Global fruit juice and drink consumption exceeded 80 billion liters in 2015, representing 10% of overall soft drink volume, according to a new report from specialist food and drink consultancy Zenith International. Sales were up 4% during the year, with growth in Africa, the Middle East, Asia-Pacific and Latin America offsetting declines in the mature markets of North America and West Europe. The market is forecast to rise by an annual 5% over the next 5 years to 105 billion liters in 2020.

“The juice drink market is becoming increasingly diverse, with future advances, particularly in North America and West Europe, dependent on innovative and original products,” said Zenith Market Intelligence Director Esther Renfrew. “Manufacturers now recognize innovation is imperative in order to gain or maintain success.”

The 2016 Zenith Report on Juice Innovation identified eight key areas of product development initiatives since 2014: original flavors/ingredients, new textures, vegetable juices, cold-pressed juices, reduced/low/no sugar, functional offerings, premium positioning and child-oriented.

“In recent years, the main new product development trends have involved new processing methods, refined product positioning and ingredient emphasis on both flavor and function. Our 2016 Juice Innovation report serves as an ideal reference for any company seeking to create or expand a presence in the market,” said Ms. Renfrew.

The Zenith report covers 100% fruit juice, 25-99% juice content nectars and 5-24% juice content fruit drinks. 75 in-depth brand profiles offer product images as well as detailed information such as launch date, packaging type and size, pricing, ingredients, variants and marketing.

Among other points highlighted in the Zenith report:

Fruit drinks are the leading segment, accounting for around 50% of consumption in 2015.

100% juice consumption per person is highest in North America and West Europe, whereas Asia-Pacific is the biggest market, amounting to 40% of global sales.