Find information on the production process at www.safja.co.za, website of the South African Fruit Juice Association.
Fruit and vegetable juice are drinks produced by squeezing or crushing fruit and vegetables.
The market can be categorised as fruits, vegetable, and mixed. Fruits are divided into mango, apple, guava, pomegranate, grape, orange, lemon, pineapple, and others. Orange Juice continues to be the most preferred juice, making up 30% of global demand. Vegetables are divided into carrot, beetroot, tomato, pumpkin and others (Insight Survey 2020).
Since 2019, celery Juice has been trending in the global Juice market and has also recently gained prominence in the South African market (Insight Survey 2020).
In South Africa, there are specific regulations relating to fruit juice and what they may contain in terms of additives and preservatives, and that sets the definition for what a fruit juice must be called, based on its composition:
- Fruit drinks – a minimum pure fruit juice content of 6%.
- Carbonated fruit drinks – in addition to carbonation effects these should provide nutritional elements of the fruit along with natural pigments and flavour.
- Nectar – should include a minimum of 12.5% to 50% pure fruit juice content, depending on the type of fruit used. For instance, orange nectar requires a minimum of 50% pure orange juice and lemon nectar a minimum of 12.5% pure juice.
- Pure fruit juice is classified into two sub-categories, unsweetened fruit juice, which includes 100% pure fruit juice and sweetened fruit juice, which comprises 70-90% pure juice, depending on the type of fruit used in the juice e.g. lemon – 70% minimum pure lemon juice, orange – 90% pure orange juice).
Source: The South African Juice Industry Landscape Report and www.bizcommunity.com/Article/196/168/98731.html
International business environment
- The global juice market was approximately 60.6 billion litres in 2018. It is projected to reach approximately 65.9 billion litres by 2022. The largest market was the Asia-Pacific region, followed by Europe and North America and Western Europe (Insight Survey 2020).
- Orange juice is included in the monthly “Citrus: World Markets and Trade” from the USDA at https://apps.fas.usda.gov/psdonline/circulars/citrus.pdf
- Orange juice production: Brazil, US, Mexico, EU and China (South Africa in 6th place) (USDA 2020)
- Orange juice domestic consumption: EU, US, China, Canada and Japan (USDA 2020)
- Orange juice exporters: Brazil, Mexico, EU, South Africa and US (USDA 2020)
- The International Fruit and Vegetable Juice Association (IFU) represents some 54 countries. Visit www.ifu-fruitjuice.com
- The Juice Products Association and Juice Central (USA), http://juiceproducts.org and http://juicecentral.org
- Find featured articles, documents, DVDs and lists of international members on the Juice CSR Platform website, http://juicecsr.eu. See also the European Fruit Juice Association (AIJN) website, www.aijn.org.
- Fruit Juice Australia, www.fruitjuiceaustralia.org
- Fruit Juice Matters, https://fruitjuicematters.eu/en (“Share the Science. Celebrate the goodness”)
- Ask for the Euromonitor International webinar “Global Drinks Trends After Coronavirus”, a webinar at https://go.euromonitor.com/webinar-drinks-2020-global-drinks-trends-post-COVID-19.html
Local business environment
In South Africa the juice market achieved a compound annual growth rate (CAGR) of 2.8% over 2013 to 2018. The Juice market is forecast to grow at a subdued rate of 0.9% over the 2019 to 2023 forecast period. The growth is largely attributed to the adoption of a higher nutritional and health awareness amongst consumers (Insight Survey 2020).
The Embassy of the Kingdom of the Netherlands study The Current State of Fruit & Vegetable Agro-Processing in South Africa (released February 2019) includes a look at fruit juice.
Find the associations listed on the “Fruit” page.
- Consumer Goods Council of South Africa Tel: 011 777 3300 www.cgcsa.co.za
- Food Advisory Consumer Service Tel: 012 428 7122 www.foodfacts.org.za
- South African Fruit Juice Association Tel: 021 872 4145 www.safja.co.za
Also refer to this heading on the general “Agro-processing” page. Other departments of relevance include the Department of Health and the Department of Trade, Industry and Competition (the dtic).
Department of Agriculture, Land Reform and Rural Development (DALRRD)
- Directorate International Trade Ms Nokwanele Mabhunu Tel: 012 319 8188
- Directorate Agro-processing Support Tel: 012 319 8457/8
- Subdirectorate Agricultural Product Quality Assurance Theo van Rensburg Tel: 021 319 6023/20
Find information on all Department of Agriculture, Land Reform and Rural Development (DALRRD) directorates under “Branches” at www.dalrrd.gov.za.
Training and research
- ARC-Agricultural Engineering (ARC-AE) Tel: 012 842 4017 Included in this campus’ mandate is agro-processing. Read about possibilities for processing citrus fruit and contact the ARC-IAE for the manual on the Agro-processing of Citrus Fruit.
- ARC-Infruitec/Nietvoorbij Tel: 021 809 3100 www.arc.agric.za Training courses offered include the following outcomes: (i) Basic skills in fruit sorting, choosing suitable varieties for juice making (ii) Extraction and juicing methods for cottage industry (iii) Extraction for industrial purposes (iv) Packing and preservation of fruit juice to extend shelf life (v) Business skills to manage juicing plant/ business
- FoodBev Tel: 011 253 7300 www.foodbev.co.za FoodBev is the Sector Education and Training Authority (SETA) responsible for facilitating education and training in the food and beverages manufacturing sector.
Equipment and services
Find the list of SAFJA associate members at www.safja.co.za/safja-membership.html
- BeveraTech Tel: 021 873 0590 http://beveratech.co.za
- Central Milk Tel: 013 246 1094 www.centralmilk.com Fruit juice tanks
Refer to the “Packaging & handling systems” page.
- African Aloe www.africanaloe.co.za
- Associated Fruit Processors www.afp.co.za
- Boland Pulp – see Rhodes Food Group
- Boost Juice Bars www.boostjuice.co.za
- Bronpro Fruit Processors www.bronpro.co.za
- Cape Fruit Processors www.capefruits.co.za
- Ceres Fruit Processors www.cfp.co.za
- Clover Industries www.clover.co.za
- Coca-Cola www.coca-cola.co.za and www.appletiser.co.za
- Darling Romery www.darlingromery.co.za
- Dewfresh www.dewfresh.co.za
- Elvin www.elvin.co.za
- Euroberry www.euroberry.co.za
- Good Hope International Beverages www.ghib.com
- Granor Passi www.granorpassi.co.za
- H2CoCo https://h2coconut.com
- Henties www.henties.co.za
- In2food www.in2food.co.za
- Juice Revolution https://juicerevolution.co.za
- Juiced Co https://juicedco.co.za
- Kauai https://kauai.co.za
- Lactalis SA https://lactalis.co.za
- Letaba Citrus Processors www.letaba.com
- Magaliesberg Citrus www.magaliescitrus.co.za
- Nirmala Juice https://nirmalajuice.co.za
- Onderberg Verwerkingskoöperasie www.onderberg.com
- One-Juice https://one-juice.com
- Orange River Concentrate Producers www.orangeriverwines.com
- Parmalat – see Lactalis SA
- Pioneer Foods www.pioneerfoods.co.za, www.liquifruit.co.za and www.ceres.co.za
- Rhodes Food Group www.rhodesfoodgroup.com
- Rugani www.ruganijuice.co.za
- Safarai Prune Juice www.safaridriedfruit.co.za
- Shoprite Holdings House Brand www.shopriteholdings.co.za
- SIAS www.siasflavo.co.za
- Sir Fruit https://sirfruit.com
- SOGA Organic www.sogaorganic.co.za
- Southern Canned Products www.scproducts.co.za
- Summerpride www.summerpride.co.za
- The Beverage Company www.thebeveragecompany.co.za
- Tiger Brands www.tigerbrands.com
- Two-a-Day Group www.tad.co.za
- Umgibe Farming Organics and Training Institute https://umgibe.org
- Vego Juices Tel: 074 781 9306 visit our Instagram page @Vego_juice Beetroot, carrot and spinach juice
- Venco Fruit Processors www.vencofruit.co.za
- Vivit Foods www.vivit.co.za
- Wild Organic Foods www.wildorganics.co.za
Websites and publications
Visit the websites listed earlier in this chapter.
- The Food & Beverage Reporter frequently covers stories of interest to the fruit juice market.Visit http://fbreporter.co.za.
- Find out about Insight Survey‘s South African Juice Industry Landscape Report (compiled March 2020) at www.insightsurvey.co.za/2018-south-african-fruit-juice-industry-report. The article “Is Vegetable Juice the Future of SA’s Juice Industry?” informative can be read on the same website.
- Neves MF, Trombin VG, Neto LCM & Kalaki RB. 2019. Orange Juice Chain: Past, Present and Future. Available at http://citrusindustry.net/wp-content/uploads/2019/03/Orange-Juice-Chain-Past-Present-Future-Fava-Neves-et-al-2019.pdf
- Find videos by the AIJN and Juice CSR Platform on Youtube.
- Find relevant articles at www.drinkstuff-sa.co.za.
- Noemdoe, D. 2019, June 4. “What’s in my juice?” Food for Mzansi. Available at www.foodformzansi.co.za/lifestyle-whats-in-my-juice/
- Nel, M. & Musingadi, K. 2019, May 27. “Sugar tax leaves a bitter taste for the beverages sector”. Bizcommunity. Available at www.bizcommunity.com/Article/196/168/191260.html
- Reporter. 2018, September 19. “Growth in soft drinks expected for sub-Saharan Africa”. Bizcommunity. Available at www.bizcommunity.africa/Article/410/168/182088.html
- The article “15 Health Benefits of Juicing, According to Science (+8 Delicious Recipes)” can be read at www.jenreviews.com/juicing.
- Using waste products from the juice manufacturing industry, a 16-year old South African school girl won a scholarship for her “fighting drought with fruit” submission. Find this story from 2016 on the BBC website here.
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