In the past decade the market has seen an 'important redistribution of the cards'. Coming to terms with changes, in the US two industry bodies have joined together to increase their strength.
Based in Washington, D.C. the National Juice Products Association and the Processed Apples Institute have joined up to become the Juice Products Association (JPA). The new 130-member body will set out to co-ordinate information and come up with strategies for the industry.
Charlie Lucas, board chairman of the new JPA, called the onsolidation a "major step in assuring a great future for the juice products industry".
"We have only scratched the surface of the exciting variety of products our industry can offer consumers. A strong unified association will ensure we create the appropriate framework to develop and deliver these products to the marketplace," he added.
The industry body will be governed by an executive committee and a board of directors led by Lucas. Other officers include Ricke Kress of Northland Cranberries, Rick Tomlin of Louis Dreyfus Citrus, second vice chairman; Tom Stokes of Treetop, and Jim Boyles of Vita-Pakt Citrus Products.
A recent study by UK research group Organic Monitor shows that the European organic juice market has grown by an annual rate of 20 per cent since 1998. While consumer demand in other organic products is slowing, the report claims that interest in organic juices remains high, through consumer awareness in diet and health interests.
The German organic juice market is the largest in Europe, accounting for over 40 per cent of total volume and is expected to increase by 50 per cent in the near future. Apple and orange juice are by far the largest segments of the organic juice market.