies | 06-Nov-2023 | Infographic

Microplastics are any plastic-derived synthetic solid particle or polymeric matrix, ranging in size from 1 µm to 5 mm and insoluble in water.

Mastering taste challenges in good-for-you products

Mastering taste challenges in good-for-you products

Content provided by Symrise | 12-Sep-2023 | White Paper

When food and beverage manufacturers reduce sugar, salt, or fat and add fibers, minerals or vitamins, good-for-you products can suffer from undesirable...

Functional Beverage Market Insights in ASPAC

Functional Beverage Market Insights in ASPAC

Content provided by Glanbia Nutritionals | 06-Jul-2023 | Product Brochure

High growth ahead for protein beverages makes Asia Pacific (ASPAC) the market to watch. Consumer research shows new usage occasions, key consumption barriers,...

The latest plant-based beverage trends in SEA

The latest plant-based beverage trends in SEA

Content provided by Tetra Pak | 27-Mar-2023 | White Paper

Data shows that consumers’ liking and thirst for plant-based beverages is growing rapidly, especially in Malaysia, Singapore, Philippines and Indonesia....

Follow us


View more

Food & Beverage Trailblazers

F&B Trailblazers Podcast