France and Germany’s Generation Y, aged 18-35, still viewed 100 percent fruit juice as healthy despite the negative coverage the fruit juice industry has received over the past few years—sugar content in fruit juices was deemed as too high. A total of 300 Generation Y individuals were surveyed for the study on attitudes towards juices that they purchased.
Juice made with 100 percent fruit is a nutritious beverage choice that can be part of a well-balanced diet, said Wayne Lutomski, global vice president, 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.”
Health is a key priority for European millennial fruit juice drinkers, with 73 percent of respondents saying it is important that a fruit juice delivers health benefits. The three benefits this group of consumers are looking for include those for energy, mind health and heart health.
Taste and quality are also important to these consumers. The survey showed that 84 percent of respondents stated they would be more likely to buy a fruit juice if they knew which fruit contributed to the taste. Close to three quarters (72 percent) said they considered the ‘100 percent juice’ label to be an indicator of high quality, and 85 percent of the respondents said they drink 100 percent fruit juice.
The three key components millennials look out for in fruit juices are good taste (83 percent), nutrition and health (58 percent) and real food ingredients (41 percent). The survey revealed 80 percent of respondents would be more likely to buy a fruit juice that highlights it was made with real fruit.
“These consumers are also motivated to buy fruit juices that taste good. The challenge, therefore, is for juice companies to create nutritious juices that deliver an enjoyable drinking experience,” concluded Mr Lutomski.