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IEG Vu Juice 2018 Powered by FoodNews
IEG Vu
Contents Juice is a survivor
By Neil Murray drinking as much mango juice as they were.
Disease and weather effects are both
A couple of years ago, Foodnews (now part problems for citrus, cutting production in
of IEG Vu) speculated on “the death of Florida and Brazil. Weather conditions (frost,
juice” and concluded that, despite all the in this case) hammered Chinese apples in
doomsayers, the industry was fundamentally the early spring of this year, and Polish
healthy and still had a bright future. apples at the same time last year. Prices are
volatile everywhere, making budgeting for
Perhaps it is time to reassess this. The production a nightmare.
industry is embattled like never before. The
sugar issue has grown and grown, and In this supplement, you can see how the
more and more countries are implementing EU’s imports of FCOJ have almost halved in
05 Searching for gold sugar taxes. In some cases, this is done the last six years. This seems alarming, but
with a poker-faced assurance that the levy then European consumers have discovered
08 Function to the fore is being imposed out of concern for public NFC orange juice, and imports have
health, or that all the money raised will be increased from about 1.6 million tonnes to
diverted to worthy causes, or both. 2.3 mln tonnes in the same period (some of
12 Less reliant on imports these imports are re-directed from one EU
Scepticism says that hypothecated taxes country to another). And NFC juice is a much
usually find their way into the general revenue more expensive product.
16 Nam Hom coconut pot, sooner or later, and one can only chuckle
water industry to at the UK’s government having to reduce its Concentrates still have a great future, but as
stress its organic roots estimate of the tax take because the British ingredients in soft drinks and other products,
soft drinks industry had reformulated a lot rather than as commodities intended to be
of its drinks to remove the sugar. The UK reconstituted and sold as pure juice. The soft
22 Tomato juice still industry, poker-faced, pointed out that this drinks industry is displaying inventiveness
a favourite in was what the government wanted, surely? and originality in new product development
Slavic countries One got the distinct impression that it would that is truly encouraging. High-value
have preferred the cash. functional juice drinks, rather than pure
(and cheap) reconstituted juice are the
24 Trading up Demand for sweet juices is certainly waning. future, and the industry will be more
India is discovering that consumers are not profitable for embracing them.
Agribusiness Intelligence | Informa UK Ltd. | Christchurch Court | London EC1A 7AZ | UK
IEG Vu Telephone: +44 20 7017 7500
Publishing Director IEG Vu & IEG Policy News Analyst: Dairy/Tomato/Frozen Head of Advertising Sales Ben Watkins
Adam Sharpe Jana Sutenko Tel: +44 20 3377 3911
Tel: +44 20 7017 7587 Tel: +44 20 7017 4990 Email: ben.watkins@informa.com
Email: adam.sharpe@informa.com Email: jana.sutenko@informa.com Advertising Sales Richard Jewels
Tel: +44 20 337 73163
Email: richard.jewels@informa.com
Principal Analyst: Beverages News Analyst: Canned Products
Neil Murray Estela Cuesta Subscription & Marketing Enquiries
Email: marketing@agra-net.com
Tel: +44 20 7017 7553 Tel: +44 20 7017 4549
Email: neil.murray@informa.com Email: estela.cuesta@informa.com Agribusiness Intelligence Client Services Team
EMEA: +44 20 7017 6242 (9am-5pm BST)
APAC: +61 287 056 966 (9am-5pm AEST)
Senior Analyst: Dried Fruit & Nuts/Spices & Exotics News Analyst: Dried Fruit & Nuts/Spices & Exotics NORTH AMERICA and LATAM:
Julian Gale Jose Gutierrez +1 21 26 52 53 22 (9am-5pm EDT)
Tel: +44 20 7017 7539 Tel: +44 20 3377 3704 Email: agrahelp@informa.com
Email: julian.gale@informa.com Email: jose.gutierrez@informa.com
www.ieg-vu.com
© Informa UK Ltd 2018
www.ieg-vu.com IEG Vu | Juice 2018 / 3
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Searching for gold
Costa Rica is truly blessed, when it comes to pineapple. The
country is now the world’s largest grower, in a country where the
climatic conditions are perfect for the fruit and where the MD2
variety reigns supreme, even if other countries are now planting
it as well.
By Neil Murray
The hot days and relatively cool nights decade or two as Costa Rica moved beyond Costa Rica is keenly aware
promote the development of the fruit its traditional offerings of banana, coffee
sugars, and while pineapple is grown all and sugar. Costa Rica’s core product is its of its need to preserve
year round in the country, there are two NFC pineapple juice, although production of the environment. This is
natural production peaks. concentrate has been increasing, and it business, as well as a
also makes pineapple purée for those
Costa Rica also happens to be one of the customers that want it. natural desire to see
most ecologically-minded countries on the the country’s incredible
planet. This is partly due to its former “We do concentrate, in 60 and 65 brix, as plant, animal and bird
reliance on agricultural products, but with well as NFC juice,” affirms Eugenia Valle,
the growing appreciation of its biodiversity, Florida Products’ sales and marketing life to thrive
its tourism industry has grown as well, and manager. “We make about 40,000 tonnes
Costa Rica is keenly aware of its need to of NFC juice annually.” Currently, the
preserve the environment. This is business, plant is running at about 70% capacity
as well as a natural desire to see the because of the lacklustre pineapple juice
country’s incredible plant, animal and bird market, although Costa Rica has coped
life to thrive. with the fall in demand better than, for
example, Thailand, because its premium
The country is keen to diversify its product (Thailand does very little NFC
agricultural offerings. Pineapple cultivation juice) is still appreciated by dedicated
has expanded dramatically in the last pineapple juice consumers.
www.ieg-vu.com IEG Vu | Juice 2018 / 5
The family owned company has been in sense to diversify,” explained Valle. “I think the major retailers should be
business for some 30 years, starting with involved in letting people know what this
banana. “When we started in the late Aseptically packed Arjuna pumpkin, country is doing. And I want to give this
1980s, aseptic processing was not really butternut squash, vegetable pear positive message: one hundred and fifty
known here,” explains Valle. “And we saw (chayote) and Beauregard sweet potato people work at Florida Products. We want
a huge opportunity for pineapple.” It took purées are now being offered all year to be reliable, responsible and to deliver
off and the company indeed diversified round, in single strength format. All have a what people expect.”
into pineapple, giving up banana shelf life of around 18 months at room
processing in 2010 (it has always been, temperature
traditionally, something of a low-value The country’s social
product, whereas NFC pineapple juice is Valle told IEG Vu that annual production of responsibility and
exactly the opposite). “The exponential the new lines is only around 200 tonnes at
growth of pineapple gave us a hint.” the moment, but obviously this will
sustainability standards
increase according to demand. It is applied by the industry
“When we started in possible that concentrated purées will also are being transferred
appear as Florida Products has
the late 1980s, aseptic concentration equipment.
to other sectors
processing was not
The pineapple industry is important to And banana purée has made a comeback.
really known here” Costa Rica, not just for the employment “We have made special agreements with
and foreign exchange that it brings, but the growers, in what we consider to be an
Now Florida Products of Costa Rica has because it is being used as a role model integrated supply chain with innovation
expanded beyond its traditional for other agro-industries to follow. The and new ways of doing business,” the
production of NFC pineapple juice into country’s social responsibility and company said, in a recent announcement.
a range of vegetable-based purées. sustainability standards applied by the “With this vision in mind, we are ready to
“We thought that, much as we would industry are being transferred to other offer high quality banana purée,
like to focus on one product, with the sectors. “Social responsibility is very concentrated banana purée and clarified
current pineapple situation, it made important for our work,” nods Valle. banana juice concentrate.”
6 / Juice 2018 | IEG Vu www.ieg-vu.com
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Function to the fore
Functional ingredients are moving hard into the beverage sector,
as consumers demand healthy drinks and formulations. Here, we
spotlight three of the fastest growing additions to beverages.
By Bill Tuohig
Today’s natural and All the natural and organic companies however, is demanding more. Not even
filling exhibition centres in Baltimore and the traditional functional products are
organic disruptors are Anaheim are causing real pain points in the finding favour. These are the processed
dispensing with the mainstream food and beverage world. items that contain the trending functional
refined carbs and building ingredient of the day, like orange juice
Multinational giants from Pepsi to with extra calcium. Today’s natural and
new food and drink ConAgra are accepting they need to organic disruptors are dispensing with the
products from the change their product offerings to meet refined carbs and building new food and
ground up the consumer demand for healthier drink products from the ground up,
consumables, but they don’t know how starting with nutrient-dense whole foods
fast and with which products. like maca and mushrooms, cacao and
coconut, curcumin and chia.
Part of their problem is systemic. They have
operated for the last half-century on Annual growth in US sales of natural,
products built on a foundation of cheap, organic and functional food and drinks
unhealthy, subsidised commodity crops. has exceeded 8% since 2011, while the
Consumer health has never been a mainstream world has not broken 3%
consideration. since 2011, according to Nutrition
Business Journal. The three ingredients
The up-and-coming Millennial generation, listed below have all shown remarkable
8 / Juice 2018 | IEG Vu www.ieg-vu.com
growth: the chart logs new products planet Earth. While barely a blip on the
launched at the influential US West show new product development map just four
last year and in 2016. years ago, algae-derived products are
finally arriving on store shelves within
Curcumin is responsible for the golden drinks, cosmetics and dairy. Over the last
yellow colour and the health benefits decade there has been an explosion of
within the Indian spice known as algae research in government, academia
turmeric. Technically, it is the three and private-sector initiatives. At first,
curcuminoids within curcumin that are algae was seen as a potential biofuel.
the specific phytochemicals really That hasn’t worked yet, but beauty
responsible its benefits). lotions and the nutritious ingredients
market have turned out to be the low-
There seems to be no end hanging fruit. Producers can tweak the
formulation of creating algae industrially
to the continued march of to spike different nutritional levels, be it
probiotic bacteria protein, omega-3s or other healthy fats,
with decadent textures and enticing
Curcumin is important because it is believed taste profiles.
it can address silent inflammation, which is
at the root of most chronic degenerative Dietary supplements have been the
diseases. This inflammation message has traditional go-to format for truly efficacious
had a difficult time gaining traction with doses of probiotic bacteria. Even now, pill There seems to be no end to the continued
consumers. Curcumin has become an makers are continuing to shift their product march of probiotic bacteria into an
effective vehicle for addressing that. developments because research is increasing range of foods and beverages.
identifying particular bacterial strains with While the dairy category (primarily yogurt)
Even now, in the supplements world, much specific health benefits. is still a stronghold, probiotic cultures have
innovation and differentiation is occurring made their move into non-dairy beverages,
with brands using various techniques to No longer are consumers satisfied that any and are also also driving interest in
enhance the bioavailability of this acidophilus is as good as any other. fermented beverages such as kombucha
notoriously large molecule that the body Multistrain formulations, combined with a and apple cider vinegar.
can have difficulty assimilating. At the prebiotic fibre, are being rolled out with
same time as curcumin supplements ever-increasing quantities of bacteria. At Another entrant is maca, which is
boom, brands are using curcumin as an the same time, understanding of the health traditionally grown at high altitudes in the
inflammation-busting ingredient in foods benefits inherent in the makeup of a Peruvian Andes. The unique combination of
and, in particular, beverages. person’s microbiome are expanding beyond high elevation, abundant sunshine and
traditional gut health and immunity- distinctive soil composition helps the plant
Algae were one of the first life forms on boosting properties. with its superfood status. It has a sweet,
nutty taste with hints of butterscotch.
New beverage launches at Expo West containing functional
New beverage launches at Expo West containing While sometimes categorised with Indian
ingredients
functional ingredients adaptogens, the maca root is more than
a plant bioactive that balances the body’s
70
physiology. Traditional use also points to
potential as an aphrodisiac (which never
60 hurts sales potential), and as a hormone
regulator that can help women with
Number of Product Launches
50 PMS and menopause and men with
sperm health.
40
There are as many as 13 different maca
30 phenotypes, all with slightly different
benefits, which can be both useful and
also lost on consumers and some
20
manufacturers alike. Its potential is so huge
that China has started planting maca in the
10
highlands of Tibet and could soon overtake
Peru as the maca supply country of origin.
0 26 68 4 17 8 51 6 27
Turmeric Algae Probiotics Maca Root
This is an extract from a report from New
Hope Networks NEXT Data & Insights Group.
2016 2017
www.whatsnextinnatural.com
10 / Juice 2018 | IEG Vu www.ieg-vu.comNEW PRODUCT
Less reliant on imports
The EU’s appetite for imported AJC has been steadily declining as
domestic apple production grows. However, poor Polish harvests
have caused a late resurgence in imported juice.
By Neil Murray
From well over three quarters of a million all-time lows, it is still cheaper to maintain
tonnes of imported apple juice the lower content.
concentrate (AJC) in 2012, EU imports
have steadily declined year-on-year, White grape juice, though, has not been as
bottoming out more than 100,000 tonnes much used in blends as in the past, partly
lower in 2016 (640,270 tonnes) before because it has actually been slightly
adding about 18,000 tonnes of volume in costlier than apple. Even on the occasions
the following year. when prices have been close to parity, or
even when grape has been slightly
Fundamentally, apple juice has been cheaper, the cost of reformulation and
cheap for much of this decade. Apple juice changing the packaging has meant that it
and white grape juice are the two key has not been worthwhile making a switch,
juices for juice blends and also as bases so apple has dominated.
for other juices, such as cranberry, which is
far too acidic to be drunk as a juice on its One main reason for a decline in imports
own. An 80/20 mix of apple or grape juice has been a rise in European production,
and cranberry juice results in a drink that especially in Poland. Poland’s new
is 100% pure juice and can be labelled as EU-funded apple orchards and coldstores
such. Some mixes even use a lower have combined to lift the country’s apple
percentage of cranberry: when the juice harvests from around 2.6-2.8 million
was very expensive and prices rose, the tonnes to a peak of around 4.1-4.2 mln
percentage of cranberry juice was cut and tonnes in the 2016/2017 season. The
even though cranberry prices are at decline in European imports is quite well
12 / Juice 2018 | IEG Vu www.ieg-vu.comWe
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www.djpl.frmatched by a corresponding rise in Polish Not only do Germans
AJC production.
have a taste for more sour
There are exceptions, however. German apple juice than other
imports have doubled since 2012 and countries, but it is also
Austrian, Italian and Polish imports have all
increased. In the case of Germany, this is
mandated by law
because a lot of the country’s ‘backyard’
apple trees (streuobstbau), which tended to It is not easy to see where this high acid
be older trees producing apple varieties juice will come from in the future. High
that are no longer popular, have been acid (4.5%+) apples are grown in other
grubbed out and the practice of collecting countries, including Poland, but Poland has
the streuobstbau for processors is also also uprooted its old trees, replacing them
declining. This is a major problem for with higher-yielding orchards that are
Germany and Austria, because these older devoted to producing sweeter table fruit.
trees have been a major source of high acid In the past, the UK has sometimes
juice which is essential for German juice actually sold its prized high-acid Bramley very expensive, but IEG Vu would expect
manufacture. Not only do Germans have a apples to Poland and Germany, to be this trade to continue as blenders widen
taste for more sour apple juice than other crushed and used for blending. Both the their search for high acid juice.
countries, but it is also mandated by law. fruit and the transport costs have proved
In the current season, now ending, high
EU AJC IMPORTS acid AJC has been all but unobtainable.
Anyone who has it has been keeping it for
Country 2012 2013 2014 2015 2016 2017
their own blending purposes: IEG Vu has
France 300319 264652 233313 214745 186427 172959 heard no reports of anyone offering this
Germany 44304 51241 58264 76480 89029 87856 product at very high prices, though there
Netherlands 88702 78765 65603 71774 66084 77965 must have been some trading.
UK 104645 84532 88513 78767 77838 70455
Chinese AJC has been
Spain 52160 93032 78654 74513 56033 70381
cheaper than anything
Ireland 67030 58837 70017 63814 58510 61310
Sweden 21174 21144 22227 21214 18793 18774
made in Europe
Poland 8809 9536 10561 11031 9960 14069 Poland’s AJC imports increased in 2017,
Belgium 11123 10490 9431 9617 10571 13279 as the country started importing product
Austria 9286 9762 10574 12036 9658 13218 from China and elsewhere. to blend with
its own meagre domestic production.
Italy 6046 7286 7693 6786 6770 10441
Only by doing this could Poland hope
Greece 12823 15645 8648 7489 11720 8448 to produce AJC at anything like the
Denmark 2809 2754 4011 4277 4138 7229 Chinese price.
Czech Rep 3242 3625 2845 4100 5129 5475
Italy mainly produces sweet AJC, and so
Portugal 7175 6236 5867 6505 6390 5304 has collided directly with other countries
Bulgaria 2623 3078 2144 3034 3332 4462 that produce this type of juice at lower
Cyprus 1761 5270 2292 6913 6240 3432 prices. Contenders here include Turkey and
Finland 2619 2333 2827 2789 3068 3282
Chile (and Chilean product is duty-free into
the UK).
Hungary 714 592 782 781 1143 1789
Luxembourg 1042 1240 992 1141 1544 1545 Chinese AJC has been cheaper than
Slovakia 539 436 559 684 1068 1276 anything made in Europe, even with 30%
duty added, and this is reflected in the
Croatia 1550 1587 1161 419 1215 1268
figures for 2017. It will also show up when
Slovenia 751 620 740 644 1667 1157 the full-year figures for 2018 are available.
Romania 1121 1296 1194 1236 1246 1082 IEG Vu expects that the EU import figure
will be higher again in 2018, taking into
Lithuania 1184 1560 1180 1228 1288 1063
account all the AJC imported from China in
Latvia 1267 874 839 1082 1058 549 the first half of this year, and then
Estonia 293 291 294 369 333 235 domestic production should recover this
Malta 35 16 11 26 19 13
autumn, due to a forecast large European
harvest, with a correspondingly smaller
Total 755147 736730 691235 683495 640272 658318
need for imports.
14 / Juice 2018 | IEG Vu www.ieg-vu.comNam Hom coconut
water industry to
stress its organic roots
By Estela Cuesta
Once consumers Nam Hom, which means ‘fragant water’ in Hom coconuts accounts for less than 1% of
Thai, traditionally refers to the local the world’s coconut supply. It is obviously
understand the value of coconut destined for production of water healthy, it is truly naturally sweet with an
this coconut variety and and soft meats for bakeries and smoothies. average brix of 7, therefore I believe there
its production process, was a potential upside in the market: once
The coconut manufacturer ‘Never more consumers understand the value of this
they will pay more for than 28 Days’ started processing young coconut variety and its production process,
what is truly good for organic coconuts of this variety in 2016. they will pay more for what is truly good
their bodies Estela Cuesta of IEG Vu met its director for their bodies.
Nadon Chaichareon at the THAIFEX trade
show, held in Bangkok earlier this month. EC: Why organic?
EC: Why coconuts? NC: Working in the organic industry has
become a passion of mine, to improve and
NC: The coconuts we predominantly use bring knowledge of its benefits to consumers,
are of the Nam Hom variety, which can and also a lifestyle that I definitely adhere to
only be found in five provinces in central myself. My company maintains a strict policy
Thailand: mainly from farms in Ratchaburi of producing products that are natural,
and Pathum Thani, but also from Nakhon therefore absolutely not adding anything, be
Patom, Samut Songkram and Samut it sugar, syrup, preservatives, additives,
Sakorn. My estimate is our supply of Nam solutions, etc. I’m a purist!
16 / Juice 2018 | IEG Vu www.ieg-vu.comEC: Where do you export the fresh
coconuts to?
NC: Currently, only to Europe, but after
Thaifex I believe we will expand our market.
We started this offering just two months ago
so we do hope to grow it. They are not
organic, as explained above. That said, I am
working with an R&D lab abroad that
prolongs the aesthetics of the diamond
shaped coconuts with an organic solution. I
hope our tests will be conclusive by Q4 2018.
EC: Is more expansion planned?
NC: I am trying to gain presence in cities and
countries with a higher discretionary income
and with a prominent ex-pat community,
such as Dubai, Shanghai, Beijing, Melbourne,
Sydney, etc. As a small company, I am still
offering private labelling (OEM) to local
EC: What inspired the company name taking care of the farm for other crops. brands in order to add a stock keeping unit
‘Never more than 28 days’? Nam Hom coconut plants take three years (SKU) to their product line. It is difficult for
to grow, which means farmers get no me to expand my brands there myself with
NC: It comes from the best harvesting income during the first three years. This is this current financial restriction.
period of the Thai young coconuts. Nam the reason why many plant other crops to
Hom coconuts take around four and a half survive at first. If farmers grow other crops However, we are not only limited to one
months to fully ripen, but farmers focus on before and use chemicals, then obviously it solution (ready-to-drink) but also for B2B
the timing technique of harvesting would be non-organic. Therefore, many offerings that allow a different variety of
between each picking round. If the farms find it difficult to obtain certification. uses for coconut water or coconut meat.
coconut is picked younger than 20 days, Brand owners can import, and distributors
the coconut water will be too acidic and Another major component that makes the and importers can be a part of it as well.
not sweet while the coconut meat will be fruit non-organic is the final offering.
very thin. If the coconut is picked older Coconuts are green but they are EC: What new products are you launching
than 28 days, the coconut water will be aesthetically shaped like diamonds and at Thaifex?
less sweet and less aromatic whilst the have that white exterior. This is a result of
coconut meat will be thicker. using chemicals to avoid browning. NC: This year we launch two new offerings:
the organic coconut milk and the new
We do not go through HPP in Thailand and EC: Once the harvesting is done, how is Talay brand.
it therefore has a shelf life of seven days. the water extracted from the organic
That is why our 28 DAYS product is limited coconuts? Although there is a huge market for coconut
to Bangkok, as we deliver ourselves, truly milk, the demand for organic coconut milk,
from farm to shelf. The main thing that NC: We use microfiltration before we believe, exceeds the supply. We hope
sets us apart is the superior quality of taste extracting the coconut water into PET that this product will be used in restaurants
and aroma. However, most stores’ bottles and freezing them (with HPP or but also by end users at home.
refrigeration units do not comply to the not) as soon as possible. This I believe, is
standard 2°-5°C chill, which makes our the best way to preserve the coconut On the other hand, Talay is a new brand for
products go rancid quicker. water’s benefits nutritionally without 100% Fresh Frozen Raw Coconut Water (high
compromising using non-organic methods pressure processed), which keeps the
For export, we do employ HPP to increase to preserve the product. premium fresh quality components of its big
shelf-life, which allows our partners abroad brother, 28 DAYS, but competes in the market
to handle the goods easier. EC: What are the main markets for your between the pasteurised/UHT TetraPak/PET
coconut drinks? bottled products and our 28 DAYS offering.
EC: What are the challenges coconut The coconut water is our specific blend and it
growers face when harvesting organic NC: Definitely the US and Canada. Demand is available for this brand only.
crops? for our young coconut meats - as they are
softer and sweeter – in these two markets EC: What is your organic raw material
NC: Nam Hom coconuts are quite easy to has recently increased. However, coconut production volumes?
grow as long as the soil and weather water is also growing in the UK, Spain and
conditions are suitable. The difficult part is typically other cities with a large ex-pat NC: 28 days is a medium size growing
not using any pesticides or herbicides when community that travels a lot. company so we don’t use that much, as
18 / Juice 2018 | IEG Vu www.ieg-vu.comBureau Couécou and its partners will be welcoming you during the SIAL 2018 at the booth SC F 113
yet. Customers take time to grow with us, THB0.8 (USD 0.25), which was the lowest same. Some customers who have not
starting ordering pallets rather than price point last year and closer to the travelled to Thailand to taste our coconuts
containers as our products have high average price decades ago. I estimate the sometimes believe that ours are too sweet
value. We are trying to get into the Fresh average price for last year was around and that we add sugar to the water.
Diamond shaped coconuts game as it is THB0.16 (five US cents) per nut.
where the volume game lies, but major EC: What is the difference between young
players here export lots of containers Last year, in January 2017, there was a and mature coconuts?
weekly; some daily. drought and prices went up to the highest
point and definitely had a major effect on NC: It is a different raw material for
We are certified for around 3,000 rais many farms and manufacturers like myself. different core purposes. Mature coconuts
(1,185 acres) of land. These lands are Instead of harvesting 10 nuts from 1 have thicker meats and are good for
mainly of our contract farmers, but we branch, we got no more than three nuts coconut milk production, while young Nam
work with the team of pickers who per branch. Hom coconuts have sweet and aromatic
provide a Transaction Certificate for each waters and softer meats for bakeries and
delivery which we present to our certifier, EC: Does the size matter? smoothies. I have to thank the rest of the
Control Union. industry that made coconut water such a
NC: The size of the coconuts can be a big hyped drink over the past years, but what I
Historically, some major players factor for the industry as well. Diamond offer is worth much more, more scarce and
overclaimed the amount of organic shaped nuts are bigger due to the sorting its taste is naturally sweet and aromatic.
coconuts they harvested, but now there process and the smaller ones are cracked
is a quota system in place where 500 to get the water for manufacturers like EC: What is your forecast for the Thai
coconuts can only be harvested per 1 rai myself. However, young Nam Hom coconut industry?
(0.4 acres) per month. coconuts this year from Ratchaburi are
smaller than usual. It takes the same NC: The market in the past few years has
EC: What is Thailand coconut raw amount of time to crack the coconuts but if been more volatile, especially with the
material production per year? the nut is small, the water and the meat of introduction of China and Chinese
the yield is much less. My factory, located importers. An example: the founder of
NC: I just saw Bangkok Bank saying that in Pathum Thani, last year had a good crop Alibaba Group, Jack Ma, visited Thailand in
Nam Hom coconuts are one of the main of Nam Hom coconuts. April this year and said he would support
fruit exports from Thailand. In the next few the purchases of durian, Thai bananas and
years, my estimate is there will be more EC:Is there any way to control the young Nam Hom coconuts to China. What
supply on the market as people owning sweetness? happened was that prices soared just
land will plant Nam Hom coconut trees to because of this. I am glad that Thai Nam
serve the increasing demand. NC: As a manufacturer, we try to keep our Hom coconuts are being recognised as a
standard of sweetness at a minimum of 6.5 different coconut variety but it is the local
However, plantations and crop volumes brix, although our average is at 7 brix for supply/demand mechanism against
are very cyclical in Thailand, which I 2017. We are quality-based and we are speculation that makes the risk higher for
believe is a major problem in our local truly fresh: not all batches will taste the this industry.
farming industry. A great example now is
durian: farmers now are planting durian
trees all over Thailand and ripping out
palm trees, coffee trees or rubber trees,
just because the demand is high. We go
with the flow very easily.
EC: Is the Thai coconut market stable or
does it have its ups and downs like the
pineapple industry?
NC: Absolutely. From April to June coconuts
from the farm can cost up to over THB.030
(USD0.91) per nut. Coconut loves rainwater
and heat but hates cold and dryness. As it
takes four to five months for one branch to
grow until optimal ripeness, at the early
stages it was dryer and cooler than usual.
The best time to harvest coconuts is,
unfortunately, when winter falls in the
major part of our export market. You can
buy the raw coconut from the farm at
20 / Juice 2018 | IEG Vu www.ieg-vu.comAnticipate every shift.
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agribusinessintelligence.com/consultingTomato juice still a
favourite in Slavic countries
Tomato juice remains a clear favourite flavour in eastern Europe,
with some countries not only increasing domestic output, but also
increasing exports.
By Jana Sutenko
A survey in Russia found Over the years, there has been a lot of overtaken only by orange juice which was
speculation about tomato juice’s appeal: placed first with 20%.
that tomato juice is the dieticians say that tomato juice is more
second-favourite juice in beneficial than fresh tomatoes due to its The FAO suggests that tomato ranks first
the country, with 16% of high lycopene content , a strong among vegetable crops, with the world’s
antioxidant; some doctors say that it is a plantations exceeding 4.0 million hectares.
respondents choosing it useful substance for the prevention of With all the propagated health benefits and
over apple and peach oncological diseases. the popularity of processed tomato, it is only
fair that output of the product increases.
A whole other story is the consumption of
tomato juice during air travel: it is said that Ukraine, one of the emerging tomato
the lower air pressure in aircraft cabins paste producers, increased its exports of
makes tomato juice taste better than when tomato juice last year by 24% with the
consumed at ground level. total reaching 6,304 tonnes, worth
USD2.48 million.
The highest demand for tomato juice
remains in the foodservice industry for According to the country’s agriculture
preparation of different recipes, during air ministry, the largest markets were the US
travel (as above) and in the post-Soviet (430 tonnes, USD164,000), Israel (284
bloc, where it remains one of the tonnes, USD104,000) and Lithuania (247
favourite juices. tonnes, USD102,500).
A survey in Russia found that tomato juice Ukraine, unlike Russia, produces tomato
is the second-favourite juice in the juice from its own tomato paste, which is
country, with 16% of respondents visible in the latest trade data: last year,
choosing it over apple and peach, Ukraine’s tomato paste imports totalled
22 / Juice 2018 | IEG Vu www.ieg-vu.com114 tonnes, while Russia’s reached more amount as its closest contender Ukraine. The share of Russian raw materials in
than 129,000 tonnes, mainly supplied by processing ranges from 20-30%. According
China and Italy. The president of the Russian Union of Juice to the expert, juice companies are ready to
Producers Natalia Ivanova, said: “The volume buy more raw materials, including more
Russia’s exports totalled 6,537 tonnes last of domestic raw materials used for the tomato paste as the volume of own
year and were worth USD3.16 mln: 10% manufacture of juice products is insufficient production is still marginal.
less than in 2016 and around the same to meet the needs of the industry.”
Top-5 global tomato juice exporters (tonnes) However, the latest media reports and
Top-5 global tomato juice exporters (tonnes) analytical data suggest that Russia’s
12K 80K
tomato-growing and producing regions are
11K 73K increasingly raising their output, which
10K 67K might result in more tomato paste
9K 60K
availability for juice production.
8K 53K
Among other main exporters are Germany
7K 47K and Italy, the exports of which, 11,346
6K 40K tonnes and 10,965 tonnes in 2017
5K 33K respectively, are around the same range.
4K 27K
International demand for tomato juice
3K 20K
remains a mystery, with global exports
2K 13K bouncing up and down almost every
1K 7K year. This has also recently happened:
10,784
10,767
10,965
11,346
9,343
6,641
6,676
6,452
9,751
5,536
7,275
5,072
9,336
6,537
0 6,304 0
the exports somewhat rebounded in
2015 2016 2017 2017 to a total of 77,029 tonnes from a
sluggish 2016 when the exports reached
Total Germany Italy Spain Russian Federation Ukraine 66,942 tonnes.
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www.ieg-vu.com IEG Vu | Juice Supplement 2018 / 23Trading up
Europe’s consumers have fallen in love with NFC orange juice and
have traded up from reconstituted juice.
By Neil Murray
Europe’s love affair with premium NFC far the largest supplier to Europe) has
orange juice meant an increase in controlled the NFC juice price very
imported tonnage of some 50% between carefully, this dip is likely to be a direct
2012 and 2016. Last year, however, saw result of the sugar scare. Consumers
a dip in imports and, given that Brazil (by are nervous.
EU imports of NFC orange juice (tonnes)
Country 2012 2013 2014 2015 2016 2017
Belgium 85699 100569 159410 204367 445399 353870
Germany 232454 216975 233111 270646 263033 295213
Netherlands 107377 91806 121947 145953 194471 206716
Spain 194885 180799 181529 206798 161819 184303
Austria 30196 41914 41972 31453 30489 54146
France 36574 23797 23719 22232 100770 32492
Italy 13798 15806 34887 30332 31856 25291
Ireland 9943 6938 7287 15666 23411 19754
Poland 11431 14959 16762 18879 19195 18410
Denmark 41230 52319 41685 34577 32276 15009
UK 6304 9658 11008 14418 9699 7358
Hungary 6203 6879 9179 9414 8102 7253
Sweden 3268 2733 1522 1259 1118 5652
Greece 1149 1245 1254 3192 4071 5497
US 56753 93463 107751 31645 17603 5019
Costa Rica 1506 5437 5413 9254 10297 4835
Portugal 5439 3702 5573 6111 4072 4369
Morocco 2980 909 2806 2411 815 3685
Czech Republic 3611 2411 2372 2809 2940 3154
Mexico 1223 2308 1620 3353 5373 3114
Egypt 211 222 491 1156 4880 3071
Romania 85 2056 5167 4676 4456 3040
Serbia 243 305 2202 1743 2994 2228
Cyprus 1390 1447 1923 2177 2371 1830
Latvia 1818 1277 1515 1531 1433 1463
Israel 2717 2011 852 836 1285 1308
Others 11331 9140 8230 7753 6713 4981
Total 1642698 1965610 2327245 2011652 2510709 2292654
24 / Juice 2018 | IEG Vu www.ieg-vu.comExpert Agribusiness
Consulting
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as well as on the overall macro economy. In the EU, policy makers must address
the direct impact of Brexit as well as the shape of the Common Agricultural Policy
post-2020. This will be impacted by the post-2020 EU budget agreement as the EU
loses its second largest net contributor.
A host of policy issues – both directly and indirectly impacting agriculture – are being discussed
around the world. These involve trade agreements, environmental regulations, climate change and
renewable fuels/bioenergy, approach to GMOs.
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products-and-services/consultingThere was a large fall in imports through
Belgium and a reasonable increase in
those destined for the Netherlands. It is
hard to draw a conclusion from this. It is
possible that more customers or shippers
chose to use Antwerp as a port of entry
rather than Rotterdam.
France has taken to NFC
juice in recent years, in a
big way
There also seems to be a data
discrepancy in imports to France in
2016, which the data puts at over
100,000 tonnes or four to five times the
usual volume. France has taken to NFC
juice in recent years, in a big way, but it
does appear to more freshly squeezed
juice sold from machines in
EU FCOJ IMPORTS supermarkets, though private label
and branded products have made
Country 2012 2013 2014 2015 2016 2017
inroads into its market.
France 140685 164131 136465 106408 76440 83353
Germany 106383 86728 97171 107499 83708 78853 In fact, juice freshly squeezed in-store, or
Netherlands 38764 57826 41367 36425 39123 52082 in a dedicated facility, is likely to be the
biggest rival to pre-packed NFC orange
UK 219751 208179 172782 142988 25368 32412
juice. It is a good sales proposition: it is
Spain 35909 35694 18510 16928 33798 21527 genuinely freshly squeezed, and
Ireland 23806 21776 17602 20092 20933 17461 consumers appreciate that its shorter
shelf life indicates this. Cold-pressed
Sweden 12026 17101 14437 15326 17873 16235
juices are also growing fast, and as the
Poland 3471 4071 4753 8895 6118 8806 shelf life of these products (also known
Belgium 17919 15871 17984 10509 10339 6960 as HPP juices) increases, and it is getting
Austria 8977 11571 11372 7263 6170 6847 longer every year, then premium brands
will find it easier to fight back.
Italy 9440 8093 7741 5435 4481 5738
Greece 7336 6310 5313 4546 4457 4943
Denmark 4804 3627 2770 3210 3265 4104
Freshly squeezed juice
Czech Republic 1477 1684 1878 2266 3543 3755
is likely to be the biggest
Portugal 6692 7671 3770 4397 3149 3738
rival to pre-packed
Bulgaria 1397 1411 1208 3243 2626 2856
orange juice
Cyprus 2184 2005 1495 2187 2601 2760
Finland 3438 3031 2647 2983 2698 2275
EU demand for FCOJ actually increased
slightly in 2017, but a mere 8,000 tonnes
Hungary 1407 3113 3027 2873 2516 1890
more is insignificant. More product came
Luxembourg 2800 2794 2995 2575 1820 1775 in through the Netherlands and France
Slovakia 2006 1366 1209 1512 1978 1513 imported more, and these figures were
enough to offset declines in shipments to
Croatia 274 329 309 302 706 1486
other countries.
Slovenia 351 380 483 746 963 1058
Romania 782 844 1727 1083 997 1033 Of course, Brazil prefers to crush fruit for
NFC juice rather than FCOJ because it is
Lithuania 1415 1307 1282 1277 1115 1016
more lucrative. IEG Vu thinks it is unlikely
Latvia 681 850 1154 854 572 382 that FCOJ imports will rise to their levels
Estonia 619 567 427 485 399 228 of six or seven years ago, but they will
Malta 190 81 33 31 4 7
probably stabilise as more FCOJ is used as
an ingredient in the new generation of
Total 654984 668407 571909 512336 357760 365090
‘healthy’ soft drinks.
26 / Juice 2018 | IEG Vu www.ieg-vu.comYou can also read
