In 2017, the RTD fruit juice category saw its first decline in five years. The category is possibly not a priority purchase for consumers who are financially strained by the difficult position the South African economy is in, as evidenced by the slowing performance.
Segments with fewer perceived health advantages (“Other” – ie. carbonated), make up only a small portion of category sales. This may be the association a consumer makes of carbonated fruit juice to sparkling soft drinks. The rest of the market volumes, accounting for more than a 90% share, entail long life aseptic juices and short life juices.
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July 19, 2018