Millennials see fruit juice as healthy beverage

24 Mar 2017

Millennial fruit juice drinkers in Europe overwhelmingly view 100% fruit juice as a healthy beverage, according to the findings of a new, independent consumer survey conducted by Concord grape juice supplier Welch’s.

Millennials see fruit juice as healthy beverage

Millennial fruit juice drinkers in Europe overwhelmingly view 100% fruit juice as a healthy beverage, according to the findings of a new, independent consumer survey conducted by Concord grape juice supplier Welch’s Global Ingredients.

Researchers asked 300 French and German fruit juice drinkers aged 18-35 a range of questions in a bid to learn more about their attitudes towards the juices they buy. When asked to rank a selection of popular beverages in order of how healthy they considered them to be, the respondents listed sparkling water, 100% fruit juice and milk as the healthiest choices. The results are claimed to show that, among Millennial fruit juice drinkers in Europe, the reputation of 100% juice as a healthy beverage remains largely untarnished despite the bad press that the fruit juice sector has received in recent years.

“Millennial fruit juice drinkers believe what we have known for years; 100% fruit juice is a delicious and nutritious beverage choice that can be part of a well-balanced diet,” said Wayne Lutomski, Vice President International & Welch’s Global Ingredients Group. “It’s clear that these consumers appreciate that fruit juice not only contains natural sugars, but also delivers science-backed benefits and valuable nutrients for health.”

The survey, conducted online by Surveygoo, revealed that health is a key priority for European Millennial fruit juice drinkers, with 73% of respondents saying it is important to them that a fruit juice delivers a health benefit. The three most interesting benefits to European Millennial fruit juice drinkers are energy, mind health and heart health.

However, taste and quality are also particularly important to these consumers. 84% of respondents stated they would be more likely to buy a superfruit juice if they knew the superfruit from which it was made tasted good. Meanwhile, 85% of the respondents said they drink 100% juice, and nearly three-quarters (72%) said they consider ‘100% juice’ to be an indicator of high quality.

Overall, the three most important things Millennial fruit juice drinkers in Europe are looking for from their fruit juices are good taste (83%), nutrition and health (58%) and real food ingredients (41%). In fact, the survey found that 80% of respondents would be more likely to buy a fruit juice that highlights that it is made with real fruit.

“Our survey indicates that European Millennials who drink fruit juice are sophisticated consumers who understand the fact that 100% fruit juice is a quality beverage that delivers nutrition benefits that can support their wellbeing,” said Lutomski. “These consumers are also motivated to buy fruit juices that taste good. The challenge, therefore, is for juice companies to create nutritious juices – superfruit juices for example – that deliver an enjoyable drinking experience. There are not many superfruit juices that can deliver on this, although Concord grape juice is one superfruit juice that brings great taste and science-backed health benefits, all at a reasonable price. Interestingly, our survey also found that two thirds of respondents would be more likely to buy a fruit juice made with Concord grapes, once they had been informed of the benefits they offer.”

Welch’s Global Ingredients Group supplies Concord grape juice to manufacturers for use in a range of beverage, dairy and food applications.

“Concord grape juice is a rare thing, in that it’s a delicious superfruit juice,” said Lutomski. “Encouragingly, the results of our research demonstrate that Concord grape juice offers a compelling proposition for European Millennial fruit juice drinkers for whom good taste, health benefits and real fruit ingredients are key priorities. Perhaps most significantly of all, however, is the fact that these consumers remain steadfast in their belief in what the science says; 100% fruit juice is a healthy beverage with much to offer in a balanced diet.”