{"id":2638,"date":"2011-05-20T07:43:00","date_gmt":"2011-05-20T07:43:00","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=2638"},"modified":"2022-11-09T06:32:55","modified_gmt":"2022-11-09T06:32:55","slug":"squeezing-more-juice-per-fruit","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/squeezing-more-juice-per-fruit\/","title":{"rendered":"Squeezing More Juice Per Fruit"},"content":{"rendered":"\n

Suneera \n Tandon<\/i><\/p>\n

Businessworld, \n May 20, 2011<\/i><\/p>\n

The buzz at Dabur is Real this summer. It has just roped in Zlata \n Creative Design, a brand consultancy from Down Under, and spent \n close to Rs 18 crore to give a booster shot to its two fruit-juice \n brands \u2014 Real and Real Active. Krishna Kumar Chutani, vice-president \n for marketing at Dabur, says fatigue was the trigger: \u201cConsumers \n have been looking at the same juice packs for over 10 years now.\u201d \n It has also added Real Fibre for that nutritious zing. <\/p>\n

Now, there\u2019s nothing to beat nimboo-paani (lemon juice) \n when it comes to matters of thirst. But Real\u2019s market share \n is juicier than its rivals. Elara Capital puts it at 52 per cent. \n Right behind Dabur is PepsiCo\u2019s Tropicana at 35 per cent. \n The remaining is shared by others such as Coca-Cola\u2019s newly \n launched Minute Maid juice, Parle\u2019s Saint Juices and some \n local brands that are still warming up. (This market share is \n for the juices\/nectar category only \u2014 beverages with 25-85 \n per cent pulp concentrate.) <\/p>\n

\n

On The Shelf<\/b>
\n Sure, the thirsty swig more cola. It packs more than a fruit-punch \n in the annual Rs 10,500-crore beverages mart. The fruit-based \n beverages market is much smaller at about Rs 2,000 crore. Fruit \n juice sales come in at a shade over a third of this at Rs 750 \n crore. But fruit beverage is seen as the next big squeeze. It \n is growing at a healthy clip of 25 per cent year-on-year as against \n carbonated beverages that is growing at 22 per cent per annum.<\/p>\n \n

The bet is on the growing pool of the health-conscious that believes \n fruit drinks are the real big chill. Godrej\u2019s Nature Basket, \n which caters to the higher end of the market through its 13 retail \n outlets, has witnessed a 4:1 sales ratio between fruit and aerated \n drinks. It also vends high-end imported juice brands from the \n US and South Africa such as Ceres, Pfanner and Florida, priced \n anywhere between Rs 125 and Rs 250 for a litre as against Real \n and Tropicana, which fall in the range of Rs 85-Rs 90. \u201cConsumers \n are more than willing to pay for these brands. Juices have constantly \n outdone other drinks. It is an obvious market preference where \n our health-conscious consumers opt for juices,\u201d says Mohit \n Khattar, managing director at Godrej\u2019s Nature Basket.<\/p><\/div>\n

<\/div><\/div>\n

Homi Batiwalla, director-juice and juice drinks at PepsiCo, would \n like some of that business come his way. \u201cFruit drinks are \n the next big thing and we are constantly investing in better technology \n to get the best out of this market.\u201d PepsiCo might have held \n back from repricing Tropicana this year, but it has tweaked the \n way it hawks its mango drink Slice, which will now be sold \u2014 \n the only one at that \u2014 at three price points. You still get \n to gulp down from the 200 ml tetra-pack; there\u2019s also a bigger-gulp \n 350-ml Slice priced at Rs 22. PepsiCo has also upped the price \n of its 500 ml bottle by Rs 3 to Rs 28.<\/p>\n

For Spar, a chain of 14 hyper-markets run by Max Hypermarket \n India, a consumer tilt towards fruit beverages is the trend. \u201cThe \n sale of fruit juices and fruit-based drinks market is twice that \n of carbonated drinks. The demand for fruit drinks category has \n been growing steadily at say around 10-12 per cent annually,\u201d \n says Viney Singh, managing director of Max Hypermarket India that \n also sells mango juice under a private label. \u201cWe also house \n a few regional brands such as Cocojal, a range of flavoured coconut \n drinks, and Sip On, local mango and apple drink that is sold only \n in Mangalore.\u201d<\/p>\n

It also helps that a sipper is born every minute. For most consumers, \n the lines are fuzzy. Juice, fruit nectar or fruit beverage, it \n is the pulp that matters. If what you drink contains a generous \n 85 per cent or more fruit pulp, it can be called juice. It is \n fruit nectar if there\u2019s 25 per cent to 85 per cent pulp; \n and it is just a fruit-based drink if the pulp is at 25 per cent. \n To most consumers, it does not seem to matter though \u2014 as \n many just want to have a \u2018healthier\u2019 or more \u2018natural\u2019 \n option than carbonated, synthetic drinks. \u201cThe concentration \n of pulp does drive up the price. You get the sense that it is \n a more wholesome product. But I think the perceived benefits of \n having a \u2018natural product\u2019 remain attached to products \n all along the price curve,\u201d says Devangshu Dutta, CEO, Third \n Eyesight.<\/b><\/p>\n

Mother Dairy, too, wants to get a few more sweet drops out of \n its Safal brand. It will now come in 200 ml plastic bottles with \n a new look. Pradipta Sahoo, head of horticulture business at Mother \n Dairy Fruits & Vegetables, says the company will look at how \n consumers reach out to the shelves. \u201cWe will tailor our range \n to future market trends.\u201d Safal\u2019s range is distributed \n and sold through 1,000 exclusive outlets in the Delhi National \n Capital Region and Bangalore.<\/p>\n

Then you have Unilever\u2019s Kissan. It has farmed out Kissan \n Soya Juices in three new flavours \u2014 apple, mango and orange. \n Safal makes it clear that it is not juice; its nectar. You will \n be forgiven though if you mistake Pepsico\u2019s Slice to be pure \n mango juice! <\/p>\n

Points out Dutta: \u201cPackage graphics or point-of-sale \n collateral does not make the distinctions any clearer for consumers.\u201d<\/b><\/p>\n

If it is true, it is a great way to juice your way to the bank.<\/p>\n

(This article originally appeared in Businessworld<\/a>.)<\/i><\/p>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Suneera Tandon Businessworld, May 20, 2011 The buzz at Dabur is Real this summer. It has just roped in Zlata Creative Design, a brand consultancy from Down Under, and spent close to Rs 18 crore to give a booster shot to its two fruit-juice brands \u2014 Real and Real Active. Krishna Kumar Chutani, vice-president for […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-2638","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"\nSqueezing More Juice Per Fruit - Third Eyesight<\/title>\n<meta name=\"robots\" content=\"index,follow\" \/>\n<link rel=\"canonical\" href=\"https:\/\/myechoproject.com\/TES\/squeezing-more-juice-per-fruit\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Squeezing More Juice Per Fruit - Third Eyesight\" \/>\n<meta property=\"og:description\" content=\"Suneera Tandon Businessworld, May 20, 2011 The buzz at Dabur is Real this summer. 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