The “five a day campaign” is shifting modern consumption towards “natural” foods and drinks. The World Health Organization (WHO) in collaboration with the Food and Agriculture Organization of the United Nations (FAO) endorsed and launched the “Five a Day” campaign that encourages the intake of 5 fruits and vegetables per day. The initiative is at the core of global efforts to reduce the risk of non-communicable diseases and improve overall health.
In fact, the modern consumer began to actively compare the calories and content of soft drinks, juices, and other products. Today, it is interesting to distinguish between two worldwide trends affecting food and beverage (F&B) producers and their clientele. Some consumers jumped on the bandwagon of “low calorie” foods or drinks, while others are becoming proponents of “only consume healthy and natural” ingredients.
Both trends brought forward a modern controversial question: Is the future of soft drinks threatened vis-a-vis fruit drinks or healthier beverages? People’s global awareness on the low nutritional value of soft drinks and on the calorie intake from energy and other drinks is increasing. In fact, the WHO in 2015 highlighted that consuming more fruits and vegetables (high in fiber content) can slash the risk of developing heart problems and cancer. This stands in comparison to “a 330ml or 12oz portion of sugar-sweetened carbonated soft drink [that] typically contains some 35g (almost nine teaspoons) of sugars […], generally with little other nutritional value”, while the recommended sugar intake stands at less than 10% (roughly 6 teaspoons) of total energy intake per person.
Therefore, most F&B producers were compelled to accommodate whilst consumer habits slowly shift. In order to maintain their market positioning, corporations, manufacturers, and horeca establishments had to change strategies and accommodate to clientele’s changing tastes and preferences of “a healthy diet” with a variety of super foods, fruits, and vegetables. Thus, businesses began to partially shift production lines, or to introduce new ones that can produce “healthier” food choices and varieties of “organic” end products.
The next sections of this report entail insights and unique findings on the Lebanese Juice Industry, which are based on BLOMInvest’s market study conducted to determine top players, consumers’ favourite juices, brands, and types of juices produced and picked.
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Can Fruit Juices Keep the Doctor Away- Dissecting the Lebanese Juice Market
The report was also featured on Business News by Lebanon Opportunities: www.businessnews.com.lb/cms/Story/StoryDetails.aspx?ItemID=6443