Mintel: shot-sized health-boosting juice launches taking off

29 Jan 2018

Julia Büch, Food and Drink Analyst at Mintel, sees shot-sized health-boosting juice launches taking off, noting that consumers are increasingly interested in naturally-functional food and drinks.

Julia Büch, Food and Drink Analyst at Mintel, sees shot-sized health-boosting juice launches taking off. Consumers, she notes, are increasingly interested in naturally-functional food and drinks. This increase in health consciousness, coupled with busy on-the-go lifestyles, has fuelled innovation around smart, nutrient-rich snacking solutions. Tapping into this trend, she says, health-promoting juice shots provide a quick, natural boost of nutrition in small to-go bottles. Though still niche, the share of juice shots in total juice launches in Europe has increased sixfold over the past four years.

Nordic countries, led by Denmark, take a prominent role in juice shot launch activity in Europe. Of all juices described as shots/boosters launched between October 2015 and September 2017 in Europe, 39% were launched in Denmark. Germany, Norway and Sweden follow with 13% of launches each. Repeatedly referred to as “the healthiest countries in the world”, Nordic countries put a strong focus on wholesome, nutrient-rich and naturally functional diets.

Using concentrated doses of fruits, vegetables, plant extracts and herbs, juice shots are designed as a preventive measure to boost consumers’ overall wellbeing, but can also address specific health issues. These include boosting energy levels, supporting the immune system and digestive health, curing hangovers and relieving flu symptoms.

Often combined with lemon juice, ginger is by far the leading ingredient in juice shot innovation. Dubbed a ‘wonder plant’, ginger has found its way into the diets of health-conscious individuals around the world, as it reportedly helps relieve pain and muscle soreness, lowers blood pressure and boosts the immune system. Meanwhile, fermentation is experiencing a revival in the food and drink sector, recognised for turning products into powerhouses of beneficial probiotics and friendly bacteria. Probiotics are linked with better digestion, improved immunity, and a range of other health benefits, fitting in well with the concept of juice shots. Beyond traditional ‘superfood’ herbs and spices, juice shot brands can profit from embracing fermented, probiotic-rich ingredients.